Details Matter

By Mike Philie
In June 4, 2010

Most reps are pretty good with printing job specifications that can range from paper, job files, special ink treatments, bindery and mailing. How about the other details, the ones about the customer and their business?

Several recent conversations with reps as well as owners revolved around a few basic questions: tell me about your customer and how they use the print that you provide to them. What happens to the print once your truck delivers it to their designated location. Most did OK with these questions but struggled with the next ones. If the print you produce is marketing collateral or direct mail, how has it been working for them? Have they reached the results they are looking for? What else do they do to reach out to their customer base?

When your phones are ringing off the hook and business is good these details might not make much of a difference. The significance greatly increases as you choose to take a more proactive approach to anticipating your clients’ needs and collaborating with them to achieve their goals. The goal would be to do focus on activities that will make the phone ring vs. waiting for the phone to ring.

While you could say that all the details matter, to improve your current position with a client or simply work to break out of the “got anything to quote on today” conversation, you should consider paying more attention to the details of your clients’ business in order to give yourself a better chance of repeatable success.

Mike Philie

Mike works with printing companies that are not satisfied with their sales and business development performance, and are looking to get objective advice and strategic direction on how to improve the results of their business. His engagements can range from providing input on the overall sales strategy to building business development pipelines while training the processes of “selling” in today’s marketplace. Mike quickly establishes himself as a trusted resource and advisor to the owners and senior staff of his client companies through his personal involvement, and very quietly and effectively becomes an extension of their staff.

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