Sell Once, Print Often

By Mike Philie
In April 4, 2009

Actually it's not even sell as much as it's give them a good reason to buy from you. My point is that getting people to say yes can be hard work. It's not any harder to persuade someone who buys print every week to buy from you than it is to persuade someone who buys print once a quarter. Why not focus your efforts on the more frequent user of print? While you may not be in a position to walk away from the casual buyers at least make sure that you've got some of the more frequent ones in your sales pipeline.

Other added benefits of this effort include:
  • Added frequency gives the plant more opportunities to learn the clients individual needs and preferences and ultimately improve their performance,
  • Increased exposure to the client will give you the opportunity to get a deeper understanding of how they use print to drive their business and if you're paying attention, will allow you to make recommendations that could increase the relative ROI on their print spend, 
  • Clients with ongoing, frequent activity are more easily serviced by the CSR team which allows the sales rep to find more of the same-what a concept. 

Take a good look at your current accounts and prospects. Are you in a good position to sell once and print often?

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.

Leave A Comment