Print service providers, when was the last time you asked your clients about the journeys their customers take before they become buyers? Do you know what steps occur between basic awareness and contract commitment? Knowledge like this can help you suggest ways your products and services can keep their future customers engaged and moving towards purchase decisions.<\/p>\n\n\n\n
Dale Carnegie (1888-1955) once said: \u201cSuccess in dealing with people depends on a sympathetic grasp of the other person\u2019s viewpoint.\u201d Carnegie, a writer and lecturer, developed courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills.<\/p>\n\n\n\n
Consultative selling approaches have been main-stream popular since at least the 1980s. Sellers still use these value-added techniques because they work well and can be highly effective. The difference today is the needs-based sales approach was once optional. \u201cNow, it\u2019s mandatory,\u201d contends graphic-arts sales guru Bill Farquharson. And, the strategy remains rather simple.<\/p>\n\n\n\n
\u201cSales people often lament over business, and they can solve their problems by solving the customer\u2019s [problems],\u201d advises Farquharson, who is an industry coach, author, and speaker. \u201cWe all need leads, marketing, and pitches. But finding out about our customers\u2019 sources of business and where their leads come from requires a different approach.\u201d<\/p>\n\n\n\n
\u201cIn his coaching role, he works with sales representatives, sales managers, and selling owners of all ages, skills, and experience levels. The key to selling consultatively, Farquharson says, is to make the experience about learning. \u201cDon\u2019t approach these customer meetings as \u2018sales calls,\u2019\u201d he instructs. \u201cTake it to a different level. They should be conversations about growth strategy.\u201d<\/p>\n\n\n\n
\u201cDive deep,\u201d Farquharson continues, and ratchet the line of questioning up a notch to really get the customer thinking:<\/p>\n\n\n\n
A bank that branches into selling life insurance is an example of the third query. \u201cIt\u2019s as simple as letting their end customers know what they can do,\u201d Farquharson notes. The up-sell opportunity is they may need an integrated marketing strategy to help them spread the word in print and online.<\/p>\n\n\n\n
While your firm may offer services and products that help clients convert leads into customers, Farquharson warns \u201cnot to play that card too early.\u201d It could be obvious that they need postcards printed for a direct-mail campaign or help with literature fulfillment. They may also need signage for in-person events or sponsorships. \u201cDon\u2019t fall into sales mode too quickly,\u201d he adds. Instead, act like a reporter and start with basic \u201cwho, where and what\u201d questions:<\/p>\n\n\n\n
Take the process slowly and respond that \u201cyou\u2019ll get back to them with some ideas,\u201d he suggests. At that point later on, you can add a \u201cby the way\u201d that you can provide postcards, fulfillment, signage, etc. should they require them.<\/p>\n\n\n\n
Think of consultative sales as an exercise in problem-solving. \u201cIt shouldn\u2019t feel like sales if it is done correctly,\u201d Farquharson explains. \u201cYou have to ease into it. Plus, it\u2019s fun!\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Print service providers, when was the last time you asked your clients about the journeys their customers take before they become buyers? Do you know what steps occur between basic awareness and contract commitment? Knowledge like this can help you suggest ways your products and services can keep their future customers engaged and moving towards […]<\/p>\n","protected":false},"author":1,"featured_media":17257,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[68,69,74,72,73],"class_list":["post-17255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-accuconnect","tag-ecommerce","tag-services-portal","tag-w2p","tag-web-to-print"],"yoast_head":"\r\n