When I work with print companies to improve sales. I audit their print sales process to identify issues that may be blocking new customers. Try your own audit and get your sales engine revving.
SELF-AUDIT QUESTIONS FOR PRINT SALES PEOPLE
Is your sales process simple and repeatable?
Print customers can get bogged down in complexity, which delays decision-making and spending. Find your prospect’s most pressing need, and get laser-focused. Figure out what works sales-wise, write it out, fix areas where prospects tend to fall out of the process, and try to make everything as smooth, stress-free, and predictable as possible.
Are you giving prospects a deadline to reply, take action, or decide?
You don’t have to rush people to buy, but it’s important to set intermediate deadlines. Otherwise you’ll have a long list of people whose status in the CRM is “unknown.” Try this: “I’ll call you Tuesday at 10 a.m., and we can discuss next steps.” They’ll say yes, no, or check their calendar. You must set close-in deadlines because buyers’ priorities change, and budgets shift. Plus, you can’t pursue other prospects if you’re holding the door open for those who can’t reply, take action, or decide.
Are you making it easy for people to do business with you?
Is there something prospects always mention as a deal killer? When prospects check your company’s website, payment process, or file transfer portal, is everything clear? If people want to take the next step to work with you, are you making it easy for them to move ahead confidently?
Are you professionally handling price negotiations?
If the money discussion is uncomfortable (or unprofitable) for you, get some print sales training and practice role playing. Negotiations can be a collaborative process with your print sales prospect, and they shouldn’t be feared.
Are you staying in touch with new customers?
Create a pseudo-automated process to communicate regularly. I like using email newsletters, a postcard series, Q&A webinars, and mini case studies.
Are you setting and logging daily targets for sales outreach?
You can track calls, zooms, visits, DMs, intentional voice mails, sending samples, and so forth. I like to do it old school. I have a big wall graph where I color in a box for each prospect touched. If you’re like me, the blank boxes will really bug you, and it will motivate you to finish each day with your goals achieved.
Are you compensating for customer attrition?
Customers are always being courted by the competition. If you lose a customer, maybe you’ll win them back – maybe not. Remember, customers move, change jobs, change circumstances, retire, etc. Your network MUST be growing to compensate for account loss. Start by measuring attrition, and then create a plan to sell above that threshold.
Are you using a time management tool?
There are plenty of free time management tools, and your company probably has access to one or many. I track my time on my calendar and also through an online time tracker that sends me a daily report. Yes, it shows time wasted, but it also shows where I may have underestimated time spent. Using a time tracker can help you see which periods in the day you’re most effective.
If you’re ready to rev up your print sales engine, try my sales self-audit. It’s a great way to smooth the way for customers to do business with you.
Keep it flowing, my friends!
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Check out last month’s post: How to Give New Print Customers a Warm-Fuzzy Feeling
Sandy Hubbard is a Growth Strategist and Marketing Advisor who specializes in Print, Media, and B2B Tech. She helps print companies improve in all areas — but especially sales and marketing — so they stand above the crowd. Sandy is the host of #PrintChat, a weekly global gathering of the industry’s most influential thinkers and leaders. A proud member of Girls Who Print, Sandy is the 2022 recipient of the coveted Girlie Award. Connect with Sandy on LinkedIn.
