The Sales Edit: 5 Tips to Produce MORE in 2021 and Beyond

First, there was the magic of tidying up with Marie Kondo. Then there was Norwegian Hygge.  Now, we have The Home Edit. According to their website, “THE HOME EDIT organizes every space in the home, from bedrooms and kitchens to closets and pantries. Every project receives meticulous attention to detail, carefully considered systems, and our signature stylized aesthetic.” I love every word of this. Thorough. Holistic. Meticulous.

how to generate more print sales in 2021 and beyond

And where there is advice about how to get your home organized and operating with efficiency, there is a sales lesson, at least for me.

So, let’s get after it. (Who got my reference to Chip Gaines?  Do I watch too much HGTV?)

When I think of editing, I think of cutting, improving, and getting to the point.

Your sales practices, mindset, and communications are no exception.

Here are some ideas for what to EDIT when it comes to your sales behaviors and strategies:

Your emails – According to Bob Bradley, a legendary print sales guy I am a huge fan of, “I keep the message short and specific. I use bullet points. I ask a question. That’s IT!” Genius, Bob. We cannot burden people with too many words, or bragging too much about our equipment, speeds, and feeds. They want to know WIIFM. * Tell them. Quickly. (*what’s in it for me?)

Your influences – Do you have a negative co-worker who always makes you feel like crap? Are you watching the news that makes you want to move to a deserted island? Stop it. You do not need ANY more negativity in your life. Seek out positive people, information, and inspiration. Meditate. Listen to music that fires you up. (For my money it’s Another One Bites the Dust by Queen when I am preparing to make sales call, but it’s YOUR call.)

Your negative thoughts – If you are allowing yourself to go down the path of being self-critical and telling yourself ugly things about yourself,  Remember what Bob Odenkirk said on the Smartless podcast recently. I’m paraphrasing here, but he basically said – All those negative thoughts about your inability, inadequacy, and lack of skill? YOU’RE THE ONLY ONE THAT THINKS THAT. It was a revelation to me. Your friends, your partners, your clients, your coworkers; all think you’re swell and know you are doing your best. So, let’s work to quiet that enemy in our own minds and try to find some nice things to say about ourselves. Become a fan of YOU. Because you are awesome!

Your social media behavior – Your mission for who you are on social media should be 3-fold. You should seek to educate, engage, or entertain your community. When you chose content to share, focus on those 3 elements.  Ask yourself, “Does this piece teach someone something relevant to the industry, does it make someone smile, or does it elicit a response or comment of some kind?” If the answer is yes, post it. If it sounds spammy, trash it. If you’re not sure, ask a 25-year-old.

Your assumptions – You know the old saying – Assuming makes an ASS of You and Me. Please stop assuming that no one wants to talk to you. Please stop assuming that a CRM is a waste of time. Please stop assuming that using social media is shouting into the abyss. Please stop assuming that the postal service and corporations are incapable of getting a piece of mail to your prospect EVEN IF they are working at home. Let it all go.

Change is good. I view my career, the content I create and deliver, and who I serve in constant motion. It is a journey, not a destination. The more open to change you are, the better. Edit away, my friends!

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Kelly Mallozzi.2018_print media centrAs a sales and marketing coach and consultant at Success In Print, and Girl #2 at #GirlsWhoPrint, Kelly Mallozzi advocates for graphic arts companies to keep fighting to keep print relevant. She may be irreverent, but what she lacks in convention, she makes up for in smart-assery.

Kelly is a regular co-host on the #GirlsWhoPrint Podcast along with Deborah Corn. She is also a mentor to several future sales stars and she connects to them through the Women’s Print Mentoring Network. Check out her book, co-authored by Bill Farquharson: Who’s Making Money at Digital/Inkjet Printing…and How. Kelly also occasionally guest blogs at Printing Impressions and you can see her most recent posts here.

Connect With Kelly: Twitter @SuccessInPrint and on LinkedIn where she regularly posts and is even often interesting.