2019 is half-way done and most everyone I have been speaking with is looking at sales numbers and measuring performance. Strategies and plans will be put into place to achieve or exceed this year’s goals. If you are getting ready to crank sales efforts by breaking out your prospecting list, here are 3 stats from the Hub Spot Sales blog to help you sell smarter.
1. More than half of prospects want to see how the product works on the first call.
I think this is GREAT news for printers! I am a big fan of showing, not selling. This stat opens the door to put some effort into opening new customer doors with the work you can produce. Think of creative ways to get samples in prospects hands before you call. You can find out a lot about people on social media. Do they like dogs or cats? What college did they go to? Any recent posts they wrote or shared or liked you can tie a sample to… or create to increase the chance of a connection? Showing what you can do is imperative, showing what you can do and making it all about the prospect… priceless.
2. Almost six in 10 buyers want to discuss pricing on the first call.
You have done your homework, sent a stellar sample pack and got the prospect on the phone. Consider that a yes. Stop selling. Now it’s about working out the details. The longer you put off discussing costs, the quicker the prospect will start distrusting you. My suggestion here is simple…. Send rough estimates for the samples in the pack, based on a realistic set of 3 quantities for that prospect, their business or their client list – which you should know. If you don’t, guess. Another option is to ask the prospect for 3 quantities so you can prepare rough costs to review during your call. I prefer the first because it shows you did your research, and in some cases you can educate a buyer on why you picked the quantities you did based on your technology, or a new technology they have not used, yet.
3. It takes an average of 18 calls to actually connect with a buyer.
That is insanity. Sales stalking is not a strategy. I lived on the other end of those calls and voicemails for more than 25 years. If customers need you, want to learn more about your offerings and are interested in connecting with you, they would. Stand out by staying out of their voicemail. Send the coolest samples, send them topical, relevant information about how your business helps people just like them, get as many of your customers as possible to tell your story for you, and give them a reason to pick up that phone, or reach out to you.
Apply so they buy!
Using this data, you can strategize to maximize your chances of success. You can also invest some time for human-to-human interaction at industry and networking events where prospects gather. The fall shows will be here in no time. Invite customers and prospects to join you and use your time together to establish yourself as a thought leader and educator. Bring them to Project Peacock Print Fair to see print possibilities they didn’t know existed or host your own show-and-tell. Try something NEW, create something unique, and make it about them every step of the way.
Deborah Corn is the Intergalactic Ambassador to The Printerverse™ at Print Media Centr, a Print Buyerologist™, industry speaker and blogger, host of Podcasts from The Printerverse, cultivator of Print Production Professionals the #1 print group on LinkedIn, Head Girl in Charge (H.G.I.C.) at GirlsWhoPrint, host of #PrintChat every Wednesday at 4PM ET on Twitter, the founder of International Print Day and the founder of #ProjectPeacock. She is the recipient of several industry honors including the 2016 Girls Who Print Girlie Award and sits on the boards of the Advertising Production Club of NYC and The Magazine Innovation Center at the University of Mississippi.
Deborah has 25+ years of experience working in advertising as a Print Producer. She currently provides printspiration and resources to print and marketing professionals through PMC, and works behind the scenes with printers, suppliers and industry organizations helping them create meaningful relationships with customers, and achieve success with their social media and content marketing endeavors.
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