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The COVID-19 crisis has disrupted everyone’s lives. While the situation is still evolving, business owners should recognize that marketing doesn’t have to stop, but it does have to offer new messages of reassurance and unity. First, it’s important to know that print may well be considered an essential business in several states, unlike so many other types of businesses that have been shuttered. Print industry associations are working with local governments to ensure that businesses that supply printed products to those deemed “essential” can themselves be considered essential businesses.  Whatever your local situation, now is the time to continue communicating with customers, prospects and employees. You want your brand to be perceived well. Consider the following types of messaging that can position you for the recovery: Your situation is strong . Your message can be that you are weathering the storm and in it for the long haul. Your reputation is at stake, so make sure that everyone …

How do you continue to communicate with clients while the world is turning upside down? Do you back off and give everyone space? Do you reach out even more to not sever ties?   The answer lies more in how you communicate. Now is the time to be more strategic and purposeful with your communication.    So how can you strategically communicate value in a time of crisis when attention is clearly elsewhere?    FOCUS ON EMPATHY: Not every communication interaction needs to be a selling opportunity. The worst thing you can do to damage a relationship is to appear out of touch with someone else’s needs. Recognize the environment has changed and that your selling tactics have to adapt as well. That can often mean taking a break from pitching products and instead reaching out to simply say hello and check in.    ASK QUESTIONS:   Once you’ve reached out to touch base and make sure everyone is OK, you can then focus on providing value. Ask clients what they need from you. Most of us tend to focus …

During these strange and scary days, you have time on your hands that you ordinarily wouldn’t. If Stephen Covey were writing this blog, he would tell you to, “Sharpen the saw.” That is, “Since you can’t sell, improve your selling skills.” He’s not writing this blog, but we will say it just the same. Each week, we will give you suggestions for how best to fill your days and come out better and stronger on the other side. So, let’s start with this week’s quick sales tip for inkjet printing: Just like in sales itself, there are four keys to success when it comes to selling inkjet: Make a high-value, well researched sales call; Choose the best targets to approach; Create a prospecting process; Apply that process with diligence. Before we get much further down the road, let’s talk about your skill level on each of these four points. If you haven’t done so already, we suggest you take our free Sales Assessment Test and answer a few questions. By being as honest as possible, you will be able …

Research says we need reasons to feel confident about our decisions to buy something. That goes for buying a product or buying into a concept or a message. When we feel confident about our decision there’s actually a neuron in the brain that fires up and triggers people to take action. This happens regardless of the amount of information we have, it’s based on the feeling of confidence. So if you want your audience to take action, you need to make them feel confident about buying into the message you’re selling. The key is to provide proof points to support your message AND present them in a way that won’t undermine your message! Let’s assume you know your customer wants to improve their marketing. Your message is then “Print can help make your marketing more effective.” How can you support and boost that message? STATISTICS Numbers provide proof for your message and truly help highlight your point. Adding a statistic builds trust in the message. Now the audience has a real reason to …

In a previous blog , we delved into the makeup of the sales funnel—the essence of your marketing efforts—and ways to communicate specifically with each stage of the customer’s journey. The top of the sales funnel, as I noted, means assessing new visitors to your website, who perhaps have searched for some particular product or need, or maybe viewed one of the blogs. Remember, these visitors are brand-new to experience what you have to offer. Consider these elements of website best practices, so you have a fighting chance to move first-time visitors further down the sales funnel, from awareness to interest, desire, and action. • Looking Good . Statistics show that people prefer to read online content that is beautifully designed. In fact, 38% say they simply would not engage with a website that is unattractive, and almost 50% say that a website’s attractiveness reflects the credibility of its business. Your business! At the top of the funnel, that means you’re not selling anything …