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What if you knew that your success during a sales presentation on digital/inkjet printing was predetermined? That is, what if it was the steps you took prior to walking in the door that accounted for the success or failure of the meeting? In fact, this is exactly the case. In addition to knowing what you are going to say, you must also think about what you might hear and be ready for response. Wikipedia defines the word, "objection" as “a request for more information.”  Keep this in mind when you consider a response to the following possible statements you'll hear from prospects and customers. “I don’t understand digital.” It's highly unlikely you will hear someone use this exact statement. Rarely will you find someone brave enough to utter the words. Instead, you might hear something irrational or nonsensical doubting the validity of your arguments but what it comes down to is, they don't have a clear picture of what digital is and what it can do for them. If you know someone to be …

Years ago, a print company in Vancouver bought one of the first black-and-white digital print pieces of equipment. It was a big deal. The equipment manufacturer made a lot of noise about the purchase. There was an open house, complete with balloons and confetti and wine and cheese, and all new marketing materials were sent out to announce the availability of this new technology. The excitement lasted about as long as it took for you to read that last paragraph. For soon after the dust settled, it quickly became apparent that there was no market for digital print in Vancouver. And how did the print company find out? Why, their salesforce told them as much. It must be true, then, right?   Meanwhile, in the middle of the country, an Ottawa-based printer was adding to their already impressive cachet of digital print devices with yet another piece of equipment, this one identical to the one at the Vancouver printer. Business was booming locally, but they had found a new and untapped market …

As a marketing professional you’re always looking for ways to retain and up-sell the customers you have, find prospective new customers, and break into promising new markets. But here’s the problem: You need to know the lay of the land—who’s buying and selling what, where, and why—to construct a marketing program that really kills it! Think about it: What are your potential customers actually buying? Is it what you’re selling? And if it isn’t, what are you doing about it? Here are related questions: What are your competitors selling successfully and why? Where should you devote added resources in your business development efforts? Are there promising demographic or market segments you can pitch for existing or new products? Knowing the answers to these and other questions—that is, increasing your market and competitive intelligence and addressing it appropriately—can give you a big marketing advantage. You could start simply, by visiting competitors’ websites to check out the type and …

"Who buys your digital/inkjet print?" If there was one question that we would eliminate from your sales portfolio of opening lines, it would be this one. Why? Let's follow the scenario through and see where it leads us… You: "Who buys your digital/inkjet print?" Customer: "That would be me." You: "I sell print. I sell digital and inkjet print, too. Do you have anything that I can quote on for you?" Customer: "Sure. Give me a price for 5000 of these." <> You: "Here's my price." Customer: "Sorry, your price is too high."   The problem with this sales approach is that it leads to the same ending every time. This should surprise no one. If your sales pitch is focused on the price of the printed piece, the basis of winning the bid is limited to being the lowest cost provider. By focusing on the clients’ print needs, you have limited your ability to sell profitably, effectively, and develop a loyal customer base. Surely, there must be …

We recently sat down with former Postmaster General and current SG360° board member, Patrick Donahoe, to get his thoughts on the U.S. Department of Treasury’s recently released task force report United States Postal System: A Sustainable Path Forward.   Q. As the former Postmaster General, what are your overall thoughts regarding the Task Force’s report?   A.  The fact that a Task Force was appointed by the President is a very positive move. It potentially signals to Congress that the Executive Branch is interested in pursuing legislation to address many of the problems the Postal Service faces. Most of the issues identified by the Task Force can only be resolved via legislation. There are a few actions that can be addressed through administrative means, but a long-term fix requires legislation. The other positive point that can be derived from the Task Force activity is the recognition of the value of the Postal Service, both as an economic and social force in the United States. Our …