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I admit it: I’ve never sold printing. But I can speak as a print customer. When I bought millions in commercial and financial printing from the mid-eighties to late nineties, it was totally acceptable for print reps to drop by unannounced.
“Skip Jones from Nimrod is here,” said the
receptionist.
“Send him back!” I’d reply.
We didn’t necessarily have a particular project to discuss, but the Drop In was customary in those days.
Today, it’s not OK, according to most print buyers. For a sales rep to drop by without an appointment is rude and presumptuous. Yet it must work for some of them, who tell me that they do indeed drop by a prospect’s or customer’s office, hoping they’ll catch someone at the right time.
This is one of those issues that could generate a lot of comments from both sides of the aisle, as it were. Not having sold print, I’m interested in hearing from print reps just how and when the Drop-In tactic works.
I suppose if your company produces something truly exciting and unusual, you might get to see a buyer or designer if you take a chance and walk in without an appointment. This presumes they know what your company is about.
Maybe one strategy is to drop in and leave some samples if you can’t meet the prospect face to face. Again, if you’re selling something original and quite spectacular, you’ll have a better shot at getting the call back.
Think about it: what other type of sales person drops by without an appointment? (Answer: no one.)
IMHO, the Drop In is rude. And far more intrusive than a cold call. A rep might get lucky and catch a buyer who invites him/her to sit and chat. But I think you’re more likely to aggravate buyers. You may even alienate a few.
What do you think? If you’re a print customer, do the Drop Ins bug you or not? If you’re a print rep, does this tactic work?
© 2010 Margie Dana. All rights reserved. Your comments are encouraged. You're free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.
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