Margie Dana

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How to Get a Buyer's Attention

First, let me thank a certain printer in Texas who wrote to me recently. "Tell me, have you written anything about how to get a buyer's attention?" I hadn't covered this topic specifically - but it sure sounded like a great idea.

As I thought about it, it became clear this wasn't a black-or-white issue. The challenge is this -

Buyers are a diverse bunch. Some are savvy and some are green. Some respond to printers who SHOUT, and others want to work with printers who whisper. Some prefer to hear from you via email, while others prefer direct mail.

With that in mind, I offer the following advice to print sales reps today:

• Don't call just for the sake of selling.

• Don't sound like a salesman.

• Know exactly why your firm is different. (And please, don't recite your equipment list - the size and make of each press. That's not why people will buy from you.)

• Do your homework. What does this buyer's firm do? What kinds of print and media communications do they need?

• Send the most gorgeous samples you have. Even better: make sure they relate to the buyer.

• Do a clever direct mail campaign. Personalize it.

• Make darned sure that every promotional piece you send to prospects has been spell-checked. (By the way, printing companies should use professional writers for promotional materials.)

• Educate, don't sell.

• Be smarter than your competitors.

• Know your edge.

• Tell them something new about this industry.

• Lose the jargon. Same goes for trite expressions, like "we bend over backwards."

• Know your prospect's first and last name. Don't mispronounce either one when you're calling or meeting them.

• Don't lead with "we're cheaper, faster, better."

• Or, "we specialize in service." (Everyone says they do.)

• Realize that many of your prospects don't know a thing about the industry. This means you can easily overwhelm them - or turn them off - by covering too much ground in a sales call or a first meeting.

• Keep in touch on a regular basis without harassing them.

• Keep your name in front of them. There are lots of ways to do this.

• Dress as professionally as you can, always.

• Stay calm; don't appear too anxious for the sale.

• Be part of your business community.

• Be patient.

©2007 Margie Dana. All rights reserved. You're free to forward this email to friends and colleagues: please do! However, no part of this column may be reprinted without permission from the author.

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