Sometimes I think that print sales people are their own worst enemies. Not all of them, just those who always sport a sales hat and pitch, pitch, pitch. Does going for the jugular really work? Not for most customers.

One of my favorite pastimes is observing salespeople. I watch how they react in the presence of a buyer. It's impossible for some of them to relax and be themselves around print customers. They try too hard to impress.

Print buyers intimidate reps, I guess, especially when buyers travel en masse. I'm sure the current economy has only heightened the urgency of making a sale…NOW. Who doesn't feel the pressure?

But when sales reps launch into their "here's my pitch and you're going to get the full treatment" with a stranger who seems like a great prospect, it just puts up a wall. The prospect itches to bolt. An impression has been made alright… a bad impression. Once this happens, it's very difficult to undo. We need a "No Sell Zone" for print buyers and printers when they come together for social events.

In this zone, reps could relax and be themselves. They'd enjoy finding out more about the people they meet and less about what printing they might need.

Once that conversation flows naturally, the opportunity to move the discussion into business could arise--mutually. The buyer's anxiety meter will measure nil, and she or he can finally find out if there's a possible match for her printing needs.

Maybe we need to wear "No Sell Zone" buttons for appropriate occasions. Getting to know the person is so much more enjoyable anyway.

If you can catch a salesperson off guard, you may be able to avoid the Pitch and appreciate the Person. And if you end up making beautiful printing together, well, that's the icing on the cake.