Print sales is about selling programs which are technology enabled. Let your customers have control, they want it. Saving time for your customers is how the “relationship” will be evaluated, install an ATM machine (online ordering system) before your competitors use that pitch to displace you!
Sales people are a unique breed, the talented ones warrant all the special treatment, because lets admit it, most people don’t want to have anything to do with the sales process.
With the advent of online commerce, the role of sales has changed. The sales resources need to change with it. If your sales team’s identity is rooted in the full service, only about the relationship, more activity is better, mentality – a new identity is needed to succeed in what is becoming a primarily ONLINE world for commerce.
Do you feel threatened by the change or thrilled with the opportunity? I’m here to convince you to be THRILLED because the opportunity is huge.
Think of full service sales as taking a trip to the bank every time you need $20 (or a print job from a customer). Takes up a lot of your time, which is your most precious resource and more importantly it takes up a lot of your customer’s time. Now think of “withdrawing” jobs from your customers by installing an ATM machine so they can deposit into your account in a self-service manner!
Online ordering isn’t replacing you, it’s scaling your ability to deliver results and receive incentives (e.g. commissions).
Your job is to sell programs, which are technology enabled, not simply facilitate one-time transactions with your customers. Your relationships are strategic, evaluated by efficiencies in the use of labor by your customer vs. tactical, evaluated by how much activity you are consuming to facilitate transactions.
A lot of printers complain about putting forth the effort on web to print sites that nobody uses. The most common reason for this is that print sales representatives were never “sold” on the idea and therefore they didn’t sell it, nor do they know how to sell the adoption of it moving forward.
Today’s print sales representatives need to sell technology-enabled programs (ATM machines), which continues to make each transaction easier on the customer. When sales are properly targeted they will sell the program and the adoption.
Join me for a free webinar on this subject: Tuesday, February 8, 2011 – 2pm Eastern