The Secret is You
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The Secret is You

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You’ve been selling printing for numerous years, but with the recent investment your company has made in digital, there’s now a slight shift in what you’re being asked to sell. You don’t need ...

You’ve been selling printing for numerous years, but with the recent investment your company has made in digital, there’s now a slight shift in what you’re being asked to sell. You don’t need to re-learn the sales process, but you do need to make some adjustments in your approach to be successful selling digital. This presentation will help you begin to identify how to approach the ‘new normal’ of consultative selling around digital printing products and services.

Brought to you by Mohawk MakeReady, this presentation can be used by your printing business for internal training initiatives.

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  • You’ve been selling printing for numerous years, but with the recent investment your company has made in digital, there’s now a slight shift in what you’re being asked to sell. You don’t need to re-learn the sales process, but you do need to make some adjustments in your approach to be successful selling digital. This presentation will help you begin to identify how to approach the ‘new normal’ of consultative selling around digital printing products and services. Brought to you by Mohawk MakeReady, this presentation can be used by your printing business for internal training initiatives.
  • No matter what you have to sell, the most important trait of a good sales person is having the ability to outwork and out-prospect your competitors.  The secret is simple. if you have the determination and commitment to prospect longer and harder than anyone else, you will become successful. And, as hard as it is, you must be able to take rejection. You must be able to deal with the frustration of making calls and not reaching anyone. It's the ability to bounce back after being stopped dead by a gatekeeper, by having the phone slammed down in your ear, and of networking until you feel like you can’t network anymore—and then doing it again and again and again until you've reached your goal.  This isn’t to say that all the other things in sales aren’t important. They are. You need a great sales process; you need to know how to probe and discover needs and wants; you need to know how to solve issues.  With selling digital opportunities—the better you become at qualifying suspects, the better you become at finding and solving real needs. And the better you become at finding and connecting with your quality prospect, the easier success will be (and the less time you’ll have to spend prospecting!). 
  • VDP. VDP. VDP. You’re probably tired of the industry buzz around Variable Data Printing (VDP). But let’s be honest, there’s a reason for all the buzz. It’s there because VDP has been proven to provide an increased ROI for the customer. While statistics vary, research shows that response rates for direct mailings utilizing VDP are dramatically higher than direct mailings without this technology. The cost to produce may be higher, but the investment is worth it. Learning everything you can about how to calculate ROI will bring real value to your customer. And isn’t that what sales is all about? MakeReady Tip: Opportunities for digital are everywhere. Check out the Mohawk MakeReady website for more articles, powerpoints and videos on finding digital printing customers. And look for upcoming modules on topics such as Managing Your Customer’s Database, VDP Explained…and more!
  • If you’re like most sales people, you’d rather cut to the chase. But the sales process is a cycle…not simply a series of discrete actions. Each part of the process is just as important as the next. Let’s start with the Situation Analysis—here you’ve identified a potential customer. You’ve done your homework, checked out their website and vertical marketplace (the type of business they’re in). Moving on to Relationship Building, you’ve found the team leader in their Marketing, Sales, or Communications Department. You’ve researched them on LinkedIn, taking notes of their interests and hobbies. Don’t forget to add this information into your CRM system (or Excel if you don’t use one). {Tip: Look for a Mohawk MakeReady module on this topic in 2012.} Stop! Review all the materials you’ve researched. Is there enough to make a compelling case to keep this individual on your prospect list? Do you feel confident that you have a problem to solve?
  • It’s time to get creative. Do something “out-of-the-box.” How about delivering a light bulb in a box, wrapped with your company logo—and ask for 15 minutes of their time to share a “bright idea.” {Don’t forget to put your business card in the box!} Of course, you can always take the ‘safe’ route and write a fabulous introductory letter teasing your idea for a way to solve one of their pain points (which you found through your research.). Or maybe do both. Your style, your company’s “tone” and image will lead you on this part.
  • Great job! You got the meeting. Be prepared, be fun, be unique, and most of all—solve a problem and state your case. Here’s a quick checklist: Research done Presentation prepared Appointment confirmed Presentation outfit chosen (you are part of what is being presented, along with the materials) Presentation give-a-way (if appropriate, leave something behind that reinforces your brand message) Answers to possible questions at the ready!
  • What not to do: tiny charts and graphs, PowerPoint presentations with 50 words on a slide. Your presentation needs to be informative, fun, interesting and worth your audience’s time. Here’s an example of a presenter who got it right. Picture a dark room, lights are dimmed, the projector is humming…and everyone is trying not to fall asleep. Suddenly the presenter pulls 5 Nerf balls out of a bag and throws them into the audience! “Anytime you have a question or comment, don’t wait” she said. “Just shoot one of the Nerf balls at me to get my attention.” Suddenly the room seemed to just light up—everyone sat up straighter—and paid attention. Tip: Come up with your own (gimmick) for your style. It could be a contest for the best question. Or hand out chocolate bars or energy drinks to stimulate the crowd.
  • Presenting is like playing a part in a play. You are an actor, you have a script, you need to convey a message and you need to evoke something from your audience. Don’t be afraid to make the presentation fun. Keep your audience involved, tell them there will be a prize for the best question. Interject real life stories so your audience can relate (perhaps tell a funny story about your most embarrassing moment on a sales call). Lighten the mood, keep their interest.
  • Be passionate about your business. It’s contagious and it shows.
  • Now back to the cycle. Follow-up with a handwritten thank you note (of course you’ll use beautiful, heavyweight paper such as Strathmore Pure Cotton). Then keep following up. How about delivering a pizza at lunch time with your solution noted again all over the box? This stage takes determination and an organized, planned approach to be successful. Congratulations! You’ve won the business. Don’t take it for granted. Retain the customer by making it easy to do business with you. Be involved in the process and learn as much as you can. Write a case study about the project. Build a portfolio of your work to show others.
  • You are the key to the be able to find digital customer and selling digital printing effectively. If you follow the steps and are persistent, you will become a successful digital sales person.
  • Digital printing is changing…and fast. That’s why we created Mohawk MakeReady. A go-to place for guidance, insights and tools to keep you prepared for what’s next. There’s a reason we named this service MakeReady … a little irony, too. Taking a familiar industry term in a new direction, Mohawk MakeReady offers ways for you to make more efficient use of your time, material, people and entrepreneurial energy. To grow your digital printing business, you need to be prepared — with actionable information and tools — so your team can implement best business practices, craft effective sales strategies, and create opportunities to use and promote new high-value products. That’s what you’ll find here: an ever-expanding site , rich with content built on the experiences of digital printers like you. As a leading manufacturer of digital substrates, Mohawk brings you practical wisdom gained from our experience in sales, marketing, production, and operations. With how-to articles on marketing your business, videos on topics like precision sheeting, and PowerPoint presentations showcasing how to identify sales opportunities. All strategies you can put to work today. Talk to us. Let us know what’s on your mind. Mohawk MakeReady. Dedicated to making you ready for the exciting future ahead.

The Secret is You The Secret is You Presentation Transcript

  • Selling digital printing September 2011
  • Strategies for selling digital opportunities
    • PROSPECT
    • Shift your focus from order taker to consultative sales person
    • Learn how to identify a digital “opportunity”
    • Learn the sales process
    • Develop and deliver a successful call
    • Generate good leads
    • Have consistent follow-up habits
    • Develop a fun, interactive presentation with a memorable leave-behind
  • Identify digital opportunities Digital opportunities are not just short-run color! Pizza shop menus, lost dog flyers, church bulletins, are not the type of work you should be searching for. Short-run digital printing is okay, but high value, high margin projects are where you will increase customer loyalty, and raise your bottom line.
  • Learn the sales process
  • Get Creative! Do something out of the box
  • Develop and deliver a successful call What do you know about the prospect? Here are a few questions you should be able to answer: What vertical market do they reside in? What is their business strategy? Who are their main competitors? What are trends in the marketplace? Who are other vendors/printers they use?
  • Does this look familiar? Has your audience heard the same presentation over and over and over?
  • Make it a performance! Be fun, memorable. Interact with your audience.
  • LOVE what you do! Customers and prospects can tell when you love your work.
  • Consistent Follow-up You must follow up with customers on a consistent basis. Understand their sales cycles and keep good follow-up records. This follow up will make the difference between a sales representative that just has prospects and one that gets purchase orders.
  • Finding digital customers and selling digital printing Steps to success - YOU Existing customer base Vertical segmentation The territory Your mailbox The “Letter” Your style and process Good leads Make a fabulous presentation Follow-up, follow-up, follow-up
  • Mohawk MakeReady provides practical tools and actionable information for digital printers like you. We can help… Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.