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Beginning The Search

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The owner of your company has decided to install a digital press. You really know very little about “digital.” And like many commercial print sales people, you have always thought of digital as “copying.” Then you receive your latest sales quota and realize you’d better learn…and fast. How are you going to go about finding customers who want and need digital printing?

Take a deep breath. This presentation will guide you in starting your search for digital print customers.
Brought to you by Mohawk MakeReady, this presentation can be used by your printing business for internal training initiatives.

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Beginning The Search

  1. 1. Finding digital print customers September 2011
  2. 2. 6-Step Strategy for Finding Digital Opportunities <ul><li>Review existing customer base </li></ul><ul><li>Develop vertical segmentation </li></ul><ul><ul><ul><li>Markets you have/do not have experience in </li></ul></ul></ul><ul><li>Expand your territory </li></ul><ul><li>Review your mail, home and office </li></ul><ul><li>Craft an effective personalized sales letter and voicemail </li></ul><ul><li>Talk about what you do for living </li></ul>
  3. 3. Existing Customers – You’re Halfway There <ul><li>Stay in contact, even when you’re not trying to sell something </li></ul><ul><li>Get to the right person, have multiple contacts per customer </li></ul><ul><li>Show your appreciation </li></ul><ul><li>Educate them on the benefits of digital </li></ul>
  4. 4. “ Slick” sales people are OUT! We’ve all seen those movies where the slick, fast-talking salesman is trying to push a product or service that nobody wants. You don’t want to be like them. You might even go out of your way not to be “sales-y” just to avoid any affiliation with (snake oil) and used car sales people.
  5. 5. Vertical Segmentation Which vertical markets do you already know?
  6. 6. Vertical Segmentation How do you gain experience with a unknown vertical?
  7. 7. Higher Education: Strong digital campaign opportunities Variable Data: Great data, receptive to a consultative sale
  8. 8. Labels, window cling, posters: High value products
  9. 9. Expand your territory Whether geographically or not… In order to find new opportunities in digital printing, expanding your “territory” is an effective way to identify potential new customers.
  10. 10. The mailbox reveals the good, bad and the ugly digital opportunities. Keep anything with your name on it Save everything with some type of personalization on it. See if the data is used effectively. Is your name spelled correctly? Does the piece have a “call to action”? Would you buy or use the product or service they are offering?
  11. 11. Write a great introductory letter. Taking the time to write a compelling letter is a great start to winning a customers attention. This is a great way to establish a more personal connection with your potential client. Hand-written thank you cards go a long way, too!
  12. 12. Steps to Success = You <ul><li>Review existing customer base </li></ul><ul><li>Develop vertical segmentation </li></ul><ul><ul><ul><li>Markets you have/do not have experience in </li></ul></ul></ul><ul><li>Expand your territory </li></ul><ul><li>Review your mail, home and office </li></ul><ul><li>Craft an effective personalized sales letter and voicemail </li></ul><ul><li>Talk about what you do for living </li></ul>
  13. 13. 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.

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