beginning the search
DESCRIPTION
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.TRANSCRIPT
September 2011 | Finding digital customers and selling digital printing
Finding digital print customers
September 2011
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September 2011 | Finding digital customers and selling digital printing
6-Step Strategy for Finding Digital Opportunities• Review existing customer base
• Develop vertical segmentation
• Markets you have/do not have experience in
• Expand your territory
• Review your mail, home and office
• Craft an effective personalized sales letter and voicemail
• Talk about what you do for living
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September 2011 | Finding digital customers and selling digital printing
Existing Customers – You’re Halfway There
• Stay in contact, even when you’re not trying to sell something
• Get to the right person, have multiple contacts per customer
• Show your appreciation
• Educate them on the benefits of digital
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September 2011 | Finding digital customers and selling digital printing
“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.
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September 2011 | Finding digital customers and selling digital printing
Which vertical markets do you already know?
Vertical Segmentation
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September 2011 | Finding digital customers and selling digital printing
How do you gain experience with a unknown vertical?
Vertical Segmentation
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September 2011 | Finding digital customers and selling digital printing 7
Higher Education:Strong digital campaign opportunities
Variable Data: Great data, receptive to a consultative sale
September 2011 | Finding digital customers and selling digital printing
Labels, window cling, posters:High value products
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September 2011 | Finding digital customers and selling digital printing 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.
September 2011 | Finding digital customers and selling digital printing
The mailbox reveals the good, bad and the ugly digital opportunities.
Keep anything with your name on it
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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?
September 2011 | Finding digital customers and selling digital printing 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!
September 2011 | Finding digital customers and selling digital printing
Steps to Success = You
• Review existing customer base
• Develop vertical segmentation
• Markets you have/do not have experience in
• Expand your territory
• Review your mail, home and office
• Craft an effective personalized sales letter and voicemail
• Talk about what you do for living
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September 2011 | Finding digital customers and selling digital printing
Mohawk MakeReady provides practical tools
and actionable information for digital
printers like you.
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We can help…
Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.