How I sold $100 million in print #4

In the last segment we talked about where you might identify target business segments and companies that fit your desired profile. For the purposes of today’s topic, we’re going to assume you have a list of companies you want to win as clients. You know or think you know who you want to do business with.

Your initial contact will be more successful if you take time to learn what you can about the company and those in control of the work. This picture will evolve as you make contact but you have to start with something. The person you’re about to call is busy and confident they don’t need help buying whatever it is you’re selling. 

As you look at your prospect, think about how they sell their stuff. Every sales channel has money to spend. Every brand has a brand manager. Every segment has someone responsible for making sales happen. These people are prospects. They need to be understood. Your message has to be shaped to help them…not you.

For example, take a look at a beverage company. My experience is they will have the following:

• Beverage in a bottle/can
•        Beverage in a cup
•        Beverage in a vending machine
•         Beverage on military bases
•        Beverage at sports venues
•        Beverage at movie theaters
•        Beverage in retail outlets
•        Beverage in restaurants

This is a partial list but you get the idea. Each of these segments has a strategy and a person or persons responsible for making sure they grow share. That means they have money to spend. Some version of this will exist whether your prospect sells power tools, banking services or flooring. 

Make it your business to learn how they sell their stuff. It will set you apart from everyone when you finally make contact. Your prospect will instantly be aware that you are interested in their business and not simply trying to make a sale. You'll be ahead of the competition.

Also, make it your business to never quit looking for additional pockets of spending within every prospect. My experience is that most reps stop with the first department that honors them with an order. I have seen this repeatedly during my career despite claims to the contrary. Employers make a mistake when they allow a rep to manage accounts this way.

It’s also important that you understand who you’re talking to. Once again, this picture will evolve but learn what you can before you make contact. Client gate keepers aren’t all the same. Knowing how they see themselves can help you make a better call. 

Here are some client personas I have seen and heard described over time.

           Carmen the Controller

•            45 – 60
•            Needs to control every step of the process in her world
•            Over organizes every detail
•            Organizing details makes them comfortable
•            Granular about the process
•            No surprises
•            Very rigid
•            Doesn’t understand mistakes

           Robert the Rainmaker

•            35 - 60
•            Knows the goals but not the specifics (big picture)
•            Expects innovation
•            Polished Business Man/Woman
•            Make my life simple
•            Wants the best solutions
•            Internal Stature very important
•            Invites challenge
•            Wants his name attached to success
•            Risk taker. Not afraid to shake things up
•            What’s in it for me?
•            Driver, not a passenger

           Stick with the program Steve

•            35 - 55
•            Cog in a really big wheel
•            Doesn’t like surprises or change
•            No agility or flexibility
•            Longer time frame to add vendors
•            Puts lower value on expertise and more on price
•            Exposed to multiple vendor/options
•            Focused on his plate
•            Risk averse
•            Doesn’t want to hand hold
•            Can manage larger jobs
•            Wants to hand off and move on

           Full Plate Fiona

•            30 - 45
•            Hard working/sharp/climber in her office
•            Creative
•            Problem solver is an important partner to her
•            Smart enough to know she doesn’t know it all
•            Surrounds herself with people that make her better
•            Value focused
•            Outside the box thinker and projects
•            Understands problems will arise and needs a partner to handle them
•            Serves many stakeholders
•            Print buying is just part of her job

           Entry Level Eric

•            21 - 30
•            Doesn’t know much (limited experience)
•            Curious
•            Limited credibility (company & industry)
•            Needs handholding
•            Afraid to mess up
•            No idea about printing technology
•            Answers to the boss
•            Overwhelmed
•            Small part of his own company

Once again, this is a partial list. You’ll create your own prospect profile and it’s important you do. You sell to each one differently. What you share, how you make contact and how you tell your story deserve to be influenced by the person and company you are talking with.

Trust me on this. Most reps and for that matter most companies do not do what is outlined in this segment. I sell printing. I take calls every week from someone telling me print is dead and they have a better solution to help me sell my goods and services.

If print is dead…I don’t have any goods and services. The wannabe savior knows nothing about me or my company. There is nothing they could offer in a face to face meeting that would lead me to hire them after their initial contact and message. They have already demonstrated they are lightweights and can’t be trusted with my valuable dollars. 

Trust me on this. Learn what you can about the companies you want to do business with. Many of the answers are sitting right in front of you. Learn what you can about the gatekeepers too. It will make you stand out.

The picture will evolve. That’s fine. So will your message and offering.

In the next segment we'll be talking about making the initial contact. For many, Sales is a Process will start in earnest at that time. It's where the rubber meets the road and full of some very creative and outrageous stories.