Sort of review: 'How To Stop Print Buyers Choosing On Price'
Matthew Parker has been a print buyer himself for many years and even for a larger publishing company, so when he from that position chooses to write a book about above subject, I guess the information is pretty valid and should be an inspiration to all of us. I am not saying it isn't an inspiration, but as with so many other things, it's not always a matter of writing it but often more a question about doing it. The real challenge is how to change our habits and make the changes necessary to get the results - in this incident selling on something else than price. By Morten B. Reitoft · Editor INKISH.TV.
So before going into a more detailed review, I would like to touch upon the "problem" Matthew Parker describes. The title "How To Stop Print Buyers Choosing On Price" implies that the print buyer is choosing on price. This I believe is often the case since many print buyers job is measured by how efficient they can purchase, i.e., print. In the book, Matthew Parker, mention cost over price. It's maybe in a short, and to some extent, a secondary paragraph on page 26 in the book. "We stated that we were open to proposals from printers that helped us reduce cost," but to me, this is important because many printers may think that cost and price is the same. Price is the price tag on the printed product - cost is the price including the processes to get the job done - and therefore it is an extremely valid point from Matthew Parker when he mentions that only a fraction of the offers he got considered this statement agree with Matthew Parker that this an issue and when print buyers choose on price, it's for many reasons. One is that the printer sells on price - which Matthew Parker give multiple examples of in the book. Second is that the print buyer mostly is measured on 'price' as well, and I believe that only few print buyers are in positions where they can choose a printer with higher prices without involving management.
In my first draft of this review, I tried to exemplify cost. If your company offer services, i.e., web-to-print it can be seen as a service that enables your customer to save time in the ordering and proofing process. However, this is an example which is only perceived as a value if the customer has a demand for a service like this. The major issue with looking at cost vs. price is, in my opinion, that more efficient processes, self-serving, or any other added value service - also comes at a price - and maybe the printer will not be competitive on the core product and services. So what is, from a short-sighted perspective, best for a printing company? To sell on price and have a low margin? Or to sell more expensive and offer more services and eventually have a low margin also? I, of course, understand that the very idea is to get work by offering services on more than price and we will discuss below pain points for the print buyer - however selling on price with low margins is the easy task. Selling with services requires quite a lot from a printing company - and, of course, I am firmly in favor of the latter - but it's a challenge!
The client's needs and the techniques to ask into this is something that Matthew Parker writes about a lot - and he does it in an engaging and logic way - First, he identifies the problem, then he describes a solution, and finally, showcase use cases to help you understand things better. After each chapter, he concludes on what's been read and though this is very easy to read and understand I personally still find it a bit - well, common sense and to 'American' - without jeopardizing American teaching books in general. The book IS really good, and you get plenty of examples and great and spot-on ideas on how to approach clients - which essentially is more about listening and understanding than talking too much. One of the things Matthew Parker has identified is the "pain" or the obstacles the print buyers may have. If you are about to die of thirst, I am sure that selling water is easy.
Matthew Parker ALSO describes that most printing companies are pretty professional when it comes to print, binding, and delivery - and the entire book focuses most on the major issue that printer DO have, namely the fact that sales aren't very successful. I have in my years working as a print buyer myself also experienced very few salespeople qualified. Simple things like asking into pains don't exist with most salespeople, and even worse is the fact that very few people even offer solutions, rather than just prices. Pains and obstacles are great ways to get you closer to a sales - no doubt. However, one of the things I spoke with Matthew Parker about in a soon-to-be-published interview on INKISH.TV is how sales are changing.
When printers, i.e., offer web-to-print services, the bargain, the negotiation, and the solution sales is almost taken out of the equation. If print buyers serve themselves online how do you then communicate your values and services? How do you listen? How do you interact? Questions that are important and I am sure that Matthew Parker has an opinion on these matters as well. Wondering if some customers choose to buy online in order also to avoid the "solution" seller? I know from myself when entering a men's clothing shop and seconds later a representative is asking "Can I do anything for you?" is something I hate and I tend to avoid! Reminds me of the scene in 'Love Actually' where Rowin Atkinson is gift wrapping - see it here.
As mentioned at the beginning of this "sort of review" the problem is how difficult it is to change old habits. I gave a speech in Gothenburg last year were I suggested 150+ printing company owners and industry leaders, to lay off all their salespeople and get new and better ones - most found this amusing - at least until I mentioned, that most leaders in the printing industry should take the very same medicine - and leave. Of course, this was meant as a provocation, but then again? If salespeople aren't given the right tools and not supported by an active management, it's hard to judge limited results and limited capabilities without pointing fingers at this as well.
Whether a book like "How To Stop Print Buyers Choosing On Price" can change a culture within a printing company I honestly doubt - not because the book isn't good or the motivation for the printing company is limited, but simply because this starts maybe a bit earlier than with the sales itself. This book IS a book that will help salespeople. The intention with the book is also to brand the keynotes and the teachings Matthew Parker do - and the real asset with this book is probably to use it in combination with one-on-ones with Matthew Parker, attending one of his keynotes/speeches, and to follow him on Social Media. However - as already mentioned. I've learned a lot from this book, and I am sure that every salesperson should read, learn and be inspired. When you have finished reading the book, you should hand over the book to your management and convince them to pay you the full price of the book, AND find out how management can learn from the ideas that Matthew Parker describes so well in "How To Stop Print Buyers Choosing On Price."
Warmly recommended by Editor Morten Reitoft, INKISH.TV.
N.B. For me, this topic is one of the most important ones to discuss. The printing industry has - as Matthew Parker underscores in his book been focusing way too much on prices rather than value. I work hard every day to support the printing industry, and I believe the most important element for us as an industry is to make sure to make more money on the products we produce, AND to encourage users to buy more and better. Commodity products have in my opinion devaluated print way more than needed, and when printers have a constant focus on lower prices, the strange thing is I don't even believe there is a demand for this from the clients. Remember that for most clients the print is a relatively small part of the entire cost.