Sales Relationships : Don’t Cut Out Print Buyers

“You want to find the person who is filling out the requisition form,” notes Farquharson, who underscores the importance of salespeople researching client requisitioners via the Web. “Number one, you can better identify the needs of the customer. The buyer just has a bunch of specs. But the requisitioner is the one who is saying, ‘This is how the document is used.’ The key to selling profitably is to come up with the best print solution, and the print buyer is not necessarily going to have that information.”