A Tale of Two Challah Tables –Dana
I love to observe salespeople and how they relate to prospects. Clothing retailers' salespeople fall into one of three categories: those who stalk you (hate 'em), those who politely ask if you need help—and then leave you be if you decline (love 'em), and those who can't be found (shame on management).
A car salesman is a different breed. In my experience, he gloms onto you from the minute he smells a sale in the air. The monologue that ensues is his, telling you without stopping for air about this model's features and the make's superiority. You're just along for the ride (get it?).
Selling print is a tough line of work, I imagine, especially these days. What impresses print buyers? How do you, a sales rep, stand above the competition and get prospects' attention?
I have an idea. You engage them. Here's a perfect example—and I couldn't have scripted it better myself.
Every Friday morning, I head to the gym for an early Zumba class. There's always a table set up in the lobby of my JCC, where fresh loaves of challah bread are for sale. There are two different elderly women who handle this job. They alternate working there. Every week, one of them sits behind the table, her till at the ready.
Last Friday, Woman A was at her spot. She sat there waiting. As people came and went (she couldn't miss anyone; the table is right by the gym's only entrance and exit), she looked left and right to watch the foot traffic. I've never heard her utter a single word. She's just...there.
On alternate Fridays, Woman B sits behind the table. She's a real crackerjack. Even before I scan my member ID and pass through the turnstile, I hear her voice, talking to whoever's passing by her table. She is friendly. She's ever cheery. She takes pride in her appearance—her hair is just so, and her makeup has been skillfully applied. She makes a point of engaging everyone.
It's not about the bread; it's never about the bread. She tends to chat about the weather and where she's been traveling or where she's heading to. We've spoken about growing vegetables and tending flowers. She is just delightful. When I buy bread, I buy it from her. Sure, I love challah, but I find that I buy a loaf because she's the one selling it. Does this make sense?
Believe it or not, this relates to selling printing and also to representing your printing company when you're among prospects.
Take the example of printers exhibiting at events for print buyers. Most printers staffing their display tables stand behind the tables like Woman A at my gym. They're passive. They're quiet. They don't make conversation. The table is a barrier, an impediment, to engaging with customers walking by. If I had my way, there would be NO tables at these events. They only intimidate both staffers and attendees.
The next time you exhibit at a conference, don't hide behind your table. If you must remain there, take a page from Woman B's book—and engage passersby with conversation. Don't feel compelled to "make like a car salesman" and rattle off features of your products. Have a conversation with people at the event. Find out about them. Listen for things you might have in common. Be relaxed and just talk. If you push sales too hard, you'll chase them away.
How else might a printer engage a prospect? I have a few ideas.
1) Find ways to ask, "How are we doing?"
I know printers who include a mini-survey with every delivery, which encourages customers to jot down their initial reactions and return them to the printer. You can achieve the same results by e-mailing customers after a delivery has been made or, depending on the relationship you or your sales rep has with a particular customer, picking up the phone and calling.
2) Encourage comments to your blog and/or customer newsletter.
I've had a "Comments?" option in my weekly Print Tips for many years. I pay attention to every comment posted. My goal is not to sell, but I will say that once I capture a reader's attention, he or she is more likely to engage my services. I'm still surprised to find blogs without this functionality.
3) Make sure your blog, articles and Website all have "sharing" buttons.
I'm shocked whenever I come across a piece that can't be shared on social media and via e-mail. Makes zero sense to me.
4) Stage a contest. Make it fun.
It doesn't matter whether it's done via your site, a newsletter, direct mail campaign or social media. Come up with something that captivates—and people will respond.
5) Invite customers and prospects to meet one another.
You can do so at your facility or somewhere neutral. Professional buyers love getting together. (The options are pitifully few.) Let your company be the host of such gatherings. You can even ask ahead of time what your customers want to get out of it. I think you'll be surprised by how much they'll share with you.
6) Foster the art of good conversation among your reps.
Even though they have to talk shop when speaking with customers, they should also be able and even required to initiate conversations about other topical subjects. I read an article recently about something wonderful happening in a local restaurant. Eastern Standard is in Kenmore Square (great place, BTW), and the Boston Globe story described how the restaurant's owner wanted this place to be different.
He decided to teach all wait staff how to carry on intelligent conversations with diners about local culture and history and politics. So, instead of only being expected to know the menu well, they have to be smart enough to engage their customers about cultural things. I love that!
Printers can adapt this policy in effective, easy ways. Every customer expects sales reps to be conversant in all things print—but what a delightful surprise to meet a rep who's an expert on something related.
Printers who can figure out how to really engage their prospects and customers will be among the ones who thrive. Passive, quiet printers, on the other hand, will fade into the background. I have to notice you before I consider doing business with you. Please don't just sit there. Do something! PI
About the Author
Margie Dana is the founder of Print Buyers International (www.printbuyersinternational.com), which offers educational and networking opportunities to those who work with the printing industry. She produces an annual print buyers conference (www.printbuyersconference.com) and has written her popular e-column, "Margie's Print Tips," since 1999. Dana speaks regularly at trade events and offers consulting services as a print buyer specialist. She can be reached at mdana@printbuyersinternational.com.
