Raise ‘Share-of-Customer’ –Farquharson/Tedesco
Print salespeople that implement intelligent SOC grab strategies will position their businesses for a happy and healthy 2011. Read on for a discussion of how to increase your average SOC, and how the results can be stunning.
For commercial printing businesses, SOC is defined as the portion of each customer's print budget that is currently being spent with your business. For example, if your client did four jobs last month for $10k, $15k, $20k and $55k, respectively, and you only got the $20k job, your SOC is 20 percent ($20k/$100k = 20 percent).
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
