Gaining Sales Advantages —Morgan

• Be honest. Trust should be established immediately—and must never be compromised. Never forget that every seasoned buyer will know when the printer is not telling the truth. Break any bad news as soon as possible, and be honest about what is going wrong.

• Listen. Show interest in the end goals of the print project. Seventy-six percent of survey respondents stated it is very important that a sales rep ask questions about a print project and provide valuable advice and solutions. Make cost-saving suggestions and provide alternatives. Find out the end use of the job; what shelf life will it have? What kind of lighting source will be used to view the piece?