Unleashing the Power of 'Why' –Farquharson/Tedesco
Salesperson B: "Every thing we do is focused on making you look good and driving better results. Print is how we do it. Now, let me tell you about our capabilities…"
Which one do you think sells more?
Your "why" is what builds long-term business relationships. Leading with "what" usually gets you nowhere, because most printers' "whats" tend to be pretty darn similar. Focus on "what," and your customers might buy out of habit, because you're close or because you're cheap. But they won't buy because they care about your company. And they'll eagerly jump ship when they find a lower price—or a company that can better communicate its "why."
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.
