Selling is Tactical. Buying is Emotional.

Years ago, I tried Real Estate sales. I’ve written about this before. I left the printing industry, got real estate licensed and insurance licensed. I sat for the state exams on consecutive days. It remains the hardest business task of my life.

I didn’t’ like real estate sales. The insurance didn’t bother me as bad, but I left it too. My wife took over the small agency I started and ran it for the next twenty years. I got back into printing and set out on my current path in 2019.

I owe it to my Real Estate pals to explain why I didn’t like their space.

I found it too emotional. Selling a house someone has lived in is emotional for the seller. The house is full of memories. They’re attached to it and can’t imagine how anyone else wouldn’t be too. It influences what they expect to earn, what they want to leave on shelves and how they process feedback. Business realities are set aside thanks to emotional triggers.

The same thing happens on the buying side. One of my most frustrating experiences involved an empty home that was priced well below market. It was in a coveted location and as agents will say, “the house had good bones.” It was a can’t miss steal.

My buying prospect arrives (late but that’s another story). It’s a childless couple looking for their first house. We walk the rooms and out onto the back deck.

The husband is excited. He can see that the house is perfect. It’s priced six figures below market. He sees nothing but potential.

His wife hates the wallpaper. It’s all she can see. The potential of the house is lost on her because of this one, offensive turnoff.

I’m frustrated. I want to shout, “change it. Tear the wall down. This place is a steal.”

I wait for the husband to manage things. He tries. He can’t. She kills a perfect deal over an emotional reaction. The value of my offer doesn’t matter, and the sale is gone.

A year or two later I’m back in print. Privately, I’m thinking how great it is to be back in business-to-business selling. I’m excited to be doing something where logic rides in the pilot seat.

I return to our industry with clearer vision. My time away has provided an opportunity to examine how consumers relate to print. I have more empathy for the buyer. I’m more patient (thanks to selling other stuff) and sensitive to what moves prospects and customers.

Selling is tactical. Buying is emotional.

It’s true in print exactly as it is in Real Estate and Insurance. The investment is being made to drive a result. There is anxiety…not about your printing. It’s about outcomes and strategy.

As reps we talk about machines. We also talk about color, certifications, paper, embellishments and speed. We don’t talk about results. We don’t show cool examples of what someone else did and how it worked for their business. It’s fine to talk about this stuff but only in the context of why it’s important to client goals.

Clients don’t understand or care about machine speeds etc. I had one guy ask me, “is that fast? It sounds fast. I only need this many will your press be too fast for that?”

It’s worn out…certainly I’ve worn it out, but clients don’t buy when they understand your offer. They buy when you understand their need.

Buying printing is emotional. It isn’t for the bid collector, but they aren’t the decision makers.

The person making money available is who you want as a client. The bid collector is a clerk. The person controlling purse strings is where the power is and that person needs to feel comfortable. Listen to that person. Uncover their anxiety (sales trigger). Put them at ease.

You’ll sell more stuff at the price you deserve.