You Can Do It!

Two days ago, I shared a question that I’m frequently asked. “What do you say to get a client to say yes?” If you read that blog you know that I don’t think there is a magic answer. There are no magic formulas or phrases.

This is another question I’m asked often. “How do I spot a good rep?” Once again, someone is looking for a shortcut or magic formula. There’s no such thing.

Here’s my opinion on the math. If you guess right 50% of the time you’re putting up hall of fame numbers. Hiring the right rep is less about “can they do it” and more about “will they do it.” Lots of people that can, won’t.

Selling printing is hard. It isn’t complicated but it is difficult. It’s full of gritty details and lots of curve balls. It’s custom manufacturing and things go wrong. Regardless of your experience level, you can get surprised.

Having said that, I’ve had good luck with people from the creative community. That is to say, an agency Account Executive can be a great print rep. This is especially so if your company wants to sell creative, sticky solutions.

Account Executives are accustomed to addressing client objectives. Typically, they aren’t bid slingers. They have experience working with conceptual solutions and more elegant relationships. They tend to be less transactional.

If I’ve had a struggle from that sector it would be “will they do the work.” As shared above, print sales can be gritty. Sometimes, the “gotta be ready for anything” pressure can be too much. More than once, I’ve accepted notice from a rep that felt selling printing is simply too vulnerable a profession.

I share all of that to ask this. “If an agency AE can sell conceptual solutions, why can’t you?” What makes them smarter? What do they know that you don’t know?

If you follow me you know that I think solving problems pays better than delivering bids. When you bid printing, the hard stuff has already been figured out. Your client has already done work you could have been part of. They’ve turned their objective into action, then into specs and now they’re collecting prices. Your value is “bid deliverer.”

My experience has been that changing the conversation changes how you’re seen. It’s easy too. Ask your client a few questions.

“I’ll get this priced but educate me. How did you decide direct mail is the right path? Do you have data that tells you one action works better than another? Help me understand why you print what you print. What do you wish printers did differently? What frustrates you about printing companies in general?”

Clients love answering these questions. They get a chance to talk about how smart they are. They like how they feel in your presence because you’re talking about their world rather than yours. Questions sell more printing than presentations.

I have to add this. The best print rep I ever knew had no equipment. He worked for a reseller and sold at an eight figure level. He bought from commercial printers, added 35% to their price and booked the work.

His focus? Client objectives and inventing the next service. While the rest of us were trying to catch up he was designing the new, new thing.

How to spot a good rep? Curiosity helps. An attitude of “why not me” is a plus. The best trait, however, is “I can make things work better for clients.”

Abracadabra!