Make It Easy for Your Customers to Buy from You

Finding and earning new business has never been a cakewalk, it just seems like it’s even harder these days. Could be a mix of several factors. Some of the more established sales reps have reached cruising altitude and while they do a great job of nurturing their existing accounts, they aren’t knocking on many new doors. Another factor is that some of the less experienced reps may not have that same level of grit that their predecessors had when they were starting out. A third reason is that the people who buy print, are not the same folks that we used to sell to. They have different needs and go about vetting new resources in a much different way. And let’s not overlook this last issue, sometimes printers are not the easiest to work with.

Even though everyone boasts about their people and the great customer service they provide, sometimes it’s just plain difficult to let the customer say yes. The work is more complex, and you need more information to properly quote the work – information that the buyers don’t always have. There’s often more ambiguity in what the customer is really asking for. Couple that with the inner workings (also known as drama) of the sales, estimating, and customer service team, let’s just say that things could be a bit smoother.

Here's one more observation in my travels. When most printing companies try to address this and sincerely attempt to make the situation better, they meet with the sales team, then the CSR team, and then the estimators in separate groups. Then they come up with a new procedure or workflow designated to make things better. I’ve seen how that ends, and it’s not always as intended. Here’s an idea, meet with everyone at the same time and collaborate to devise a solution that works for all – including the customer. It may not be the home run that you’re looking for, but you will make the point the Herb Brooks made to his young hockey team, that the names on the front of the jersey are much more important than the names on the bakes of the jerseys.

Good luck in your quest to make it easy for your customers to say yes, and don’t get stuck in the “we’ve never done that here” syndrome. It’s a new world, with new opportunities available to all that reach out and grab them.

Mike Philie can help validate what’s working and what may need to change in your business. Changing the trajectory of a business is difficult to do while simultaneously operating the core competencies. Mike provides strategy and insight to owners and CEOs in the Graphic Communications Industry by providing direct and realistic assessments, not being afraid to voice the unpopular opinion and helping leaders navigate change through a common sense and practical approach. Learn more Mike Philie can help validate what’s working and what may need to change in your business. Changing the trajectory of a business is difficult to do while simultaneously operating the core competencies. Mike provides strategy and insight to owners and CEOs in the Graphic Communications Industry by providing direct and realistic assessments, not being afraid to voice the unpopular opinion and helping leaders navigate change through a common sense and practical approach. Learn more at www.philiegroup.com, LinkedIn or email at mphilie@philiegroup.com.