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It's no secret that technology is changing the way we do business. Email is replacing the snail variety. Brochures are being downloaded by the minute. Contact information is passed via email signature instead of business card. And even those business cards are being scanned and stored in digital form.
What does this mean for our ink on paper industry? Your first reaction may be to cringe a bit. Will there be a need for our products in the technology filled future? Relax. While it's true that virtual versions are a common addition to today's business environment, I can't imagine a world without hard copies. And you shouldn't, either.
So instead of fighting the future trends, let's embrace them. Think about all the good technology has done for your business. Where would you be without your latest digital gadget? How much time and effort have you saved on orders with your online storefront? And then remember the beauty of those finished paper pieces; something no computer screen will ever be able to match. You may soon realize that a mix of the old and the new can create a practically perfect blend.
The very same thing can be said of your approach to selling your products. While "visit our website" is most likely plastered on everything you send out these days, your salespeople are still hitting the pavement. You're probably still making more sales from face-to-face interactions than the online variety. So here's the key: Blend the old fashioned and the new fangled in this area and you're sure to be impressed by how powerful of a pair this can be.
Quick, What's Your URL?
It's the one thing every person on your staff should be able to rattle off in a second or two—that www, http, dot com—your all important URL. I'd bet you 500 business cards that on a daily basis, more customers now ask for your Web address than your phone number. Yet I'm always surprised by the number of sales reps I come across who don't know this valuable piece of information. The lesson here is simple; all sales reps need to eat, sleep, and breathe your business' key selling points—your URL is a major one.
Your website should become your salesperson's best friend. A demonstration of your website capabilities during a sales call will make your rep's job easier, more efficient, and best of all, more successful. Why did you create a website in the first place? One reason was most definitely to make your customers' lives easier.
Whether it's your online ordering system, file transfer tool, or 24-hour access, customers are sure to find doing business via your website a quick and effective way to get the job done. Make sure they know this! This "life easier" factor during a sales demonstration may very well be the key to your prospect becoming a customer. Arm your salesperson with a laptop and an extremely thorough knowledge of your website tools. Your rep and your bottom line will thank you.
Pursuit of Perfection
You've got a URL—so what? While the tools that make your customer's business transactions smoother are sure to make an impact, let's face it, you're not the only printer in town with a website. And it's probably a safe bet that the website down the street has some similar functionality to your own. Yours may be better, faster, or easier to work with—definitely things to stress during your sales call—but that may not be enough for a print buyer to make the switch.
This is where a seamless sales presentation comes into play. It's not just a cliché; first impressions can make the difference. A polished, practiced demonstration of your website tools is sure to beat out the all too often used "winging it" approach. People trust people who know what they're talking about, plain and simple. A flawless demonstration will make your sales rep sound like an expert and a prospect more likely to reach into his wallet.
You've heard it since grade school. Repeat it often to your sales reps: "Practice makes perfect." Practice your demonstration out loud and often. Better yet, grab a few other employees for an audience and test your salesperson's demo skills. This should be a monthly practice to avoid getting rusty or, on the other side, sounding too much like a script instead of a person. Don't forget to update your rep on every little change or upgrade you make to your technology, and make sure they're telling their sales calls about it.
What Are You Lookin' At?
A perfected demonstration is all well and good. But be sure the website your rep is showing off is polished as well. Pages should be filled with updated, relevant content; images should be appealing and professional (no blurry or poorly cropped photos). Impress your prospect one step further with a secure, password protected page dedicated to their future business. Add their logo, company name, and maybe even the name of the person your rep plans to meet.
When the sales call is said and done and your future customer has time to peruse the site on their own, make sure they have something interesting to see. A good practice is to add your sales reps to your staff page with photos and brief bios. Include hobbies and family information to help your prospect feel more connected to the person who visited them. As I'm sure you know, a slightly personal relationship will sell leaps and bounds over a strictly professional one.
Have your salesperson offer an incentive while on site to make that visit back to the website more likely. The prospect could be left with an offer to register online for a free gift or giveaway. Try a free, personalized notepad or stationery—when the piece is printed, the sales rep can hand deliver this freebie and follow up on their potential sale. They could also offer a test run of the ordering process. Allow your prospect to place test orders on that same mock company page the rep showed in the demo.
You're On Their Mind, Now Stay There
How soon people tend to forget. Even the most perfected effort during a sales call may not move those people who aren't hip to quick decisions. If you aren't able to sell them on the spot, you need to keep reminding your potential customer that you're there when they are ready for you. It's all about TOMA.
TOMA, short for "top of mind awareness," is exactly what it sounds like, keeping your company name on the forefront of your prospect's mind. When someone thinks fast food hamburgers, they think McDonald's. When they think printing, they should think of your business. The sales call and the website demo are wonderful places to plant the seed, but be sure to keep it growing with follow-up phone calls, emails, and in person visits.
Double that impact with marketing materials. Newsletters and postcards are effective TOMA tools and they show off your best feature—your printing capabilities. In fact, any printed piece can be considered a showcase of your abilities. Make the most of this logical business best practice by using printed pieces as much as possible in your marketing plan. Save samples of your best customer work to show off to prospects.
Run a promotion now and again, and always be on the lookout for publicity opportunities. At Graph Expo this year, I kept running across attendees with Starbucks cups in hand. Not a big coffee drinker, normally such a situation wouldn't faze me. But the sheer number of cups and Starbucks logos I saw, along with the all-day scent even a non-coffee drinker can appreciate, caused me to leave the show that day with one thought on my mind—stopping by Starbucks! That's TOMA.
Remember that URL? You'd better. Every bit of marketing material, every email, every business card needs to be emblazoned with that ever important online information. Crown someone on your staff king or queen of your brand. Have them review every piece of your company collateral that leaves the office, spot checking for all important information, including your dot com.
That's All, Folks
Your sales reps, inside or outside, are the lifeline of your business. With these few simple steps you can help make one of your most important assets even greater: A demo that is well rehearsed, but not robotic, a website that is as much fun to look at as it is useful, and an arsenal of follow-up tactics for those not quite ready to sign on the dotted line. Wrap it all up in a well known URL. You've just made your sales rep's job 10 times easier than it was before technology crept in to our daily existence.
Tawnya Starr is a former successful print shop owner who is now president of FireSpring's PrinterPresence. She has dedicated her career to educating the printing industry on proven website and marketing strategies. In 2005, she received the NAQP Industry Award of Distinction for her service as a consultant and educator to the industry. Contact her at TStarr@FireSpring.com.
author: by Tawnya Starr