Use These 3 Marketing Stats to Create More Print Sales from Leads

By: Deborah Corn |

2019 is half-way done and most everyone I have been speaking with is looking at sales numbers and measuring performance. Strategies and plans will be put into place to achieve or exceed this year’s goals. If you are getting ready to crank sales efforts by breaking out your prospecting list, here are 3 stats from the Hub Spot Sales blog to help you sell smarter.

Designers and marketers now have access to innovative digital print technologies that weren’t available even a few years ago, providing them with the resources needed to bring original ideas to fruition regardless of project size or budget. Key here is the fact that digital technology provides flexibility; digital embellishments and variable data printing allow designers and marketers to explore their creative ideas without committing to massive runs and inventory.  “Customers are opting for shorter runs with multiple versions and different creative approaches across a project,” says Eat Print Love founder Christine Yardley.  Previously, the cost of embellishments was cost  prohibitive for short runs; digital technologies have removed this barrier, providing myriad opportunities.

1. More than half of prospects want to see how the product works on the first call.

I think this is GREAT news for printers! I am a big fan of showing, not selling. This stat opens the door to put some effort into opening new customer doors with the work you can produce. Think of creative ways to get samples in prospects hands before you call. You can find out a lot about people on social media. Do they like dogs or cats? What college did they go to? Any recent posts they wrote or shared or liked you can tie a sample to… or create to increase the chance of a connection? Showing what you can do is imperative, showing what you can do and making it all about the prospect… priceless.

2. Almost six in 10 buyers want to discuss pricing on the first call.

You have done your homework, sent a stellar sample pack and got the prospect on the phone. Consider that a yes. Stop selling. Now it’s about working out the details. The longer you put off discussing costs, the quicker the prospect will start distrusting you. My suggestion here is simple…. Send rough estimates for the samples in the pack, based on a realistic set of 3 quantities for that prospect, their business or their client list – which you should know. If you don’t, guess. Another option is to ask the prospect for 3 quantities so you can prepare rough costs to review during your call. I prefer the first because it shows you did your research, and in some cases you can educate a buyer on why you picked the quantities you did based on your technology, or a new technology they have not used, yet.

3. It takes an average of 18 calls to actually connect with a buyer.

That is insanity. Sales stalking is not a strategy. I lived on the other end of those calls and voicemails for more than 25 years. If customers need you, want to learn more about your offerings and are interested in connecting with you, they would. Stand out by staying out of their voicemail. Send the coolest samples, send them topical, relevant information about how your business helps people just like them, get as many of your customers as possible to tell your story for you, and give them a reason to pick up that phone, or reach out to you

Apply so they buy!

You have done your homework, sent a stellar sample pack and got the prospect on the phone. Consider that a yes. Stop selling. Now it’s about working out the details. The longer you put off discussing costs, the quicker the prospect will start distrusting you. My suggestion here is simple…. Send rough estimates for the samples in the pack, based on a realistic set of 3 quantities for that prospect, their business or their client list – which you should know. If you don’t, guess. Another option is to ask the prospect for 3 quantities so you can prepare rough costs to review during your call. I prefer the first because it shows you did your research, and in some cases you can educate a buyer on why you picked the quantities you did based on your technology, or a new technology they have not used, yet.

Originally published on Print Media Centr

Author:

Deborah Corn is the Intergalactic Ambassador to The Printerverse, providing printspiration and resources to print and marketing professionals through her website, PrintMediaCentr.com. She has 25+ years of experience working in advertising as a Print Producer and now works behind the scenes with printers, suppliers and industry organizations helping them create meaningful relationships with customers, and achieve success with their social media and content marketing endeavors.

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