Skills for Selling Print and Convert Prospect - Put Problem, Before Product

Skills for Selling Print and Convert Prospect - Put Problem, Before Product

Print Selling Age in the Digital World

The meteoric rise of the internet and online digital marketing has caused global print sales to fall off a cliff. For over a decade, printing shipments have declined, and profit margins have slumped even further. So, it is right to say that we are now in a market where supply exceeds demand. Printers who know no better simply respond by cutting prices in a race to the bottom.

Put Problem before Product – Diagnose First, Prescribe Second

The modern print salesperson operates differently. Their objective is to add business value as opposed to discounting their pricing. In pursuit of that objective they use a completely different sales process. Salesperson starts the conversation with their prospect by focusing on the business objectives the customer is trying to achieve.

The customer is interested in resolving issues and producing results. They look at our products and services through that specific lens. If they think we are the best choice for resolving their issues, they are more likely to do business with us. In other words, we need to put the problem before the product.

Unfortunately, most salespeople sell the other way around. They put the product before the problem. They try to sell the benefits of their product and service as opposed to understanding the problem the customer is trying to resolve with their products and services.

Imagine for a minute walking into a doctor’s surgery. The doctor greets you warmly, hands you a prescription, and then sets about explaining why the drugs she is recommending are some of the best drugs known to man. You would feel somewhat confused. The process would feel like it was back to front. You would wonder how the doctor could prescribe first and diagnose later.

The first thing the doctor needs to do is diagnose your situation and find out what is going on with you. It would feel extremely weird if she started telling you about the merits of her medical practice and the strengths of the various drugs, she has available.

Unfortunately, many salespeople sell by putting the prescription before the diagnosis. They acclaim the benefits of their company and its products and services. And they believe that if they do a good enough job, the customer will give them an opportunity to quote for some work. Unfortunately, this process ends up commoditizing what you do.

And even if you do win business, you will get beaten up on pricing. The sad reality is that many salespeople do not fully understand the issues that their customers are trying to solve, in the context of the products/services they sell.

According to research, 64 percent of senior executives believe that the salesperson does not know enough about their buyer’s business to bring any value to a meeting. In fact, only 25 percent of them are prepared to take a second meeting.

Think about this for a minute; three out of every four prospect meetings are a waste of time and money – both for the seller and for the buyer.

If you want to be an expert in the art of consultative selling, you must learn to put the problem before the product. Diagnose first – prescribe second!

Content by:- 

Nisar Shah

General Manager
WeP Solutions Ltd

Dt. 07-05-2020