P21-24 BUSINESSxx passed copy:P21-23 BUSINESS 21/01/2009 11:31 Page 24
BUSINESS MONITOR
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A planned organised after sales strategy ensures
your customers won’t look elsewhere. Quite right:
people remember good service long after they’ve
forgotten a keen price.
Blue Max say that its mission statement is to
offer customers (all trade) quality products that are
value for money with extensive size and colour
choices.
That combination provides the quality package
that brings buyers back and back. They also stress
that availability with a 24 hour turnaround is a key
factor in delivering the sales promise.
Malcolm Fritschey of Oldeani says that people
want to hear upbeat messages at present. One
such is that businesses that thrive through a
downturn are those which maintain their below-
the-line marketing spend.
Fritschey recommends as the key sales
technique to build long-term relationships with
clients maintaining communication at all times not
just when you think they will be buying. This way
sales become more consultative and you are
aware of all up-coming opportunities.
One sales route, which was recommended by
several businesses, was good old Yellow Pages.
First, it should be an important piece of your own
marketing spend and all enquiries should be
jumped on instantly because you can be sure that
the customer will have phoned more than just
you. You can also use Yellow Pages as a mail list.
Select categories and approach everyone listed in
your locality. I’d focus on those who’ve put
together a good ad – they’re likelier to be fans of
marketing.
I asked every contributor to give me a sales
anecdote. What a shy lot most of you are! “Not Blackberry for the all-important constant Quite simply, it’s lazy selling and if you focus on
for print” was a typical comment. Fortunately, communication with clients. Use what works for price, there will always be someone out there who
there are some less shrinking violets. you; if you’re totally happy working with is either running a tighter ship or is more
Paul Stephenson tells two horror stories: the rep catalogues and samples, fine. Recognise, however, desperate and will beat your price. With your
who walked into his office, tripped over his turn- that selling to an agency with swish premises is purchasing hat on, screwing suppliers down to the
ups and threw a cup of tea all over him; the demo different to talking to that local builder (see last penny looks like good practise. But is it?
when a spot curer set alight some artwork films above). But the most important message is to sell Spending a little more with a company that
resulting in fire alarms and the sprinkler system the principles and promise of printwear before you provides marketing support for your activities will
kicking in. Being memorable doesn’t always result sell the product. generate more business over the long term.
in sales! But, seriously, the lesson is that care is Top tips for decorators are many and varied: My overall tip is to ask salesmen what works for
required in front of customers. never, ever lie to a customer – you can recover them. It’s a little embarrassing, but I never met a
Sales reps who visit Graham Ridley have to from a bad mistake, but not a proven lie (Top salesman who didn’t have a recommendation. Ask
‘pay’ for the privilege with doughnuts for his staff. Banana). Always get the client to sign off the every salesman you meet – exhibitions are
Good idea! Turn it into a habit when calling on garment and artwork/positioning/ colours of a particularly fallow ground for this. If you got one
clients. Perhaps every salesman’s car should have a logo (BTC) The best and fastest ways of getting all tip per week, I would confidently predict that out
mini-fridge full of, say, chocolate biscuits in winter the right messages across to a potential buyer is of 50 in a year, you’d have two nuggets
and choc ices in summer. Glenn Hyams has written to give them a decorated sample because it shows that would be real earners. P&P
on his wall the famous adage “You never get a commitment to the sale. (Pencarrie ). Do your
second chance to make a first impression” – it’s a homework – know as much as possible about the Paul Clapham is a marketing consultant with over
fundamental of selling. But, more importantly, it’s client before you sit in front of him (Fruit of the 25 years’ experience covering a broad range of
the basis of the whole printwear proposition. Loom) Be brave – throw them lots of ideas (me). business sectors and a full spread of marketing
Everybody recommends use of lap-tops with a Let’s just look at two aspects of price. In a disciplines. He works with small, medium and
Powerpoint presentation: it’s simply the downturn, it’s easy to focus on basement prices. large companies alike to increase their profitability
professional sales tool. There are plenty of fans of But this isn’t doing you or your client any favours. through marketing. Tel:01453 765432
| 24 | February 2009 www.printwearandpromotion.co.uk
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