This week, we’re going to talk about how you can win more business using print.
How to WIN more Business with Print
So for the benefit of this short article, lets assume you’ve completed all your research on great prospects and you’ve connected well with some of the key decision makers – they’re open to talking to you but want a little more information before making the decision to buy or use your services. So an appointment is made…
Scenario 1 – The Print it yourself or find it as cheap as you can!
You’ve prepared everything you need for your meeting and you’re a little nervous, but excited, you get there early & you’re ready to win! Your moment comes & your prospect comes down the stairs to greet you. You shake hands & start heading to the meeting room. You enter the room & see a couple of other people are joining you, Marketing & Purchasing want to be in on the meeting as well. You’re fine with that (it means you have more contacts in the company now). So you sit & talk through the features of your product or service & how it can help their company – you ask questions & everything seems to be going well.
At the end of the meeting you mention you’ve printed out your proposal or quote & from your bag you pull out a couple of A4 pieces of paper, you know – the ones you quickly ran off your desktop printer before coming out, the ones that now look a little tatty on the corners as they got a little creased in your bag. You apologise & hand them over, your prospects look at the proposal & although a little creased, they get past this & say that’s great thank you – do you have some more information, a brochure or leaflet you can leave with us & a business card?
“Yes” you say – you quickly delve into your bag again & pull out another A4 sheet from your bag, again something you quickly rattled off your printer & folded into 3 to look like a leaflet. By now your prospective customer is starting to think your product/service is as home-made as your literature, and is having doubts… you then reach into your pocket and pull out a business card for each of the attendees. You wince as you hand them over & hope they don’t see the ‘Printed Free’ slogan on the back!
Your prospects say thank you for coming in & shake you by the hand – they gather up your pieces of paper & your card & show you out.
Now what do you think the image they’ve been left with looks like for your product, service, your company and you?
Now imaging it another way….
Scenario 2 – Professionally printed presentation folders, case studies, leaflets & business cards
Your prospect comes down the stairs to greet you. You shake hands & head to the meeting room. You enter the room & see a couple of other people are joining you, Marketing & Purchasing are there (as before). You sit & talk through the features of your product or service & how it can help their company, whilst showing them through a printed brochure – you ask questions & everything seems to be going well. You show them through some examples using printed case studies of how you’ve helped others as well (because you’ve done your research, you’ve chosen case studies that relate to them)…
Your prospects ask if you have any more information on your products & services, you say “of course, I have an information pack for each of you to take away which will include everything we’re talking about, & more” (now you didn’t know there’d be 3 in the meeting, but luckily you have spares), you mention you’re collating all the information as we talk & will put it all into the presentation folder for them at the end along with your proposal or quote.
At the end of the meeting you re-collate all the info you’ve gone through, put them into the folders & hand them one after the other to your prospects. The folders are thick & laminated so they’re looking great! All the print is still kept perfect. Your prospects say “wow, that’s great thank you – do you have a business card?”
“Yes” you say, “i’ve left one for each of you in the front of the folders.”
Your prospect is impressed you have everything under control & you’ve presented your business, your product or your service in a professional & coordinated manner… You shake hands & say thank-you.
Now what do you think the image they’ve been left with looks like now? Which person or business would you like to deal with?
Using print doesn’t have to be difficult or taxing – done well, you can really improve the image of your business and this in turn makes your prospects consider you a more suitable business to work with. Especially if you’re in a B2B market.
Now we sometimes hear:
“how can I reduce the cost” or “I don’t want to spend that much”
when people are talking about print, but we always try to guide their thoughts another way… so that the questions become:
“How can I improve the return” or “What happens if I don’t spend that much”
If you’re sending proposals to customers or leaving your customers with print at the end of a meeting, think, does it look the best it possible could? If not, get in touch with us and we’ll see what options are available to you so you can WIN more business with Print.