Art Post
What does it take to be successful in the imaging industry for a long period of time? Some might say product knowledge, some may say closing skills, and some may tell you it’s about hard work.
All of these are true, but the most successful people in the copier industry have a huge pipeline of potential customers. My rule of thumb is that I always need to have 30 or more potential sales to customers every month with a monthly GP potential of at least $200,000.
Keeping the pipeline full is a daunting task because as you close sales you still have to make sure you are adding potential clients each day, week, and month. Even if you’ve only been in the business a short time you’ve already seen many reasons why sales are delayed, lost, and sitting out there in space.
Listed below are tips that may help you keep the pipeline full. We all know we have to prospect each and every day, right?
- Do an e-mail blast once every month to existing clients and new prospects about new products, new promotions, press releases, or just a plain old, “how you been?”
- Market a low-end MFP or color printer and price it accordingly. It seems like every time I walk into existing and potential accounts they are always buying low-end MFP’s or printers. Take advantage of this and get them to buy your low-end MFP’s. Last one in is the first one they’ll buy from when they need a higher-end system.
- Schedule drop ins for existing accounts and potential accounts. Keep them aware that you are there for the long haul.
- Send out 20 mailers or letters a week; get it to the point where new prospects are receiving information once every month. This shows commitment. For those special accounts, spend a few extra shekels on a letter and send it via overnight mail.
- Get in the car and pick out an area of your territory that you’ve never been to before, then get your butt out of the car and do some old fashioned knocking on doors.
- When you’ve completed the sale ask for two or three references that you can call on, don’t wait three months and then ask.
- Put an ad in the classifieds of your local newspaper for used systems, you’ll always get a few calls here and you just never know.
- Read the local papers and see what businesses are doing well and which are expanding, chances are they will be in the market more often.
- When you are in your customers’ office, look for information on who they do business with. Jot down a few notes and call them and then tell them about your success at “XWY” company. They will also be more receptive when they hear a familiar name.
- Don’t every stop prospecting! Don’t ever count on getting leads from your company. Go about your business like you’ll never get any. When you do get these leads they will be a bonus.
Tip: Prospect by Day, Quote by Night!
Sales is not easy, if it was everyone would be doing it. You have to have the dedication, determination, and desire to succeed every day, every week and every month. When my pipeline goes down as they all do, I tell myself I have to work harder to get what I want. There’s an old saying, “The harder I work, the luckier I get”.
It’s true.
Good selling!
