I’ve been chomping at the bit to write this blog.
Picture this, there are three sales people from three different dealers, and all have secured an appointment with the decision maker to replace the aging copier. All three have the same level of tenure and experience, all three are offering a different brand of copier, and all three bring a full color brochure. They all tout how good the service is, how amazing the support is, and that their systems are so much more reliable than the existing system that the customer has and any other system that they may be looking at.
So, what is a customer to do, when everything seems even? What will they focus on to make their choice of which vendor or brand to go with?
PRICE, they will go with the least expensive system!
For years, I’ve preached that we need to separate ourselves from the other reps. Over the years, I believe that the members of the Print4Pay Hotel are the best of breed. I’ve read the threads and comments of guys and gals who are not afraid to changes things up and separate themselves from the pack.
At times, I’ve wondered why the manufacturers won’t change things up.
Years ago, I read a sales article somewhere that took an “XYZ” box (let’s call it a copier, but it wasn’t), changed the name and then added special accessories to create a turnkey vertical market copier. They threw away the manufacturers brochure and created their own. The article went on to state that “sales soared” with the new marketing effort of the “XYZ” box.
What I’m getting at, is that I believe it’s time that we change things up; we the dealers need to become more creative in our marketing and sales efforts. For example (I’ve added the brochure link below). I created my own brochure for an imaging system (copier). I changed the name on my brochure and did not mention one word about speeds, feeds, paper trays, service, support, nothing.
What I did do was add three core third party solutions and then address a certain vertical market (legal) with key phrases that were important to the legal industry. In essence I created a vertical market brochure for a copier in the legal industry.
Change is good. We need to be different, we need to always be one step on up on the other guy. Thus my reason for locking down the brochure I created, it’s only available to Premium Members. Enjoy. It’s a simple brochure but delivers the right content for the right vertical market. Click here for the brochure!
Would love to hear your thoughts.
Good selling.
