In this economy wholesale print brokers need new ways to attract and qualify quality leads. A good flow of quality leads will help keep your sales people motivated, reduce your advertising and selling costs and boost overall marketing efficiency and sales.
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Target your market. Select a niche that uses printing services regularly, not just once in a while. Make sure you’re addressing your printing sales piece to the decision maker and not wasting it on a subordinate.
Online, qualify the reader of your wholesale printing website by identifying the market in the header of your sales letter or landing page.
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Perfect your sales model. Don’t attempt to sell wholesale printing without a plan of action. First build rapport with your prospect by asking situational questions about their business situation. Buyers want you to do your homework, so research each prospect and be prepared before you meet them personally.
Next, ask open ended problem questions like “How satisfied are you with your present print broker or printer? What problems are you experiencing? Think in terms of being a problem solver, not just a print broker. Once you know their problem, ask questions which flesh out the consequences of this problem and how it affects the organization as a whole.
For example, “What effect does this problem have on your company image?” “In terms of costs?” “In terms of productivity.” Then, from these answers, tell the prospect how your wholesale packaged printing solutions can help save them money, productivity, build their corporate image, all from one supplier.
- Zero in on your product or service with a no frills approach. Keep your offer simple, no free samples, premiums or special deals. This is a good qualifier but your copy must appeal to the emotions of the prospect and be heavy on benefits, not features.
- Give your prospect a choice. Don’t simply offer a yes or no proposal. Give them a choice of colors, styles, formats, paper, etc. When doing lead generation via mail or phone offer free information when they give you their phone number with the knowledge that a salesperson will follow up. With the second choice you know the prospect has a more serious interest.
- Ask prospect to identify his extent of interest. Give her a choice. Do you want us to contact you now, in 3 months or in six months? How would you like to be communicated with? E-mail? Phone? Fax? Mail?
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Up-sell or cross-sell prospects. Localize your sales message. Let prospects know they are dealing locally with people in their area. Personalize your online landing pages and local ads to speak the locals “language.”
Make sure they understand that you understand their local culture and market. Create packages of products and services that set you apart and different from other print brokers and printing companies. Become the full service supplier to your niche of specialty printing solutions.
Once you secure an order, ask whether they would like business cards, flyers, brochures, direct mail, signs and banners to match their corporate image.
