buyers buy on price because they have been encouraged to do so. It is the
print salesperson’s job to encourage them to encourage them to buy in other
Here are some other ways in which you can
encourage print buyers to buy:
· show them how you can help them reduce their
· show them how they can buy print more
· show them how they can specify more
· show them how they can use print more
· show them how they can use print to increase
approaches give print buyers a reason to spend more. It gives them an
opportunity to move away from a purely price led conversation. And you’d
be surprised how many print buyers focus on other things apart from price.
Of course price matters
All printers will have to show that they price
competitively. But this is different to showing that they have the
cheapest price. It is not difficult to persuade a print buyer to choose a
higher price. But they need to have a reason to do so.
Let’s look at this in real life.
Here are some examples
of how printers sold on higher prices
One of my clients works in the magazine
sector. They avoid leading on price because they offer clients more than
just print. They also offer apps and online publishing solutions.
They become more than just a provider of ink on paper. They offer
something very different, and more valuable, than their competitors. So
the conversation moves away from price.
Another printer helps their clients improve the
return on investment for their marketing print. This means that the
conversation is about maximising revenue. And not about cheap print.
And finally, one large format printer works with
office interior designers. These designers are desperate to find
innovative solutions to sell their clients. So the printer is able to
research and offer new substrates and processes. The conversation is
about new ideas. Not lowest price.
In all of these cases the printer has taken time
to create a sales offering which makes the different from the
competition. And which adds value to the client. They never sell on
Here are three action
points to stop you selling on price
1) Ban the sales team from asking for
quotes. (If the conversation grinds to a halt, it is more effective to
ask “Where do we go from here?”)
2) Make sure you create a point of
difference. And make sure that it contains something of value for the
target client. If you are stuck on this one, ask your clients what they
would like to see
3) Make sure that your sales pitch never
compares you to the competition. Make sure that you come across as a
company that is different from others
Even supermarkets don’t
really sell on price
Some of the advertising is very price led.
But when you are in the store they are very good at encouraging you to spend
more money. Most of their products have a basic option. But the
best sellers are often the premium version. Supermarkets look after their
And so should printers.