Business of Print

Client Reviews

As the industry continues to endure structural change, the business landscape for your clients has also been altered. How has this affected their view on print and print related services and its contribution to the success of their organization? How has this affected their view of your company and the impact you have on their success? If you think this would be critical information to have in your sales planning notes then a client review is in order.

Client reviews can come in various formats from very structured and scheduled to informal conversations as needed. The goal is to better determine your position with the account, discover opportunities for new and continuing business based on their changing goals and uncover information that could help strengthen the relationship and increase profitability. The client review should include both an internal evaluation of the client based on the factors that lead to profitability and growth as well as an interview with the client to determine your position and potential as you go forward. Get your team together and begin planning for client reviews for your top clients today.

 

Asking Questions

Your goal in asking questions to a prospect is to discover what areas you can provide value, determine if you can help them be more efficient in their use of print and if you can help them achieve their goals and objectives. You should try to determine what kind of fit there is as compared to your more successful client relationships. Finally, your questions should always be leading you to the next step of strengthening the relationship and positioning yourself as the supplier they should be working with.

A combination of what you ask and how you ask will determine your ability to gather information and assess the opportunity with a prospect or client. You must first ask yourself if your goal is to sell the next job or create a new account.

Ask the questions that will help you confirm your research and identify and articulate the opportunity.

• What are their needs: Today? In the future? How can you contribute?
• Is there something that they’d like to be doing but either don’t have the resources or knowledgebase to move forward?
• What are they trying to accomplish through print and print related services? Why are they buying these products?

Confirm your understanding of their business.

• How do they go to market?
• What are their market conditions like?
• Their competition?
• Their position in the market?
• Industry trends, threats?
• Why do their clients buy from them?

How do they define a successful relationship? What are the critical success factors for anyone to rise to trusted supplier status?

• What are their expectations throughout the process?
• What don’t they like?

Ask the questions that show you have done your homework, deserve an opportunity for a 2^nd appointment and can move this opportunity through your sales process.

General Guidelines to Consider

1. You are there to determine their needs.

2. You need to uncover and confirm the opportunity.

3. Determine how to get to the next step in the process.

4. Remember, uncover the issues before you provide a solution.

5. Focus on open, non-threatening questions.

6. Prepare your questions in advance and take good notes while the other person is speaking.

 

What are your top three questions that you like to use with a new opportunity?

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