One of the biggest mistakes most businesses (not just sign, banner and print shops) make in their sales process is in failing to sell the “entire package.” As shop owners, you normally receive a lead from a customer or prospect for a specific product. But this “specific product” is usually only the “tip of the iceberg” when it comes to discovering what your customer or prospect is trying to accomplish. Let’s face it, we’re in the MARKETING business, not just the sign or banner or business card business. When our customers or prospect speak, we should not only listen, but quickly realize we’re in the business of getting our customers and prospects “MORE BUSINESS!” The minute you “get this,” you’ll quickly start to understand all the ramifications that exploring and uncovering your customers’ and prospects’ needs will lead: To MORE Revenue And Profits!
As a quick example, when’s the last time you asked one of your customers what they were going to do with the “banner,” “sign,” or “fliers?” And, more importantly, “What’s your goal in ordering these fliers? What are you trying to achieve.
If you can train yourself to listen, you’ll quickly find a vast demand for additional products and services that you used to be oblivious to.
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