The most successful salespeople are those who ask and understand their customer’s goals and objectives. Why do your customers need to produce labels, packaging and signage? Why do they choose your firm for their production projects? These are basic questions. The most effective salespeople regularly ask and have clarity about what is most important to key customers. Great salespeople can articulate the customers’ ‘why’. 

Salespeople who ask and understand why customers need print and know how the projects in your shop are related to larger business goals.

As a consultant I am often engaged when decision makers want to improve their sales results. I regularly hear “we want the sales team to be more effective,” and “we want them to sell more.” These appear to be universal goals in the print and mailing industry.

Sales effectiveness is the combined result of four disciplines: sales leadership, sales methodology, sales execution, and sales culture.

Let’s focus first on sales leadership. Great sales leaders see their role in helping their team to achieve desired results.

The excitement and agony of college basketball and March Madness are almost here. I’m reminded of the many conversations with my sport-loving husband about his favorite teams and their strategies for success. Many discussions center around the ability to move the ball forward in basketball and football, or moving the runner along in baseball.