Sales Clinic: Imagining the Printing Salesperson of the Future Technology is continuing to drive the transformation of communications. We are seeing changes in what and how buyers are purchasing their communications needs. Increasing use of targeted mailings, highly accurate tracking platforms, and print-to-anywhere solutions are also transforming the role of direct salespeople. In looking to the future of selling, the words “change” and “transform” are oft en loosely used. Th e key diff erence is that when we talk about “change,” there’s always an option to going back to the way things used to be. During a “transformation,” however, there is no going back. Many of today’s printing companies and salespeople are in the “transformation” stage. It’s encouraging that, even with all the competition from other media, there continues to be a large appetite for print. Leading economists reporting on our industry tell us that the worst is behind us, and that print production and related services are on the road to recovery. And, indeed, as I write this, many printing companies are reporting improved sales and revenues. But to take that next step – to even further improve our bottom lines – how will the successful direct salespeople of the future have to transform and engage their customers? Five transformational areas To succeed, salespeople need not throw away their current skills and knowledge. Instead, they’ll need to retain these – while also building new competencies to capture opportunities in a changing market. What follows are fi ve key areas where the actions, skills, and behaviors of successful direct salespeople will be transformed: Bringing new light to problems: Customers can fi nd a lot of what they need online, so great salespeople will have to bring new ideas and insights to a customer’s real problems. Th ey’ll do this in a challenging and executive style that will instill a client’s confi dence in the salesperson. Customers will require business experts who can solve their most diffi cult problems. Providing technical expertise: Most great printing salespeople are already experts in printing technology & processes. Now, printing salespeople are being asked to be technical experts in many more areas beyond traditional printing. Knowledge of soft ware, media integration, & application development at the customer level is a necessity. Collaborating to develop tailored solutions: Th e role of business development and direct sales will continue to converge. Customers are looking for help in creating tailored and customized solutions to their problems, because they don’t possess the expertise or time to fi gure it out on their own. In some cases, salespeople will function as consultants -- identifying and organizing the elements and partners required to build a complex customer solution. Moving beyond transactional selling skills: Customers aren’t responding to the endless probing questions and annoying pressure tactics of a traditional salesperson. Ongoing training that focuses on gaining the skills necessary to eff ectively sell high-value off erings is becoming commonplace. Specifi cally, new approaches in developing targeted accounts, communicating, fi nancial acumen, negotiating, project management, analyzing, proposing, presenting, and research skills will be required in the salesperson of the future. Driving customer service: Th is area faces the greatest transformation. Customers will accept nothing less than outstanding support and service. Printing will eventually take the lead among other industries in providing multichannel endto end customer service. What has been demonstrated by companies such as Amazon and Google will be the norm for those printing companies. Th e direct salesperson will position customer service as part of their overall value proposition. By Joe Rickard Contributing Columnist Joe Rickard is a training leader and consultant who works with printing and technology companies in the graphic arts to improve their sales and operational effectiveness. He is the founder of Intellective Solutions, a provider of customized sales, operational, and sales management training material and services. Contact Rickard at 845-753-6156, jrickard@intellectives.com, or visit www.intellectives.com. Find this article at PrintingNews.com/12284051 20 Printing News ® February 2017 PrintingNews®com
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