Sales Clinic: 10 Steps to Selling the Financial Value of Print
Measurable results help gain and retain top accounts
10. Sell soft and unintended benefits. Though soft benefits of print such as brand recognition, information retention rates, portability, ease of use, integration with other media, and collaboration rates are hard to measure, they are great value coefficients to build along with other measurable metrics.
The goal of most businesses is not to just save money. It is to generate profits for their owners. Consequently, employers need to be able to meet objectives and goals. Though some employers are charged with managing costs, most must find some way to grow the business.
With all the choices that media buyers have and with their focus on costs, printing salespeople must demonstrate stronger financial selling skills.
Joe Rickard is the founder of Intellective Solutions, a provider of customized sales, operational, and sales management training material and services. Contact him at 845-753-6156, jrickard@intellectives.com or visit www.MyPRINTResource.com/10164219.
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