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Working an area
Painting the Sales Picture
Why a Setup & Design Fee
Getting Past the Gatekeeper
The Four Channels of Visual Communication
3 Parts of Effectively Selling a Card
2 Sales Presentations
Working an area.
(How to increase Sales Potential)
First, you need to get out in the field by 9:00am. Prime selling opportunities occur between 9am and 4pm. During this time you will find most business owners onsite. By starting early,you will be able to visit 20-35 businesses in a day.
Once you find an area to work,stay there. Remember,the more you move around, the less you will make. Start your day at businesses that are more industrial or service oriented, because most of these businesses open earlier than 9:00am. Retail businesses do not typically open until 10:00am. Be sure to stop at every small business you see.
Your objective is to get in front of the owner, or a decision maker. Avoid retail businesses that are run from a corporate office halfway across the country. There is no one onsite to make a buying decision.
When you are finished selling, spend 10-minutes scouting the neighborhood to identify businesses you did not get to earlier in the day. Plan your next day with these businesses in mind and stock your portfolio accordingly.
After you get back to your office, put your day’s sales together and send them out to be designed. Day-2 will build on what you accomplished on day-1. Planning is important! Plan your day around visiting people you could not see on day-1.Call ahead for an appointment or plan for a timelier visit. The object is to get in to see the contacts that were too busy or not in the office yesterday. Also,since you are working the same area as yesterday,you will already have a list of places to visit when your schedule permits.
Done correctly, you will spend the day selling not traveling. Working an area concentrates your sales efforts. It also helps you keep track of where you have been. Done correctly, you will find yourself in front of the decision makers most of the day and your sales will increase dramatically.
Painting the Sales Picture. (back to top of page)
When cold calling a business you have a limited amount of time to capture the prospect’s interest. As you grow your own sales technique, you will learn a multitude of strategies and pick the best strategy for the particular circumstance. One very effective strategy to employ involves “Painting the Sales Picture.” What “Painting the Sales Picture” really means is that you verbally walk the customer to a place (in their mind) where they “see” their card and what their card can do for them. As we have coached and developed sales people,we have seen a reoccurring mistake that is made in the picture painting process. See if you can pick out what can be improved in this pitch:A Salesperson goes into an automotive service center to cold call the business. On the way to the store, they use the environment to cultivate sales ideas. Some opportunities are ...maybe putting a photo of their location on there card, a photo of someone servicing a vehicle,or even showing an employee interacting with a customer. These are all great ideas for this type of business. On the way into the building the salesperson decides that the building will be the element of the environment they will incorporate into their pitch. After getting in front of someone who has the ability to make a buying decision, the salesperson introduces him/herself and begins the pitch, “We can take a photo of your store and put it on your business card because you have a great looking building. Would you like to order cards?”
More often than not the salesperson will be rejected. The picture that was painted was a sketch not art. If you are going to paint the sales picture, make sure you paint with lots of color. The successful salesperson more colorfully paints the sales picture like this:
Have you ever thought about taking a photo of your store and putting it on your business card? The reason I’m asking is that you probably get quite a few new customers from word of mouth or by referral. If you have a photo on your card it links the person being referred visually to your store. Most of your business probably comes from people within a five-mile radius of your service center. If someone is referred to you, they may or may not live close by, but they probably drive by your store only a couple times a year. Since people retain things by sight a lot more than just by name,having the photo on your card will give the person being referred a visual connection to your business. Frequently,when presented with a photo card,customers will say,“Yes,I know where that place is!” “You see,” the sales person summarizes while referencing their portfolio,“Colorful full-color cards are much more effective than traditional cards.”
Now the sale is ready to be closed. Remember: Always tell the customer how or why a new full color card will drive more business to their location,and increase their sales!
Why a Setup & Design Fee.(back to top of page)
When it comes to the setup fee, keep in mind that with one or two color cards there isn't going to be much of a setup fee because there isn’t much to setup. Most printers charge a minimal fee ($5-15) and it’s more than likely built into the cost of their cards.
The reason why we charge a setup fee (i.e.$99.95) is because your customers are getting a lot more design than simply throwing a one color logo on the card and adding some text. We involve photos, full color graphics,and a lot more color options.
For a lot of business owners, especially small business owners, full color cards weren't an affordable option before you walked through their door. It is your goal to get them to see why they should want to design a card with you. The following is a script Dave Steiner uses effectively to get customers to understand why they should want you to design a full color card:
“Being a small business owner you probably don’t have much an advertising or marketing budget, if any at all. If you do send out flyers in Val-pak mailings or advertise through local newspapers you’re pretty much hoping for the 1% that are going to stop and actually read what you’ve published long enough to act on it and come into your store. The reality of this is that you probably get a lot of your new business through word of mouth or referrals from existing customers, right? Someone that is being referred to use your place of business from someone that’s already a customer is going to have a lot more credibility behind it than that ad in the local newspaper you had published. With our cards you can put a lot more information about your company right in that potential customers hands for a lot less expense than running an ad, plus you already purchase business cards so it’s not like it’s an additional expense. Our cards are right in the same price range you are already spending and they give your customers ten-times as much information about who you really are, and what you do than the other publications. Our cards help insure that the person being referred to you is going to set foot in your door because a lot of the initial questions they may have had will be answered right on your card.”
If you explain it to your customers the same way it was explained above, you will find less resistance to the design fee. The customers that do spend money on advertising/marketing are more likely to have that “light bulb” turn on in there head and they will realize that this really makes sense.
To summarize: From the time you walk into a business to the time you leave with a sale you need to paint the sales picture when you present your ideas, and when you respond to your customers questions. In this example, the question was about the setup & design fee. The goal is to help them understand the value in your ideas. Understanding the value, leads to the close.
Getting Past the Gatekeeper.(back to top of page)
The Gatekeeper believes it is there job to stop all unscheduled visitors from reaching the decision maker. They are validated in this behavior because most of the product offered by unscheduled visitors is junk. You are the exception to this rule.
Remember; we don’t sell business cards, we help businesses. To be successful it is important that you are prepared. On the way into a business you should think of ideas that have to do with product, location, service or people.Your ideas will continue to evolve once you are inside and can feed off of the environment. Be prepared to “Paint the Sales Picture.” Think of samples that relate to the ideas you are presenting and be ready to access them quickly. In other words, be ready to visually show them what you are verbally telling them.
A typical gatekeeper rejection may be, “Leave any information about your company....we will call you if we are interested”. They are trying to get rid of you. Don’t let them. Your response should be crafted in a way that will move them to become interested in what you have to offer. You could say,“Well, I could leave my card and a price list behind but I really don’t want to do that because if I did that I would be thought of as just another printer. As you can see from my samples I'm not just another printer.What we do is help businesses like yours market themselves through their business card.” At this point you should be showing the gatekeeper the same samples you would be showing the decision maker. Remember, it’s important to get your sample in front of the person you are talking with so they can see that our cards are different. Now, ask for assistance. If you have properly “Painted the Sales Picture,” the gatekeeper will see the value in what you are offering. Say,“Let me ask you this....If the person that I would need to talk to is here, could you please take these samples back and show him/her? They’ll know right away if they are interested, since our product is a visual product. If they don’t like the samples, can I please get them back from you? If he/she does like it, I can explain what I have to offer in less than a minute. Here...” At this point, pull out your pre-selected samples and give them, along with your card, to the gatekeeper. More times than not they will accept your samples and take them right to the decision maker.
To summarize, giving the gatekeeper the respect you would show the decision maker gets them involved and is a great way to get around them.
The Four Channels of Visual Communication.(back to top of page)
Before you go into a business you will want to do a little bit of mental preparation. Try to put yourself in that business owners shoes and think of ways you would market his business. As you prepare, be in the habit of reviewing the 4-channels of visual communication typically used on a card.
Product Channel
Using the product channel of visual communication,you will focus the visual message around the client’s product. To fine-tune what you will use, look at what they sell. The more unique the product the more likely they will want to focus on it. When you walk into their business look for products to include in your pitch. If you can get them to visualize it on their card you will get the sale.
Location Channel
When you use the Location channel of visual communication you are keying on the look and/or location of the clients business. The main reason to bring up this idea is to have the photo act as a trigger-point with the person who views the card. Be sure to point out that someone seeing their location on a card will recollect,“Oh yeah, I know this place.” This recognition alone will increase the likelihood that they will come and visit. Even if the viewer only drives by once or twice a year, they’ll remember it when they see the photo on the card.
Service Channel
The Service channel of visual communication is used to communicate something that is not as obvious as product or location. Cards that communicate on the service channel are designed to create a level of trust or acceptance in the service provider. Chiropractors, home health care, insurance, asphalt companies, landscapers, cabinetmakers, etc...are all examples of businesses that provide a service to their customers. Be sure to mention how looking at a picture of someone providing the service will communicate volumes of information about the service. Get the client to visualize ideas that promote their service. Suggest photos that show them in action. An alternate to showing action is to show the result. A perfect lawn, for example, will communicate the quality of a landscape firm.
People Channel
Communicating on the People channel of visual communication puts a name to a face. It gives the viewer an additional “connection” or feeling of “knowing” who they are dealing with. Similar to communicating on the service channel, using the people channel will create security and trust in the individual pictured on the card. You may also want to suggest a picture of them with other family member(s) or pets as a fun, light way of representing themselves. To consider which channel will work best for your customer, you will need to look at the client’s business and determine which channel will work best for this type of business. Next, consider how to convey his/her message using this channel.
By considering all of this in advance, you are equipping yourself to better pitch the product in a way the customer can relate to.When the client can understand the value of the product, they will buy the product.Try to get in the habit of thinking: Product, Location, Service, or People.
3 Parts of Effectively Selling a Card (back to top of page)
We have previously introduced the concept of Painting the Sales Picture. This method of selling cards uses visualization to get the client to “see” their new card and understand how it will work more effectively as a marketing piece than their plain old text card. To get your clients to clearly see value in your ideas, you will need to break down how you Paint the Picture into three parts.
1.) Present your ideas
2.) Explain “why”(they should use your idea)
3) Show your idea in “action”.
Present Your Ideas
As you begin your conversation, remember that the concept of a full color card may be new to your client. Use the techniques discussed earlier and get the client to “see” his new card in his head.
Explain “Why”?
Once you have successfully made the customer “see” the card, begin elaborating on why the card will help their business. Explaining “why”may go something like this:
Placing a photo of your store on your card will help your potential customers identify who you are by sight,or physical recognition,not just by name.
Or you could say:
Placing your photo on your card could be the trigger point that gets potential customers to walk in your door. Placing a photo of your store on your card will also help your potential customers identify who you are by sight,or physical recognition,not just by name.
Or yet another way::
Placing your photo on your card could be that trigger point to get potential customers to walk in your door.
Show Your Idea in Action
Take the idea you have the client envisioning and explain how someone receiving the card might react when presented with the design. Showing how a Goodyear Service center might benefit from a full color card might go something like this:
Most of your customer base is within a 3-5 mile radius around your service center and I'm sure that you get quite a few new customers from other customers referring people to you. Having a photo of your service center on your card gives that person that “physical”identity with your shop,and if someone is referring someone else to your station, having your service center’s photo on the card may be the "push" that they need to get in your door. People are influenced by things that they are familiar with and a photo adds an element of familiarity. People drive by your shop all day long. Even if they live further than five miles away, and even if they only drive by once or twice a year, people retain what they see a lot more than what they hear or read. Having that photo of your shop on the card will make them think,‘Oh Yeah,I know where that place is!’ That instant recognition from having that photo on your card will help insure that they will come to your store,not just any Goodyear. There is nothing wrong with the cards you are using it is just that our cards help them understand exactly where they should go, and who they should use to get there car serviced.”
2 Sales Presentations(back to top of page)
Editors note: Please also see the Sales Demonstration Videos on The Library home page
You will have more success, and your potential customer will better understand your ideas if you show them samples that are similar to the idea you are presenting. By verbally pitching the idea and visually showing an example of the idea, you are involving two of their five senses in the sales process. Raising their level of involvement will help you make the sale. Here are two basic pitches:
Basic Sales Pitch
“Hi,my name is _______________. The reason I’am stopping into your business is because I have a digital printing company called_______________________. We print custom full color business cards that help you market your business to your potential customers with photos, instead of just giving them a name and a number. I don't know what you are spending on your current business cards right now, but have you ever thought about taking a picture of your location and placing it on your business card? Or have you thought about putting a picture of…(At this point try to tie in specifics about the business like their product, or service that they provide. Showing them samples will also visually tie-in your ideas.)“People retain 80% of what they see and only 20% of what they hear. By re-imaging your business card, your prospective customers will know exactly who you are, where you are located, and what you have to offer.” “Most people have never considered a business card as a marketing tool. They just use it to give their name and phone number to others. I charge $_____ per 500 for my business cards. I don't know what you are paying for your cards but I'm sure that my cards are within $10 or $20 of what you are spending right now.The only additional charge is...on your initial order we only charge $_____ as a one time setup fee for our designers to design and layout your card. Do you have a full color picture of your product available? “I have my digital camera with me,if you want to go ahead and sketch out a card design together; we can do that right now. Just so you know,we do need you to sign off on a full color proof before we print your cards.”
Advanced Sales Pitch
Hi, my name is _____________. The reason I’m stopping by is I have a digital printing company that specializes in custom full color business cards.We do have a few other items that we print, but for the most part, what we do is help businesses like yours develop their business card into something that’s going to actually help you gain more customers. Like for instance,have you ever thought of (Pitch an idea here) or (Pitch another idea here)? How do you feel about those ideas?(Next, “Show your idea in action”) Our cards give potential customers more information about your company.What we do is help you come up with what we call “Trigger points”...things that are going to grab a customers attention, or give them more information that will help get them to actually walk in your door. I know that a lot of small business owners like yours don’t have a large advertising budget, if any at all. Some of them may send out something in Val-Pak, or advertise in the local newspaper when they have money to spend. Business cards are an expense that you already have. Why not have it help generate sales for you? Most people have never considered a business card as a marketing tool. They just use it to give their name and phone number to others. I charge $_____ per 500 for my business cards. I don't know what you are paying for your cards but I'm sure that my cards are within $10 or $20 of what you are spending right now.The only additional charge is...on your initial order we only charge $_____ as a one time setup fee for our designers to design and layout your card.Well, what do you think? I have my digital camera with me, if you want to go ahead and sketch out a card design together; we can do that right now. Just so you know,we do need you to sign off on a full color proof before we print your cards.” (back to top of page)
