The process of buying and selling print software can be challenging. There are three common pitfalls that I see over and over when printers are making print software decisions.

There are two sides to every sale. On one side is the vendor who is “pitching” their print software solution. On the other side is the printer who is looking for a software solution. A positive outcome is achieved when the printer selects a software solution that ultimately solves their business challenges. How do you come to a common understanding between these two parties so you have a better chance of a successful outcome?

The most common behavior I see during the sales process is a serious lack of clarifying questions. During a recent print software demonstration, the printer asked a question of the vendor, I was 100% sure the vendor didn’t quite understand what the customer was actually asking, yet they tried to answer the question anyways. The printer simply took the answer and asked no follow up questions. I interjected and first asked the printer three clarifying questions about their question, then the vendor interjected “oh, if that’s what you’re asking, we completely support that in this way.”