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I wish all customers’ top priority was purchasing high-quality print; it isn’t. Your customer’s have upstream problems. The printers who go upstream and solve these problems will be rewarded as manufacturers downstream.
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About Jennifer Matt
Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions.
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Discussion
By Patrick Whelan on May 01, 2019
Thanks Jennifer for another great article loaded with insightful and actionable info. I would also add that part of selling solutions is building awareness for business problems that the customer may not be aware of. Customer retention programs come to mind.
By Jennifer Matt on May 01, 2019
Patrick,
You make a very good point.
Sometimes sales has to build awareness of the problem FIRST (get the customer to really talk about their pain), then you can offer your solution while the customer is in this "aware of their pain" state.
We did this video for Label Traxx; I think it does a very good job uncovering the pain, then proposing the solution.
https://www.youtube.com/watch?v=NZCGwnJtTKI&t=9s
Jen