How to Sell Print Without Competing on Price
Two weeks after I graduated college, I found myself in a classroom in Chicago learning how to sell.
The first words out of legendary sales trainer Larry Dille’s mouth were:
“Solve the problem. Earn the order.”
If you sell print, signage, promotional products, packaging, or labels, those six words are the foundation of consultative selling.
Most reps are still trying to figure out how to overcome price objections in print sales.
They’re searching for how to sell promotional products without discounting.
They want to know how to win bigger orders and increase sales in a print shop.
But price isn’t the real issue.
Pitching is.
When you lead with:
- “We can beat that quote.”
- “We turn it faster.”
- “Here’s what we specialize in.”
You position yourself as a commodity vendor.
Your customers aren’t asking, “Who prints cheaper?”
They’re asking:
- How do we generate more leads?
- How do we increase repeat business?
- How do we grow share of wallet with existing customers?
If you want to stop competing on price in promotional products and print sales, you must connect what you sell to how your customer grows.
That’s how you move from vendor to growth partner.
That’s how you sell more print and promotional products without cold calling.
That’s how you earn the order.
Solve the problem. Earn the order.
If you’re looking for real sales training for print and signage reps, the roadmap is right here in The Sales Vault.
