I was on a coaching call this week and the question came up, “What do I do if someone tells me they don’t print anything.” Here’s what I heard myself say
- First, define what they mean by “print.” It sounds silly, but they might think of printing as just black-and-white or business cards or memo pads. They’re not thinking about wide format or digital or variable data or even print and mail.
- Ignore it. Ignore the objection entirely and ask questions about their business. You’re not doing this to be rude. Try to get the client talking about their business needs. Do it right and a print opportunity will be made known to you.
- Talk in “What if?” terms. Think about the benefits of your products and services work them into the conversation. For example, the client might tell you everything is on their beautiful websites. Your reply: “What if I could drive traffic to that website?”
Print opportunities exist everywhere. If the client can’t see them, you need to point them out or even create one which didn’t exist before you walked to the door.
“We don’t print” might be one of the most difficult objections you will hear. But it is also one of the most satisfying to overcome.
