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In our experience working with hundreds of print companies we’ve found that very few of them actually have a sales process. To be fair most don’t actually have a documented sales process, but most of the people who sell print have a rough plan or routine they follow, which in theory may constitute as a process, but the problem is that it’s not consistent, measured or documented so that it can be trained and replicated. As the business leader Tony Robbins says, “Success Leaves Clues”, so why reinvent the wheel.

In this article we’re giving you a step-by-step print sales process to close new customers and more business for your print services company.


Print Sales Step 1: Research and Identify Prospects

First you need to identify potential prospects. Some of the most common high value targets for print companies are marketing agencies, event organizers, and medium sized to large corporations. But if you’ve been in the industry for a while you know that focusing on vertical industries is one of the best ways to gain attention and close more business. Segment your audience and understand the job titles of the decision makers for print so your sales team can go after the right people and not waste time.


Print Sales Step 2: Create Your Value Proposition

Craft a compelling value proposition that showcases the unique benefits of print, your company and your solution set. The unfortunate truth is that most print companies simply say they have better quality, better service and better pricing. This is not a value proposition. Every print company says this and if you are providing a service like print all 3 of those values are “table stakes”, it’s expected and not a unique selling proposition.

Something as simple as saying that you’ve worked with hundreds of customers in a specific industry can be enough to put you ahead of the competition. Whether it’s HVAC, Financial Firms or any other industry this could help you stand out.  And this is just an example, it doesn’t have to be industry experience, anything else that is unique is good to use.


Print Sales Step 3: Initial Contact and Relationship Building

Reach out to your prospects through email, phone, and networking events. Introduce yourself, briefly explain who you are, and learn as much as possible about the other person. Focus on building relationships rather than immediately pushing for a sale. This will establish trust and lay the foundation for future discussions.


Print Sales Step 4: In-Depth Needs Assessment

Once you’ve piqued the prospect’s interest, schedule a meeting to conduct an in-depth needs assessment. This step is crucial to understand their specific requirements, budget constraints, desired outcomes, and any existing challenges. Ask open-ended questions to encourage dialogue and actively listen to their responses. This will help you tailor your print solutions to their unique needs.

Of course this can happen at a number of different times. Immediately, when you follow up, when they follow up, etc. You’ll need to be patient though, because aggressive sales tactics can have negative impacts on relationships that you want to be long term.


Print Sales Step 5: Present a Tailored Solution

Using the information gathered during the needs assessment, develop a tailored print solution that addresses the prospect’s pain points and will achieve their goal. Explain how your products and services align with their goals, emphasizing the value they will receive. Utilize visual aids, samples, or mock-ups to provide a tangible representation of your proposed solution. Showcase your expertise and build confidence in your ability to deliver results.


Print Sales Step 6: Address Concerns and Overcome Objections

During the presentation or quoting process, the prospect may express concerns or objections. Listen attentively to their feedback and address each point with empathy. Provide evidence, case studies, or customer testimonials that demonstrate the effectiveness of print in achieving desired outcomes. Use this opportunity to clarify any misconceptions and highlight the unique advantages of print over digital alternatives. As well as the value your print company “brings to the table”.


Print Sales Step 7: Offer a Competitive Proposal

Once the prospect is convinced of the value you can bring, present a competitive proposal that outlines the scope of work, timeline, pricing, and any additional services or support. Clearly articulate the return on investment they can expect from partnering with your print business. Be transparent and ensure that the proposal aligns with the prospect’s budget and expectations.


Print Sales Step 8: Follow-Up and Overcome Resistance

After submitting the proposal, follow up with the prospect to address any additional questions or concerns. Persistence is key, as prospects may need time to consider your proposal or may encounter internal resistance. Demonstrate your commitment to their success, offer to provide additional information or references, and be prepared to negotiate terms if necessary.


Print Sales Step 9: Close the Deal

Once all concerns have been addressed and the prospect is ready to move forward, it’s time to close the deal. Clearly communicate the next steps, such as signing a contract, making a deposit, or scheduling a kickoff meeting. Ensure a smooth transition from the sales process to the implementation phase by providing clear instructions and setting expectations.


Print Sales Step 10: Maintain Customer Relationships

Closing the deal is just the beginning of a long-term partnership with your new client or with existing print customers. It’s crucial to maintain strong customer relationships to foster loyalty and generate repeat business.


Here are some tips for nurturing those relationships after the sale:

a) Deliver exceptional service: Exceed your client’s expectations by providing top-notch customer service. Be responsive to their inquiries, address any concerns promptly, and strive to deliver print materials of the highest quality. By consistently going above and beyond, you’ll build trust and loyalty.

b) Stay in touch: Regularly check in with your clients to see how they are doing and if there are any new print needs or opportunities. Use various communication channels like phone calls, emails, or face-to-face meetings to stay connected. Show genuine interest in their business and offer ongoing support and guidance.

c) Provide value-added services: Look for ways to enhance your client’s experience by offering value-added services. This could include providing design consultations, suggesting innovative print solutions, or sharing industry trends and insights. By positioning yourself as a trusted advisor, you’ll solidify your position as their go-to print partner.

d) Seek feedback: Actively seek feedback from your clients to ensure their satisfaction and identify areas for improvement. Implementing their suggestions demonstrates your commitment to continuous improvement and helps you refine your offerings to better meet their needs. Regularly review and evaluate the feedback received to make informed business decisions.

e) Offer loyalty programs or incentives: Consider implementing loyalty programs or offering incentives to encourage repeat business. This could involve discounted pricing for long-term contracts, exclusive promotions for loyal customers, or referral rewards for clients who refer new business to you. These initiatives not only strengthen your relationship but also incentivize your clients to remain engaged with your print business.

f) Stay up-to-date with industry trends: Continuously educate yourself about the latest trends and advancements in the print industry. This knowledge will enable you to provide valuable insights to your clients and propose innovative print solutions that align with emerging market demands. Position yourself as a knowledgeable industry expert, staying ahead of the curve and offering cutting-edge services.


Closing new sales as a print company requires a well-defined sales process such as this that will take prospects from initial contact to long-term partnerships. By following this step-by-step guide, you’ll be equipped to effectively communicate the value of print, tailor solutions to meet specific client needs, and ultimately close deals successfully. Remember, building strong customer relationships doesn’t end with the sale. Nurture those relationships by delivering exceptional service, staying connected, providing value-added services, seeking feedback, and offering loyalty programs. By prioritizing customer satisfaction and maintaining long-term partnerships, you’ll position your print business for continued growth and success in a competitive market.