Just Say No-Pt. II (Dallas, TX)

November 9, 2007 · Filed Under Sales Training 

Phillip CrumA recent email I sent talked about recognizing a bottom-feeder, a price shopper, and making the determination to decline the business. Doug DeVoe, a good sales rep and staunch Democrat from the Scottsdale, AZ Sir Speedy responded with an experience of his own:

“I had a buyer with an insurance underwriter do basically the same thing to me— here’s a stack of paper, and it’s price, price, price. I was hungry for business, any business, so I went through the motions. Our estimate on the “stack” by and large was perhaps 10-15 percent higher than their current print provider.

But, that second appointment, in which she attempted to shoot me down on price, gave me an open door to discuss other areas of our business; the document life-cycle, etc. Today, they are my #1 account- and will bill close to $300,000 in 2006. I have also had several strategy meetings with their marketing director to discuss budget framework for a very unique Web-to-Print solution that within 2 years (late 2008) should be generating an additional $250,000 or more.”

So does this mean that I was wrong and you should always quote every stack of paper some penny-pincher gives you? I feel certain that Doug would be the first to tell you that that’s definitely not the case. This prospect presented herself in a commodity-pricing manner. Fortunately, Doug was wise enough to recognize the potential in this prospect and was able to migrate the mind-frame from saving to value and profits. Good boy, Doug! This solution-selling paradigm earned him a $300k and growing account.

The prospect I spoke of last week had no such potential. We were both right. I love it when that happens. Learn to call a spade a spade, and turn the lights off on your way out, please.

That’s enough for now.

May God richly bless the whole lot of ya.

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Phillip Crum is the Chief Idea Officer of MarketingMeasure and is committed to the idea of helping small business owners do a better job of finding their next customer or client. He and his two sons also own a Sir Speedy Printing franchise and employ those additional capabilities in the overall marketing services menu of offerings. Phillip can be reached at 214-213-7445, or pcrum@MarketingMeasure.com

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