SALESCALL: Solve Problem, Earn the Order

eBay has been running TV ads where couch potatoes chase after radios, bob for toasters and generally strive for victory in a contest where the prize is beautiful only in the eyes of the beholder. Their tagline is, “It's better when you win it.” Cute, but to me winning an auction for a future yard sale item requires no skill, only the highest bid. Does that really constitute a victory?

In the world of printing, similar situations exist in reverse. In one, the lowest bid wins. But can we really call this a victory? I mean, who wins? Certainly not the printer. He/she has “won” by cutting more profit from the job than the shop down the street. Whoo-hoo! Par-ty! It seems to me that the customer wins this contest. I wonder if there's a sign in their office that reads, “It's better when you make them bid for it.”

Long ago in a world far, far away there was a business forms company called Uarco. This was, at the time, a family-owned firm that sold easily attainable products for premium prices. The competition was, relatively speaking, fierce and yet they commanded top dollar for their invoices, statements, checks and whatnot. Their products were not especially better (except for their whatnot—they had superior whatnot), it's just that they sold with a different philosophy than the others. Rather than bid jobs, they earned them. Rather than quote orders, they solved problems. Their sales reps (of which I had the good fortune of being one) received ample training to learn how to live by the company's unique selling motto: “Solve the Problem. Earn the Order.”

This was a selling philosophy that was etched into us like a tattoo, however unlike any tattoo I've ever seen, it doesn't fade with age. It stood tall and sits shiny like an ageless trophy. To this day, I use it and to this day I have yet to find an industry where it does not apply. Cars? Check. Real Estate? Check. Financial Services? Check.

Printing? Check!

Consider why people do business with you. If asked, what would you say? Price? Quality? Service? How about, “I solve problems, therefore I earn orders.” Are you solving problems or are you simply quoting jobs? If you or your sales rep(s) spend your days belching out prices, you are nothing more than an Estimator with a tie (or skirt).

Let me try this another way. Which do you think is a stronger position to be in as a vendor: the printer with the lowest price or the one with the best idea? In other words, is it easier to be undersold or outsold? Me, I'd rather come at a customer with a bevy of questions, not about the specs but rather the story behind the job. Sure, I will quote what they have given me, but I will also provide a different way of solving their problem.

The benefits of this approach are many. For one, I am branding myself with the client, differentiating myself from the masses. I am setting myself up to be the guy he/she brings in down the road when a good idea is needed, not just a low price.

Next, my solution generally comes with a price that is advantageous to me. I am going to win this order, give the customer a better solution and actually make money on the job. Go ahead, underbid me. As I am happy to admit to the client, there is always a cheaper price out there. My victory will come in the form of better and stronger sales, better and more loyal clients, and better and stronger relationships.

Trust me, it's not better when you bid it. It's better when you earn it. Solve the problem!