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In the printing industry, there is a long list of perceptions about salespeople and selling. Many of these perceptions are completely false and can be characterized as myths, lies or misconceptions. At our last two industry workshops, we asked printers what are the most important factors that will determine success going forward. They responded that generating sales is their top priority. This requires having the right salespeople and the right marketing programs. To clear up some common misperceptions, here are my top 11 myths, misconceptions and lies about professional selling in the printing industry.

1. Myth: Great printing salespeople can sell anything to anyone.

This one is right up with “great salespeople are born.” The quality and skill of the salesperson is very important. But even great salespeople who have demonstrated success in the past will not sell if they do not have the right product, organization or sales strategy behind them. I have worked with too many printing companies that rely on salespeople to save the company.

2. Lie: You can sell without making cold calls.

Prospecting and generating new business is an endless series of phone calls, e-mails and knocking on virtual and real doors. It helps to shorten the sales cycle to get qualified leads and call on people who you already know, but great salespeople frequently call on people they do not already know. Having a well-articulated value proposition and personal and customer references makes cold calling more effective. If you cannot call on people you do not already know, sales is not for you.

3. Misconception: Providing quality, price and turnaround is all that is needed.

A large number of printers and their salespeople think providing high quality printing products, low prices and quick turnaround is enough to keep customers and stay in business. For most printers, customer satisfaction is a poor predictor of customer loyalty. Providing the right solutions, knowing you customers, and responding to real or anticipated business needs is a much better predictor of customer loyalty. Great salespeople and great companies do this.

4. Misconception: There is a magic bullet or magic formula for successful selling.
There is no single sales process or program that will guarantee success. Successful selling has a lot more to do with how and why customers buy than any single sales process. Learning the consultative selling process, closing skills, probing questions or how to write a selling proposal is good, but will never guarantee success. Depending on what a printing company sells, their size, capability, type of customers and markets targeted will determine the sales process and strategy.

5. Lie: Professional selling and marketing are the same.

We believe professional salespeople are absolutely critical for printing companies that currently or intend to sell complex and high-value printing products and services. This fact does not mean that companies need not to have well thought through integrated marketing plans and programs. Direct selling is only one aspect of marketing. Pricing, lead generation, distribution and product offerings are among other critical components of a successful printing firm.