But many printers seem to think that they can use the same sales message for all clients

Whether it's a large corporate or a small family business;
Whether it's a cutting edge media firm or a traditional retailer;
Whether it's someone buying signs or catalogues.

Many printers trot out exactly the same message.
Again, and again, and again.

Printers should consider using more than one sales message

Printers that stick to a single sales message won't feel in control of their business. This is because they will spend more time trying to convert prospects. And, even if converted, these prospects are unlikely to form solid partnerships with the printer. So printers that stick to a single sales message will struggle to achieve their financial goals.

Printers that use more than one sales message are more likely to achieve those financial goals. This is because they can connect with their clients better. Because of this they will form stronger partnerships. And these partnerships will lead to better profits.

So why does using more than one sales message create more solid partnerships?

Using more than one sales message allows each message to be closely targeted to the client. The client will feel that the message is not a generic sales message. Instead they will believe that it is specifically aimed at them.

The client will believe that the printer understands their market sector. And, if the sales message is right, that the printer can solve the client's specific problems. That ability to solve a client's problems also creates a strong unique selling point. A targeted sales message is much more powerful than the average print sales pitch.

So let's see how a printer's targeted sales message might look

One printer I have worked with produces a lot of signage. They had a lot of work from the shipping industry, but had never made much of this. Like most of their competitors, they sold on quality, service and price.

But they sold in a completely different way when they adopted a more targeted sales message. They told me that the big issue for the shipping industry was the cost of keeping ships in port. Occasionally a ship had to wait for a new health and safety sign. This cost the ship's owners tens of thousands of dollars.

The printer specialised in making up packs of appropriate signs for ships. They made sure that they were at the port when the ship docked. And they made sure that someone was there to apply the signs. This process made a very compelling sales message.

The new sales message was specifically aimed at clients who required short turnaround signage. It focussed on the cost of equipment left standing awaiting signage. The printer was now offering a service aimed at avoiding these costs.

As the sales message focussed on an industry problem, they found it easy to win new clients. And the new clients were prepared to pay more for a service from a specialised industry supplier.

But despite this success, the printer was unsure of the new messaging at first. They had a question for me:

Will targeted sales messages stop you from winning work in other sectors?

Targeted sales messages work best when you have plenty of them. This means that, if you have researched your prospect correctly, you can use the right message for the right prospect.

And it is also possible to send the right message for the prospect on a website. If you have a landing page which requires the client to pick their industry, they can be directed to a relevant sales message.

Make sure you use lots of targeted sales messages

A strategy which relies on one sales message for everything doesn't work. You need a message for each segment of your audience.

Just like you need a different outfit for each type of occasion. After all, you wouldn't use a suit for everything.

And that's why my wife is now taking me shopping for a whole load of other outfits...
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P.S. Would you like an audiocast of an expanded version of this article? Print & Procurement will soon be offering an online course on sales messaging. If you sign up to make sure that you are kept up to date with launch details you will be sent a series of four MP3s around this subject. Click here to find out more.