Great production inkjet print service providers know they’re more than order-takers—they’re trusted advisors helping customers achieve better results. 

So why do so many print service providers sell consultatively throughout the buyer’s journey—only to abandon that approach when it comes time to present pricing and proposals? At the critical stage of proposing, pricing, and negotiating, many sellers fall into three dangerous traps that undermine their expertise and put them in a weaker position:

1. Letting customers dictate the solution

2. Overloading them with too many options

3. Caving too quickly on price pressure

Here’s how to avoid these traps and sell with confidence.

Lead the Customer—Don’t Just Take Orders

We routinely see that sellers give the customer too much room to define and design a solution of their choosing. Sometimes the customer belongs in the driver’s seat, but often it’s the seller that’s in the best position to define the right solution to solve the problem.

Be bold enough to lead with your expertise and thought leadership. Build trust by pushing back on the customer and say no to requests that won’t work or that will negatively affect outcomes. Have the courage to propose what the customer truly needs, not just what they asked for.

Besides leaving the customer with a sub-optimum solution, saying “we can do anything you want” can send a very desperate message and create suspicion. Are you just out to sell anything the customer will buy, or are you out to sell them what they truly need? It is wishy-washy and weak.

Fewer Choices = Faster Decisions

A paradox in selling is that customers love to choose, but too much choice is the death of a decision. Choice gives buyers a dopamine rush. However, given too many options, buyers become paralyzed by choice.

You are the expert in what you sell and how to solve customer problems effectively. Present a clear, well-curated set of solutions appropriately packaged based on your expertise. Putting all the options in front of the customer and asking, “What do you want?” doesn’t position you as the expert you strived to be throughout the sales process.

• Instead of listing every stock, coating, and finish, curate your recommendations.

• Instead of pricing every variation separately, offer bundled solutions.

• Instead of waiting for customers to dictate print specs, proactively suggest formats and layouts that maximize press efficiency and minimize waste.
   

Hold Your Ground on Price

Even if sellers have done an excellent job creating clear, well-curated proposals, they can destroy customer trust if they cave to customer price pressure at the drop of a hat to win the deal. Standing firm shows that you have the backbone to give them the support and help they need post-sale to improve their business even in the face of opposition.
If price must be adjusted, trade instead of discounting:

• Reduce run size or adjust stock.

• Secure a long-term contract.

• Request a testimonial or referral.

Dropping price too easily erodes trust. Confident pricing reinforces your expertise. If you will say anything to keep them happy like you did to win the business, can they really trust you to give them the information they need post-sale to improve their business?

Your Value Starts Before the First Print Run

Customers’ perception of your value starts from the first conversation. Your expertise is rooted not just in industry knowledge, but also in how you propose, price, and negotiate.
Do you operate with price integrity? Do you lead the sales process with clear, decisive, helpful information to guide them to a prudent decision? Can they trust you?
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Want to learn more? Register now to attend the thINK Academy Workshop, “The Power of Pricing”. (Important Note: The session will NOT be recorded or available on-demand).

BONUS! Workshop attendees will receive a workshop guidebook and be eligible for 1:1 follow-up coaching sessions.