September 2011 | Finding digital customers and selling digital printing Finding digital print...

September 2011 | Finding digital customers and selling digital printing

Finding digital print customers

September 2011

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6-Step Strategy for Finding Digital Opportunities• Review existing customer base

• Develop vertical segmentation

• Markets you have/do not have experience in

• Expand your territory

• Review your mail, home and office

• Craft an effective personalized sales letter and voicemail

• Talk about what you do for living

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Existing Customers – You’re Halfway There

• Stay in contact, even when you’re not trying to sell something

• Get to the right person, have multiple contacts per customer

• Show your appreciation

• Educate them on the benefits of digital

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“Slick” sales people are OUT!

We’ve all seen those movies where

the slick, fast-talking salesman is

trying to push a product or service

that nobody wants. You don’t want to

be like them. You might even go out

of your way not to be “sales-y” just to

avoid any affiliation with (snake oil)

and used car sales people.

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Which vertical markets do you already know?

Vertical Segmentation

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How do you gain experience with a unknown vertical?

Vertical Segmentation

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Higher Education:Strong digital campaign opportunities

Variable Data: Great data, receptive to a consultative sale


Labels, window cling, posters:High value products

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Expand your territory

Whether geographically or not…

In order to find new opportunities in

digital printing, expanding your

“territory” is an effective way to

identify potential new customers.


The mailbox reveals the good, bad and the ugly digital opportunities.

Keep anything with your name on it

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Save everything with some type of personalization on it.

See if the data is used effectively. Is your name spelled

correctly? Does the piece have a “call to action”? Would

you buy or use the product or service they are offering?


Write a great introductory letter.

Taking the time to write a compelling

letter is a great start to winning a

customers attention.

This is a great way to establish a

more personal connection with your

potential client. Hand-written thank

you cards go a long way, too!


Steps to Success = You

• Review existing customer base

• Develop vertical segmentation

• Markets you have/do not have experience in

• Expand your territory

• Review your mail, home and office

• Craft an effective personalized sales letter and voicemail

• Talk about what you do for living

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Mohawk MakeReady provides practical tools

and actionable information for digital

printers like you.

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We can help…

Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.

September 2011 | Finding digital customers and selling digital printing Finding digital print...

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