Print Management Insider Blog

Breaking Through a Killer Objection

Posted by West McDonald on Oct 22, 2014, 10:32:36 AM

 You're a hunter. You've got a rock solid offering, a prospect list, and your marching orders are "Bring us new customers!"

So, you start hitting these prospects. However, pretty soon, regardless of how charming you are, you will hear this "I'd love to do business with you James, but I'm signed up on a 3 year contract with (insert evil competitor here)." So what do you do? The decision's already been made. Do you walk away? I bloody well hope not, but the typical response is "OK, I'll touch base with you in a couple of years."

How about saying this instead:  "You've got a contract in place with so-and-so, eh? So, have you dipped into overages yet? Yes? Expensive, isn't it? You know, I have a way for you to never pay overages again."

What prospect likes paying overages? And, do you think your competitor will introduce ways for them to print less? Of course, not!

So, the conversation continues...

"By tracking your users print behavior you'll be able to identify all inefficiencies, waste and abuse. This is just not possible by just looking at the devices usage (meters, toner levels, etc.) which is what you can do now. Once you have the user data, you can put a wide variety of print rules in place to control where and how much your users are doing. Other customers of ours save hundreds and sometimes thousands of dollars every month by doing this."

Introducing rules-based printing to control their costs and volume will have following benefits:

        1. You have none of their business now, so sell them
      and get some recurring revenue.
      2. You'll hurt so-and-so down the street by reducing their revenue (Awww!)
      3. Your competitors will look bad for not bringing this to them.
      4. Who has pole position now when it's time to renew?
      5. You are saving the customer money.  This is most important for a long-term relationship in my view.

You don't need to walk away from highly profitable business just because a prospect is under contract with somebody else.  You have the tools and the partners to offer customer-centric print policies and rules regardless of who is selling them toner and service.  The upside is that when the toner and service business does come up for renewal you will be in a position of trusted expertise.  This works boys and girls. Give it a try!

Topics: business, business strategy, Business Tips, managed print, Managed Print Services, MPS, Office Equipment Dealers, print audit, Print Behavior, print management, print tracking, Prospects, Rules, sales, Save Money, Saving, Service, strategy, success, tips, Toner, User Data

West McDonald

Written by West McDonald

West McDonald is Vice President of Business Development for Print Audit.

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