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Joe Rickard
CTC Leads with Innovative Graphic Arts Career ...

Central Texas College instructor, Bobbi Waddle conducting her graphic communications class

CTC Leads with Innovative Graphic Arts Career Education

Sales training

Five Customer Emotions

A big mistake salespeople and their managers’ make is they think that rational analysis by customers is how buying decisions are made. Companies spend large amounts of time and money training salespeople on technology, competition and cost justification.  But, this is not enough to guarantee success. Information and facts can prove your case but emotions move the customer to action.

Common Emotions in the Buying Process

Here are five areas where powerful customer emotions commonly affect the sale:

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Is Your Sales Approach Aligned

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Many sellers of commercial products and services have missed a major shift in the buying process. There is enough anecdotal and survey research available that tell us that buyers are now more in control of the buying process than ever before.

Unfortunately many current “go to market” plans, marketing and direct sales training programs have not adjusted.

This is the era of customer initiated research and networking on almost all products and services. It was only a few years ago, where customers met with salespeople to gain vital product information to investigate solutions to problems and business opportunities.

What’s Changed

Simply, buyers go to web to research projects and network with colleagues and associates before they engage a salesperson. Some estimate that more than 50% of the buying process is completed before the salesperson is engaged.

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Put In Some Math into Your Training

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Most agree that data-driven, personalized print is not only feasible but drives better results than traditional static print communications.  Consequently, for commercial printers, there exists an emerging opportunity for new customers and revenue streams driven by direct mail solutions.

Who will drive the bus?

Who Will Drive the Direct Mail Bus

The key question now will be who will take the lead in informing and attracting customers to direct mail. Will Commercial Printers, Marketing Services Providers, Digital Agencies or Data Management Companies meet with customers and explain the value of direct mail as part of an overall marketing mix? Or, will new decision and supplier models change the way we have traditionally created and marketed direct mail campaigns

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