hi I’m Evan Carmichael welcome to another edition of ask Evan in today’s
another edition of ask Evan in today’s
another edition of ask Evan in today’s episode I’m going to answer a question
episode I’m going to answer a question
episode I’m going to answer a question from one of my newsletter readers
from one of my newsletter readers
from one of my newsletter readers Clementina she’s the marketing manager
Clementina she’s the marketing manager
Clementina she’s the marketing manager at a printing company and she’s pretty
at a printing company and she’s pretty
at a printing company and she’s pretty new in her job and she’s finding that
new in her job and she’s finding that
new in her job and she’s finding that people are coming in and asking for
people are coming in and asking for
people are coming in and asking for quotes for her services but they aren’t
quotes for her services but they aren’t
quotes for her services but they aren’t following through them becoming
following through them becoming
following through them becoming customers there she is wondering what my
customers there she is wondering what my
customers there she is wondering what my advice would be and how she can market
advice would be and how she can market
advice would be and how she can market the business more effectively so
the business more effectively so
the business more effectively so Clementina the printing business is
Clementina the printing business is
Clementina the printing business is cutthroat it’s almost a race to the
cutthroat it’s almost a race to the
cutthroat it’s almost a race to the bottom where people are discounting the
bottom where people are discounting the
bottom where people are discounting the prices just to get the business and like
prices just to get the business and like
prices just to get the business and like any entrepreneur you don’t want to
any entrepreneur you don’t want to
any entrepreneur you don’t want to compete on price it’s one of the hardest
compete on price it’s one of the hardest
compete on price it’s one of the hardest things to maintain as a competitive
things to maintain as a competitive
things to maintain as a competitive advantage you want to try to find
advantage you want to try to find
advantage you want to try to find something else that can differentiate
something else that can differentiate
something else that can differentiate yourself so the first thing I would do
yourself so the first thing I would do
yourself so the first thing I would do for you if I was in your business is
for you if I was in your business is
for you if I was in your business is that come up with my unique value
that come up with my unique value
that come up with my unique value proposition so basically what this will
proposition so basically what this will
proposition so basically what this will answer is what makes you different from
answer is what makes you different from
answer is what makes you different from all the other printing companies and it
all the other printing companies and it
all the other printing companies and it could be your service it could be your
could be your service it could be your
could be your service it could be your target a specific type of customer so
target a specific type of customer so
target a specific type of customer so manufacturer and their lawyers or
manufacturer and their lawyers or
manufacturer and their lawyers or whatever it is it could be special
whatever it is it could be special
whatever it is it could be special features that you add to your printing
features that you add to your printing
features that you add to your printing service that other people don’t add but
service that other people don’t add but
service that other people don’t add but you basically need to find some way to
you basically need to find some way to
you basically need to find some way to stand out that’s different from all the
stand out that’s different from all the
stand out that’s different from all the other printing companies and when you
other printing companies and when you
other printing companies and when you introduce yourself you put that as part
introduce yourself you put that as part
introduce yourself you put that as part of your statement so instead of writing
of your statement so instead of writing
of your statement so instead of writing an email saying you know we’re part of a
an email saying you know we’re part of a
an email saying you know we’re part of a printing company you say I’m the
printing company you say I’m the
printing company you say I’m the printing company that does XYZ for
printing company that does XYZ for
printing company that does XYZ for deceptive clients so you want to make
deceptive clients so you want to make
deceptive clients so you want to make sure that you can identify your target
sure that you can identify your target
sure that you can identify your target customer and you’ve done a good job
customer and you’ve done a good job
customer and you’ve done a good job identifying why you’re different than
identifying why you’re different than
identifying why you’re different than everybody else so a quick example for me
everybody else so a quick example for me
everybody else so a quick example for me I do a lot of work with brands who are
I do a lot of work with brands who are
I do a lot of work with brands who are trying to target entrepreneurs and
trying to target entrepreneurs and
trying to target entrepreneurs and everybody on my website is an
everybody on my website is an
everybody on my website is an entrepreneur and I get approached all
entrepreneur and I get approached all
entrepreneur and I get approached all the time from different companies who
the time from different companies who
the time from different companies who want to promote their products or
want to promote their products or
want to promote their products or services and if it’s not related to
services and if it’s not related to
services and if it’s not related to entrepreneurship I can’t really help and
entrepreneurship I can’t really help and
entrepreneurship I can’t really help and I tell them that and there’s you know
I tell them that and there’s you know
I tell them that and there’s you know huge markets open for me potentially to
huge markets open for me potentially to
huge markets open for me potentially to promote other things and talk about
promote other things and talk about
promote other things and talk about other things but I really care about
other things but I really care about
other things but I really care about entrepreneurs and that’s what I really
entrepreneurs and that’s what I really
entrepreneurs and that’s what I really love doing and that’s what my website my
love doing and that’s what my website my
love doing and that’s what my website my business is geared towards so I turn
business is geared towards so I turn
business is geared towards so I turn away business that might be lucrative
away business that might be lucrative
away business that might be lucrative because it’s not really my target market
because it’s not really my target market
because it’s not really my target market but then when somebody is interested in
but then when somebody is interested in
but then when somebody is interested in selling to entrepreneurs are working
selling to entrepreneurs are working
selling to entrepreneurs are working with on
with on
with on where’s I’m able to help them and I’m
where’s I’m able to help them and I’m
where’s I’m able to help them and I’m able to check your premium not just a
able to check your premium not just a
able to check your premium not just a regular price but a premium because
regular price but a premium because
regular price but a premium because that’s what I focus on that’s what I’m
that’s what I focus on that’s what I’m
that’s what I focus on that’s what I’m really good at so the same thing for
really good at so the same thing for
really good at so the same thing for your business what are you really good
your business what are you really good
your business what are you really good at who can you really help and how can
at who can you really help and how can
at who can you really help and how can you stand out from everybody else and go
you stand out from everybody else and go
you stand out from everybody else and go after specific clients who can really
after specific clients who can really
after specific clients who can really value those services so not everybody in
value those services so not everybody in
value those services so not everybody in the business who wants printing is gonna
the business who wants printing is gonna
the business who wants printing is gonna want service a lot of people are just
want service a lot of people are just
want service a lot of people are just looking for the lowest price and you
looking for the lowest price and you
looking for the lowest price and you don’t want those customers you want
don’t want those customers you want
don’t want those customers you want identify the guys who value service and
identify the guys who value service and
identify the guys who value service and who really value the expertise that you
who really value the expertise that you
who really value the expertise that you bring to the table
bring to the table
bring to the table and oh assuming that you have some
and oh assuming that you have some
and oh assuming that you have some special expertise and you are focus on
special expertise and you are focus on
special expertise and you are focus on service so you want to really define
service so you want to really define
service so you want to really define that so figure that out with your unique
that so figure that out with your unique
that so figure that out with your unique value proposition and then only go out
value proposition and then only go out
value proposition and then only go out to the clients and customers who fit the
to the clients and customers who fit the
to the clients and customers who fit the mold of the ideal client that you’re
mold of the ideal client that you’re
mold of the ideal client that you’re trying to chase okay you mentioned that
trying to chase okay you mentioned that
trying to chase okay you mentioned that a lot of people were then asking for
a lot of people were then asking for
a lot of people were then asking for quotes and weren’t following through so
quotes and weren’t following through so
quotes and weren’t following through so the next thing I would do and this would
the next thing I would do and this would
the next thing I would do and this would be me if it was my business and I do
be me if it was my business and I do
be me if it was my business and I do this in my own business
this in my own business
this in my own business I don’t just quote people so if somebody
I don’t just quote people so if somebody
I don’t just quote people so if somebody asks for a quote I don’t just give it
asks for a quote I don’t just give it
asks for a quote I don’t just give it give them a quote on the phone or by
give them a quote on the phone or by
give them a quote on the phone or by email it’s important for me that I
email it’s important for me that I
email it’s important for me that I understand the needs of my clients and
understand the needs of my clients and
understand the needs of my clients and that I’m working with them so I’ll
that I’m working with them so I’ll
that I’m working with them so I’ll always at least have a phone call if
always at least have a phone call if
always at least have a phone call if they’re not based here in Toronto where
they’re not based here in Toronto where
they’re not based here in Toronto where I’m from but I’ll usually try to set up
I’m from but I’ll usually try to set up
I’m from but I’ll usually try to set up a meeting and at the point of that
a meeting and at the point of that
a meeting and at the point of that meeting is to understand why they’re
meeting is to understand why they’re
meeting is to understand why they’re interested in working with me what their
interested in working with me what their
interested in working with me what their goals are what they want to achieve by
goals are what they want to achieve by
goals are what they want to achieve by working with me and it builds a
working with me and it builds a
working with me and it builds a relationship with them and you want to
relationship with them and you want to
relationship with them and you want to do the same thing so I would approach my
do the same thing so I would approach my
do the same thing so I would approach my clients people who are interested in
clients people who are interested in
clients people who are interested in potentially use my printing services and
potentially use my printing services and
potentially use my printing services and instead of just offering a quote I tried
instead of just offering a quote I tried
instead of just offering a quote I tried to set up a meeting to talk to them
to set up a meeting to talk to them
to set up a meeting to talk to them about what the challenges are why
about what the challenges are why
about what the challenges are why they’re trying to hire us and how we
they’re trying to hire us and how we
they’re trying to hire us and how we might be able to help them and I get an
might be able to help them and I get an
might be able to help them and I get an understanding of if I can help them and
understanding of if I can help them and
understanding of if I can help them and how it can help them and it builds that
how it can help them and it builds that
how it can help them and it builds that trust and it’s more likely that they’re
trust and it’s more likely that they’re
trust and it’s more likely that they’re gonna want to work with me if they find
gonna want to work with me if they find
gonna want to work with me if they find that I’m professional I care about their
that I’m professional I care about their
that I’m professional I care about their needs
needs
needs I’m responsive and I took the time to
I’m responsive and I took the time to
I’m responsive and I took the time to meet with them now most people you’re
meet with them now most people you’re
meet with them now most people you’re not going to be able to meet with and a
not going to be able to meet with and a
not going to be able to meet with and a lot of people won’t want to meet with
lot of people won’t want to meet with
lot of people won’t want to meet with you and probably those are the clients
you and probably those are the clients
you and probably those are the clients who you don’t want to have as clients if
who you don’t want to have as clients if
who you don’t want to have as clients if someone’s just shopping around trying to
someone’s just shopping around trying to
someone’s just shopping around trying to find the lowest price and you know you
find the lowest price and you know you
find the lowest price and you know you offer to meet with them and they don’t
offer to meet with them and they don’t
offer to meet with them and they don’t want to meet with you then I wouldn’t
want to meet with you then I wouldn’t
want to meet with you then I wouldn’t want that person was my client anyway so
want that person was my client anyway so
want that person was my client anyway so you’re weeding out some of the
you’re weeding out some of the
you’re weeding out some of the people who are just kind of bottom
people who are just kind of bottom
people who are just kind of bottom feeders looking for the lowest price
feeders looking for the lowest price
feeders looking for the lowest price available again you want to focus on
available again you want to focus on
available again you want to focus on that unique value proposition see why
that unique value proposition see why
that unique value proposition see why you’re different and that people will
you’re different and that people will
you’re different and that people will appreciate that when you end up meeting
appreciate that when you end up meeting
appreciate that when you end up meeting with them for coffee or over the phone
with them for coffee or over the phone
with them for coffee or over the phone the next thing I would do is come up
the next thing I would do is come up
the next thing I would do is come up with a package and what a lot of
with a package and what a lot of
with a package and what a lot of printing companies do that I’ve seen is
printing companies do that I’ve seen is
printing companies do that I’ve seen is you send out samples so somebody might
you send out samples so somebody might
you send out samples so somebody might say you know send me some samples of
say you know send me some samples of
say you know send me some samples of what you’ve done before and what I would
what you’ve done before and what I would
what you’ve done before and what I would do instead of just sending those samples
do instead of just sending those samples
do instead of just sending those samples I try to send out a package that is
I try to send out a package that is
I try to send out a package that is tailored to my customer so if for
tailored to my customer so if for
tailored to my customer so if for example your unique value proposition
example your unique value proposition
example your unique value proposition states that you’re really focused on
states that you’re really focused on
states that you’re really focused on working with manufacturers and you’re
working with manufacturers and you’re
working with manufacturers and you’re really good at work with manufacturers
really good at work with manufacturers
really good at work with manufacturers you understand their needs you
you understand their needs you
you understand their needs you understand their printing needs you
understand their printing needs you
understand their printing needs you understand their goals what they need to
understand their goals what they need to
understand their goals what they need to get done and what I would do with my
get done and what I would do with my
get done and what I would do with my package here is not just include samples
package here is not just include samples
package here is not just include samples of work that we’ve done for previous
of work that we’ve done for previous
of work that we’ve done for previous manufacturing companies which is
manufacturing companies which is
manufacturing companies which is important but it also outlined an entire
important but it also outlined an entire
important but it also outlined an entire marketing strategy for what we’ve done
marketing strategy for what we’ve done
marketing strategy for what we’ve done in the past so show the ROI that other
in the past so show the ROI that other
in the past so show the ROI that other manufacturing companies you’ve worked
manufacturing companies you’ve worked
manufacturing companies you’ve worked with have seen from working with your
with have seen from working with your
with have seen from working with your services include testimonials and
services include testimonials and
services include testimonials and pictures and quotes from people who’ve
pictures and quotes from people who’ve
pictures and quotes from people who’ve you’ve worked with who are in a similar
you’ve worked with who are in a similar
you’ve worked with who are in a similar business and manufactured again whatever
business and manufactured again whatever
business and manufactured again whatever industry it is but make sure it’s
industry it is but make sure it’s
industry it is but make sure it’s targeted to that client and so when your
targeted to that client and so when your
targeted to that client and so when your client is looking at your offering
client is looking at your offering
client is looking at your offering versus everybody else first you took the
versus everybody else first you took the
versus everybody else first you took the time to meet with them second you give
time to meet with them second you give
time to meet with them second you give them a professional package that is
them a professional package that is
them a professional package that is catered to their needs and shows that
catered to their needs and shows that
catered to their needs and shows that you really understand what their goals
you really understand what their goals
you really understand what their goals are and even though you’re charging a
are and even though you’re charging a
are and even though you’re charging a higher price a lot of people will think
higher price a lot of people will think
higher price a lot of people will think well this is worth it because these guys
well this is worth it because these guys
well this is worth it because these guys really get what I’m doing so I would try
really get what I’m doing so I would try
really get what I’m doing so I would try to get that in Grain as part of your
to get that in Grain as part of your
to get that in Grain as part of your process you’re always doing this as part
process you’re always doing this as part
process you’re always doing this as part of your sales process instead of just
of your sales process instead of just
of your sales process instead of just sending out samples and quoting people
sending out samples and quoting people
sending out samples and quoting people by email the last thing I would do is
by email the last thing I would do is
by email the last thing I would do is follow up
so a lot of sales calls and there’s a
so a lot of sales calls and there’s a lot of sales process dies because the
lot of sales process dies because the
lot of sales process dies because the company doesn’t follow up and it could
company doesn’t follow up and it could
company doesn’t follow up and it could be because either they found another
be because either they found another
be because either they found another supplier or you know the budget
supplier or you know the budget
supplier or you know the budget disappeared for what they wanted to do
disappeared for what they wanted to do
disappeared for what they wanted to do or they’re not interested in doing it
or they’re not interested in doing it
or they’re not interested in doing it anymore but I would try to follow up at
anymore but I would try to follow up at
anymore but I would try to follow up at least at the beginning every couple
least at the beginning every couple
least at the beginning every couple weeks just to figure out you know if you
weeks just to figure out you know if you
weeks just to figure out you know if you let it deal or not if there’s any other
let it deal or not if there’s any other
let it deal or not if there’s any other questions you can ask or not and then on
questions you can ask or not and then on
questions you can ask or not and then on an ongoing basis I keep people in my
an ongoing basis I keep people in my
an ongoing basis I keep people in my database and quarterly just touch base
database and quarterly just touch base
database and quarterly just touch base with them try to follow up give them
with them try to follow up give them
with them try to follow up give them some new ideas and how they might be
some new ideas and how they might be
some new ideas and how they might be able to market their business or new
able to market their business or new
able to market their business or new printing services that you’re offering
printing services that you’re offering
printing services that you’re offering just to maintain that relationship and
just to maintain that relationship and
just to maintain that relationship and what you want to do especially for
what you want to do especially for
what you want to do especially for business clients if you’re selling
business clients if you’re selling
business clients if you’re selling business-to-business you want to be seen
business-to-business you want to be seen
business-to-business you want to be seen as an important part of somebody’s
as an important part of somebody’s
as an important part of somebody’s business and not just a supplier and so
business and not just a supplier and so
business and not just a supplier and so when I meet with my clients as an
when I meet with my clients as an
when I meet with my clients as an example I don’t just build them and I
example I don’t just build them and I
example I don’t just build them and I don’t talk them anymore especially if
don’t talk them anymore especially if
don’t talk them anymore especially if the client is over as well I’ll follow
the client is over as well I’ll follow
the client is over as well I’ll follow up every quarter with with all my
up every quarter with with all my
up every quarter with with all my clients and try to give them information
clients and try to give them information
clients and try to give them information and data that could help them make
and data that could help them make
and data that could help them make important business decisions and
important business decisions and
important business decisions and hopefully like puts me in a position of
hopefully like puts me in a position of
hopefully like puts me in a position of being really important to their business
being really important to their business
being really important to their business and not just a commodity supplier where
and not just a commodity supplier where
and not just a commodity supplier where they could drop me and go to somebody
they could drop me and go to somebody
they could drop me and go to somebody else really quickly so especially with
else really quickly so especially with
else really quickly so especially with you where you’re selling a printing
you where you’re selling a printing
you where you’re selling a printing service that might be seen as a
service that might be seen as a
service that might be seen as a commodity type of product that somebody
commodity type of product that somebody
commodity type of product that somebody could buy you want to find ways to
could buy you want to find ways to
could buy you want to find ways to establish that relationship and give
establish that relationship and give
establish that relationship and give them information on a regular basis that
them information on a regular basis that
them information on a regular basis that can help them achieve their visions
can help them achieve their visions
can help them achieve their visions business objectives and grow their
business objectives and grow their
business objectives and grow their companies so you know what do you send
companies so you know what do you send
companies so you know what do you send them it’s all still comes back to
them it’s all still comes back to
them it’s all still comes back to instead of having that quote we’ve had
instead of having that quote we’ve had
instead of having that quote we’ve had that meeting and we and they’re saying
that meeting and we and they’re saying
that meeting and we and they’re saying what they’re looking for and we try to
what they’re looking for and we try to
what they’re looking for and we try to help them grow their business
help them grow their business
help them grow their business now not everybody you meet is gonna be
now not everybody you meet is gonna be
now not everybody you meet is gonna be able to sign up with you and maybe not
able to sign up with you and maybe not
able to sign up with you and maybe not in the immediate future as well maybe a
in the immediate future as well maybe a
in the immediate future as well maybe a longer term process but that’s where the
longer term process but that’s where the
longer term process but that’s where the follow-up comes in and touching the base
follow-up comes in and touching the base
follow-up comes in and touching the base with everybody at least once a quarter
with everybody at least once a quarter
with everybody at least once a quarter to see you know again if you might be
to see you know again if you might be
to see you know again if you might be able to help them with their services
able to help them with their services
able to help them with their services and grow their business so I hope that
and grow their business so I hope that
and grow their business so I hope that helps it might be a little bit of a
helps it might be a little bit of a
helps it might be a little bit of a different model than what what you’re
different model than what what you’re
different model than what what you’re used to but it’s moving you from being a
used to but it’s moving you from being a
used to but it’s moving you from being a commodity printing company and this is
commodity printing company and this is
commodity printing company and this is for any entrepreneur moving from a
for any entrepreneur moving from a
for any entrepreneur moving from a commodity service being seen as somebody
commodity service being seen as somebody
commodity service being seen as somebody that they can just drop quickly and
that they can just drop quickly and
that they can just drop quickly and competing only on price to being a
competing only on price to being a
competing only on price to being a valuable part of your customers business
valuable part of your customers business
valuable part of your customers business by understanding what they’re really
by understanding what they’re really
by understanding what they’re really looking for targeting your market really
looking for targeting your market really
looking for targeting your market really not just taking on anybody not just
not just taking on anybody not just
not just taking on anybody not just quoting people going meeting with them
quoting people going meeting with them
quoting people going meeting with them and follow-up making sure you touch base
and follow-up making sure you touch base
and follow-up making sure you touch base with them on a regular basis to show how
with them on a regular basis to show how
with them on a regular basis to show how much you care about their company so I
much you care about their company so I
much you care about their company so I hope that helps if you like the video
hope that helps if you like the video
hope that helps if you like the video I’d love to hear what you guys have to
I’d love to hear what you guys have to
I’d love to hear what you guys have to think below if you want to leave a
think below if you want to leave a
think below if you want to leave a comment and I always appreciate it when
comment and I always appreciate it when
comment and I always appreciate it when you leave a thumbs up below so thank you
you leave a thumbs up below so thank you
you leave a thumbs up below so thank you for watching and stay tuned for the next
for watching and stay tuned for the next
for watching and stay tuned for the next episode
”
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