1. What The Optimum Printing Sales DNA
Looks Like — And How To Be Successful
At Sales If You Don't Quite Have It!
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.
David M. Fellman
www. davefellman.com

2. The Printing Sales DNA Project was initiated and completed during the
What The Optimum Printing Sales DNA Looks Like…
The Printing Sales DNA Project was initiated and completed during the
1st Quarter of 2015

3. What The Optimum Printing Sales DNA Looks Like…
Its purpose was to identify and quantify the most important skills, attitudes and personality traits for a successful printing salesperson

4. What The Optimum Printing Sales DNA Looks Like…
The study was open to owners, managers and salespeople in all segments of the printing industry.

5. What The Optimum Printing Sales DNA Looks Like…
The study was promoted through a wide range of industry publications, associations and franchises, and via social media.

6. What The Optimum Printing Sales DNA Looks Like…
Respondents were asked to rate the importance of a group of 20 “success factors.”

7. What The Optimum Printing Sales DNA Looks Like…
536 usable responses were received, from a wide spectrum of personnel, and a wide range of printing companies.

8. Here are the “success factors”…
What The Optimum Printing Sales DNA Looks Like…
Here are the “success factors”…
Energy: The willingness to work hard, getting as much done as possible every day.
Creativity: The ability to work smart, coming up with solutions to problems, obstacles and objections.
Empathy: The ability to accurately and objectively perceive another person’s feelings.
Sociability: An outgoing/extroverted personality; being a “people person.”

9. Resilience: The ability to handle and bounce back from rejection.
What The Optimum Printing Sales DNA Looks Like…
Ego Drive: The inner need to get people to say “Yes.” People with high ego drive get great satisfaction from convincing others to agree with them; in this case, to agree to talk/meet with them and ultimately buy from them.
Dollar Drive: People with high dollar drive are motivated by money. They work hard and smart to maximize their earnings opportunity.
Resilience: The ability to handle and bounce back from rejection.
Improvement Attitude: Eagerness to learn and willingness to be trained and/or managed, because better skills and management should produce better results.

10. TMOP Skills: Time Management, Organization and Prioritization.
What The Optimum Printing Sales DNA Looks Like…
Courage: The willingness to ask provocative questions and to challenge objections. (NOTE: Creativity is the ability to come up with a response to an objection. Courage is the willingness to execute that response; essentially to tell people why they should agree with you rather than disagree.
Presentation Skills: The ability to describe the printing company’s capabilities and value proposition.
Convincing Skills: The ability to handle obstacles and objections and close the sale.
TMOP Skills: Time Management, Organization and Prioritization.

11. Hunter Skills: An organized approach to prospecting for new business.
What The Optimum Printing Sales DNA Looks Like…
Technical Product Knowledge: General knowledge of printing processes and specific knowledge of the company’s products and capabilities
Applications Product Knowledge: An understanding of how the printing is used in the customer’s business and the ability to consult/advise on ways to make the printing work better.
Hunter Skills: An organized approach to prospecting for new business.
Hunter Attitude: A commitment to prospecting for new business.

12. What The Optimum Printing Sales DNA Looks Like…
Questioning Skills: The ability to lead a sales conversation with questions, both to uncover opportunity and to keep the customer engaged.
Listening Skills: The ability to hear and understand what the other person is saying.
Negotiation Skills: The ability to negotiate effectively, resulting in a win-win scenario, not simply a price concession.
Team Skills and Attitude: The willingness and ability to work well within the team which includes both the sales side and the production side of the business.

13. ___ Convincing Skills ___ Energy ___ Creativity ___ TMOP Skills
What The Optimum Printing Sales DNA Looks Like…
___ Energy
___ Creativity
___ Empathy
___ Sociability
___ Ego Drive
___ Dollar Drive
___ Resilience
___ Improvement Attitude
___ Courage
___ Presentation Skills
___ Convincing Skills
___ TMOP Skills
___ Technical Product Knowledge
___ Applications Product Knowledge
___ Hunter Skills
___ Hunter Attitude
___ Questioning Skills
___ Listening Skills
___ Negotiation Skills
___ Team Skills and Attitude

16. Key Attributes Intelligence A competitive nature
What The Optimum Printing Sales DNA Looks Like…
Key Attributes
Intelligence
A competitive nature
An appreciation of the finer things in life

17. Key Attributes Ego Drive Resilience Courage Empathy
What The Optimum Printing Sales DNA Looks Like…
Key Attributes
Ego Drive
Resilience
Courage
Empathy
Hunter/Earner Attitude

18. You can’t sell to everyone.
…How To Be Successful At Sales If You Don't Quite Have It!
A Fundamental Concept:
You can’t sell to everyone.

19. I don’t want you to make sales presentations…
…How To Be Successful At Sales If You Don't Quite Have It!
Another Fundamental Concept:
I don’t want you to make sales presentations…
I want you to have sales conversations.

20. So what are these conversations about?
…How To Be Successful At Sales If You Don't Quite Have It!
So what are these conversations about?
Are you interested in talking to me?
Are you interested in buying from me?
Are you interested in buying more from me?
Are you interested in helping me to grow my business?

21. …How To Be Successful At Sales If You Don't Quite Have It!
There are four kinds of people on the buying side of your sales equation:
Suspects
Prospects
Customers
Maximized Customers
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

22. …How To Be Successful At Sales If You Don't Quite Have It!
There are four kinds of people on the buying side of your sales equation:
They are suspects when you think they might be prospects
They are only prospects when you know for sure that they are prospects
They become customers when they actually start buying from you
They are maximized customers when you’re getting maximum value from them
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

23. Fully Qualified Prospects…
…How To Be Successful At Sales If You Don't Quite Have It!
Fully Qualified Prospects…
They buy exactly what you sell…
They buy enough to make pursuit worthwhile…
They show some real interest in buying from you…
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

24. All Print Buyers Will Fit Into One Of Five Categories:
…How To Be Successful At Sales If You Don't Quite Have It!
All Print Buyers Will Fit Into One Of Five Categories:
Solids
Liquids
Gases
Players
Price Monsters

25. …How To Be Successful At Sales If You Don't Quite Have It!
Solids are absolutely satisfied with their current supplier and they’re not going to change!

26. …How To Be Successful At Sales If You Don't Quite Have It!
Liquids are generally satisfied with their current supplier but they’ll listen to what you have to say!

27. …How To Be Successful At Sales If You Don't Quite Have It!
Gases are dissatisfied with their current supplier. Many of them are actively looking to change!

28. Players typically spread their work out among a number of suppliers!
…How To Be Successful At Sales If You Don't Quite Have It!
Players typically spread their work out among a number of suppliers!
They’re price sensitive in that they often buy from the supplier in their “stable” who offers the lowest price on any given project, but they won’t have the lowest priced printer in that group!

29. Price Monsters make their buying decisions strictly and only on price!
…How To Be Successful At Sales If You Don't Quite Have It!
Price Monsters make their buying decisions strictly and only on price!

30. So what are these conversations about?
…How To Be Successful At Sales If You Don't Quite Have It!
So what are these conversations about?
Suspects: Are you interested in talking to me?
Prospects: Are you interested in buying from me?
Customers: Are you interested in buying more from me?
Maximized Customers: Are you interested in helping me to grow my business?

31. Your Key Prospecting Challenges
…How To Be Successful At Sales If You Don't Quite Have It!
Your Key Prospecting Challenges
Identify Suspects
Identify The Decision-Maker
Connect With Decision-Maker
Secure Appointment
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

32. Your Key Prospecting Challenges
…How To Be Successful At Sales If You Don't Quite Have It!
Your Key Prospecting Challenges
How Do You Identify Suspects?
How Do You Identify The Decision-Maker?
How Do You Answer “Gatekeeper Objections” and Other “Early Stage” Objections?
How Do You Deal With Voice Mail?
How Do You Secure An Appointment
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

33. Another Fundamental Concept…
…How To Be Successful At Sales If You Don't Quite Have It!
Another Fundamental Concept…
All of your customers are prospects
to become maximized customers!
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

34. …How To Be Successful At Sales If You Don't Quite Have It!
They are maximized customers when you are getting maximum value from them…
The value of what they’re buying from you now
The value of what they could be buying from you
The value of influence
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

35. How do you build better listening skills?
…How To Be Successful At Sales If You Don't Quite Have It!
How do you build better listening skills?
By not talking!
By taking notes
By leading the conversation with questions, and preparing your questions in advance
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

36. How do you build ego drive?
…How To Be Successful At Sales If You Don't Quite Have It!
How do you build ego drive?
Let’s call it persuasive drive
All entrepreneurs have at least some of this
Don’t be afraid to be assertive
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

37. How do you build courage?
…How To Be Successful At Sales If You Don't Quite Have It!
How do you build courage?
Courage Of Knowledge
Courage For Contact
Courage To Question
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

38. How do you close the sale?
…How To Be Successful At Sales If You Don't Quite Have It!
How do you close the sale?
Tell me about your wants/needs/goals/plans/etc.
Here’s what I think…
What do you think?
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

39. Build Your Skills — And Your Confidence
Build Your Skills — And Your Confidence! — With A New Printing Sales Training/Coaching Program, Designed Especially For NPOA Members!
What does it take to be successful at printing sales? Hopefully I’ve convinced you that you don’t have to have any special sort of “sales personality.” You just have to know what to do and be willing to do it. You need skills, strategy and confidence, and I have developed a new program for NPOA that will provide you with all three.
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

40. Printing Sales Training/Coaching Program, Especially For NPOA Members!
The program combines material from a live seminar that I have been presenting in major cities around the country for the last two years, along with elements of the sales coaching program I have offered for more than 15 years. It consists of 6 skills/strategy sessions along with 4 one-on-one coaching conversations. It’s all done via telephone, with the skills/strategy sessions presented to groups of 6-8. The coaching conversations are always one-on-one, to deal with your specific issues.
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

41. Printing Sales Training/Coaching Program, Especially For NPOA Members!
This program is intended for both owners and sales employees. The first sessions will begin as soon as 6 printers register, with additional “flights” taking off as groups of 6 are formed. If you want to, you can enter as a group with other NPOA friends. The flight structure should assure that you can make up any missed sessions without having to wait too long. (There will also be a recorded make-up option.)
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

42. Printing Sales Training/Coaching Program, Especially For NPOA Members!
The skills/strategy sessions will be held one each week for 6 weeks, on the same day and time each week, with that day/time determined advance by a polling of the group. The one-on-one coaching sessions will be scheduled individually and may be completed during the 6 weeks of training or even afterward. Ongoing coaching will be available if you want or need it.
The cost of this 10-part training/coaching program is only $650. That’s a NPOA Member price, reflecting almost 40% off my normal coaching/training fees.
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

43. Here are the 6 skills/strategy sessions:
Printing Sales Training/Coaching Program, Especially For NPOA Members!
Here are the 6 skills/strategy sessions:
Week 1: Time Management/Organizational Skills: Learn how to make the time and get yourself organized for effective selling. The program starts here, because this is often the greatest obstacle to success.
Week 2: Prospecting Skills: Time is money, and customers are money too. This session will teach you how to get face-to-face with the people who buy what you sell.
Week 3: Questioning Skills: Learn how to probe for wants and needs and pain and problems. This session is all about identifying the real opportunity, specifically the “hot buttons” that turn prospects into customers.
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

44. Here are the 6 skills/strategy sessions:
Printing Sales Training/Coaching Program, Especially For NPOA Members!
Here are the 6 skills/strategy sessions:
Week 4: Convincing Skills: This session will teach you how to build real credibility as the relief for their pain or the solution to their problems. You’ll learn how to create an effective proposal and presentation.
Week 5: Negotiation Skills: After this session, you won’t be as concerned about encountering price objections! This session will teach you how to put price in its place and keep it there.
Week 6: Customer Maximization Skills: This session will teach you how to get maximum value from each customer relationship — how to protect the value of what they’re buying from you now, how to maximize the value of what they could be buying from you, and how to leverage the value of influence by which current customers can help you to develop new ones.
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.

45. All of that, plus the 4 one-on-one coaching sessions, for only $650!
Printing Sales Training/Coaching Program, Especially For NPOA Members!
All of that, plus the 4 one-on-one coaching sessions, for only $650!
Want more information? Call me at ,
or me at Registration and payment will be through NPOA. You must be a member to participate (but your savings from a non-member rate would more than pay for your NPOA membership!)
The diagonal bars on this slide are actually lines drawn very close together. To give the line ends a straight edge, an additional line was drawn over the ends.