When selling print, a customer who lacks any interest in looking at new printing providers, print products, solutions or services can be the toughest barrier that any salesperson can face. For many salespeople, customer indifference is their greatest competitor.
The reason indifference is so frustrating to print salespeople is because it is based on customer perception about print. They view print as a commodity and are not interested in looking at any new ideas.
Common responses from customers are:
“We are happy with our current print supplier.”
“We are not using direct mail anymore.”
“We are moving to digital marketing.”
“Talk to our purchasing department.”
Customer Indifference Can Be a Salesperson’s Toughest Competitor