The One That (Almost) Got Away

                                                                                         

You can’t win them all. I know, that’s cold comfort when that prospective buyer walks out your front door just when you were sure they were about to lay down money for that big ticket item you’ve been trying to sell for weeks. Maybe it was the product and they just needed feature it was missing or maybe they just thought they could get it fifty cents cheaper at one of your competitors. Don’t feel bad and don’t write them off as the one that got away, just yet. All isn’t lost and you can still make the sale, if you use a few of the print options available to you.

You can’t sell anyone on something they see no benefit in, but you can inform them of benefits they were unaware of. Better yet, if they’re on the fence about making a purchase, you’re direct mailing efforts can push them off the fence and onto the “buy” side of the lawn.

The easiest way to do this is with a discount or a special offer. Postcard mailing that has some kind of deal, like a buy one get one free offer or a ten percent off coupon, can make a product seem significantly more attractive to a prospect that might have been lukewarm about it. Postcard printing has the added benefit of being unobtrusive, so it’s unlikely that your potential customer will be annoyed by receiving your offer.

Maybe, like in the earlier example, they liked the product but some feature it lacked turned them away. Suppose another product in the same family of products had that feature, though. With brochure printing, you can let that almost lost customer know about the whole range of similar, but different featured products in that product line. Sure, the X-20 wouldn’t work for them, but when they see the upgraded X-21model in your brochure, they’ll know they’ve found what they were looking for.

A tougher problem to handle, perhaps that potential customer just didn’t think they had found the right store for what they were looking for. Booklet printing can solidify your brand image in their minds and convince them that you’re the leader in your field and that you can fill their needs. You can inform them of services they might not know you offered and you can turn around that negative first impression, assuring them that you are committed to being the best.

Whatever method you choose, don’t let your sales efforts stop at your front door. Staying in contact can be that little extra push that saves the big sale you might have otherwise lost.

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