Effective Selling (CONT’D FROM PAGE 74)
Board Converting NEWS INTERNET DIRECTORY
concern for their profitability and operational effectiveness than your competitors you will differentiate your company from the competition because you have shown greater un- derstanding of your customer’s goals and challenges than your competitor has done up to this point. Differentiation = Understanding Your prospects and customers judge you on how deep- ly you understand them. How well you respond to their need for help is the key to capturing their trust and busi- ness. Demonstrating a concern and appreciation for the challenges they face will set you apart, especially when things go wrong. Obviously, when things go wrong, the cost of packaging goes up. So, appreciate the Cost of Non-Compliance. This means estimating the cost to the buyer when the box supplier messes up. When you show the prospect that you appreciate the difficulties caused by a supplier’s non-compliance, that prospect will see you as being concerned for their welfare and not just looking to get an order. Also, when a customer has to deal with a problem caused by a supplier, in that moment, the buyer is far more concerned with the cost of non-compliance than the price of the box. It would be nice when meeting with a prospect if they would tell you if they are having problems with their current supplier. They may be having considerable issues at that time, but it is rare for them to confide in you. I have found a much more effective way to ask if they are having problems than to ask, “So, are you having any problems with your boxes these days?” It is to ask instead, “So, please tell me what you like about your current ven- dor?” They may give you a detailed answer regarding the virtues of their current box supplier but that isn’t always the way they respond. They may be loyal to their current supplier, but they may also be upset with them for one thing or another. They may be more open to consider a back-up supplier than you realize. They are, again, unlikely to give you a full and detailed description of their current supplier’s shortcomings. However, I have found that the non-verbal response they give is often quite revealing. If you pay close attention after asking this question, you may pick up a signal that indicates at least a little dissatisfaction with their current supplier. Now may be the time to adjust the flow of the conversation away from the price of the box to the total cost of the packaging solution. Significantly, in order to capture new business and to grow existing accounts a sales process is required. I am suggesting one which centers around the idea of helping the customer to reduce their cost and add value to their current packaging solu- tion. A repeatable process that is followed with discipline and persistence is essential. Have a process that works and that you can repeat. Find the prospect. Call the prospect. Get a meeting. Demonstrate your intention to help by showing concern
ADVANTZWARE www.advantzware.com
Advantzware provides a comprehensive system to address the business management needs of the independent box business, as well as the ERP requirements of full scale pack- aging plants and integrated companies. With modules for estimating, scheduling, production, inventory and account- ing, this scalable system supports companies that produce corrugated boxes, folding cartons, point of purchase dis- plays, assembled partitions, and paperboard products. AIR CONVEYING CORPORATION www.accfilter.com Air Conveying Corporation is a leader in the industry of Pneumatic Conveying Systems and has been in business since 1968. As an equipment manufacturer rather than sim- ply a sales organization, we have complete control over the quality of material and products which make up your pro- posed system. Our equipment is found in printing, folding carton and corrugated plants throughout the world. We've been designing, manufacturing and engineering pneumatic conveying systems since 1984. We partner with our customers to ensure they operate efficiently and guar- antee our systems meet or exceed their specifications. ASDI specializes in full pull-through systems trim separators, and NFPA compliant systems with full electronic controls. AMTECH SOFTWARE www.amtechsoftware.com AIR SYSTEMS DESIGN, INC. www.airsystemsdesign.com Amtech offers the industry’s most innovative and com- prehensive corrugated and packaging ERP, integrated scheduling software, and engineered automation technol- ogy. For over 30 years, Amtech has kept our customers competitive in an ever-changing economy with customer digital storefronts and workflows, business intelligence, automated scheduling for corrugators, converting and shipping, proactive roll stock and inventory management. APEX INTERNATIONAL www.apexinternational.com World’s largest Anilox and Glue & Metering roll manufac- turer, providing the widest selection of corrugated engrav- ings and complementary services. Anilox engraving options available from our North American manufacturing facility include elongated 75°, 60°, 45°, plus Apex’s patented GTT technology. Glue rolls are produced with Hardened Stain- less Steel and a max TIR of 10 µ for Single, Double Facers.
ALBANY INTERNATIONAL www.albint.com
Albany International has a corrugator belt for every appli- cation. Our reputation for durable performance is the trade- mark of the most dependable belts in service today.
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