By Jim
Hingst
Hingst
Early
in my sales career I was taught that the job of a salesperson was similar to
that of a lawyer presenting his case. Just as an attorney presents proof in
court, you provide your prospect with evidence to support your product or
offer. As your jury, if your prospect is not moved by your argument or
convinced by your supporting documentation, the verdict goes against you and
your competitor makes the sale. If you present a more persuasive case and the
decision is in your favor, you get the order.
in my sales career I was taught that the job of a salesperson was similar to
that of a lawyer presenting his case. Just as an attorney presents proof in
court, you provide your prospect with evidence to support your product or
offer. As your jury, if your prospect is not moved by your argument or
convinced by your supporting documentation, the verdict goes against you and
your competitor makes the sale. If you present a more persuasive case and the
decision is in your favor, you get the order.
Different
Strokes for Different Folks
Strokes for Different Folks
Like
it or not, neither juries nor sales prospects make decisions based on reason.
Instead, most people make decisions emotionally and then support their
decisions with facts. That’s why you must first identify the prospect’s most
salient emotional needs and desires in your initial sales meetings and then
construct a sales argument which not only appeals to those needs, but provides
evidence and justification for the prospect to make a decision.
it or not, neither juries nor sales prospects make decisions based on reason.
Instead, most people make decisions emotionally and then support their
decisions with facts. That’s why you must first identify the prospect’s most
salient emotional needs and desires in your initial sales meetings and then
construct a sales argument which not only appeals to those needs, but provides
evidence and justification for the prospect to make a decision.
One of
the most important needs is the need for security. This need is especially
important to purchasing managers, whose decisions are subject to the scrutiny
of upper management. A purchasing manager may not lose his job if he makes a
poor buying decision, but he could jeopardize his opportunity for advancement
within his organization. For this reason, your presentation must assure the
client that he is making the right choice in selecting you as a vendor.
the most important needs is the need for security. This need is especially
important to purchasing managers, whose decisions are subject to the scrutiny
of upper management. A purchasing manager may not lose his job if he makes a
poor buying decision, but he could jeopardize his opportunity for advancement
within his organization. For this reason, your presentation must assure the
client that he is making the right choice in selecting you as a vendor.
Company
owners and top executives are often swayed by much different needs. They often
make decisions which appeal to their need to express themselves or which fuel
their egos and desire to feel important. Many people in this category need the
approval and acceptance of their community peers. Often these prospects drive
luxury cars, own showcase homes and belong to exclusive country clubs. They may
adorn the walls of their offices with pictures of themselves with celebrities or
display their trophies and awards. Look for these signs on your sales calls as
clues to the personality of your prospect.
owners and top executives are often swayed by much different needs. They often
make decisions which appeal to their need to express themselves or which fuel
their egos and desire to feel important. Many people in this category need the
approval and acceptance of their community peers. Often these prospects drive
luxury cars, own showcase homes and belong to exclusive country clubs. They may
adorn the walls of their offices with pictures of themselves with celebrities or
display their trophies and awards. Look for these signs on your sales calls as
clues to the personality of your prospect.
In
very few cases is a buying decision solely based on money. In selling graphics,
dollar and cents rationale only comes into play, when you are dealing with
someone with an analytical personality. These types of people usually include
engineers, technicians and financial executives.
very few cases is a buying decision solely based on money. In selling graphics,
dollar and cents rationale only comes into play, when you are dealing with
someone with an analytical personality. These types of people usually include
engineers, technicians and financial executives.
The Power of Storytelling
To
help your prospect justify his or her decisions, your sales case must provide
evidence. This evidence may take many different forms. Whether you are a lawyer
or salesman, storytelling is one of the most effective techniques.
help your prospect justify his or her decisions, your sales case must provide
evidence. This evidence may take many different forms. Whether you are a lawyer
or salesman, storytelling is one of the most effective techniques.
Storytelling
is effective because:
is effective because:
● It
provides factual cases, which support our assertions;
provides factual cases, which support our assertions;
● The
prospect can relate to events, which are similar to our own experiences;
prospect can relate to events, which are similar to our own experiences;
● Who
doesn’t love a good story? If your story contains an emotional element, it
touches the heart of the listener and sticks in his memory. (Remember, people usually make decisions
emotionally; then justify their decisions through rationalization.)
doesn’t love a good story? If your story contains an emotional element, it
touches the heart of the listener and sticks in his memory. (Remember, people usually make decisions
emotionally; then justify their decisions through rationalization.)
In
selling graphics programs, a testimonial provides extremely strong, persuasive
support. 45 years ago, I began my career in advertising writing testimonial ads
for an automotive test equipment company. These ads were structured using a
problem/solution format. In telling the stories of car dealerships and service
shops, I described how each of these businesses experienced a variety of
problems in their service departments. The stories continued explaining how the
shops revamped their operations, which included new test equipment, thereby
changing the way they did business. The results were that the shops were more
productive and their customers and employees were happier. What’s more, the
service departments made money. Problems solved!
selling graphics programs, a testimonial provides extremely strong, persuasive
support. 45 years ago, I began my career in advertising writing testimonial ads
for an automotive test equipment company. These ads were structured using a
problem/solution format. In telling the stories of car dealerships and service
shops, I described how each of these businesses experienced a variety of
problems in their service departments. The stories continued explaining how the
shops revamped their operations, which included new test equipment, thereby
changing the way they did business. The results were that the shops were more
productive and their customers and employees were happier. What’s more, the
service departments made money. Problems solved!
You
should also structure your proposal using a problem/solution format. Early in
your proposal, you must identify your prospect’s specific problems, goals and
unmet needs. Subsequent sections of your proposal should explain how your
graphics program solves those problems, satisfies your prospect’s business
objectives and needs, and provides value.
should also structure your proposal using a problem/solution format. Early in
your proposal, you must identify your prospect’s specific problems, goals and
unmet needs. Subsequent sections of your proposal should explain how your
graphics program solves those problems, satisfies your prospect’s business
objectives and needs, and provides value.
Writing
stories about the graphics programs that you have developed and have had an
impact on your customers’ businesses can be extremely effective. You can use
these stories in sales proposals, newsletters, on your website as well as in
postings on your blog and social media channels. As a word of caution, make
sure that all of your claims are truthful and that you have not exaggerated in
telling your story, because some readers will contact your customers.
stories about the graphics programs that you have developed and have had an
impact on your customers’ businesses can be extremely effective. You can use
these stories in sales proposals, newsletters, on your website as well as in
postings on your blog and social media channels. As a word of caution, make
sure that all of your claims are truthful and that you have not exaggerated in
telling your story, because some readers will contact your customers.
Pictures are Worth a Thousand Words
A
similar form of evidence is to post photographs of your work. When I sold fleet
graphics, my presentations always included slides of past programs. Many of
these programs were award winners, which bolstered my credibility as a reliable
supplier.
similar form of evidence is to post photographs of your work. When I sold fleet
graphics, my presentations always included slides of past programs. Many of
these programs were award winners, which bolstered my credibility as a reliable
supplier.
You
can also use photographs as evidence to support your claims. For example,
instead of telling a prospect that their corporate identification is
inconsistently applied, take pictures that illustrate your assertion. In
selling a municipal bus line a graphics program, I took photographs of the
transit system buses in which the word “SYSTEM” was spelled: SISTOM, SISTEM,
SYSTIM, SYSTOM. Until I incorporated those pictures in my sales proposal, no
one had ever noticed the misspelling. Those pictures made an impression and
help me close the sale.
can also use photographs as evidence to support your claims. For example,
instead of telling a prospect that their corporate identification is
inconsistently applied, take pictures that illustrate your assertion. In
selling a municipal bus line a graphics program, I took photographs of the
transit system buses in which the word “SYSTEM” was spelled: SISTOM, SISTEM,
SYSTIM, SYSTOM. Until I incorporated those pictures in my sales proposal, no
one had ever noticed the misspelling. Those pictures made an impression and
help me close the sale.
Instead
of explaining to a marketing manager that his graphics are chipping and
peeling, provide the prospect with photographic evidence. In my experience,
corporate executives rarely inspect their vehicles and are oblivious to any
problem which is occurring. Even if an executive were to inspect his fleet, he
may not recognize problems that are occurring. Here’s where a picture truly is
worth a thousand words.
of explaining to a marketing manager that his graphics are chipping and
peeling, provide the prospect with photographic evidence. In my experience,
corporate executives rarely inspect their vehicles and are oblivious to any
problem which is occurring. Even if an executive were to inspect his fleet, he
may not recognize problems that are occurring. Here’s where a picture truly is
worth a thousand words.
If
pictures are worth a thousand words, video clips are worth millions. Rather
than just talking about what your prospect’s competitors are doing in their
vehicle or building graphics programs, show them using video.
pictures are worth a thousand words, video clips are worth millions. Rather
than just talking about what your prospect’s competitors are doing in their
vehicle or building graphics programs, show them using video.
In
today’s digital world, presenting evidence in your sales presentations has
never been easier. As you conduct a vehicle survey or site survey, you can take
video clips of your findings, which you can narrate. As a form of testimonial,
short video clips featuring satisfied customers speaking about their successful
graphics programs has much more impact than either an article or photograph.
today’s digital world, presenting evidence in your sales presentations has
never been easier. As you conduct a vehicle survey or site survey, you can take
video clips of your findings, which you can narrate. As a form of testimonial,
short video clips featuring satisfied customers speaking about their successful
graphics programs has much more impact than either an article or photograph.
People Believe the Written Word
The
final form of evidence is written documentation. This could include industry
statistics, magazine articles and research reports. Prospects often will not
believe what a salesperson says. They will, however, believe the written word.
That’s why, people ask you to put your promises in writing.
final form of evidence is written documentation. This could include industry
statistics, magazine articles and research reports. Prospects often will not
believe what a salesperson says. They will, however, believe the written word.
That’s why, people ask you to put your promises in writing.
As
graphics professionals, sign makers often talk about the visibility of vehicles
travelling in urban areas and over the open road. Many years ago, the 3M
Company funded a study which quantified the effectiveness of truck advertising
in traffic. That study documented the number of visual impressions that
vehicles generated. I frequently used that study to justify the cost of
graphics programs in terms that rang true for an advertising or marketing
manager. I would compare the cost of thousand visual impressions for fleet
advertising to the cost of impressions for radio, TV and print media. Statistics
are hard to argue against.
graphics professionals, sign makers often talk about the visibility of vehicles
travelling in urban areas and over the open road. Many years ago, the 3M
Company funded a study which quantified the effectiveness of truck advertising
in traffic. That study documented the number of visual impressions that
vehicles generated. I frequently used that study to justify the cost of
graphics programs in terms that rang true for an advertising or marketing
manager. I would compare the cost of thousand visual impressions for fleet
advertising to the cost of impressions for radio, TV and print media. Statistics
are hard to argue against.
You
may question the value of a written proposal. If you are competing for a large
program for a large or intermediate size corporation, you may not have access
to the ultimate decision maker or all of the influencers within that
organization. A written document makes your case for you, when you cannot make
your case in person.
may question the value of a written proposal. If you are competing for a large
program for a large or intermediate size corporation, you may not have access
to the ultimate decision maker or all of the influencers within that
organization. A written document makes your case for you, when you cannot make
your case in person.
When I
was a graphics salesman, I had my best success when I prepared written
proposals which provided prospects with overwhelming evidence to support my
case. That evidence included relevant testimonials, pictures, statistics and
documentation.
was a graphics salesman, I had my best success when I prepared written
proposals which provided prospects with overwhelming evidence to support my
case. That evidence included relevant testimonials, pictures, statistics and
documentation.
While
I still believe that hard copies of your sales proposals are effective, you may want
to consider presenting your prospects with proposals as electronic documents,
which provide links to many different forms of evidence including industry
reports, video clips and news articles.
I still believe that hard copies of your sales proposals are effective, you may want
to consider presenting your prospects with proposals as electronic documents,
which provide links to many different forms of evidence including industry
reports, video clips and news articles.
How
long should your proposal should be? Long enough to cover your argument; short
enough to maintain interest. I often wrote very long proposals that covered all
of the specifications and details of design, manufacturing and installation. As
best as you can, write your specifications in such a way that it will be very
difficult for your competitors to reproduce.
long should your proposal should be? Long enough to cover your argument; short
enough to maintain interest. I often wrote very long proposals that covered all
of the specifications and details of design, manufacturing and installation. As
best as you can, write your specifications in such a way that it will be very
difficult for your competitors to reproduce.
For
example, if your manufacturing process includes some unique process that sets
you apart from other shops, include that in your specification. Working for one
screen printer that clear coated and oven cured printed graphics, I always
included that process in the specification along with an explanation of its
importance to the durability of the graphics. Most of my smaller competitors
did not have batch ovens.
example, if your manufacturing process includes some unique process that sets
you apart from other shops, include that in your specification. Working for one
screen printer that clear coated and oven cured printed graphics, I always
included that process in the specification along with an explanation of its
importance to the durability of the graphics. Most of my smaller competitors
did not have batch ovens.
When
you meet with the prospect, review the document with him or her. In some rare
cases, a prospect will challenge you about the necessity of reviewing a long
document. If you face this challenge, explain that your proposal constitutes a
legally binding contract; it outlines your obligations in fulfilling your
agreement, as well as your personal commitment to the success of the program.
you meet with the prospect, review the document with him or her. In some rare
cases, a prospect will challenge you about the necessity of reviewing a long
document. If you face this challenge, explain that your proposal constitutes a
legally binding contract; it outlines your obligations in fulfilling your
agreement, as well as your personal commitment to the success of the program.
At the
end of your review of the proposal, always conclude by asking for the order. If
you are uncomfortable in closing a sale, try using the contingency close, an
approach which worked for me. Just state: “Why don’t we proceed with the
program making the order contingent upon your approval of full-size art? If you
don’t approve the art, you are under no obligation to proceed further and the
order is cancelled.”
end of your review of the proposal, always conclude by asking for the order. If
you are uncomfortable in closing a sale, try using the contingency close, an
approach which worked for me. Just state: “Why don’t we proceed with the
program making the order contingent upon your approval of full-size art? If you
don’t approve the art, you are under no obligation to proceed further and the
order is cancelled.”
Using
this closing technique puts much less pressure on the prospect to make a
decision to make a decision. In my
experience, I never had a customer cancel the order, although I frequently had
to make changes to the full-size art. In most cases, the artwork for vehicle
graphics often looks much smaller when taped to the side of a trailer.
Generally, changes involved increasing the sizes of the graphic elements.
this closing technique puts much less pressure on the prospect to make a
decision to make a decision. In my
experience, I never had a customer cancel the order, although I frequently had
to make changes to the full-size art. In most cases, the artwork for vehicle
graphics often looks much smaller when taped to the side of a trailer.
Generally, changes involved increasing the sizes of the graphic elements.
As
these design elements increased in size, I also increased my profit margin in
my revised pricing. If the customer has conducted an exhaustive analysis of
prices, it is highly unlikely that he will send the job out for requote as he
makes changes.
these design elements increased in size, I also increased my profit margin in
my revised pricing. If the customer has conducted an exhaustive analysis of
prices, it is highly unlikely that he will send the job out for requote as he
makes changes.
Conclusion
As a
visual communication and corporate identity professional, you need to prepare
your proposal in a visually appealing manner.
Here are some suggestions when formatting your proposal:
visual communication and corporate identity professional, you need to prepare
your proposal in a visually appealing manner.
Here are some suggestions when formatting your proposal:
● Use
a typeface and font size, which is easily readable;
a typeface and font size, which is easily readable;
● Divide
a long document into sections with subheadings. Your subheads should highlight
key program benefits as well as making your proposal easier to read;
a long document into sections with subheadings. Your subheads should highlight
key program benefits as well as making your proposal easier to read;
● Restrict
the number of typefaces that you use to no more than two types;
the number of typefaces that you use to no more than two types;
● Use
bulleted copy for your most important information and assertions. The bullets
attract the attention of the reader and are easier to read. At the end of your
proposal, provide a bulleted summary of your program features, benefits and
advantages;
bulleted copy for your most important information and assertions. The bullets
attract the attention of the reader and are easier to read. At the end of your
proposal, provide a bulleted summary of your program features, benefits and
advantages;
● Carefully
edit your proposal. Have a coworker or wife read your proposal before you
deliver it and have him or her give you their opinions. Is it logical? Is it
easy to read? Does it have the impact to seal the deal?
edit your proposal. Have a coworker or wife read your proposal before you
deliver it and have him or her give you their opinions. Is it logical? Is it
easy to read? Does it have the impact to seal the deal?
● Finally,
make sure that your writing is grammatically correct and that you haven’t misspelled
any words. Mistakes make you look unprofessional and unreliable.
make sure that your writing is grammatically correct and that you haven’t misspelled
any words. Mistakes make you look unprofessional and unreliable.
Good
Luck Selling!
Luck Selling!
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About Jim Hingst: Sign business authority on vehicle wraps, vinyl graphics, screen printing, marketing, sales, gold leaf, woodcarving and painting.
After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.
Hingst began his career 42 years ago in the graphic arts field creating and producing advertising and promotional materials for a large test equipment manufacturer. Working for offset printers, large format screen printers, vinyl film manufacturers, and application tape companies, his experience included estimating, production planning, purchasing and production art, as well as sales and marketing. In his capacity as a salesman, Hingst was recognized with numerous sales achievement awards.
Drawing on his experience in production and as graphics installation subcontractor, Hingst provided the industry with practical advice, publishing more than 190 articles for publications, such as Signs Canada, SignCraft, Signs of the Times, Screen Printing, Sign and Digital Graphics and Sign Builder Illustrated. He also posted more than 500 stories on his blog (hingstssignpost.blogspot.com). In 2007 Hingst’s book, Vinyl Sign Techniques, was published. Vinyl Sign Techniques is available at sign supply distributors and at Amazon.
© 2019 Jim Hingst, All Rights Reserved.
