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NOVEMBER 2012




Global Dealer Summit Presentations



Demonstrating Tabletop Ink Jet
Addressing Equipment And Software
by: Bob Licari

Technology has advanced and improved over the years in the mailing industry, but basic selling techniques that work still remain the same.

When it comes time to sell a tabletop addressing system, usually it is to a company that has decided that their mail volume was too large to do manually. For many reasons they may contact your office to discuss the options available to produce their own mailings in-house. So now you have a "Hot Lead". Once the lead is in the hands of a qualified salesperson be sure a demonstration of the appropriate model to meet the customer's needs is scheduled.

With the equipment demonstration arranged, what is your plan? What would you do to get the order at the time of the meeting and scheduled demonstration? It has been proven that once the first contact is converted into a demonstration, you will have that One Shot at the time of the

demonstration to get the order. If your sales pitch and demonstration are not effective enough to close the deal right there, you will face much greater chances of losing the sale to a competitor. If not losing the sale altogether, you may put yourself into a much higher competitive process in order to close the sale. Competition is fierce in today's markets. Deals are harder to come by and competitors are very aggressive when it only comes down to "Price" to steal a deal away. But it is not always about "Price" if your sales teams sell properly. Once the Prospect starts calling other vendors the chances of maintaining a proper profit margin on the sale is in jeopardy. Make that demonstration count!

AT THE DEMONSTRATION. Put your prospect at ease by being well versed in the operation of your mailing software and machinery. Smoothly take them through the process from

your laptop. Take their sample file and import it into your mailing software. (Set up your software and mailing templates ahead of time so the import and processing procedure is simple and fast.) Don't get caught up in details during the demo, bring the file in, CASS certify and presort the file. Show the simplicity of the resulting USPS postal paperwork that is generated and then send the presorted file to your Ink Jet addressing system. Print some sample pre-sorted addresses with the IMB Barcode. Watch for the smile of assurance from the prospect that shows you have done your demo right and have satisfied the prospect's "hot Issues of concern." Then go to close the deal and ask for the order ! Good Selling!! DC

Bob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.

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