Becoming a superhero in print sales and marketing

Becoming a Superhero in Print Sales and Marketing

Joe KernVice President of MarketingPagePath Technologies, [email protected]

PagePath Technologies, Inc., an awarding-winning Web-to-Print storefront provider, is committed to our client's profitability. Since 1983, we have been helping those in the printing and graphic arts industries become the most productive and profitable in their respected markets.

Avengers: Age of Ultron is a 2015 American superhero film based on the Marvel Comics superhero team the Avengers. It is the sequel to 2012's Marvel's The Avengers and the eleventh installment in the Marvel Cinematic Universe (MCU). In Avengers: Age of Ultron, the Avengers must work together to defeat Ultron, a technological enemy bent on human extinction.

an expert tactician and an excellent field commander, with his teammates frequently deferring to his orders in battle

endurance far in excess of an ordinary human being

reflexes and senses are also extraordinarily keen

strength, endurance, agility, speed, reflexes, and durability are at the highest limits of natural human potential

one of the best hand-to-hand combatants in the Marvel Universe

Captain AmericaPowers & Abilities

Captain America is the likeable salesman:

He's the one you want on your side

He's the one you know won't lie to or manipulate you.

You can trust him to really work for you and your company, and to be there for you 24/7.

Captain AmericaWhat kind of a sales person?

Captain America is all about building trust. People would buy from him because they trust him.

Learn what the buyers expect from YOU, not just your printing company or product

Get specific about the process

When you ask, buyers see it as a sign that you’re committed

Captain AmericaWhat can we learn from him?

Sample trust building questions

What’s the best way to keep in touch?

How often should I call you?

How quickly do you expect a return call?

Is it okay to tell you about our online ordering site and new technology?

Captain AmericaWhat can we learn from him?

Iron Man possesses powered armor that gives him superhuman strength and durability, flight, and an array of weapons.

repulsor rays that are fired from the palms of his gauntlets

ultra-freon (i.e., a freeze-beam}

creating and manipulating magnetic fields

emitting sonic blasts

projecting 3-dimensional holograms (to create decoys).

Iron ManPowers & Abilities

Iron Man is a flexible sales man

He will go through every tool and gadget at his disposal to help his potential customers.

He also has great confidence in his capabilities, and can back that confidence up.

Iron ManWhat kind of a sales person?

Iron Man is most-likely best at the cold call. He would script out his first 20 seconds.

A strong script is an absolute must. Invest the time in writing, practicing and rewriting until it works.

Before you write a word, think about what the prospect cares about. Remember, they DON’T care about you or your product.

Iron ManWhat can we learn from him?

The three key elements of your script:

1. Who are you? - Keep it short. Don’t embellish.

2. Why are you calling? - Prospects don’t want to be sold. If you’re calling to introduce them to a product and explain the features, you’ll lose them.

3. What’s in it for me? Focus on how you can help them achieve critical business goals.

Iron ManWhat can we learn from him?

extended lifespan

immunity to conventional diseases

enhanced endurance

superhuman strength

skin and bones are several times denser than those of mortals, granting him extreme resistance to injury

strong affinity with the forces of weather allowing him to summon lighting from his hands

ThorPowers & Abilities

Thor is a sales man who has been around for a while:

He's dependable

He's a leader in the business because he's been around since the beginning.

He's grown accustomed to the ups and downs, and it doesn't get to him.

He shifts and changes as necessary, and yet always has the same sturdy, dependable base.

ThorWhat kind of a sales person?

Thor is probably great at handling objections. When an objection comes between you and the buyer most can be converted into an objective –a goal you can share with the buyer. Follow these 4 steps to reframe the conversation:

Embrace the objection Don’t try to minimize it or run away

from it Show buyers that you “get” their

concerns

ThorWhat can we learn from him?

Validate the objection Make sure it’s not a smokescreen

or an excuse to end the call Key question: “If it weren’t for that,

is this something you’d consider?”

Convert it to an objective Redefine the objection as a shared

goal for you and your buyer Objection: “It’s too expensive” Objective: “Let’s find a way to fit

this into your budget”


Gain commitment Ask buyer to work with you to

achieve the shared objective Now you’re both pulling in the

same direction If the buyer won’t commit, find

out why


expert martial artist

marksman, and weapons specialist as well as having extensive espionage training

She is also an accomplished ballerina

enhanced by biotechnology that makes her body resistant to aging and disease and heals at an above human rate

gifted intellect. She displays an uncanny affinity for psychological manipulation and can mask her real emotions perfectly

Black WidowPowers & Abilities

Black Widow can see the unseen, the trends that have not yet revealed themselves.

She's also good at talking to potential clients, at really listening to them, and not just hearing what they're saying but the actual messages behind the words.

She can create great relationships/insights into potential clients utilizing her abilities

Black WidowWhat kind of a sales person?

Black Widow would be great at getting through to the deep layers of a prospect.

We reveal what’s important to us a layer at a time

Superficial layers are less risky and build trust

As trust increases, your buyer will reveal more

Black WidowWhat can we learn from her?

There are 4 Layers to get through

Clichés and rituals

Facts

Opinions

Feelings, fears and frustrations


The Deepest Layer

Feelings, fears and frustrations reveal what really matters to the buyer

Connect on this level and buyers will feel you “get” them

The more they trust you, the more they will reveal


can lift approximately 100 tons when calm

limitless strength when stressed or angry

can travel miles in a single casual jump

quickest healing factor of anyone in the Marvel Universe

immune to all known Earth-based diseases

ability to resist mind control

HulkPowers & Abilities

The Hulk simply can't be stopped.

He is determined to no end.

He isn't arrogant, but he can't be knocked down.

He will always try again and again, and people will remember his name for his persistence.

HulkWhat kind of a sales person?

The Hulk is a closer. When the process gets tough here are some things to consider:

Don’t cave on price. When you cave on price you: Risk destroying profitability Set yourself up for further

concessions Undermine perceived value.

HulkWhat can we learn from him?

Don’t accept customer objections as YOUR problems

Customers are taking control of the negotiation when they say, “I can’t afford your price – what can YOU do about it?”

Don’t take the bait and don’t get confrontational

Use “you” questions to reframe their objection. Example: “Is it more than you can afford to pay? Or is it that you don’t see the value?”

This pushes the problem back to the customer’s side – where it belongs


It’s your problem but I can help

Redirect the negotiation – help the customer solve HIS or HER problem

Offer payment options, help the customer separate “must haves” from “nice to haves” and ask follow-up questions to clarify the value proposition

Remember: Customers negotiate because they want to do business with you – it’s your job to help them figure out the best way to do it


aging has been slowed greatly by the Infinity Formula

active athletic man despite his advanced chronological age

seasoned unarmed and armed combat expert, was a heavyweight boxer in the army (during World War II), and holds a black belt in Tae Kwon Do

Nick FuryPowers & Abilities

Nick Fury plain and simple is a leader.

He can adapt and change as necessary. However, Nick Fury plays the rogue a bit.

You're not going to see him asking the same sales questions as everyone else, or playing by the same rules.

He shakes things up, he does things his own way.

Nick FuryWhat kind of a sales person?

Nick Fury is clever. He knows how to get past the gatekeeper.

Assume the Gatekeeper is SMARTER than you Gatekeepers have knowledge that

you don’t that’s relevant to THIS sale. They know their company’s history,

products, people and culture. They know how decisions get made

and the needs of the boss they’ve been hired to protect.

Nick FuryWhat can we learn from him?

Engage them and make them feel RESPECTED

Ask questions that show you acknowledge the important role they play.

Share the details and demonstrate that you’re confident they “get it.”

DEMONSTRATE your own competence

Gatekeepers need to know you’re for real before they let you through.

Gatekeepers serve two key roles: 1) Keep out the pretenders and – more important – 2) Make sure that the right people get through. They never want to block information that the boss will find useful.


ARM them with ammunition to make your case

Gatekeepers will go to bat for you if they’re confident you have something that the company (and the boss) needs.

Give them all the facts they need to become your advocate.

Remember, they get to look like a hero when they’re astute enough to spot a valued partner.


enhanced strength; stamina, speed, durability

possesses the ability to manipulate magical forces for a variety of purposes: energy projection, creation of force fields, temporarily increasing his own physical strength.

possesses extrasensory abilities and is capable of astral projection and casting his thoughts across great distances

adept shapeshifter and can change into animals or impersonate other people

LokiPowers & Abilities

Loki is the best.

With that being said, he can cast his ideas far and wide.

He has amazing SEO.

It's easy to fall in line with him, to hear his unique and fresh ideas and say, "Yes, this man knows what he's talking about."

LokiWhat kind of a sales person?

Loki is a manipulator. He uses his time wisely and knows how to disqualify prospects with that “magic” question.

Spend your time only with prospects who need, want and can afford your product. Don’t waste time on the rest.

When you find truly qualified prospects, use The Magic Question. Find out what it would take to meet their needs and ask, “If we can meet your conditions, what will you do?”

LokiWhat can we learn from him?

The “price objection” obstacle: “We can deliver your product early and with better quality and service than the competition. But we are 3% higher. Are you prepared to pay that or not?”

The “other decision maker” obstacle: “You told me this was your decision and you won’t have to consult others. Has that changed, or not?”


The “favored vendor” obstacle: “Is there another supplier you prefer to do business with, or not?”

The “product quality” obstacle: “You told me quality was hugely important to you. If I show examples the prove our quality is better than what you expect, what will you do?”


Sales and marketing are largely about life experiences.

Be creative

Find what your clients are passionate about

Use what you are passionate about

Be different

Sales/Marketing InspirationWhy we chose Avengers

Joe KernVice President of MarketingPagePath Technologies, [email protected]

Questions

Becoming a superhero in print sales and marketing

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