It's been about 15 years since the start of a profound change in American business. Because it didn't involve a single, identifiable event, this development tends not to be fully appreciated. I'm talking about the entry of women into the work force in great numbers.
Without detailing all of the factors driving this sea change, let's simply agree that it had a great effect on buyer-seller relationships. In the "old" days, the printing business was a male bastion. That was true of the entire value chain, from supplier to manufacturer, to distributor and buyer. But our business climate has changed. Suffice it to say that everyone has been affected, regardless of age, gender, experience level and geography.
Today's selling challenges are largely the result of the entry of women into the graphic arts buying-selling process in large numbers in the 1980s. That changed the way we all conduct business, regardless of the gender of the individuals involved in the transaction.
Value systems also have changed. Not too many years ago, it was common to advise a prospective customer to "give us a job so we can show you our capabilities." Today, that comment might be viewed as pejorative. The first order often is seen by the buying organization as the start of a relationship, not a test order.
Trust now ranks as a predominant buying motive, along with a demonstrated ability to deliver a satisfactory product, on time, at a competitive price. There's no test or formula for trust. For want of a better term, it's "chemistry." In today's environment, many buyers consider it offensive when asked about current suppliers by a prospective supplier.
This business landscape has been made more challenging by the commoditization of print, the belief by the buying community that good product is available from many resources. In today's business world, the climate for account development is best described as "industry dating" because it has all the characteristics of courtship:
* The attraction often is difficult to rationalize.
* Creating and nurturing a relationship can be time-consuming. It's a trust-building exercise.
* Constancy and persistence can be important. Often, the other party must sever an existing relationship to create or strengthen a relationship with you. That can be wrenching and time-consuming, requiring patience on your part.
* You should take advantage of opportunities to express appreciation to your "partner." It's no different than courtship and marriage. Failure to express love quickly becomes a perception by the other party that he or she is being taken for granted.
* Once a relationship is established--be it husband-wife, employer-employee, manufacturer-distributor or distributor-buyer--there will be "bumps in the road." A relationship can be strengthened or weakened depending upon the manner in which unpleasantries are resolved. Make sure these situations are resolved so that trust isn't compromised.
Selling isn't posturing, acting or formulaic. The terms "cruise control" or "automatic pilot" have no place in sales. They imply reaching a pinnacle, then adopting neglect of the customer, other than processing of jobs, as the reward. Think about the dating process, where such an attitude would be destructive. It's equally dangerous in selling printed products.
Contributing Editor Dick Gorelick is an award-winning authority on sales, marketing and business strategies for the printing industry. As president of the Graphic Arts Sales Foundation in West Chester, Pa., he travels extensively, consulting, writing and speaking on sales training.
