A few weeks ago I had a conversation with a net new prospect in reference to additional print samples that they would to see. In this case they wanted me to access some files from their FTP, and gave me a list of substrates (paper) that they would like to see the samples printed. The last part of the conversation with the person in charge of the gathering process was, "feel free to add something else that would provide a WOW factor".
Geesh, I thought, you're leaving it up to me to be creative? This is going to be awesome!
Over the last couple of days, I spent quite a few hours printing those samples from one of our devices with a Fiery. The Fiery was required since the firm was a high end architecture firm that had their own marketing team and needed exact color matching. Impose, compose and the graphic arts package was not desired.
Thus, there I was muddled in a mix of five different types of substrates (paper) and I had to print seven different files on each type of paper. I think it ended up to be 35 different print samples. Ah, the hoops that we will jump through in order to secure the order!
Now, was my time to shine. I figured that I would go the extra mile and give the prospect not only what they asked for, but an additional three samples of every print file. Maybe, it was a little too much, however I needed to make sure that our effort outshined what the incumbent would offer. The three additional samples would be different print settings from the Fiery.
WOW factor
Finally, I was down to the "WOW" factor! Since our configuration of the copier/printer device did not have a booklet maker, nor a folding option, I wasn't able to present some fancy folding options or a booklet. In addition, I was limited to the different types of paper (substrates) that I had available.
When looking through the additional print options that I had available with the Fiery, I quickly came to the conclusion that there wasn't much I could present with the Fiery that would give that "WOW" factor. One feature that I did see on the Fiery was the mirror image. From past experience this could be one of those WOW factors because Architects will sometimes have the need to see a rendering from a different perspective. The mirror image would give me the "reverse" view of the building that was on one of the print samples.
But, after the mirror image feature, I was at a loss for something else! I didn't think that the mirror image would give me enough of that WOW factor.
After 37 years in this business, I'm an expert with the copy features. I also thought about the competition and pretty much would bet the ranch that they don't know their system as well as I know mine.
OLD School
Thus, I turned to the copier platen (old school), using the prospects print samples I produced a black & white copy of one print file, then used the negative image feature to turn the white image to black, and the black image to white. I was wowed with the result and thought, hey, this may just work.
I then added a custom print stamp on another document with "top secret", used another custom print stamp with the firms name, and also offered up the stamps in different colors. My last copy feature was the direction magnification feature, this is a feature that allows you to stretch and reduce the image from the "x" and "y" axis. I stretched the image for the long edge of the paper and then reduced the image for the short edge. The end result was a full color rendering of the print sample where the image was increased to 17 inches on the long edge and reduced to 4 inches on the short edge.
Three hours later I was able to deliver the print samples, I started with the WOW factors and I could tell the prospect was excited that our system was unique and different.
I don't have the order yet, however I'm sure we're in an excellent position because of the time, the knowledge and the effort that was put into their print samples.
Thinking back to a recent sales meeting, where we had 18 sales people, I thought how many of them would know about these copy features and then how many of them would even care about these copy features. Out of those 18, I figured there were only four of us that could demonstrate any of those copier features. Of those four, two were in their forties and two were closed to sixty years old. OMG, old dogs don't need new tricks they just rely on the tried and true practice of knowing their products.
-=Good Selling=-
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