Does This Sound Like Anyone on Your Team? Your Peer Group, or Even You?
08 January 2020 | Norm McConkey
This week we had a prospect make a remark that set me back a bit. I was a tad frustrated because I’ve heard it before from imaging resellers, and I’ve never answered it the way I want to, so like many salespeople, I replayed the question over in my mind. Here’s what he said: We don't think our customers are ready to buy printers online.
Here’s my response:
Norm: Interesting question! Staples.com gets over 2 million visitors every day. There were over 23 million printers shipped in North America last year. Amazon sales increased by 24% in 2019. The data I see shows that online sales are skyrocketing. Do you think that printers are part of that trend, or are they different from other products customers buy online?
Prospect: Well, no, I agree that customers are buying products online, but when it comes to printers, it is different. My customers don’t buy printers online.
Norm: Okay, well since you don’t currently offer e-commerce it must be true that your customers don’t buy printers online from you—because they can’t. I sometimes hear from prospects that customers don’t buy printers online. Can you think of any other products today that customers haven’t started to buy online? Cars, prescription eyeglasses, houses, are all now available online.
Prospect: Well, printing is complicated. It’s hard for customers to go online and configure devices, add functionality, decide finance terms, get approval from the finance company, sign contracts, and do all of that.
Norm: I agree with that 100%. That workflow would be hard to do online. I want to revisit your original point though. You said, “I don’t think my customers want to buy printers online.”
Would it not be more accurate to say:
"You don't want to sell printers online the way your customers want to buy them"?
“Your customers don’t want to buy printers online the way you want to sell them”?
Why is this such an important conversation?
It’s a subtle but critical distinction in 2020. Companies become so tethered to their current sales model, they cannot see change all around them.
- People watch more movies than ever, but they don’t buy DVDs
- People listen to more music than ever, but they don’t buy CDs
Businesses still print a lot, but they don’t need to finance “big iron” to make pages. They want to buy, but they don’t want to be sold. They want what they want, when they want it.
Fewer and fewer customers will let you control the buying process and timeline. You want me to tell you that you don’t need to change your business strategy? I won’t. It needs change, and your business needs brave leadership to stand up at the boardroom table and tell your team that you need to reinvent the model to save the business.
I want to help you, but I can only start helping once you accept that the internet has changed everything about your business.
People buy printers online. Give the people what they want.
About the Author
Norm McConkey has been involved in the print, imaging, and software/tech business since 1993. Holding executive level positions in a number of emerging technology firms, he founded PrintFleet in 2003, and Tangent MTW in 2009. A founding member of the MPSA, an award winning author and presenter, Norm has spoken at various industry events around the world including the Lyra Imaging Symposium, Photizo confernece, ITEX Tradeshow, Regional BTA conferences, Remax Europe, and World Expo. He has been contracted to consult and build go to market and sales training programs with several OEM manufacturers such as Canon USA, and HP, and distributors such as Parts Now and Supplies Network, as well Resellers including Office Depot. Norm’s current project, MPSToolbox (www.mpstoolbox.com), is a software platform which helps technology dealers develop and maintain e-commerce websites.