Another Printing Disasters—and How to Avoid Them story…
For years, I have received periodic sales letters from one particular Seattle print rep. He tracks me down wherever I work, probably via LinkedIn. If you buy printing, I am sure you know a sales rep like him.
The thing is, if he had actually read my LinkedIn profile before updating my address on his prospecting list this time, he might have garnered the fact that I no longer buy printing services. Oh, well.
His pitch letter began, “I can’t remember whether we met when I worked at Printer A, Printer B, or Printer C, but…” That’s such a great opener, isn’t it? But he left out Printer D and E, where he had also worked in the time that I’ve known of him! (He gets around.)
The letter went on to say, more or less, “More about me, still more about me, blah, blah blah, and yes, we can do it all for you.” Yep, the same tired, old-boy print salesman routine he has used for decades. (See The Four Ps of Printer Selection for my Disaster Avoidance Tip on “We can do it all.”)
Whenever I get his letters, I wonder, “So does this kind of thing ever work for him?” I have never worked with the guy. I don’t have any plans to work with him. He is employing relationship marketing when we don’t have a relationship!
Disaster Avoidance Tip
If you do not have any prior relationship with a prospective customer, do not use this sales approach. It can come across as stalking, and it’s creepy!