Original Sins of Order-Taking

• Not bear false witness or take names in vain—Bad-mouthing the competition is unethical and also counterintuitive. Offer, instead, side-by-side qualitative and quantitative comparisons of features-to-benefits, even if some appear to favor one or more adversaries. Speed of response, depth of experience and assurance of 100 percent satisfaction are among the many differentiations one may position to prospects. Use worthy competitors to your advantage.

• Not Steal—“We can beat everyone else’s price.” Buying work through concession pricing not only steals business from others but, more importantly, denies profitability for your own company. Walk away when a sale turns into an impending slaughter.

Vincent Mallardi, CMC, is the founder and former chairman of the PB/BA International (pbba.org), a global membership network of print intermediaries and their trade-only and specialty suppliers. He is also an adjunct professor in economics and a consummate, lifelong printing salesman.