• Not covet quotes—A basic commandment in selling is to use closed probes (those that require a “yes” or “no” answer) ONLY after a series of open probes qualifies the disposition of the prospect. The sales task is to convert the non-believer from an attitude of rejection, indifference or avoidance to one of acceptance, whereupon the cleverly phrased closed probes elicit acceptance through forced “yes” answers. The impartation here is that people don’t want a quote before they have qualified you, so don’t ask to do one. Worse, get those quotation icons off the website. Replace them with funny, engaging—but brief—qualification surveys that offer rewards.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at vince@pbba.org