Myths are bad for the industry and reduce profits.
Profitable Printer Relationships reported that a lot of these myths “revolve around sales” and often mean that companies end up making decisions that reduce profits and “in some cases” these myths cause companies to go out of business.
The article goes on to say that ignoring these myths is the best thing that printers can do and that this will “create better relationships with their customers as they will remain in control of the sales process and “achieve the results that their company needs” taking a realistic view of the market.
According to the article there are seven print sales myths which are listed as: the more sales activity the better the profits, relationships grow sales, features and benefits is a great way to sell print, buyers make the sales conversation all about price, all buyers choose on price and nothing else, selling service and quality is a great way to get new customers, and social media is bad news for print.
Much of the list has been disproved by “recent research” and case studies. Furthermore, the article states that “some sales people hide behind these myths. They use them to try and hide the fact that they are not very effective at their job”. The article notes that people in the industry should always challenge what they hear as some have “believed in outdated ideas and practices for too long” and to change this way of thinking people need to “challenge accepted thinking”.