Why Your Sales Reps Hate Digital Printing
“Her? She’s a lone wolf.”
“The whole lot of them are self-centered.”
“Confident? Well, yeah, but also borderline cocky if you ask me.”
The same qualities that work to make a sales rep successful can also make them someone that you would not necessarily want to have a beer with. But you have to take the bad with the good and part of the “bad” is also a bit of a secret that I will let you in on: Salespeople hate selling digital printing. Why? Well, here’s another common sales quality:
“All reps are money-motivated.”
It’s the, “What’s in it for me?” factor that gives reps pause when it comes to selling traditional print versus digital. And it’s this same money-motivation that leads them to believe that selling digital means smaller dollars and small commissions.
What’s required is an entirely different compensation structure from management, one that motivates and rewards while recognizing that what works for commercial print won’t work for digital.
Remember this: Sales reps will follow the dollars. You want them to sell more digital/inkjet, lead with the Benjamins.