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New ISA White Paper Provides Sales Strategies for Wide Format Professionals

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A new white paper from the International Sign Association, Sales Best Practices for Wide Format Providers, provides strategies to help wide format printers attract and retain customers. The white paper, prepared by KeyPoint Intelligence–InfoTrends and sponsored by EFI™, is designed to help printers determine the right sales strategies and staff to succeed in the rapidly expanding space.

The publication is well-timed. According to the authors, “the process of selling wide format products and services is more difficult now than it has ever been. Due to the wealth of knowledge on the Internet and an increased amount of competition, today’s buyers have an unprecedented amount of information at their fingertips. If a buyer has already figured out what he/she needs and has narrowed things down to a list of providers who can complete the job, price and turnaround time will almost always become the deciding factors. Rather than being forced into price-driven conversations, for example, savvy sales reps must identify opportunities where they can create demand and value.”

The paper explores what drives customer loyalty, provides insight into high-performing firms and helps printers determine skillsets needed by new hires. It also provides guidance on evaluating existing sales teams and coaching them to new successes.

The white paper is available for free for ISA and Affiliated Association members. Non-members may purchase the report for $24.95. Learn more at www.signs.org/business-resources/printing.

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