- NEW: Replays—Insider exclusive recordings of Office Hours sales discussions
- Downloadable prospecting letters
- One killer-good intro letter only the bravest of the brave send out
- A downloadable voicemail script
- 15 on-demand video sales courses
- Archived sales content searchable by sales challenge
Complete Story
04/03/2024
A Cautionary Sales Tale
Source: Bill Farquharson, The Sales Vault, April 1, 2024
A cautionary tale for you. Hopefully, you’ll read this early enough in the day that you are not tricked into giving money away.
It was March of 1992, and I was frantically helping a client convert from a traditional print method for their software manuals (whereby they would print up 15,000 at a time) to digital and only produce a few 100 as needed.
Working with their product manager and technical writers, we took production down to the last day of the month, March 31st, but created a beautiful product everyone was pleased with.
In order to get the job in the door, I needed a purchase order. But, in order to get a purchase order, I needed a price and since we didn’t know the final page count until the morning of the 31st, I could not accurately quote the job.
The buyer was a woman named Joanne Mills. She gave me a blank PO but warned me, “Bill, do not take advantage of the situation.” The job shipped. The job was received. All good. I faxed over pricing to Joanne and called it a day.
The next morning, I got a call from Joanne: “We’re not paying that price. You need to do better.”
To this day, I can tell you exactly where I was when the heart-stopping call came in.
I could certainly understand her hesitation. They were paying under $5 per manual previously and now the cost was more like $17. After I recovered from the shock of her message, I started reeducating her on the difference between traditional print and digital print. I talked about the advantages of printing less: more frequent updates, less waste, etc.
I talked for a few minutes and then paused to think about what else I could say to justify this price. Suddenly…
Joanne giggled.
Before I could say anything, she said, “Happy April Fool’s Day!”
As I picked my jaw up off the floor, she told me I was the fourth sales rep she called that day. It started as a joke, but the first rep immediately caved on price. So, she decided to keep calling salespeople until someone stood their ground.
That would be me.
This will happen to you more than just once a year on April first. Clients will push back, and you will need to stand your ground. Be ready to justify your price or be ready to explain why you are giving concessions so readily.
The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.
The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.
Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.
Other Vault resources:
More Than an Awards Ceremony... It's GMA's Biggest Night of the Year
The 2026 Print Excellence Awards Grand Ceremony is almost here! Join us on August 20 for an unforgettable evening celebrating award-winning craftsmanship, reconnecting with industry friends, and experiencing a few special surprises we've been keeping under wraps.
Read MoreGraphic Media Alliance Members Benefit from a National Network of Industry Collaboration
Your Graphic Media Alliance membership extends far beyond Ohio, Michigan, and Northern Kentucky. Through the Americas Printing Association Network (APAN), GMA members are connected to one of the largest collaborative networks of print associations in North America—bringing expanded research, benchmarking, advocacy, partnerships, and resources that strengthen businesses across the country.
Read MoreThink Patented Expands Regional Footprint with Strategic Acquisition of Clark & Riggs Printing
Two highly respected family-owned printing companies are joining forces. Think Patented has announced the acquisition of Louisville-based Clark & Riggs Printing, strengthening its regional presence while preserving the customer-focused culture and craftsmanship that have defined both organizations for decades.
Read MoreThink You Know Paper Recycling? The Facts May Surprise You.
Paper is one of the most recycled materials in the United States, yet misconceptions about recycling and sustainable papermaking continue to persist. Two Sides North America's latest fact sheet separates myth from reality with easy-to-understand data you can use to educate customers, employees, and your community.
Read MoreAugust Workplace Compliance Checklist: Are You Ready?
From employment law updates and workplace safety to wage and hour compliance, immigration, AI, and state-specific developments, Fisher Phillips' monthly Employer Checklist highlights the issues employers should be paying attention to this August. Don't miss this valuable planning resource for your HR and leadership teams.
Read MoreYour August Sales Plan
August has a rhythm all its own. While vacations and shifting schedules can make prospecting feel unpredictable, they also create unique opportunities for sales professionals who stay focused. In this week's Short Attention Span Sales Tip, Bill Farquharson shares practical strategies to help you make the most of the month and keep your pipeline moving.
Read More