- 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
07/28/2026
A Process For Selling Promo
Source: Bill Farquharson, July 27, 2026
This week of LinkedIn content wraps up a month of focusing my comments on selling promo. Since I’m writing and recording this at the end of June, I can’t add, “…and it was very well received. Thank you for all the great feedback” but let’s just assume, shall we?
So far, I’ve covered some basics, written about prospecting, which target markets to call on, and last week, objections. What’s left is Process and Message. That is, how do you put together a successful sales campaign?
If this were print or signage; If this was packaging or labels, I’d be suggesting a step by step, week by week process that starts with identifying a need and then offers a solution.
But promo is different. It’s not a custom product in the way signs and print are. Sure, it’s imprinted but the product itself already exists. So, if it were me I’d go “Taco Bell” on this one.
For those who have not heard me offer this idea, here’s the Reader’s Digest:
First, come up with three price points, say, $499, $999 and $1999. Next, determine a mix of items and quantities to offer for these prices. Create a flier or email, send it out, make a follow up call or two and voila, you are done!
This is a simple sales process for a reason. It helps the customer think of promo as a packaged product and gets you into a good conversation; one that discusses needs and products instead of pricing.
I’ll post some other ideas on LinkedIn for the rest of this week, but this will get you started. And don’t forget to look back on the previous three weeks for more ideas on selling promo.
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:
BrewCrew Oktoberfest: Great Connections Are Brewing in Detroit!
Great connections are brewing in Detroit! Join Graphic Media Alliance and AIGA Detroit on Tuesday, October 27, for the BrewCrew Oktoberfest Networking Event at Batch Brewing Company. Enjoy an evening of networking with print, design and graphic communications professionals! Space is limited, so reserve your spot today!
Read MoreA Greener Future Starts Here! Join GMA November 5 for a Special All-Region Member Event
Something exciting is taking root at Graphic Media Alliance! Join us November 5 for our FREE All-Region Annual Meeting, featuring special guest Jordan Darragh of PrintReleaf and an exclusive preview of GMASustainability(+), launching in 2027. Discover how your business can make a measurable environmental impact while enjoying exclusive GMA member savings!
Read MoreDon't Miss Out on Potential Workers' Compensation Savings for 2027!
The 2027 Ohio BWC Group Rating enrollment period is approaching! GMA members are encouraged to submit their enrollment or re-enrollment paperwork to Sedgwick as soon as possible. Don't miss the opportunity to maximize potential savings on workers' compensation premiums. David Deyo, our dedicated Sedgwick Program Manager, is available to help!
Read MoreAre Your Wages Competitive? The 2026 Wage + Benefits Survey Results Are Here!
Production wages are up, employee turnover is down, and the competition for skilled workers continues! The 2026 Wage + Benefits Survey provides valuable insights to help printing companies make smarter compensation and workforce decisions. Participating GMA members receive the full report FREE, while others can purchase their copy through the GMA Bookstore!
Read MoreGMA Member Millcraft Expands Packaging Capabilities with Strategic Acquisition
Congratulations to GMA member Millcraft on its acquisition of Protective Packaging Products (P3)! This strategic investment expands Millcraft's protective packaging capabilities and strengthens its presence in automotive and industrial markets. Learn how this fourth-generation, family-owned company continues to grow while building on more than a century of industry leadership.
Read MoreLove It? Buy It!
Want to help strengthen the printing industry? Sometimes the best way is to practice what we preach! From direct mail and signage to branded apparel, Bill Farquharson reminds us that every purchase is an opportunity to demonstrate the power of print. Discover how a simple conversation can reinforce the value of the products and services our industry provides in this week's Short Attention Span Sales Tip.
Read More