- 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
09/24/2026
The First Order is an Audition
Source: Bill Farquharson, September 21, 2026
Congratulations. You got the order.
But don’t confuse a transaction with a customer relationship. The first order is an audition…yours and theirs. Is this a one-time thing or the first of many years of doing business together?
Start with them…
Learn the story behind the specs. Why did they call you? Was their current vendor too slow? Did they need something no one else could produce? Are they shopping price? Is this small order actually the first piece of a much larger project?
Next, set expectations…
State what YOU want: A long-term relationship. Explain what you need from them, when the production clock starts, when they’ll receive a proof, and cover your communication process.
But don’t get out over your skis by saying anything you can’t back up.
First-time buyers are paying especially close attention. They aren’t just judging the finished product. They’re deciding whether you do what you say you’ll do.
Meanwhile, you should be evaluating them. Do they respect your people? Are their expectations reasonable? Do they value the way you work? Not every buyer deserves to become a customer.
Finally, after delivering the order, don’t immediately run off to chase the next shiny prospect. Follow up. Ask about the next project. Determine whether the relationship has legs.
One order gives you revenue. What happens before, during, and after that order determines whether you’ve earned a customer or simply printed a job.
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