The Lonely Sales Rep

Complete Story

08/27/2026

The Lonely Sales Rep

Source: Bill Farquharson, August 17, 2026

Let me start of this fourth (in a series of five) August sales tip with a slap across your face: No one cares about your products. Print? Signage? Packaging? Promo? Branded Apparel? Labels? Do you really think anyone is losing sleep over your need to sell more?

No? Then why talk about print, signage, promo, etc. in your sales pitch? Talk about what they care about: Their needs. Their challenges…and how you can help.

How do you know what these needs and challenges might be? The answer to that is part experience, part common sense, and a huge dollop of research.

What kind of research? It’s garnering information from their website. It’s looking at industry trends. It’s learning about marketing mistakes companies in that field make. This is an acquired skill and one I strongly encourage you to acquire, unless you wish to continue quoting and losing, quoting and losing, quoting and losing.

A website is a window to the soul of the company. It will tell you what is important to them. It will give you a hint into their view on marketing. It will even predict how you will be treated as a vendor.

Learn what is important to your clients. This becomes the center of your sales pitch. Or you can keep talking about print, signage, promo, etc., and continue the lonely existence of a price-based sales rep.

Watch Bill present this week's sales tip

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:

Check out the Sales Vault!

Printer-Friendly Version

ENCORE 2026: The Leaders Are Taking the Stage

The speaker lineup for the 2026 ENCORE Leadership Conference is coming together—and it’s a powerful one. Join industry experts and business leaders Mike Philie, Kurt Wells, Kasandra Murray, Jim Russell, and David Mauro for a full day focused on the people, strategies, and ideas shaping what comes next.

Last Call for the Early Birdie!

The Early Birdie is about to fly! Register for the 2026 GMA Golf Tournament by August 31 and save 20% before regular pricing takes effect September 1. Get your foursome together and join us on October 6 for one of GMA’s favorite networking traditions.

A Hidden Question in Family Business Succession: What Motivates Your Successor?

Choosing the next generation of leadership involves questions about experience, ability, and readiness—but there may be another question that matters just as much. Dr. Ralph Williams explores what motivates a potential successor to lead the family business and why understanding that motivation can make a significant difference in a successful transition.

Hit the Links with the West Michigan PCC

At GMA, we believe supporting our industry also means supporting the organizations working alongside us—and connecting our members with unique opportunities beyond our own events. Our friends at the West Michigan Postal Customer Council are hosting their annual golf outing on September 15, and GMA members are invited to join the fun.

When Digital Fades, Paper Endures

We often think of digital information as permanent, but technology changes, file formats become obsolete, and storage devices eventually fail. Our partners at Two Sides North America take a closer look at an often overlooked advantage of paper: its ability to preserve important information, knowledge, and memories for generations.