The First Order is an Audition

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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.

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:

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