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10/14/2026
Find the What, Make the Sale
Source: Bill Farquharson, October 12, 2026
Good morning!
Most salespeople begin prospecting by asking, “Who buys the printing?”
That seems logical. Find the buyer, gain an appointment, obtain something to quote, and begin the race to the bottom. Woo-hoo!
Perhaps we are starting with the wrong question.
Before searching for the “Who,” find the “What.”
What is the company trying to accomplish? What business challenge is it facing? What outcome does it need? What opportunity is it pursuing?
If you begin by finding the print buyer, you limit yourself to “selling print.”
Find the business objective first and you give yourself a chance to sell ideas.
The “Who” still matters.
Just make certain you understand the “What” first.
And What do you want? More sales? Good news! We know Who can help: Bill Farquharson and his Sales Vault. Go to SalesVault.pro or call 781-934-7036.
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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