Bill Farquharson’s Print Sales Tip for the week of December 21, 2015

I’ve got a concept that I’d like to see if I can get across to you verbally. I call it the “Sales Bridge.”

Imagine two pieces of land with a stream in between them. The stream is too wide to jump across, so there’s a bridge. Okay. So far, so good.

The land that you are standing on represents your part of the sales conversation. The other side of the water is where the customer talks and you’re the one that’s doing the listening.

Now, let’s say you call someone up and try to get an appointment to go see them. Assuming that they pick up the phone, your goal is to get to the other side of the stream as quickly as possible. Only then do you have a chance. The more time you spend on your side of the stream— in other words, the more talking you do and the less listening— the less likely you are to get on the customer’s calendar. That’s where the Sales Bridge comes in.

The best and strongest Sales Bridges are questions that you have asked. If you’ve done your homework and are prepared for this sales call, it should not be difficult for you to engage the customer in conversation by getting them talking about themselves. Make the conversation about something that is important and relevant to them and you’re going to spend a lot of time on the other side of the stream and even more time face-to-face with that customer.

Before you pick up the phone, arm yourself with a lot of open ended questions that are designed to get the customer talking about problems and challenges that he or she is facing. By doing so, you are building a strong Bridge, one that will lead to an appointment and eventually, to sales.


Need to improve your sales? Now you can book time on my calendar and talk about your Sales Challenges or your salespeople or your company’s future or…. Just go to  and grab a timeslot.


And/Or you can try out the Sales Challenge for a month for just $30 by using promo code “30for30” when you sign up. After that, it resorts to $97/mo but by then you will see the value of the program and understand that it’ll pay for itself many times over.

Have you taken the Sales Assessment Test? Do it today. It’s free and will tell you where you stand on the top aspects of effective sales. Plus, I will review it and send you back a personalized video. Also free. Hit the link at

Need to contact me? My email is and the direct line is 781-934-7036


PagePath Technologies, Inc. Is a leader in Web-to-Print storefronts.


About the Author:

Bill Farquharson
As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically “old school” advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. “Bill Farquharson will drive your sales momentum.”

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