#7 - JP Hunt
JP Hunt, co-founder of InkSoft, and I connected through Instagram. We were going back and forth about topics JP could talk about on the show. We both agreed that how to take information from a customer in order to give them the best possible experience.
The main topic is a question-based sales method. JP, however, gives a ton of information on sales, marketing, how to train and run a sales team, and why all this stuff matters.
# 7 - JP Hunt
• Here are the numbers from the InkSoft Survey that JP goes over:
Are your sales effected by seasonal buying patterns?
Yes - 89%
Which best describes your revenue growth?
Slow but consistent growth: 73.7%
No growth: 9.9%
Do you have a dedicated sales force?
No - 57%
What ONE business skill do you most want to improve?
Sales: Hiring & developing a sales force - 32.1%
Which sales channels represent the greatest future opportunity?
• Totally hearing JP on the need to educate decorators on how to use the tools that technology provides. So many of us know that the necessity is there, but doing things in a smart way is a struggle.
• A sales methodology reduces the chaos.
• Really liked hearing how JP came to follow the question-based selling by feeling the method was the least manipulative to the client.
• Question to find needs, problems, and opportunities.
• Don’t treat your customers like a bad doctor: surface questions which lead to poor care.
• People are motivated by fear or ambition. Sometimes both at the same time.
• Pain points learned through conversation can allow you to remind your customer why they came to you. You should, however, remind them why they should be excited to be in your print shop.
• Seek 50 little “yeses” in order to transition to final “big yes”.
• Educate the customer that the garment they are buying is a form of marketing. Framing a shirt as a brand statement gives everyone more urgency in getting the best product.
• If you show you actually care, you have given yourself a competitive advantage while also being decent.
• Haven’t heard a Reader’s Digest reference in a while.
• Interesting that JP has made the question method itself a sales team requirement.
• I gave the wrong name for the author of Secrets of Question-Based Selling. It is Thomas Freese.
• Good to know: Good sales technique correlate to strong marriages.
JP’S 12 QUESTIONS
Below are the 12 questions that JP put together as a framework to start your question list.
Tell me a little about your organization/event/brand.
What is it that makes your organization/event/brand unique?
Tell me about this particular project (what is it for, when do you need it done, products/designs you’ve considered, etc).
How will these products ultimately be used (one-time use at the family reunion and not many times after, used as promo items at a conference, uniforms for an entire sports season, brand building in the general public, etc)?
Tell me about the group that will be wearing/using the final products (sports team, youth group, employees, restaurant customers, etc).
What types of products does this audience usually gravitate towards (specific brands, styles, or trends)?
What is your biggest concern or hesitation going into this project?
Have you ever used another decorator to fulfill an order?
Why did you decide to look elsewhere this time?
What does success look like for this project (happy group, quick turnaround, people still wearing shirts 3 years later, etc)?
How do you normally make decisions like this?
Are you operating with a budget?
• “A sales salary is enough to keep the chair warm.”
• Solid salesperson compensation package: A base salary + commission = percentage of gross profit + bonuses for extreme awesomeness
“A good salesperson is a revenue generator…Salespeople makes you money…Do I allocate salary toward someone who makes me money? Well, the answer is “yes”.”
— JP HUNT
• “Who cares how much it costs if it makes you money.”
TRAINING ISN’T JUST FOR THE PRODUCTION FLOOR
• “You should over-invest in training.”
• Great to hear JP saying how important training is. Your employees are worth investing in.
• Credit to Gary Vaynerchuk on the marathon analogy.
“The actions you take today, are going to be the important things a year from now.”
— JP HUNT
• Sales and marketing feed each other: "Marketing creates opportunity, Sales captures that opportunity.”