I entered a small café to fuel me for three hours of Christmas shopping, my heart set on a simple green salad. A pleasant young guy described the incredible freshness of their salad, took my order, and turned towards the kitchen door to fetch my lunch.

 　　A second, slightly older man piped up, "Would you like tuna or chicken salad with that--it's only a dollar more?" Why, of course! Why didn't I think of that? I LOVE tuna! "Smart guy," I thought to myself. He grabbed an opportunity to sell me more--to sell me something that complemented my order. And it worked.

 　　Amazon does it. When you're considering a book on their site, they surround you with other books on the same subject matter that others have purchased, putting you 'in the mood' to buy even more products. Printers can do the same. It seems to me that smaller printers have the perfect opportunity for this. I'm thinking about walk-ins, or first timers, who have no idea what types of printed products are available for a bit more money. Products that will enhance their business communications.

 　　When someone orders business cards, won't they also need letterhead and #10 envelopes? I'd go further. "Could you use some note cards to go with that order? We'll use the same card stock as your business cards. It's a lot cheaper buying them now than going back on press later." Someone's ordering invitations for a business function--maybe a luncheon. Might they need programs printed for the event? How about follow-up materials?

 　　The e-printing sites do a great job of "selling more." Images of printed post-it notes, customized coffee mugs and mouse pads, and other corporate promotional products litter every page. I don't know about you, but seeing colorful images of products that could help me promote my company makes me stop and consider.

 　　Whatever you offer in addition to printing--digital asset management, graphic design, mailing/fulfillment--look for opportunities to sell these services along with the ink on paper. Selling printing is not synonymous with order taking. Put yourself in your customers' shoes to see what else they might need. Or crave. I craved that scoop of tuna. I just didn't realize it until the salesman offered it to me.

[时间：2007-12-21  作者：Margie Dana  来源：信息中心]