Printers rarely struggle to explain what they do. The challenge is explaining why it matters.
According to Emily Yepes, most sales conversations stall because they center on products and processes instead of business impact. Buyers already assume you can print. What they want to understand is how you solve problems, reduce risk, unlock revenue or simplify their lives.
A leader with Sandler, Emily encourages sales teams to shift from capability statements to outcome-driven messaging. Instead of leading with equipment lists or service menus, she advocates for a repeatable framework that ties print solutions directly to measurable business challenges. When prospects hear their own priorities reflected back to them — margin pressure, speed to market, brand consistency, inventory complexity — curiosity replaces comparison shopping.
This shift is especially important in crowded markets. Buyers already have multiple printing options in their territory. Differentiation does not come from another claim about quality or turnaround. It comes from demonstrating a deeper understanding of the buyer’s world and asking smarter questions early in the discovery process. When sales teams anchor conversations around impact, they earn the right to explore opportunities more deeply.
Emily also addresses a second source of confusion for sales leaders: AI overload. Many organizations feel pressured to adopt tools without clear criteria for evaluation. Her guidance focuses on practical applications that support prospecting, customer communication, call analysis and skill development — not shiny tools that create distraction. AI, used well, can reinforce strong messaging, streamline follow-ups and provide coaching insight. Used poorly, it adds noise and drains energy.
The key is alignment. AI tools should strengthen your positioning, not replace it. Before investing, leaders need clarity on what problem they are trying to solve, how adoption will be supported and what return they expect to see. She emphasizes disciplined evaluation, thoughtful rollout and consistent reinforcement so that technology enhances performance instead of overwhelming teams.
Emily will expand on these ideas at Edge Rockies, helping attendees build a clearer, more compelling sales narrative while making smarter decisions about AI investment.
