Ways to Roar Like a Big Cat –Farquharson/Tedesco

The commercial printing industry is a treacherous jungle that consists of big cats and little cats. Life is good for the big cats. They’re known and respected throughout the jungle, enjoy strong relationships with other animals and usually capture the biggest kills. The little cats live a tougher life. They’re barely recognized, command little loyalty and often struggle to bring home food each night.

Ever notice that some printing companies seem better-known than others? Aren’t you jealous of their new presses, new employees, fat contracts and sustainable growth? These firms aren’t just lucky. At some point, each of these companies likely made an effort to strategically raise its industry profile. As a result, they vaulted to big cat status and now enjoy its attendant rewards: an improved industry reputation, stronger customer loyalty and better sales.

Becoming an industry big cat requires an intelligent plan, a consistent effort, and a keen awareness of what your customers and prospects value. An integrated informational marketing and public relations strategy can help you claw your way to the top of our industry. Read on to see what two well-known big cats can teach you about boosting your company’s industry presence.

Be powerful like the lion. Author–ity is power. The lion is king and commands the best resting spot, the best drinking water and the best prey. Authority instills trust, and trust instills numerous benefits. Print salespeople can gain authority by becoming an “industry ambassador” or an “industry knowledge resource.”

Industry ambassadors are high-profile individuals adept at spotting emerging trends, adjusting to changing markets and making strategic investments that benefit customers. One short path to ambassador status involves writing and publishing a book. Simply put, authoring a book places you on a different level than your competition. A book provides a time-tested platform from which to provide fresh perspectives and demonstrate your knowledge and abilities. There are few better lead generation and sales closing tools than a book with a compelling message.

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."
T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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