A Master Salesman
PI: After all that work to promote your company, why sell it to Integrated Graphics?
Abrams: Integrated Graphics offered a unique extension to our original ideas and dreams. Integrated Graphics is helping grow and build the Empire facility in Manhattan as we speak, with new state-of-the-art equipment and staffing. This would have taken much longer without them. With many New York printing firms of all sizes vacating Manhattan, building up our operation there affords us a unique opportunity going into the new millennium. Integrated Graphics also created a unique network that we are now a part of, a network that enables all our salespeople to sell into the other Integrated Graphics plants. That puts us in a wonderful competitive situation and enables us to sell and market services we usually would not sell and market. The Integrated Graphics executives also represent many generations of printing and management experience that we counsel with frequently.
PI: Is there any advice you can give to our readers? Any tips on how to grow a printing business and how to market not only the capabilities of the business to existing and new clients—but market the business itself, in this age of consolidation?
Abrams: The key to success is to keep your eyes open—but stay on your toes. There are many companies that just want to buy sales. That's an old-fashioned way to do business. I would recommend to any business owner that the need to create strategic alliances with companies that possess vision, resources and an eagerness to try new things is essential.
The printers that succeed in the future will be the ones for which printing is the means—not the ends—and is part of a strong communications solution for the client.
Todd Abrams' comfortable, open approach to networking with the customer, coupled with his enthusiasm for pushing promotional materials and investing in digital prepress, has made him (and his once-small, one-room print brokerage firm) a true Cinderella story.