Now, let's look at a pie chart for a mythical 8-percent-profit company, where all four salespeople committed to raise prices by a mere 5 percent. See what happens. The yellow slice gets a lot fatter—just like the ol' Mañana Man. And, the whole pie gets 5 percent bigger.
The Secret to Success
I knew something had to be wrong with a Texas guy transplanted from an Arkansas farm (Davis) agreeing with an Italian economist from New Jersey (Paparozzi).
The answer, folks, is markup. Add more profit to your jobs, and sales will go up. Of course, you've got to sell it, and the customers have been telling us for years, "Give us primo response and Ritz-Carlton service, and we'll pay a little extra." As soon as you figure out how to satisfy each of your customers on their terms and gain their confidence, you can get an extra 5 percent.
OK, here's what we're going to do: I am going to be completely fair and divide up the readers by "consolidators" and "independents." All salespeople from independent commercial printing companies, you sit on the left side. All you commercial salespeople from Mail-Well, Master Graphics, Consolidated Graphics, Printing Arts America, Wallace, Kelmscott, Nationwide Graphics and Quebecor World, you sit on the right side. (Would somebody please have security break up the fist fight between the Mail-Well and Wallace people?)
I will write in code, so that the right side can't read my message to the left side, and vice versa. OK, listen up you big company salespeople! Here's what I want you to do:
- Commit to working eight extra hours per week, devoting all that time to extra service for your largest accounts.
- Commit to investigating, learning and deducing everything about the meaning of customer service.
- I doubt that your companies are providing you with sales training, so I want each of you to commit to spending $1,000 of your own money to improve your selling skills.