Messaging can take many forms and cross multiple mediums (beyond print). Ammunition is abundantly available throughout this publication, the supplier community and print associations that describe the benefits customers are obtaining with the use of 21st century marketing logistics. If a company’s messaging focuses on these benefits, it will eventually break through to the marketing executive level that needs to be reached. The goal is to get to the point where the benefits being described come from first-person testimonials by customers.
Making the competition irrelevant by employing systems selling is a distinct reality. Plan strategically and practice, practice, practice. It is certainly sufficient to tell existing clients that the industry is evolving and you’re innovating with it.
The promise of increasing a customer’s marketing effectiveness has arrived. Focusing on what the client is trying to achieve with its marketing objective—while avoiding being “print-centric” in the process—will enable a savvy supplier to acquire more printing business than its management team might ever have thought possible.
The time will come when the industry acquires advertising and marketing agencies; a natural evolution of what’s to come. Companies are now competing on a big stage and there is enormous real estate available for those service organizations bold enough to make the grab. Happy hunting! PI
About the Author
Peter Winters is a principal at Winters Group & Associates, a performance-based advisory firm that specializes in teaching printing companies how to re-engineer the selling process. He can be reached for further comment at firstname.lastname@example.org.