Selling Digital Printing — Business Builders
Last fall, Kodak beefed up its offerings with the launch of the MarketMover Network, which focuses on areas such as creating awareness among marketers and building Web-to-print tools. “It’s all about driving the value of print, not just to the printing industry, but the people who buy print. We need to help educate them about the value of print and get them excited about it,” notes Cheryl Nelan, director of customer development for Kodak.
More specifically, Kodak’s business development specialists provide business planning and assessment services, market planning and implementation, training services, personal sales support and consulting services. Its resource and tool kit provides industry and market resources, business planning resources, financial and ROI justification tools, sales support tools, marketing templates, open house support, application guides and samples, owner and designer guides, success stories and white papers.
“Over time, we’ve developed different tools that complement our business development specialist going out and doing the training onsite,” explains Bob Barbera, director of business development services. “As those tools collected and grew, we created a business development kit. Instead of having all of these independent tools, we put them together in one package.
“Now, we train (the printer’s) sales reps so that they will be effective when they hit the streets. We show them how to sell digital, how to position it and how to find some of these new opportunities. They’re armed with case studies, sales pitch books and sample applications, so they can hit the ground running and be professional.”
Kodak users can also benefit from the MarketMover Resource Center (marketmover.kodak.com), an online tool launched during PRINT 05 that is constantly updated with sales and marketing materials and information on vertical markets, among others.
In addition to the MarketMover Network and Resource Center, Kodak provides nationwide onsite support. Teams are assigned to geographic areas, and they provide strategic guidance to potential customers before a NexPress is even installed and continuing long after to ensure the printer’s success.