ROYAL IMPRESSIONS -- Getting With The Program
In partnering with its clients, the company looks to add value to the relationship wherever it can. "One of the things we do really well here is sit in front of our clients and learn from them about their businesses," the company president asserts. "We are looked upon as a marketing partner, and not so much as a printer. For variable printing programs, in some cases we can be in discussions for six months to a year before the concept fully evolves, especially with a more complex application."
Royal Impressions has established two levels of sales staff in response to the different dynamics in its markets. "Level one reps primarily sell digital and offset printing. They keep the presses running, the clicks coming in," DeSantis explains. "Level two people offer more targeted, one-to-one solutions."
Both categories earn similar compensation for an equivalent volume of sales, he adds. "However, we have to start level two reps out at a higher base because they're dealing with a longer sell cycle."
Estrada aids the sales effort by focusing on applications development. He works with reps to come up with the best-selling solution for an individual client.
"We are looking to expand our successes within certain industry verticals," Estrada says. "We have a long-standing history in the financial services sector and a lot of successful applications. Now it's about getting inside new accounts and leveraging our success. We want to do the same with other industries, such as travel and entertainment, casinos, pharmaceuticals and insurance."
According to DeSantis, this part of the company's business has been growing at double digit rates even while the industry at large has been in a slump for the past three years. "These are programs, not just one-off projects, and we see clients quickly launch a second or third campaign. One of my clients is up to nine applications and counting," he reports.