Digital Sales Compensation: Neither Fish Nor Fowl
Although all of Sandy Alexander's sales force sells digital in addition to offset work, many will lean toward a product based upon the industry vertical they call upon (i.e., pharmaceutical, financial, publishing). Other salespeople will target a broad cross-section of industries.
The slow economic recovery and resulting budget cuts play to digital printing's strengths, Kahanec notes. "Clients want multiple versions of short runs. They want customized/personalized campaigns built on their customer's demographics."
Team selling is also an integral part of the Sandy Alexander sales attack. Kahanec credits its success to President and CEO Mike Graff who, upon taking the helm in 2008, implemented a company-wide reorganization that integrated the digital division into the remainder of the company.
"In the end, the compensation is based on value-added and profitability to the overall company," she concludes. "Adding digital printing to our overall product portfolio has increased the added value to our clients and the sales force. It is a win-win for everybody." PI