Sales Efficiency Is a Must —Sherburne
Spiegal stresses that it was not a short sales cycle. The company worked with Cal for almost a year selling the concept, then Cal issued an RFP. The good news for Oniya Shapira was that it had a leg up on the response, since it helped shape the RFP. Implementation of this type of application takes time and effort, as well. But Oniya Shapira is now 8 million color impressions per month richer, is likely to be able to expand to other business within Cal, and can also take this offering to other customers.
None of it would have been possible with a conventional sales approach. Spiegal says, “If you want to sell new ideas to companies like Cal, you need to spend time with the marketing department. Purchasing and IT are not likely to be champions for this type of change.”
Leverage what you have learned either by attending Graph Expo (next year, if you missed this show) or reading articles about it. Incorporate that information and knowledge into your business to achieve more operational efficiency.
But when you are doing so, again, it’s important not to forget the sales force. Look into training such as that offered by WinningStance or others that can reinvigorate your sales force by giving them a new approach and something new to talk about. You will never look back! PI
—Cary Sherburne
About the Author
Cary Sherburne is a well-known journalist, author and strategic marketing consultant working primarily with the printing and publishing industry. She is a frequent speaker at industry events, a regular contributor to industry publications and has written three books, which are available for purchase through the Bookstore section on Printing Impressions’ Website (www.piworld.com). Sherburne can be reached at Cary@SherburneAssociates.com.
