Wallace?A Commercial Success
And, thanks to the acquisition, Wallace can now offer all of these services to new accounts. Graphic Industries shared few customers with Wallace. So there's minimal overlap.
Wallace's 700 salespeople already have experience with commercial printing, so they shouldn't have too much trouble filling capacity on Graphic's fleet of primarily sheetfed presses. The 300 salespeople from Graphic Industries should keep Wallace pretty busy as well.
"To our pleasant surprise, we're finding that the Graphic salespeople have identified well with the Wallace product lines," Leatherman says. "They're actively selling those product lines."
Some of these new product lines even extend into commercial printing. Specifically, Wallace has designed W.I.N. 3.0, the latest version of its popular software program, with buyers of commercial printing in mind.
W.I.N. 3.0 provides buyers of commercial printing with the same time- and money-saving features that previous versions brought to early W.I.N. adopters. Need to know how many brochures you should print? Pull some data from W.I.N. Look at specific usage patterns for similar products you've printed in the past. See how these products performed—across a region or across the country. Measure data by days, weeks, even years.
"Because of all the data we are tracking about the use of these items, buyers can do a much better job of forecasting the initial quantities," Samson boasts.
W.I.N., while extremely powerful, is just one step in the process. Wallace markets a total print management strategy. Distribution, warehousing, shipping and, whenever necessary, outsourcing complement manufacturing and information services. Wallace treats each customer uniquely, providing as many services as the customer requests.
That means selling more than just forms and commercial printing. And Wallace does. Labels, direct mail and office products round out the organization's offerings.
While commercial printing and forms comprise the biggest chunk of Wallace's business—44 percent and 22 percent, respectively—these two categories do not overshadow the company's other products. On the contrary, Wallace is dedicated to finding new ways of improving all aspects of its business.