Top of Mind Positioning

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.

Readers of this blog might recall in March I announced I was running the Pittsburgh marathon on 5/1/16. Yeah, I finished it, but that’s not the point. There are demand generation parallels in five areas I'd like to mention.

I landed in Copenhagen earlier this morning, transferring en route to drupa. The flight was an hour-ish late making my connection to Düsseldorf rather tight. Waking up in a fog that Americans flying to Europe usually feel, I stumbled off the plane and walked through Danish Passport control to transfer to another terminal. Only then did I do the traveler’s pat. Passport, left front pocket. Check. Cell phone, right front pocket. Check. Biz card case back right pocket. Check. OMG, back left pocket empty.

The awful morphing truth about our beloved print industry is that solving customers' communication needs isn't nearly enough anymore. We need to use our technologies and capabilities to solve our clients’ business needs. This is how today’s printers create non-replaceable relationship value.

Continuing with the second installment of a three-part blog series, here are answers to more sales planning questions, prepared in response to a trade pub editor’s request.

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