Business Management - Marketing/Sales

I have been very fortunate in the past two months to have the opportunity to work with some great sales teams. There are many commonalities among all sales reps, but there is one that has really surprised me.

Close your eyes and picture the Verizon Guy on the phone asking that ubiquitous question, “Can you hear me now?” In the early commercials, he’d pop up every where. It got annoying...Fast! Sales people providing low/no value in their sales calls inhabit that same space when they check in with clients and prospects.

Is it wise or profitable to seek out requisitioners or corporate-level types, as opposed to print buyers, in search of work? As printers take on more of the services that have traditionally been identified with advertising agencies, can the marketing-evolved printer play nice with an ad agency client?

Some printers started offering one or two campaign-type services (like variable data printing or Web-to-print) and called themselves Marketing Services Providers (MSPs). It's this shallow, in-name-only 
rebranding that I object to, not the fact that printers must evolve.

Eighty percent of success is showing up. So said Woody Allen. Damn, I wish I had said that. I think I'll embellish it, and then it will be mine and I can make up some t-shirts. My version would be, "Ninety percent of success is showing up with a little talent." See? I changed it a lot. Look for the bold changes I made below.

Relatively new content management system (CMS) tools, such as Wordpress and Drupal, greatly reduce the technical know-how needed by printers to maintain a fresh-looking Website. Once your site has been designed and launched by a professional Web developer, CMS tools help your company or an outside marketing resource deliver the timely, dynamic content your visitors—and customers—crave.

When was the last time you analyzed the strengths and weaknesses of your brand? Your brand marketing and overall brand equity is something you have build up over many years. Six areas of focus can uncover hidden risks and relevant opportunities to recharge your brand.

Online video content can inspire print buyers to further associate your company with the resourceful solutions, dependable service and printing expertise they crave. Your company's initial investment in creating video can be as little as a $150 handheld camera and a couple hours.

Selling Digital and VDP requires more than just a "Do you need any digital printing today?" approach.  It's the research done prior to picking up the phone that creates a killer opening line.

In this webinar, printing industry sales experts and consultants Bill Farquharson, President of Aspire For Inc., and Kelly Mallozzi, President of Success.In.Print, will teach this skill; likely the most important skill that the Digital/VDP sales rep can have.

You will learn:

• Where to look for info on a prospective client;
• 12 things to look for on a company website;
• How to create a killer opening line or voice mail;
• How to differentiate yourself through pre call research;
• How to know if a prospect buys on price before picking up the phone.

Are you using a CRM solution? If not, how in the HELL do you keep your prospecting straight? What’s that? You’re NOT keeping your prospecting straight? Or, are you simply not prospecting? Either way, you would NOT be alone.