Sales Gold
The economy got you down? How about your sales? Tune out the naysayers for just a minute and realize the plentiful solutions waiting to be had. Yes, the struggling economy has added a different competitive dynamic to the selling game, but everyone also knows that pessimism is the least productive—and least profitable—of attitudes.
To get our readers motivated, Print Professional turned to some of the industry’s biggest sellers for their success stories. Following is a collection of valuable tips and tools on how to overcome the effects of sluggish sales and dwindling budgets.
“If your customer is not willing to commit to a large blanket order for four-color process labels, consider manufacturing them digitally in smaller quantities. Short-run digital printing is very cost-competitive with no plate or tooling cost.”
Tony Heinl, executive vice president
Repacorp
Tipp City, Ohio
“Diversify! Obviously the more products you have knowledge about, the more products you can sell. Good salespeople should be able to look at their clients’ desk[s]/office[s] and start selling the stuff that is right before their eyes—print- and promotional-related. Forms and checks are great repeat business.”
John Valline, vice president of sales
Ames Computer Forms
Ames, Iowa
“Sell direct mail programs! Organizations are actively spending marketing dollars to increase membership and response rate during the economic downturn. Selling a program allows for the sale of multiple components to one client (e.g., EZ-Release or integrated membership cards, affixing, imaging, forms, envelopes, sorting, mailing, etc.).”
John McKillip, CMO, Partner
USA/docufinish
Plainfield, Ill.
“For distributors to be positive about the value they bring to their customer. Resist the temptation to lower prices whenever asked and look for ways to prove your value and the value of your products to your customer. Remember, anyone can reduce a price, but not everyone can provide what you have to offer.”
Dave Erickson, vice president – sales administration
Ennis
Midlothian, Texas
“Call in all of your markers! You have gotten your customers out of jams plenty of times. Maybe they can help you get through 2009. There isn’t a better time for networking than right now. It is human nature to help someone out when they ask for it, so ask your top clients to help you find new business. Ask them for referrals and testimonial letters, and to serve as references.”
Gary St. Onge, CFC, vice president sales & marketing
AmeriPrint
Harvard, Ill.
“First, it is important to recognize that all companies, regardless of industry, are most likely going through the same uncertain and tumultuous times. This will certainly include the printing industry, which saw an approximate 3.5 percent decline in 2008—not bad in comparison to other top industries. The most important thing to emphasize is to stay close to customers by getting more personal in the relationship. Competition will be fierce. Somehow companies need to have their customers “want” to do business with them. It is critically important to separate yourself from the competition by providing a recognized network of added-value services that will demonstrate you are not selling just a commodity. More than ever, all companies—including distributors—need to remain cost-competitive while understanding exactly what their customers need, and tailor programs that meet both current and long-term objectives. Good companies can thrive in challenging times by securing more market share because they are good and recognize the customer comes first!”
Mike Durbiano, vice president of sales & marketing
Printgraphics
Vandalia, Ohio
“Be positive! A sincere smile and upbeat attitude can change the outlook of many things. Closing an order or a customer is no different. This will also help solidify a long-lasting relationship between you and your customer.”
Kendra J. Bringman, marketing & sales manager
The Leslie Company
Olathe, Kan.
“In 2009, it is crucial to maximize your selling time and to have a plan for growth that includes evolution in products, accounts and markets served. Devote as much time as possible to creating value for your accounts as opposed to focusing on price.”
Gerry Toscani, CEO
Paris Business Products
Westampton, N.J.
“Know and understand what you are competing against. In today’s paper market, mills are producing items that are not normal stocking items to keep machines running. What is available today, may not be available tomorrow. Align yourself with manufacturers who have continued resources from reliable suppliers to avoid potential problems down the road, such as runability and availability.”
Kevin Gilliam, general manager
Quick Tech Graphics
Springboro, Ohio
“An effective way to find new opportunities may be with your existing customers. What is your share of the customer’s total spend? If it’s 50 percent or less, find out what needs to be done to capture a larger share. Your advantage: [the customer] already does business with you and trusts you as a vendor. Leverage the current good service you provide to get more business. [Furthermore,] it’s a great time to look at those dormant accounts and prospects who never had time for you before. Right now, they may be very willing to hear what you can do for their business. They’re more open to new ideas than ever before. Dust off the old prospect list and revisit them anew.”
Steve Brocker, vice president/sales and marketing
Western States Envelope & Label
Butler, Wis.
“You can get all depressed or you can look at this as an opportunity. Call on all those accounts that slammed the door in your face when things were good—they will probably see you now. And be open to suggestions and ideas on ways for them to save money.”
Richard Lindemann, Sr., president/sales
Total Printing Systems
Newton, Ill.
“Sell! That is my advice. If you wait for the phone to ring, you will not survive. Contact your customers. If all you sold before were forms and business printing (consumable printed products), the slow economy is causing a substantial decline in transactions and the need for what you sell. Instead, sell promotional and advertising printing projects and add promotional advertising products to what you sell. We have hundreds of K&B dealers who sell printing as their primary line. Promotional products is their safety net.”
Gregg Emmer, vice president, chief marketing officer
Kaeser & Blair
Batavia, Ohio
“The first key to success is to turn off the news and cancel your subscriptions to newspapers. There is a barrage of ... negative news out there, and a positive attitude is key for all times, especially tough times like these. Secondly, remember that businesses are still buying and that they are looking for value. Smart businesses realize that they need to market more in times like these. Keep prospecting hard and you will find great customers. The third key is that many organizations may have had some layoffs, and they may have a limited staff. This is your opportunity to not just be a product peddler, but a real solutions provider. When a customer needs to order a print item, ask them what project it is associated with and see if you can help with the entire project. We recently had a Proforma member working with a client that had a $50 million annual budget, but they had recently reduced staff. The customer told our member that they needed to rely on one source to handle $8 to $10 million of the $50 million spend because they didn’t have the staff to handle it. We just helped her sign an $8 to $10 million dollar annual contract. Finally, examine your own business model and assure that you are structured right for the times. In today’s environment, there are larger organizations that can help distributors with their sales, marketing, cash flow and back office work. This gives distributors more time and tools to sell.”
Greg Muzzillo, founder, co-CEO
Proforma
Cleveland
“Focus on maintaining your existing relationships by reinforcing the value and loyalty you have brought and will continue to bring, pursue new opportunities with vigor by increasing your marketing efforts and maintain loyalties and alignments with manufacturers that continue to exhibit a strong financial foundation.”
Al Havens, vice president of sales
Custom Resale Group of Companies
Aurora, Colo.
“Pressure-seal technology results in efficient, cost-savings methods for everyday business processes within government entities, manufacturing companies and school systems. This flexible system can be used to streamline payroll, accounts payable, rebate checks, statement and bill processing. It also saves time—with layoffs and other manpower cuts, time management is a necessity. And, it uses resources wisely—instead of folding, sealing, stamping and mailing, let PSMailers handle this task and use personnel for more important functions.”
Becky Keegan, product marketing manager healthcare solutions
Wilmer, Dayton, Ohio
“Target and capture small accounts in 2009 and start by selling recession-proof products in the financial and healthcare markets. TFP Data Systems is your compliance partner for tax forms and CMS Health Insurance Billing Claim Forms. We’ll help you grow your sales now with key information and marketing modules available to you. ”
Jim Magdaleno, account & compliance manager
TFP Data Systems
Oxnard, Calif.
“Don’t overlook tag opportunities in service markets—ready-to-rent equipment tags, repair & part ID tags for some. Monies flowing to infrastructure in the United States will lead to equipment usage and those pieces of equipment use tags, decals and labels. There are sales in these repeat orders.”
Richard G. Phelps, Jr., partner and director of marketing
Allen-Bailey Tag & Label
Caledonia, N.Y.
“Understand your clients’ needs and their problems and then help shoulder the burden of those problems with solutions that help maintain the quality and integrity of clients’ branded items while aggregating expenditures across their company to achieve efficiencies and lower costs. Embrace technology as an enabler for clients to manage a wide variety of activities involved with brand communications from the initial creation process, to pre-media services, to sourcing and production, to storage and distribution.”
Kevin J. Kearns, chief sales officer
WorkflowOne
Dayton, Ohio
“Selling fundraising self-mailers can create new clients for print distributors now in 2009. All-in-one mailers are cost-effective with positive features that will get a response—outside panels with full four-color, eye-catching graphics, full bleeds, a built-in appeal letter, donor reply form and reply envelope for privacy, personalized two sides, wafer-seal (Fugi-Glue) and mailed in-line.”
Paul Beegan, Sales
B&W Press
Georgetown, Mass.
“Get an appointment with the CFO level of the company and show how you can save them money on their overall print spend. As a distributor, you provide value by matching the product to the best manufacturer. This is a message customers will respond to in this current market.”
Richard Frese, northeast sales manager
Ennis
Midlothian, Texas
“Despite the current market status, there is business to be had. Creativity is a key ingredient in gaining sales. Determine what really motivates your buyer and develop a creative solution that addresses that need. Getting past price, you will discover that common needs are warehousing space, credit challenges, billing options and resources for developing and enhancing e-commerce sites. Getting down to this level on the sales process will help you take the focus off of the price and meet the customer’s needs.”
Greg Stalker, southeast area sales manager
Ennis
Midlothian, Texas
“Understand your customers’ current situation in this economy and offer multiple solutions—something that may set you apart from your competition other than price.”
Jade Springer, northwest area sales manager
Ennis
Midlothian, Texas
“Build relationships—all salespeople can make stops or deliver catalogs. In our current market, new business can be hard to find and must be taken from other sources with competitive pricing, but also trust and believe in how you can assist them. Customers need to know that service and fast response to their needs are only a call or e-mail away, and your goal is to take care of their needs. Building relationships not only holds true for our customers, but also with our vendors. Find vendors that you know will be there when there is a problem or question, and will respond to your needs in a fast and professional manner.”
John Ortis, account manager
Ennis
Midlothian, Texas