Besides having strong professional relationship-building skills and in-depth product knowledge, effective salespeople also seem to be proficient multitaskers. Take Rose Shorma, for example. On the day she graciously took time to speak with Print Professional for this story, the vice president of marketing for American Solutions for Business (ASB), Glenwood, Minn., was in Las Vegas attending the PPAI Show, which took place Jan. 14-18 at the Mandalay Bay Convention Center.
Cradling a cell phone as she made her way from the registration area to the show floor, Shorma simultaneously looked up booth numbers, greeted industry colleagues, fielded questions from ASB associates she encountered and took special notice of innovative new products on display, all without skipping a beat as she discussed her success—and yes, excitement—in continuing to offer business forms to her clients.
“Repeating orders—that’s what I love about forms. It’s like ‘ca-ching,’ ” exclaimed Shorma. “I still do a lot of order forms. One of my larger [accounts] is a multi-level company that sells through [in-home shows], and the convenience of having that sheet of paper to place orders on is huge.” She noted that a request for two million forms is not unusual for this account.
Shorma briefly passed the phone to her ASB associate, Randy Olson, while she examined a digitally printed, variably imaged calendar that would be perfect for one of her clients. “Forms are still very strong in the business-to-consumer market,” he affirmed. “Not so much with business-to-business, but anytime someone is selling something to a customer and uses order blanks, receipts and contracts, forms are necessary.” Olson added that he has also been very successful selling forms to resorts.
Reclaiming her phone, Shorma went on to confirm what most distributors know to be gospel: Thou shalt add value.
Undoubtedly, warehousing services and online ordering capabilities—particularly as they support ASB’s ACES online print management system and catalog program—give Shorma and other ASB sales professionals a competitive edge. “If I couldn’t offer warehousing and online ordering, I wouldn’t look as attractive to [my customers] as a company,” she said. “I can tie in the link of office supplies and the other services that we have.”