Target with the Technology Ticket
"Our objective is to ultimately connect with someone at a high level in the company who has a more global picture of the company needs," said Mason. "Usually those people are found in finance and marketing."
R.J. Strauss, president of ABC Business Forms, Chicago, couldn't agree more. His method for contacting new clients consists mainly of cold calling.
"When targeting new accounts, the key comes down to calling the companies and finding the right people to work with," said Strauss. "Sometimes we have to work through a company's internal system, which starts at a purchasing level and moves up through other levels of operation, until we reach the vice president of operations or an IT employee."
This is when ABC Business Forms flashes its technology ticket.
"By offering e-commerce as a primary solution, with printing as a secondary concern, it has opened up a lot of doors for us," said Strauss.
One reason his company's pitch might be so successful is because it is one of few companies in its vicinity offering an e-commerce solution. The second reason could be that it offers an obligation-free contract.
"We haven't run into a lot of competition, at least not selling technology as a primary sales tool," said Strauss. "And we don't require clients to use our printing services should they opt for our e-commerce solution."
Proposals like this have made ABC Business Forms stand out from the rest which, said Strauss, is an important element for a print distributor's success.
"People don't look at us as just another printer, which is an achievement considering how huge the printing market is here in Chicago," said Strauss.
Who, How Many and For How Long?
According to Strauss, all markets offer equal potential when it comes to selling an e-commerce solution.
"We found that this application is very broad-based and it works for both large and small companies," he said. "And a full-service printer who can provide a wide range of services from fulfillment to direct mail is something companies from most markets desire."