Tools and Tricks of the Trade
Distributors use a variety of tools to stay afloat in a technology-driven world.
In a world of technology-driven consumers, distributors rely on a number of practical tools to help them maintain business practices. From e-mail to direct mail, fax broadcasting to user-friendly management techniques, distributors arm themselves with an arsenal of new—and old—technology in order to meet customers' needs.
Larry Trainor, president of Trainor Business Forms & Printing, Des Plaines, Ill., said e-mail, industry brochures and the Hubbard Management Technology aid in his company's selling needs.
Trainor remembers the days before electronic art was available all too well. "Before e-mail, we had to recreate our customers' negatives at our cost. This is no longer a problem with the advent of electronic and disk-based artwork," he said. "E-mail has been found to be very useful to us in our move into commercial printing," he continued. "The ability to receive electronic art makes it easier to do business."
In addition to e-mail, Trainor praised the Hubbard Management Technology as an indispensable business tool. Created by the late educator, L. Ron Hubbard, the three-volume management series instructs users on "ways to help group members learn their jobs better, how to set group objectives, ways to attain targets and goals and how to best organize projects and activities," according to the organization's Web site, www.wise.org/lrh/index.htm. "The Hubbard Management Technology has been very stabilizing for us in the past, and we are now using more of it to create a foundation for future expansion," Trainor said.
As a result of this tool, Trainor has successfully transferred many of his initial job duties to other employees, enabling him to perform management duties more effectively and allowing him to plan for the future of the company. "Hubbard's Management Technology has helped me teach other employees what I did in the early stages of the company, which is important for the company's longevity," he said.
The Xetex computer program—specifically designed for the business forms industry—is also an integral part of Trainor's business operations. It is comprised of order-entry, accounting, and prospecting software. "Over the past year of working with Xetex, we've found it easy to use and functional for what we do. It is part of the way we are able to stay in touch with our customers," Trainor explained.
Bill Breed, president of Austin, Texas-based Megabyte Express, cited fax broadcasting, direct mail and e-mail marketing as tools of his trade. "Our fax broadcasting system and direct mail campaigns have proven to be very successful. They allow us to stay in touch with our existing customers and identify new prospects," he explained.
In addition, Megabyte Express produces a monthly newsletter and a customer-service survey, in conjunction with a referral program. The company also offers online ordering of over 35,000 office supplies and is preparing to launch an after-hours, bulk voice-mail messaging system.
Furthermore, Breed said that Megabyte's instant postcard mailing system, with more than 1,000 templates and special applications, provides additional sales support for the company. "We have recently incorporated all of our sales tools during the past three months," he commented. Sales are up 17 percent with a two percent profit margin increase, and we anticipate much growth in the coming months."
As most other distributors have decided, Trainor has also switched from distributing continuous forms to laser forms. "Companies are doing more computer-based work. There is a lot less paper in the office, so it is more useful to sell laser forms," he said.
In an industry where changes occur on a day-to-day basis, Trainor understands the importance of flexibility. "With changes in the economy and the industry, I need to know how to increase my management activities. Rather than coast, I need to get creative again," he said.
Newer technology has allowed Trainor to gain new clients and maintain existing business relationships. As a result, he has been able to provide clients with new services—namely, commercial printing and promotional products offerings. "With decreases in certain areas, we have been able to garner increases in other areas and establish a good customer base."
Trainor's customer base is primarily comprised of manufacturers, distributors and health-care organizations. Law offices, retail businesses and service industry companies also account for a large part of his company's business.
Trainor is optimistic about the future and anticipates continued growth. "Our activities and promotions have somewhat leveled out, but we are in a good position to start moving up again," he concluded.
By Cynthia T. Graham