USP November 2012 by Intelligent Media Solutions

NOVEMBER 2012

USP DON’T LET IT BE YOU

Combating ID fraud with your small office/home office clients

SAY ANYTHING?

How to write a killer sales email

PITCH INVADERS

The latest sales news and incentives

LIVE IT

Your monthly list of what’s hot and what’s not in pop culture

THE EDITOR’S LETTER CONTENTS

04 marKetpLaCe Fraud prevention

Welcome to the November edition of USP magazine. Ever feel like you talk to your customers, but none of them are listening? This manifests itself in the gut-sinking feeling salespeople have after a long-winded email campaign that got them nowhere. But don’t worry, all is not lost. Sometimes whether or not someone responds to your email is down to the wording (and how much of it) you use. On p9 of this issue, we give you top tips to composing a sales email to give you that boost. Once you’ve got this down, turn to p4 for a look at the latest in fraud and security products. This marries up nicely with the recent national identity fraud campaign taking place titled ‘Don’t let it be you’. Campaigns like this one can help give dealer sales teams inspiration when speaking to customers. When selling products like shredders, scare-tactics can be a blessing in disguise for your clients. Although they may not like to hear how vulnerable they can be to fraudsters, they don’t want to hear ‘I told you so’ later. This can be a fairly straightforward sell if you approach it right. We hope this issue of USP helps you do that. We hope you enjoy this month’s offering. As always, please get in touch with any news stories or updates on editor@dealersupport.co.uk. Bye for now!

Diminutive Defences NEWS

03 PITCH INVADERS

The latest news and products to help you deliver that perfect pitch

MARKETPLACE 04 ID FRAUD

Combating ID fraud with your smaller office customers

SALES ACADEMY

09 SAY ANYTHING?Carey In the final part of our fraud series, GeorGe How to write a killer sales email looks at the threats posed to SOHO businesses and the opportunities that these represent LIVE IT for dealers 10 HOW TO SPEND IT

Managing editor

The latest film, music and technology tohave spend your While the methods may change, unfortunately the “Clearly larger organisations may more commission on reality does not and fraud is a problem that can expertise in this area or even a dedicated wreck years of hard work put in by the owners department focusing on this area, although the of small businesses. So what can those at the department may be dedicated to investigation smaller end of the scale do to make sure that they after fraud has occurred rather than the are safe from the fraudsters? There are a host of prevention.” As she also points out, fraud can have procedural measures that businesses can make a much more damaging effect on businesses of this MANAGING EDITOR ACCOUNT EXECUTIVE – MEDIA SOLUTIONS and, more importantly for dealers, products that kind: “Clearly prevention is key, particularly as JULIA DENNISON | julia.dennison@intelligentmedia.co.uk KRYSTLE DAVIS | krystle.davis@intelligentmedia.co.uk can be invested in that can reduce the risks for smaller businesses simply cannot afford to be the REPORTER DESIGNER GEORGE CAREY | george.carey@intelligentmedia.co.uk SARAH CHIVERS | sarah.chivers@intelligentmedia.co.uksubject of a successful fraud.” commercial minnows. PUBLISHER DESIGNER ,PRODUCTION However, it’s not all bad news, there are VICKI BALOCH | vicki.baloch@intelligentmedia.co.uk PETER HOPE-PARRY | peter.hope-parry@intelligentmedia.co.uk Different problems advantages for small office and home office SENIOR ACCOUNT MANAGER – MEDIA SOLUTIONS CIRCULATIONS MANAGER There are many NATALIA reasonsJOHNSTON that small businesses need businesses. Working at the coal face means that if MATTHEW MOORE | matthew.moore@intelligentmedia.co.uk | natalia.johnston@intelligentmedia.co.uk to work harder than their larger counterparts to something does happen, the directors of the keep themselves safe. An obvious issue is the company don’t have to wait around for a memo to USP magazine is published by... investment available for protection, as Louise Intelligent Media Solutions | Suite 223 | Business Design Centre | 52 Upper Street, London N1filter 0QH through three departments before it works its tel: 0207 288 6833 | fax: 0207 929 0089 | email: info@intelligenmedia.co.uk Nevard, credit manager for Midwich, points | web: out:www.uspmagazine.com way up to their ivory towers. Marc Legge UK

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Follow USP on Twitter at Twitter.com/uspmagazine Printed in the UK by Buxton Press www.buxtonpress.co.uk

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november 2012

PITCH INVADERS

All the products and developments you need to deliver the perfect sales pitch

NESTLE PROFESSIONAL

PRODUCT Nestlé Professional has launched a new table top coffee system – Nescafé Alegria A510. The machine has been developed to suit a wide range of small workplaces, wet led pubs, hair and beauty establishments and small catering outlets. The machine produces five café style coffees – Cappuccino, Latte Macchiato, Americano, Lungo and Espresso – all from the same coffee cartridge, making the average cost per cup significantly less than other small machines. Each Coffee cartridge goes a long way and can deliver up to 120 Espressos; or 60 Latte Macchiatos or Lungos, or 40 Americanos or Cappuccinos. For more information visit http://www.nescafe-alegria.com

NEW PRODUCTS FROM KATUN – THE MAGNIFICENT 10 NEWS Media Sciences, a brand from Katun Corporation, is now well established in the UK as a quality compatibles brand, and dealers have been actively asking them to expand their product offering. Katun has announced the introduction of 10 new compatible products, giving dealers the opportunity to switch their customers to a quality product, enabling them to achieve high margins, whilst substantially reducing the cost to their customers. These fantastic compatible products range from HP 4025, Samsung 320, Canon 5050 and 8350, through to Brother 3040 and 4040, Xerox 6180 and 6280 and Dell 3110 and 3130. Katun’s Richard Betts, office product channel sales director – Europe. said: “This new range, alongside our free sample programme, gives dealers so much more to talk about to their customers, and also enables their sales team to sell with confidence. Katun are so confident of the quality and performance of Media Sciences products that they decided there is no better way to prove this, than to provide free samples, which makes the challenge of switching a customer away from an OEM product much easier.” The free sample programme is available across the whole Media Sciences product portfolio and the new range of products is available now. All Media Sciences products are rigorously tested to ensure consistent performance, with the page yield equivalent to the OEM product. Marketing materials and sales training are available free to all dealers and is provided by Katun’s Richard Betts or Mark Brown. For further information, contact Richard Betts richard. betts@uk.katun.com on 07738 642 507 or Mark Brown mark. brown@uk.katun.com on 07780 833 190

PENTEL SUPPORTS MARIE KEATING FOUNDATION

NEWS Pentel has become an official corporate partner to Marie Keating Foundation, a leading voice in cancer information and awareness in Ireland. Founded following the death of Marie Keating, mother of five including singer Ronan Keating, the charity educates men and women in relation to each of the key cancers: breast, cervical, skin, lung, prostate, bowel and testicular. The focus of its work is on cancers that are affected by lifestyle choices and early detection as key preventative measures. To support the Foundation, Pentel is selling a special edition pink barrelled EnerGel Xm Retractable liquid gel roller pen with quick drying ink. For every pen it sells Pentel will donate €0.30. The product is particularly appealing to women, with its attractive pink barrel and comfortable rubber finger grip. The EnerGel ink is ideal for both right and left-handed writers as it dries quickly, reducing the likelihood of smudging as hands move across the paper. Available to trade customers in a 24-piece counter display or a single piece blister card, the pen is ideally packaged to optimise impulse purchasing in-store, especially at till point. Lillian McGovern, Chief Executive Officer of Marie Keating Foundation, said: “The Foundation is delighted to be involved with Pentel in this partnership arrangement for the next year. We hope that it will be successful from both an awareness and fundraising perspective.” Customers interested in finding out more about Pentel’s special edition pink barrelled EnerGel pen in support of Marie Keating Foundation should contact Shay Howlin, Petit Pop Agencies, at info@petitpop.com

COME DRAW WITH STAEDTLER

NEWS Stationery manufacturer STAEDTLER is a sponsor of three events in the Come Draw with Me! programme, a series of art workshops for adults organised by The Campaign for Drawing, an independent charity that seeks to raise the profile of drawing as a powerful tool for learning and a valuable life skill. The first two events took place earlier this month in Cardiff and Edinburgh when guests joined five acclaimed artists to refresh and develop their drawing skills. The third event will take place in February at Two Temple Place, London. Nich Lee, head of marketing, STAEDTLER (UK) Ltd, comments: “Pencils have been at the heart of the company since the foundation of the STAEDTLER group in 1835. It is therefore fitting that we go back to our roots to support the work of The Campaign for Drawing. Their aim to encourage the wider use of drawing dovetails neatly with our objective of ensuring pencils remain a core part of the creative world.” A whole range of STAEDTLER products have been provided for the workshops. In addition to classic drawing and sketching pens and pencils, Karat aquarell watercolour pencils and soft pastel chalks, non-permanent markers, highlighters and metallic gel crayons will be used. Visit www.campaignfordrawing.org for information and tickets

04 MARKETPLACE FRAUD PREVENTION

DIMINUTIVE DEFENCES

In the final part of our fraud series, GEORGE CAREY looks at the threats posed to SOHO businesses and the opportunities that these represent for dealers While the methods may change, unfortunately the reality does not and fraud is a problem that can wreck years of hard work put in by the owners of small businesses. So what can those at the smaller end of the scale do to make sure that they are safe from the fraudsters? There are a host of procedural measures that businesses can make and, more importantly for dealers, products that can be invested in that can reduce the risks for commercial minnows. DIFFERENT PROBLEMS There are many reasons that small businesses need to work harder than their larger counterparts to keep themselves safe. An obvious issue is the investment available for protection, as Louise Nevard, credit manager for Midwich, points out:

USP

NOVEMBER 2012

“Clearly larger organisations may have more expertise in this area or even a dedicated department focusing on this area, although the department may be dedicated to investigation after fraud has occurred rather than the prevention.” As she also points out, fraud can have a much more damaging effect on businesses of this kind: “Clearly prevention is key, particularly as smaller businesses simply cannot afford to be the subject of a successful fraud.” However, it’s not all bad news, there are advantages for small office and home office businesses. Working at the coal face means that if something does happen, the directors of the company don’t have to wait around for a memo to filter through three departments before it works its way up to their ivory towers. Marc, Legge UK

06 MARKETPLACE FRAUD PREVENTION

marketing manager, Ideal Shredders, thinks that this advantage can prove key in the fight against fraud: “The major advantage SMEs have is an ability to react quickly to threats. Often larger corporations have to go through an extensive threat evaluation and procurement exercise but an SME can react almost immediately to close any security loopholes that may exist in the business.” Nevard is in agreement that it’s this personal touch and flexibility that is the main weapon in an independent business’s defence against financial irregularities: “Common sense and gut feel are important and smaller companies should have the advantage of a closer feel to their business and ‘care’ more that their business succeeds and that they are a part of the success.” MUTUALLY BENEFICIAL Fraud prevention presents some great sales opportunities for dealers, because it’s a problem that is never far away from business owners’ minds and the evolving nature of criminal methods means that there will always be new threats and therefore new methods and technology to fight back. While it might be pretty tough to convince the owner of a small business that a document management system or new audio visual set-up is a vital addition to their organisation, far fewer would disagree that they need to protect themselves from losses resulting from fraud. Every salesperson is well aware of the fear of loss principle, and there can be no greater fear in a business context than crippling losses at the hands of criminals. For some of these businesses, an occurrence of fraud would not mean a disappointing balance sheet, but a visit from the administrators. So how can you help your customers and increase your sales? Raising awareness of some of the threats against businesses is a great way to start a conversation with your customers and this is sometimes given a helping hand, as Darryl Brunt, UK sales and marketing director, Fellowes, points out: “During October we [had] the identity fraud prevention campaign – ‘Don’t Let it Be You’.” With the coverage these campaigns receive in the national media, he believes there’s an opportunity for office dealers to cross-sell security products, from paper shredders for document destruction through to virus software. “When it comes to shredders the dealer salespeople have the opportunity to upsell the business consumer from strip cut to cross cut or microshred,” he says.

USP

NOVEMBER 2012

DESTROY ON SIGHT Industry standards around data destruction, such as DIN 66399, also provide a talking point. Legge believes it presents an opportunity to start talking to customers about more than just shredding. “So much data is now stored and exploited electronically yet it can be a minefield trying to establish where the risks and solutions lie,” he says. “The new DIN standard has been created in response to the current threats and covers USB flash drives, PC hard disks, tapes, DVDs, CDs and so on. There are a plethora of products on the market that dealers can be selling.” Another area with great opportunities for sales is secure printing, which can offer options such as user ID, to avoid documents getting into the wrong hands; logging of printouts and copies to monitor the output of sensitive information; and keyword recognition, so that sensitive documents can be flagged for DIN 66399 presents a fantastic opportunity authorisation before they are to start talking to customers about more printed. Matthew Searle, director, than just shredding Canon Partner Channel, notes that mobile printing also represents new opportunities: “A recent Quocirca study revealed that almost 60% of organisations would like to print from mobile devices, with around 25% of them currently investigating mobile print solutions. Yet, just five per cent of the organisations have deployed mobile printing. This gap not only presents a huge revenue opportunity for dealers, but also poses potential security risks if not properly integrated into an SME’s security strategy.” Processes can be put in place so that print jobs sent from any device can only be accessed using the office printer’s secure access controls. “IT administrators can also restrict the functionality that specific users or groups of users can access. They may, for example, prevent certain users, such as visitors, part-time employees or consultants, from scanning or scan to email,” says Searle. So get out there and start discussing security, it could turn out to be a rewarding discussion in more ways than one.

ADVERTORIAL

Rexelâ&#x20AC;&#x2122;s Auto+ range features unique auto-feed technology which allows users to â&#x20AC;&#x2DC;Stack, Shut and they are done. Consumers simply load the paper into the shredder (up to 60, 80,100, 250 and 500 sheets), close the lid and leave the machine to do the rest. There is no longer the need to waste time standing behind a shredder feeding paper in batches. The products in the range include jam prevention technology including patented Jam Free technology in the 250X and 500X which prevents paper jams from occurring, eliminating the stress and the mess that is traditionally associated with shredding. Simple and straight-forward to use, Auto + shredders automatically wake from sleep when paper is inserted. The top-loading design makes stacking paper easy and effortless. These revolutionary shredders also automatically separate paperclips and staples from documents, saving even more time and increasing productivity. The Auto+ 250X and 500X can also shred CDs. With contemporary design and styling the Auto+ range fit into any modern office environment. The large pull out bin makes them easy to empty. The entire line is also fitted with a manual feed bypass slot which offers an alternative way to quickly shred the occasional sheet or document. Rexel Auto + shredders for hands free automatic shredding.

ADVERTORIAL

HOW TO...

SELL CLEANING PRODUCTS

BUSINESS SOLUTIONS: IT MAKES BUSINESS SENSE! For businesses and dealers alike, if cleaning and hygiene is not your raison d’être, it can be a pretty intimidating topic to get your head around. Hopefully, Diversey can help expel the myth that cleaning needs to be complicated with a quick guide on how to approach selling our products. All businesses have a need for cleaning products, whether a restaurant or an office. For an office supplies dealer, these can be an easy add-on to your existing customer base, just keep in mind the five points below that business users want and need from their cleaning products…

 ONE-STOP-SHOP Cleaning is a task that all businesses need to perform, whatever their sector. They will already be buying cleaning products from somebody, make it be from you! Even a large facility that employs contract cleaners will have a bottle of something under the staff room sink and a cleaning cupboard somewhere for those situations that ‘pop-up’. Whether they value the financial savings of not having multiple delivery costs, or the convenience of ordering supplies from just one dealer, there is a business case for you to put forward.  REAL PROFESSIONAL BENEFITS All businesses are in need of products that can offer them convenience and efficiency. Businesses will pay for products that demonstrably speed up their working process. Using own-label products or buying supermarket brands may seem on the face of it to be the best value option but this could be a false economy. Retail bought products are designed for households which have very different cleaning needs and processes to a professional user. The Business Solutions range bridges the gap between retail and Diversey’s systems portfolio to bring big brand names to businesses but with the professional results they require. Not available in the supermarkets, Business Solutions is supplied exclusively through Diversey’s distributors. Using Diversey’s market-leading knowledge in cleaning and hygiene, the range includes products with professional formulations for specialist cleaning tasks, including perfume-free products for use in food preparation areas. Many of the products also incorporate Diversey’s patented Odour Neutralising Technology that removes smells rather than masking them with strong perfumes.  PEACE OF MIND For most, cleaning is not their core business. Using professional products from Business Solutions gives users the peace of mind that the task will be done right first time leaving them free to concentrate on their core business.  TRUSTED BRAND NAMES Business Solutions traverses popular brands such as Cif, Domestos, Persil and Comfort. Well-known brands adapted purely for professional use available in convenient ready-to-use bottles that users will already feel comfortable using.  CONCISE RANGE There is no need to have a cleaning cupboard full to the brim with different products to choose from. With Business Solutions, innovation with the formulation, for example to include multipurpose performance, means that the main day-to-day cleaning tasks in most businesses can be covered by just three or four products.

SALES ACADEMY SALES TIPS 09

HITTING SEND Many sales are won through a good email. Bryony Taylor discusses hitting the right key in sales emails

Email has changed how we communicate. From being rare that open rates go above 30% in any category and able to contact friends and loved ones all over the the highest click rate is 11%. world, to maintaining cheap and regular contact with These statistics refer to mass e-mail marketing clients, email is one of the most valuable tools in a campaigns. Perhaps the most key aspect of a good salesperson’s arsenal. It is also one that can easily sales email is that is does not appear to the reader misfire. So what makes a good sales email? And how as a general mass email. This means you need to can you make sure that you get your email read? get into the customer’s shoes and really understand Marketing via email has long been hailed as the their problem, and, most importantly, how what you most effective form of marketing on the internet. offer can fix it. Every email you send is a chance to But the problem is, most companies and individuals connect with your customer better, and to show you receive hundreds of know them. Don’t use emails a week, the large Don’t assume an overly friendly relationship jargon and pay attention majority of which are to details – names, with someone you don’t know spam. Filters set up on places, products offered email accounts will often be triggered by mass emails etc. Make sure it is simple and succinct. Don’t assume or specific words, and it simply takes the touch of a an overly friendly relationship with someone you button by the client to delete all your hard work. don’t know. The first thing anyone sees when looking in their Many people pick up emails on their smart inbox is the recipient’s name and the subject line of phones, or preview their contents in a small reading the email. Sending emails from a general account is panel in their email reader, so the most important a sure fire way to junk trash, as is using subject lines information must be immediately available. People including phrases such as “superb deal”, “special often spend three seconds reviewing something before deal”, “free gift” etc. Avoid these at all costs. Not only deletion. Remember that your opening needs to stop is it impersonal, but there are too many fraudulent them hitting the delete button. emails offering people special deals in cyber space. Once you have finished the email, pause. Before According to statistics compiled by MailChimp, sending, take a step back and think about what one of the internet’s most popular mass email service separates you from your competition. Don’t waste providers, the average opening rate of an email your chance to connect with customers by writing campaign in the computers and electronics industry a bad email; it’s a tool that works hand in hand is 15.51%. Of those who open the marketing emails, with phone calls to help you sell to the best of your only 2.97 per cent click on what is offered. It is very capabilities. Use it wisely.

NOVEMBER 2012

USP

LIVE IT FILM

BIT OF BANTER

THE MASTER

While it is never explicitly stated that the The Master is based on Scientology and the church’s creator L Ron Hubbard, it’s clear that the film is based on the mysterious religion that counts Tom Cruise and John Travolta among its followers. The film hinges on two performances that are bound to feature in this year’s Oscar nominations from Philip Seymour Hoffman and Joaquin Phoenix. Hoffman plays the charismatic head of the church, Lancaster Dodd, who takes in Freddie, played by Phoenix, a troubled young man desperately looking for direction and meaning. The chemistry between Hoffman and Phoenix is electric and they are supported by an excellent cast. This is a wonderful piece of film making that will have you enthralled from the start. Out now

WORDS WILL NEVER HURT YOU, EH?

GOOD

FUN

MUSIC

SOUNDGARDEN – KING ANIMAL

PUB QUIZ Q1. If you were playing darts and got a ‘Shanghai’ score of 72 with three darts, which number have you scored on? Q2. Which musical instrument derived its name from the Italian words for soft and loud? Q3. Brock is a nickname for which animal?

After a 16-year hiatus, Seattle’s seminal scenesters, Soundgarden is back. Their comeback album follows a successful year of touring and it seems that the wait has been worth it. King Animal has all the crucial elements that made the band loom so large over more commercially successful products of the Seattle grunge scene, most notably Nirvana. The album opens with the subtly titled ‘Been away too long’, a wonderfully melodic, if a tad polished, track that sets the scene for a great album.

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NOVEMBER 2012

Q4. How many players are there in an Australian Rules football team? Q5. In which ocean are the Canary Islands? Q6. Which footballer’s autobiography is titled The Good The Bad and the Bubbly? Q7. What is the Common name for England’s Central Criminal Court? Q8. For what was Operation Z the codename in World War II? Q9. What is the antonym of the word synonym?

BY FAR THE BEST MAN Lance Corporal Scott “Ringer” Townson has set a new benchmark for other best men by saving the life of his friend and groom-to-be twice in a year. Lance Corporal Craig Turley was on patrol in Afghanistan when he nearly lost his left hand after an exploding grenade severed an artery. Exactly a year later he was bitten by a venomous snake while training in Kenya. Luckily his friend and army medic was on hand to help in both incidents.

CLEAN FROM THE INSIDE OUT A woman has been charged with drink-driving in Connecticut after downing half a bottle of hand wash before getting behind the wheel. The pickled perpetrator was pulled over when a patrol spotted her driving erratically and spinning her car. Hospitals in the US have reported cases of teenagers needing treatment after drinking hand sanitizer. Six were admitted to hospital in LA with poisoning after separating the alcohol in the wash and downing the potent brew.

BAD

ANSWERS A1. 12 A2. Piano or pianoforte A3. A badger A4.18 A5. Atlantic A6. George Best A7. The Old Bailey A8. The Japanese attack on Pearl Harbour A9. Antonym

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