Dealer Communicator MARCH 2016 by Fichera Publications

Dealer Communicator

March 2016

Manufacturer Sponsored NewsJournal

Offset // Digital // Wide Format - Signs

Bridging Manufacturers Worldwide

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With Print & Office Machine Dealers Wide Format and Sign Supply Distributors Mailing Machine Dealers

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Manufacturing Directions, Inc.

NPES Names Thayer Long As New Association President more on page 26

Graphics of the Americas 2016 Photo Gallery - Click Here

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Click Arrows Left and Right Page 4 To Turn2016 Pagesâ&#x20AC;˘ 1 DealerCommunicator â&#x20AC;˘ March

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Table of Contents

Click Article You Wish To Read GENERAL NEWS SECTION 6 .....Product Focus: STICK IT - Selling Magnetic Media 5 .....Personally Speaking - by O. Mike Fichera, Publisher 6 .....Advertisers Index 11 ...Dealer News 18 ...News 4 Dealers 29 ...Sales Corner - Add On Sales - by Ed Rigsbee 32 ...Listen: Be Brilliant (Part 3 of 3) - by Mary Redmond 34 ...5 Tips To Help Dealers Manage Social Media Projects ........- by John Foley 36 ...Dealers Increase Your Marketing ROI With Video-Mail - by Bob Licari

GRAPHICS OF THE AMERICAS 2016 PHOTO GALLERY WIDE FORMAT / SIGN SUPPLY SECTION 39 ...Major Article: Dealers Add Value With Knowledge - by Tim Greene 42 ...Third Party Ink Worth Considering?

4 • March 2016 • DealerCommunicator

PERSONALLY SPEAKING BY

O. MIKE FICHERA, PUBLISHER

TRADE SHOWS….. are they still worth attending and/or exhibiting at? Would you really say no to this Q? Before I continue, if you said no to either of the two questions.... “Put Up Your Dukes”

FOR DEALERS No matter where a trade show is located, if it applies to your business, would you dare let your best customers go to the show with a competitor? NO. And, if you can afford it, what better way is there to show you are their dealer-of-choice, then to pay the fee to a seminar of their choice. The relationship building doesn’t end there. Think of the opportunity you have to showoff with demonstrations of equipment in vendor-booths. The added benefit is your demonstration of loyalty to the manufacturer. In the past two months, Patricia “Pat” Leavitt and I worked in support of GOA / Graphics of the America’s in Miami Beach and with the ITEX Dealer Show in Fort Lauderdale. At both, the overall message was that dealers / resellers are still the way to market as dealers have the “in” with their customers and known when sales opportunities are open to them. DealerCommunicator • March 2016 • 5

Financial Support By The Advertisers Below Is Why Dealer Communicator Is Free Of Charge To Dealers And Distributors ADVERTISERS INDEX

Click on advertiser below to view ad

Brackett, Inc.........................................7 Graphics of the Americas 2017 .........52 Independent Lease Review...............33 Manufacturing Directions, Inc ...........27 Martin Yale Industries ....11,12&13,25,35,37 Master Magnetics, Inc ..................39,43 MDI....................................................27 New Force Magnetics Co.......... 2&3,28 Precision 3D Filament .......................43 Primir.................................................41 PVC Spiral Supply...................15,18,28 Trade Show Times...............................9

STICK IT

Selling Magnetic Media In the good old days, graphic arts supply dealers built their businesses on consumables – film, plates, chemicals, proofing materials along with the equipment that goes along with these materials. But, then things changed. For over a decade the shift has been to digital technologies added to a downward shift in the economy, the printing supply business is a shadow of its former self. Change can be very bad for dealers that don’t see a need to widen their market opportunities while their customers are quietly doing just that. Since the major article in the general news section is about magnetic materials, Let’s talk about that line of product. While the tendency may be that printing on magnetic materials is a limited market, I invite you to click the

Continued On Page 8

6 • March 2016 • DealerCommunicator

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STICK IT

Selling Magnetic Media continued

link to Master Magnetics website (www.magnetsource.com) to see how wide the market is. Also, wherever printable magnetic materials are sold, is a potential for the sale of magnetic receptive materials as well. The fact that you don’t need a steel wall to hang a sign opens the door even wider. So, the question is who buys and where is magnetic signage used? Here’s a brief, but informative list: Restaurants that change menus. Retail Stores for change of seasons. Showrooms. Schools, Trade Shows. Wall Coverings at Hotels and Catering Halls. Right now the political arena is hot for signage. To understand the sales potential for dealers, Dealer Communicator shares comments from two manufacturers. Stephen

McLevey is the Customer Service and Product Manager at Flexmag a division of Arnold Magnetic Technologies (www.flexmag.com). Steve has seen changes in the magnetic materials market with regards to materials used and who is using them. Two such products for their company is FlexCoat-EZ tm which is a magnetic base coated with a white printable surface and the Ferrosheet tm an adhesive backed magnetic receptive media used to mount magnetized materials to non-metallic surfaces. Asked who is buying their products, he indicated that the upswing has been in sales to non-traditional printers like restaurants (KFC was one of the first to use magnetic menus), retail stores, advertising agencies, and businesses with showrooms. McLevey got DC’s attention when he mentioned that at an Apple Store he saw wall graphics that were printed on magnetic materials and mounted on receptive media. In the case of New Force Magnetics, (www.newforcemagnetics.com) they had an occasion to supply

8 • March 2016 • DealerCommunicator

Click On Ad To View Enlarged Version

continued

magnetic materials for signage at a Las Vegas convention center. Using their magnetic receptive Transitional Graphics, the signs were mounted outside on the walls of the convention center and could be changed daily and at times more frequently. Jack Nellessen, president of New Force Magnetics Co. had this to say: “The changeable signage concept is a winning situation for distributors and sign shops and printers. Why? Because the fast paced world we live in demands fast changing signage. Take a restaurant for example. Today the special is Corned Beef, the next day it’s Steak and Lobster.” So, where does the distributor fit in all of this? Right in between a source of quality magnetic materials from a manufacturer with a long history of quality and trust and sign shops and wide format printers and an increasing number of commercial printers that have added wide format printing to their portfolios. So….go “Back to the Future” where sales of consumables are

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alive and defined by dealers and distributors with eyes wide open in search of growth opportunities. DC

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Click Here To ReturnDealerCommunicator To Table of Contents

• March 2016 • 9

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Print History Can Be Yours Historical Printing Zinc & Copper Line Cuts For Sale

• Dimensions of the cabinet: 24 3/4” Wide x 25” Deep x 60” High • It holds 30 drawers • I bought the cabinet, with litho stones, over 50 years ago. Cannot remember the Printing Company’s name, although I believe it began with “A” and that the printer was in New Jersey close to NYC. I do not remember the owner’s name, but do remember that it was a Jewish name, and that the man was very kind to me. • I also have a box of wood type and two very old Type Cases

<<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>>

We’re asking $4,500 for all // f.o.b. our offices in Margate, Florida Contact: Omike Fichera • Ph: 800-327-8999 • Email: ofichera@aol.com <<<<<<<<<<<<<<<<<<<<<<>>>>>>>>>>>>>>>>>>>> BRIEF HISTORY The birth of letterpress printing in Europe came in the 15th century. Although printing with wood blocks has deeper roots in the Far East, Johannes Gutenberg developed “reusable movable type, the basic principle that was used well into the 20th century. The invention of movable type allowed Gutenberg to print the first historic 42-line Bible in 1455. This was the first Western massproduced book, also known as the Gutenberg Bible. Letterpress printing became the method of choice, and for the next four hundred years continued to evolve until the introduction of the linotype machine in the late 19th century. Linotype machines soon replaced letterpress as the primary printing method. Letterpress printing today is thriving with a great number of individuals personally dedicated to the preservation of this historic art-form. Visit some of the links and you can see some of the important people maintaining this art-from, hopefully for generations or even centuries to come!

10 • March 2016 • DealerCommunicator

DEALER NEWS News From Graphics IV

The company is pleased to announce that it is relocating to their newly purchased 10,000 square foot building in Oviedo, Florida, near the University of Central Florida. The statement they made was, “Large Press Sales Are Not Dead” when they installed three Ryobi presses at printers in south Florida.

An open house is planned for after build-outs are completed and showroom is stocked. Stay tuned to www.graphicsiv.com.

Mac Papers Named One Of The 2016 Best Places To Work The Jacksonville Business Journal announced this week that it has named Mac Papers Continued On Page 14

We Invite Inquiries From Quality-Minded Equipment Dealers Martin Yale 2051 Folder 7 Auto Set Fold Types Stores 10 Custom Folds

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DealerCommunicator • March 2016 • 11

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Greg German, President Martin Yale Industries

“Acquiring Count Machinery Expands The Martin Yale Line Of Finishing Machines”

“As A Servicing Equipment Dealer It All Boils Down To This Do You Want To Sell Only One Segment Of The Market? Or Would You Want To Expand Your Income Opportunities By Selling Two Lines Of Bindery Finishing Business Machines?” We Invite Inquiries From Quality-Minded Equipment Dealers Ph: 800-225-5644 • Fax: 260-563-4575 email: info@martinyale.com www.martinyale.com Call For A Full Line Product Catalog

12 • March 2016 • DealerCommunicator

or inquiry form

& Two Companies • One Focus On Dealers

Martin Yale 2051 Folder 7 Auto Set Fold Types Stores 10 Custom Folds

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folders, creasers, numbering, perforating, cutters, business card slitters DealerCommunicator • March 2016 • 13

DEALER NEWS as one of Jacksonville’s 2016 Best Places to Work. Mac Papers has been selected, along with eight other local organizations, after an independent, national research firm, Quantum Workplace, revealed that the company has one of the more interesting workplaces and one of the best cultures, as well as some of the happiest employees along the First Coast, as determined by a survey of employees within the company’s headquarters and the Jacksonville branch.

Far From Normal Service Engineer Crowned New World Champion Terry Carpenter, a certified Roland Service Engineer (SE) with Fargo, N.D.-based dealer Far From Normal, outperformed 20 other SE finalists from 18 different countries to win the coveted title of “World Champion.”

Continued

After two days of intense competition, which included a series of demanding written exams and hands-on inkjet printer troubleshooting tests, a new World Champion was crowned.

Masahiro Tomioka, Chairman and President of Roland DG (left) and Ron Ball, Senior Director of Services at Roland DGA (right), present the Roland DG Global SE Awards championship trophy to Terry Carpenter

“Winning this prestigious event and bringing the championship trophy home to the States is a tremendous honor,” said Carpenter. “It was a pressurefilled two days that really tested

14 • March 2016 • DealerCommunicator

Continued On Page 16

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Model EZ Flex 100 The Crown Jewel of Coil Inserters Binds Books, Manuals, Calendars . . .

• Inserts coils of all sizes & pitches • Switch sizes with turn of a knob • Bind Thick Books up to 2” • The EZ Flex can sit on any flat surface • Marry with Marlon 350 to bind & crimp coil • Use all sizes of SlanTis Binding Sleeves (Patent Pending)

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• Coil Forming Machines • Paper Punches • Automatic Wire Machines • Coil Inserters “PVC is one of my finest suppliers. Lonnie Bramon and Lisle Fullmer are what I call stand-up-guys. They walk the walk that helps me to get new business. Foreign Made? Why, when I get Marty Boone, President quality, fast delivery and competitive pricing from an American Boone Business Products manufacturer. PVC is simply the best.”

PVC SPIRAL SUPPLY

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DEALER NEWS the limits of my endurance, as well my product knowledge and technical abilities. This event was a truly thrilling experience for me.”

Continued

home. This has been a yearly treasured tradition. A Good Show. A Great Day Fishing.

Arlon Announces All Graphic

Tompkins Brothers GOA and Fishing - What’s the Connection? My brother Bill and I have exhibited at the Graphics of the Americas show for the last 25 years. At the end of the show each year, and we did this year, we packed up and drove down to the Florida Keys for a full day of fishing in the Sport Fishing Capital of the World, to Islamorada. We’ve been fishing with captain Alex Adler on his boat Kalex, out of Bud N Mary’s marina. In addition to the Black Grouper and Cobia pictured, we also caught 2 more Cobia, a few Mackerel, and caught our limit of delicious Yellowtail Snapper, which we froze and brought

Steve Tompkins holding his 30# Cobia

Bill Tompkins holding his 15# Black Grouper

16 • March 2016 • DealerCommunicator

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DEALER NEWS Supplies as a New Distribution Partner in Canada

Vice President - Sales, Arlon Graphics, LLC.

News From DPOE

Arlon has announced its new partnership with All Graphic Supplies as a national distributor for the Canadian market. Arlon’s full product lines, including: Print Media, Cut Graphics, and Automotive Restyling Films, can now easily be ordered through All Graphic Supplies who has six strategically located branches throughout Canada. “All Graphic Supplies has a commitment to the sign and graphics market that matches well with Arlon’s corporate vision,” states Chad Russell,

Chip Miceli, President of Des Plaines Office Equipment (www.dpoe.com), recently lead a panel discussion at a national conference of the Select Dealer Group, a trade association of 40 independent office equipment/ solutions dealers from across the United States, held in AZ. Miceli, one of the original founding members of the group and its past president, led a discussion group, “Strategies to keep your top people.” The leader of this second-generation, threelocation, 85-employee business discussed some of the strategies that his company utilizes to retain key people. DC

Thought For The Month

My life tomorrow will be the result of my attitudes and the choices I make today.

Click Here To ReturnDealerCommunicator To Table of Contents

• March 2016 • 17

News

4Dealers

shared with dealer communicator by

at this and not think it’s good news for Sharp, especially the business products group.

Foxconn is number 31 on the Global 1000 list of companies, The Place for Print giving Sharp immediate financial Finally, the announcement we’ve stability. By the way, Foxconn, all been waiting for! Sharp is which Sharp will now be part of, being purchased by Foxconn. I has 1.3 million employees and did don’t know how anyone can look Continued On Next Page

Industry Analysts, Inc.

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Contact Us: U.S. Ph: 800 461-9301 • Int’l Tele: 1+208-377-9301 • Fax: 208-377-3759 Email: sales@pvcspiralsupply.com • www.pvcspiralsupply.com 18 • March 2016 • DealerCommunicator

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Continued on next page

$132.5 Billion in revenue in 2014. Overnight, Sharp becomes one of the biggest, if not the biggest company in our space. Talk about a 180 degree change! The big concern, if I were a Sharp dealer, is whether Foxconn might spin off the office products groups. My understanding is that Foxconn has committed $450 million to the business products group. I’d guess a huge chunk of that will come to the US market as it’s arguably Sharp’s biggest opportunity.

Scrimless Banner

Drytac has announced the launch of Scrimless Banner, a 15 mil smooth, double-sided PVC/PET blockout banner media for use with interior and exterior shortterm graphic applications. Primarily suited for retail

environments where sturdy, professional signage is required, Scrimless Banner is dimensionally stable and has high tensile strength to keep graphics straight and taut. Its lay-flat, non-curl characteristics prevent graphics from looking wrinkled or worn, making it ideal for hanging banners or banner stand graphics.

MacDermid Printing Solutions Unveils New Brand Identity MacDermid Printing Solutions has launched a new brand image with a more contemporary look that reflects MacDermid Printing Solution’s continued innovation in the packaging, screen printing, and newspaper businesses.Platform Specialty Products Corporation’s acquisition of MacDermid, Incorporated (“MacDermid”) in

DealerCommunicator • March 2016 • 19

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2013 and subsequent acquisitions by Platform to date have created the need for a new organizational structure within MacDermid which will impact MacDermid Printing Solutions.

IPMA’s “State Of The Industry” Survey to Examine the Current State and Future of In-Plant Print and Mail Facilities Professionals from in-plant operations across the country can look forward to a thorough overview of in-plants’ present state and likely future this year when the In-Plant Printing and Mailing Association (IPMA) presents the findings of its State of the Industry survey. The role of in-plant facilities is changing. As new technology gains traction and the needs of their parent organizations change and grow, in-plants find themselves facing both new

challenges and new opportunities. The State of the Industry will give in-plant professionals a clear overview of where their industry is, and where it’s headed. Dr. Joe Webb, a leading commentator, consultant, and forecaster for the graphic arts industry will direct the analysis of the State of the Industry. Dr. Webb is an expert in graphic arts demographics and forecasting. He will team up with Richard Romano, an experienced writer and analyst in the industry, who is on board as project editor and coauthor.

For Richard Childress Racing’s Wrap Specialists, Work Begins Well In Advance Of The NASCAR Season Opener While this year’s NASCAR Sprint Cup Series schedule is just

20 • March 2016 • DealerCommunicator

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getting underway, the prep work actually began in July of 2015 for the Richard Childress Racing (RCR) graphics team. That’s when Graphics Manager Nick Woodward and his staff of five started working diligently behind the scenes to design, produce and install new wraps for RCR’s numerous race cars and support vehicles.

installment commemorated the company’s continued advancement in the industry and presented the goals for Canon Solutions’s future growth.

The special three-year mark was celebrated by this exciting event that brought together over 40 esteemed industry analysts and reporters from around the country for an exclusive opportunity to learn more about the important “Time is always our number one challenge,” notes Woodward. “We relationship between Canon Solutions America and its start designing the new vehicle wraps for the coming year in mid- customers. summer, and we’re up against the clock from that moment on.” Palram Announces New Vision

Canon Solutions America Hosts 2016 Anniversary Event Canon Solutions America, Inc., a wholly owned subsidiary of Canon U.S.A., Inc., has announced the conclusion of its third annual Anniversary Event, held February 2016 in Boca Raton, Florida. This year’s

And New Positions

Palram Americas started the LEAN journey two years ago. Ideas like continual

DealerCommunicator • March 2016 • 21

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improvement, delivering value and reducing waste were introduced to the employees. As part of their LEAN journey, Palram developed a vision to align all departments to a common direction by using guiding principles aligned in six supporting pillars. These values are defined and measured across all departments as: a safety first culture, respect for people, delivering value to our customers, high quality standards, continuous improvement and long term profitability.

11 years experience in customer service, purchasing, inventory management, delivery scheduling and inside sales. “Gallo’s new position as Strategic Inside Sales Leader at Gilman Brothers headquarters is yet another intricate piece of the puzzle we needed for helping to better service the entire supply chain,” said Bill VanHorn, Director of Sales.

Massivit 3D Printing Technologies Receives Investments from Stratasys

Gilman Brothers Hires Lori Gallo The Gilman Brothers Company is pleased to announce the recent hire of Lori Gallo, who comes to them with over

Massivit 3D Printing Technologies Ltd. announced it has closed an investment by Stratasys, the 3D printing and additive manufacturing solutions company. The proceeds will be used to further develop, promote

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and deploy Massivit’s proprietary super-sized, super-fast 3D printing solutions. Massivit is a manufacturer of large-format 3D printers used for rapid creation of super-sized objects.

Enlightening PRIMIR Research Investigates Retail Advertising And Print’s Role

Publishers Comment: Reports like this are sold for a lot of money. I urge you to glean from this news item.

Zünd Appoints New National Sales/Channel Manager PRIMIR, the Print Industries Market Information and Research Organization, the research unit of NPES, announces completion of Zünd America, Inc., has announced the recent appointment the research study: “The Future of Retail Advertising.” of John Cote to the position of Retail advertising is a major National Sales Manager and Channel Manager for the US and end-use segment for the printing Canada. Cote has nearly 40 years industry. While retailers use a variety of media—differing of experience in the printing and widely depending upon the type graphics industries. of retailer—major print markets Cote will be responsible for include catalogs, circulars managing the Zünd America sales (flyers and inserts), newspapers, team and distribution channels. magazines, and direct mail. Of the total $80.5 billion in 2013 DealerCommunicator • March 2016 • 23

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Continued

retail advertising spending, print accounts for about $37.5 billion Retail sales account for more than one-fourth of the U.S. economy. For more information contact Rekha Ratnam, Assistant Director, Market Data/Research, at phone: 703/264-7200, e-mail: rratnam@primir.org, or visit: www.primir.org. Global Graphics Raises the Bar in Inkjet Quality

Single-pass inkjet presses can now achieve significantly better print quality, thanks to a technology breakthrough to be unveiled by Global Graphics Software at drupa. Global Graphics Software is a leading developer of software platforms for digital printing, including the Harlequin RIP®. The Harlequin Multi-Level Digital Screening Engine™

varies the amount of ink delivered from the inkjet head in any one location on any type of media to overcome common problems such as streaking and mottling that are frustrating many press manufacturers.

Creative Banner Displays Announces Sales Award Winner Creative Banner Displays kicked off the new year by announcing the 2015 Sales Person of the Year Award at their second annual award ceremony held in Maple Grove, Minnesota. The award recipients receive a ring that symbolizes accomplishment, appreciation and honor. Receiving this award was Scott Yurashek, a Creative Banner Sales Rep for Oklahoma, Arkansas, Louisiana, and Texas. His award came as quite an accomplishment

24 • March 2016 • DealerCommunicator

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considering he has only been with Creative Banner for one year. During that year, he grew one of his customers by 175 percent by expanding their product offerings and becoming one of his largest customers.

OKI Data Americas Hosts Twoday Avery Dennison Vehicle Wrap Training Class

OKI Data Americas recently hosted a hands-on vehicle wrap training course in its Escondido,

California office. The program— developed by Justin Pate for Avery Dennison—was instructed by Troy Downey of APE Wraps and utilized the ColorPainter™ M-64s wide format printer from OKI together with cast MPI 1005 EZRS film.

The Signage Foundation Explores R-O-I for Retailers

A sign reinforces a retailer’s brand, communicates and informs

We Invite Inquiries From Quality-Minded Equipment Dealers PerfMaster Sprint Perf/Score System

Click Here To View Double Page Display Ad

DealerCommunicator • March 2016 • 25

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Continued

customers, and can improve customer experience. But is there a way that retailers can determine a return on investment when evaluating their sign purchases? New research from the Signage Foundation uses case studies of national and international brands as well as small community organizations to discuss how signs deliver results for their end users.

NPES Names Thayer Long As New Association President NPES Chairman of the Board Mal Baboyian, Executive Vice President, Large Format Solutions/Production Print Solutions for Canon Solutions America, announced today that Thayer Long will serve as the next president of NPES-The Association for Suppliers of Printing, Publishing and

Converting Technologies, succeeding Ralph Nappi who has led NPES for the last 11 years and announced his retirement at the October 2015 Board of Directors Meeting. Thayer brings eight years of effective leadership experience that includes all aspects of association management including strategic plan development, trade show management, government affairs, education and foundation work. In addition to leading NPES and GASC, Mr. Long will also serve as president of the Graphic Arts Education and Research Foundation (GAERF). Current NPES President Ralph Nappi said, “Thayer is a good colleague whom I have known for five years; the industry is fortunate to have such a highly qualified professional joining our organization. Thayer possesses the skill set to take NPES, GASC and GAERF to new levels and

26 • March 2016 • DealerCommunicator

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will bring a high degree of creativity and enthusiasm to our industry. It will be my pleasure to transition the leadership roles of our industry’s key associations and trade shows to him.” Mr. Long will begin his roles on April 28. Nappi has agreed to continue in a transitionary capacity through the end of July.

For complete information about the Association, its programs, and its member companies, visit: www.npes.org or phone: 703/2647200.

PIA Recognizes Michael Peluso Printing Industries of America has recognized Michael Peluso, President, Shawmut

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A Trusted Logo for Floor Model Folding Machine Parts For Over 30 Years every part backed by a guarantee of satisfaction

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Continued

Communications Group, as the 2016 recipient of the Managing for Improvement Award. This award is bestowed each year on a manager in the printing industry who demonstrates the ability to create real and lasting improvement for his or her company. Peluso’s nomination credited him with leading a transformation in the service offerings, culture, and performance of Shawmut. The Danvers, Massachusetts company

develops custom print solutions and integrated marketing campaigns for clients across New England. “His efforts in rejuvenating the company resulted in unprecedented growth in sales and profits at the 65-year old firm,” said the person who nominated Peluso for the award. He concluded with: “I’ve worked with hundreds of different companies in many different industries, and can say that Peluso is an Industry Leader.” DC

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There’s A New Force In Flexible Magnetic Materials Printable Sheets, Rolls, and Strip

NEW FORCE MAGNETICS See Our Product Ad In This Issue

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Buy Plastic Coil Double Loop Wire From One Source Tel 800-461-9301 <> Fax 208-377-9301 Email ljfullmer@pvcspiralsupply.com www.pvcspiralsupply.com 28 • March 2016 • DealerCommunicator Click Here To Return To Table of Contents

SALES CORNER

Add On Sales By Ed Rigsbee, CSP

There is a reason why McDonald’s enjoyed total revenues of $23.5 billion in 2008. Could it be that there are more than 31,000 McDonald’s restaurants around the world in 118 countries? That is partly the reason, however I believe the fact that they sell 9 million pounds of their delicious French fries per day is an even more important element. What they really do well is ask, “Would you like fries with that?” McDonald’s world wide excels at add on sales. I realize that others have also gotten on the “add on sales” band wagon, yet McDonald’s consistently performs year after year.

What Would it Take? What would it take for you to create this kind of culture in your organization? You might be finding yourself a bit resistant, thinking that the MacDonald’s

employees are mindless robots; and you might be right. However, they consistently perform. What would it take for your organization to perform at the level McDonald’s expects? Could the roadblocks be ego, intellect, and perception?

The Ego Roadblock In my experience professional service corporations and chic retailers are the worst offenders in the area of letting ego get in the way of add on sales. I’ll ask you this. ”Do you want to hold on to your costly erroneous beliefs or do you want to increase revenues? When you let your ego get in your way, revenues will decrease. The Intellect Roadblock “I’ll do it my way because I know better.” This is the battle cry for intellects. In solving complex problems this is fine, however it is not acceptable in selling more of your products and/or services. Intellects are infatuated with features as opposed to being

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DealerCommunicator • March 2016 • 29

SALES CORNER continued

conscious of benefits. Intellects love to hear themselves talk about the technical side of anything and everything. Guess what? Your customers really do not care. They just want to know how your product or service will make their lives better—and, that it is a good value.

The Perception Roadblock The perception roadblock to add on sales is one that will definitely need a brain adjustment. Business owners and the employees who sell for them too often feel it is an imposition on their customer to offer something additional. Somehow these folks got their head screwed on cockeyed and they really do need some help. When they truly care about their customer, client, or patient it is incumbent upon them to offer every bit of value your/their organization has to offer. One might say that McDonald’s is making people fat and unhealthy by offering supersizing or just “fries with that.” I do not think

so. McDonalds is not cramming the food down the throats of their dining patrons but simply offering more value. Customers make choices. What you need to do is to simply offer your customers more choices and more value. Success in Simplicity McDonald’s, I believe, is successful because of simplicity. They do not rattle off 20 additional dining options but rather one or two. If you were to adapt this idea of simplicity to your organization, it might be done by just offering one single item to every customer as an add on, or possibly having just one specific and different customized add on offering for every individual product or service. Needless to say, the multi-item approach is much more difficult to implement. Why Else Don’t They Offer? I have found that the primary reason you and your employees do not offer add on sales is because of a lack of training. I bet you thought I was going to say laziness. In my two decades of experience in work with

30 • March 2016 • DealerCommunicator

organizations as a consultant, I have identified lack of training as the culprit much more often than apathy or sloth.

keynote presentations and workshops on effective and profitable alliance and partnering relationships. In addition to serving as the president of A Simple Solution Rigsbee Research Consulting Your simple solution to increasing Group, Ed also serves as the add on sales in your organization CEO and Executive Director of is daily training. Try this for a (501 c 3) public, non-profit a month and see if I’m not charity. Ed has authored three completely correct. At the start books and over 1,500 articles to of every day, spend two to three help organizations to take full minutes explaining to all the advantage of their potential. persons in your organization, why While Ed has been fumbling, a particular product or service bumbling, and stumbling his way helps your customers’ lives to through the organizational mazes be better and suggest that they of for-profits and non-profits for suggest it to customers that day. over four decades, he has been an At the end of a month you have observer, researcher, and teacher; trained your entire company helping organizations of all on how to offer 20 new and/ sizes to build successful internal services. And your employees and external collaborative have consciously participated in relationships. Contact Ed, get that training.Do this rigorously additional (no charge) resources, for one month and I guarantee sign up for his complimentary you that you’ll be pleased with weekly Effective Executive the results. DC eLetter, or to view Ed’s videos, Copyright © 1990-2013 Ed please visit www.Rigsbee.com. Rigsbee Ed Rigsbee, Certified Speaking Professional, travels internationally to deliver

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• March 2016 • 31

Dealer Communicator’s Seminars In Print

LEASING

Listen: Be Brilliant (Part 3 of 3) by Mary Redmond

The Final Four Tips for Your Sales Tool Box are: • Summarize Often • Confirm and Clarify • The 80-20 Rule • Maintain Focus Summarize Often Recap your discussion with your client several times throughout the meeting. Your customer is not forgetful or inattentive. Summaries demonstrate momentum. Five reasons to review are: • Remind attendees you’re making progress. • Everyone can celebrate little victories. • Keep the end goals in sight. • Demonstrate that good listening and comprehensions are ongoing. • Encourage time management.

The 80-20 Rule Make sure your prospect talks 80% of the time. While they share their needs and wants, remain quiet and take excellent notes. Sales people love to demonstrate how smart they are. “Smart Listeners Are Silent Listeners.” The smartest person in the room talks 20% of the time and asks great open-ended questions that begin with the Five Ws; Who, What, When, Where and Why? In addition, the Big H - How. Successful sales people remain engaged and demonstrate comprehension. Confirm and Clarify This step I nicknamed “The Parrott.” This technique came from marriage counseling. Years ago my husband and I wanted to improve our communication. The counselor asked each of us questions. He listened to our responses. Then we summarized what our spouse said. Unfortunately, our “instant replay summation”were inaccurate. We listened with flawed

32 • March 2016 • DealerCommunicator

filters. Frequently, what we reported hearing was incorrect. Additionally, as we gave our interpretative synopsis, the words selected and the vocal intonation changed too. Perhaps, in our replay, we wanted to impress our counselor with our dramatic acting skills. If this were an audition, that’s appropriate. In listening skills practice, it’s not! Also, don’t robotically repeat a partner’s exact words or it sounds like you’re mocking them.

Maintain Focus Demonstrate listening using three skills: • Take notes. • Practice “Listening to Body Language.” Lean forward and use the appropriate eye contact. Focus on your prospects Body Language and react accordingly. Use these Listening Techniques and Tools and your sales will increase and your relationships will prosper. DC

Parrots supposedly repeat their Contact Mary to speak at your next famous phrase “Polly Wants meeting, conference, trade show or a Cracker” exactly as their special event. Mary@FearLess owner said it. No variations. Negotiator.com, 913-422-7775. No dramatic inflections. Think of “The Parrot” next Click Here For Inquiry Form time your restate your customers’ requirements. Dealers and Manufacturers Consider opening with Keep Control Of The Sale When Leasing Is Involved one of these phrases: You have the sales talent to close deals, 1. “What I heard you but... are you good at Lease Negotiating? if not, Let Me Be Your Advisor saying was...” Learn from negotiation expert Mary A. Redmond. She has nearly 30 years in 2. “Let me see if I got lease negotiations and has represented dealers, leasing companies, customers this right.” and manufacturers. She knows all sides of the sale. Get the edge you need! 3. “What you’re telling Contact us: Mary@fearlessnegotiator.com • 913-422-7775 me is that the...” www.IndependentLeaseReview.com

Click Here To ReturnDealerCommunicator To Table of Contents • March 2016 • 33

5 Tips To Help Dealers Manage Social Media Projects by John Foley, Jr.

Running social media as a dealer certainly can be difficult and time consuming. From making sure your posts go out on time to creating content that is intriguing, it’s challenging to meet all aspects. Maintaining social media that is organized and personable, yet also professional, can be a difficult task, but by allowing the tips below to guide you, you will find it easier to manage. Consistency. Developing creative content and scheduling your posts is stressful, but with help of the right tools, you will notice a weight being lifted off your shoulders. Do your research and find the right social media management tool to fit your needs. A good social media software will help you to

manage your strategy and keep a consistent posting schedule across all channels. Have a Leader. While it’s great to have a team that is dedicated to your social media, having one person who can oversee everything and make sure your team is on the right track is important. From supervising the team to overseeing the entire social media strategy, it’s key to have a manager. Educate. Educating your social media team is important so that you can make sure that everyone is on the same page. Meet with them on a weekly basis to review status and strategy. This will allow you to talk to your team and get their input on how to be more successful and what they need to work on. Analyze Results. While it’s great to share content and see audience interaction, it’s still necessary to track and analyze all of your results. With so many

34 • March 2016 • DealerCommunicator

reporting tools out there, the amount of work needed is cut in half. When searching for the right social media management tool, make sure you consider its reporting system and how it will help you generate reports and measure audience interactions. Encourage. Make sure you encourage your marketing team and reward them for results. Encouraging and supporting them shows that you care and want them to succeed. Convince them to participate by letting them know the goals and objectives that you hope to make and acknowledge superior performance.

Overall, maintaining a strong social media presence is a great way for your audience to get to know you as a dealer. Follow these tips above to help you take control of your social media efforts and allow you to create an organized and unified social media strategy. DC About John Foley, Jr. John Foley, Jr. is the CEO of interlinkONE. John and his team provide an award winning distributed marketing software for dealers, ilinkONEpro. Among other things, their software solution allows for the creation and execution of personalized marketing campaigns, including direct mail, email blasts, and personalized URLs (pURLs). Learn more about John at JohnFoleyJr.com and interlinkONE at interlinkONE.com

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Dealers Increase Your Marketing ROI With Video-Mail Using the latest technology to make more sales!

by Bob Licari, BrainSell Services Amazing technology is all around us. Yet, we have learned to be desensitized to many advancements that could affect our business in a very positive way. All too often we fight change even when it is beneficial. We are sometimes blind to what may bring salvation to our problems. Because of the habitual nature of the human species; we are prone to keep doing things as we are used to doing them, right or wrong! There are some out there who can say they have always done things the way they do now and have attained success, without ever going outside the box and staying rigidly on a predetermined line. Kudo’s to those lucky ones. If you are one of them, you may not learn anything from this information. For those who want some fresh new advice and

direction let’s talk about VideoMail! Video-Mail is a phrase coined by BrainSell Services describing a technique we have developed to bring higher results to marketing campaigns. Today I will share with you how to utilize this proven and successful method of marketing your products. First you need to have a private site to host your videos. This can be done on your company website or through video hosting sites such as Wistia.com. Sure you can also link to any YouTube Video post, however with public sites like YouTube when your video is viewed competitor’s videos are always close by. Sites like Wistia.com allow you secure private video viewing. Next find yourself a good quality QR code creating site, one of the best is www.qr-code-

36 • March 2016 • DealerCommunicator

generator.com this site gives you the most flexibility in creating various personalized QR codes and also allows for tracking responses. Now you have the tools, start by developing a well-designed and impacting mailing piece, this may take you some practice but believe me there is a difference when it is done right. Utilize a strong “call to action” in your mailing artwork. Then use the QR codes to load operational or application videos of the equipment or services you are offering. These videos should be short and to the point showing operation simplicity and how the equipment can be utilized.

Through education buyers who receive your informative mailings will seek you out as the expert in the arena of your focus. By properly utilizing Video QR codes your mailing piece will now have the ability to sell for you. Educating your potential buyers through informative mailing campaigns will create the sales pipeline needed to keep ahead of competitors and generate the sales and profits successful dealerships need to survive in today’s aggressive markets. DC Bob Licaro can be reached at: BobLicari@BrainSellServices.com, Ph: 754-779-4296 or visit his website at www.BrainSellServices.com.

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DealerCommunicator â&#x20AC;˘ March 2016 â&#x20AC;˘ 39

Dealers Add Value... Continued From Previous Page value to their relationships with their customers. Its not just new inks, which typically promise better quality and performance, it is the additional colors and configurability that make these new solutions really compelling. There are a few recent examples that dealers can use to talk with their customers to try to excite sales of new equipment.

At the end of last year Epson launched some new SureColor printers. Two of these new models, the P7000 and P9000, use a new ink set Epson calls Epson UltraChrome HDX. There are a couple of very interesting things about this ink set; first is that the new HDX black is 1.5 times the density of the previous ink set which provides better contrast and optical clarity. Epson also offers a violet ink which expands the possible color gamut. Also, the inks are available in three different sized cartridges, which can make it easier for users who produce higher volumes as well as low-

volume users that donâ&#x20AC;&#x2122;t want to tie up cash buying large capacity cartridges. On the eco-solvent side Roland is using improvements on the ink side to help its customers achieve faster return on investment in their printers and be more cost competitive. When Roland introduced the SOLJET EJ640 at SGIA last year they also introduced the EJ-ink which has an ink cost as much as 35percent lower than competitive inks. A 1-liter cartridge sells for $235, bring Roland branded inks, which are fine-tuned to run in Roland printers, to a much more competitive price when compared to third-party inks. This is a big deal because over the lifetime of the printer the user will save thousands of dollars in ink and not worry about their printer warranty. One of the hottest segments of the wide format business is dyesublimation, and just the other day one of the bigger dye-sublimation suppliers in the market, Mimaki, launched new fluorescent inks, fluorescent pink, and yellow, as well as a new light black ink, that

40 â&#x20AC;˘ March 2016 â&#x20AC;˘ DealerCommunicator

greatly expand the range of colors that the Mimaki TS300 dye-sub printers can produce. These inks are available in larger (2-liter) ink packs for longer periods of unattended printing. These are just a few examples and there are a lot of things dealers can do to proactively help drive sales, and understanding and being able to relate the value of the improvements in today’s technology, and what that means to your customers, is a key capability. DC Click Here For Inquiry Form

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DealerCommunicator March2016 2016 •• 41 41 Click Here To ReturnDealerCommunicator To Table of Contents •• March

THIRD PARTY INK WORTH CONSIDERING? John Dvorak, in an article in PC Magazine wrote, “People with inkjet printers have all considered, if not tried, clone inks from third-party vendors. It’s way cheaper.” He continued with, “I will say—and printer companies do not like hearing this— that I have been playing with various brands of clone inks for 20 years and I’ve never experienced any of the problems that you commonly read about in forums, like clogged heads or ruined warranties.” The message to printer owners is “Only use the brand name meant for the printer!” Numerous articles about OffOEM-Inks start off with something like, with money in short supply these days, everyone wants to find a way to trim costs. One expense that could be on the chopping block, and one that printers repeatedly gripe about— is ink prices.

Ray Weiss, digital imaging specialist for SGIA provides the following bold statement to wide format printers: Before you dive into a new piece of equipment or purchase your first wide format printer, you must carefully consider what you want to accomplish before you decide on one ink set over another. In his article for SGIA Journal, Weiss covers the entire field of inks: Solvent, Eco-Solvent, Metalic, Latex, UV-Curable, Solvent UV, Aqueous and Dye Sublimation Inks. Here’s a link to the full article in Printing Impression: http: //www.piworld.com/article/ understanding-ink-options-inwide-format-printing/

42 • March 2016 • DealerCommunicator

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Back To Third-Party Inks No doubt you’ve read enough articles, press tips and have gone to enough seminars to know that there are pros and cons for every facet of production. Your customer’s decision to use an alternative ink, third party or off-brand ink that you sell, should be made with care and testing. This is where you can prove your expertise. Keep in mind you’re not competing as much against other third party ink suppliers, but you’re competing against the manufacturers who offer more reasons why their inks are better.

to be a Dealer-of-Choice, you simply cannot, CANNOT, go with your hand out asking for a supply order. The more printing customers know that you know more than the competition, the more they will rely on you and not the competition. You have to earn your way into the status of Dealer-of-Choice. DC Click Here For Inquiry Form

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Miami Beach, Florida February 18, 19, 20, 2016 They Came - They Saw And They Bought.....

44 • March 2016 • DealerCommunicator

Networking Non Stop. Here in session are (L-R) Jose Colon, Rick Principato of Tower Products & Cesar Lizano, Latin American Consultant.

How great it is when buyers stop to ask questions.

Ani Cabrera at the Larry and Associates Booth intensely serving customers with a smile.

DealerCommunicator â&#x20AC;˘ March 2016 â&#x20AC;˘ 45

Was Tom Hayes of Kompac taking an order? Look At Him Smile.

At Printer’s Repair Parts booth (L) is Nikki Calhoun smiling while waiting for (L) Ken Schelberger to write another order. Two Titan Publishers Collide. (L) Joaquin Menendez, El Impressor, Mexico & Omike Fichera, Dealer Communicator.

46 • March 2016 • DealerCommunicator

Shahar Turgeman and Vincent Millazo at the STS Inks booth where Color is their DNA.

The smiles on (L) Jeff Marr and Richard Peereboom of C&P Microsystems can mean only one thing. A Good Show!

Working at the Duplo booth are Noriko Iwasaki and Armando Olivares.

DealerCommunicator â&#x20AC;˘ March 2016 â&#x20AC;˘ 47

There was sunshine at the Sunshine Paper booth where (L&R) Mike Gallagher and Santiago Franco of Sunshine Paper met with Fabian Ruiz, of Printex, Columbia.

At the close of the show we summed up the success of GOA 2016. (L-R) Cesar Lizano, Latin American Consultant, Omike Fichera and Pat Leavitt, Dealer Communicator and Danny Moloney, Print Media Parnters. 48 â&#x20AC;˘ March 2016 â&#x20AC;˘ DealerCommunicator

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