Dealer Communicator OCTOBER 2016

Dealer Communicator

October 2016

Manufacturer Sponsored NewsJournal

Offset // Digital // Wide Format - Signs

Bridging Manufacturers Worldwide

Platinum Sponsors

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

This Month’s Product Focus New Force Magnetics ISSUE SPONSORS

Manufacturing Directions, Inc.

Photo Courtesy New Force Magnetics Co.

Creative Ideas and Opportunities in Selling Magnetic Materials

William B. Rudow Inc.

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Click Arrows Left and Right To Turn Pages Dealer Communicator • October 2016 • 1

Table Of Contents On Page 4

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Table of Contents

Click Article You Wish To Read GENERAL NEWS SECTION 8 .....Personally Speaking - by “SULTAN” O. Mike Fichera 9 .....Advertisers Index 10 ...Product Focus: Creative Ideas and Opportunities in Selling Magnetic Materials 15 ...Dealer News 21 ...News 4 Dealers The Dealer Channel Improvement Center 32 ...Sales Corner - How Do You Create A Service Culture? - by John Tschohl 34 ...What Is Marketing Automation? - by John Foley 36 ...Let’s Shake On That - by Mary Redmond 38 ...Don’t Take Your Sales Reps For Granted! - by Bob Licari WIDE FORMAT / SIGN SUPPLY SECTION 41 ...Major Article: New 3D Printing Technology Provides New Opportunities for Printing and Office Equipment Dealers - by Tim Greene 44 ...SGIA Expo 2016 Photo Write-Up 4 • October 2016 • Dealer Communicator

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ways to increase income and open doors to companies you never were able to sell before Who Sells Padders?

Dealers Who Know That After Paper Is Printed It Gets Cut, Folded, Coated, and Padded

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Dealer Communicator • October 2016 • 5

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“As A Servicing Equipmen

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& 6 • October 2016 • Dealer Two Companies • One Communicator Focus On Dealers

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nt 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 AutoPro Touch Crash Numbering Machine Opportunities with Perf/Score

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We Invite Inquiries From Quality-Minded Equipment Dealers Ph: 800-225-5644 • Fax: 260-563-4575 email: info@martinyale.com www.martinyale.com

Dealer Communicator • October 2016 • 7

PERSONALLY SPEAKING BY

O. MIKE FICHERA, PUBLISHER

PUBLISHER IS CHANGING HIS TITLE TO SULTAN……….

Welcome to another issue which as you know by now is prepared Exclusively for the Channel of Dealers And Manufacturers.

During the past two weeks, my wife Carol and I were on a cruise that took us to Spain, Portugal, Gibraltar (yes the Big Rock), and when we arrived in Morocco we “just had to have a camel ride”. In the picture above, the owner is giving his camel the order to kneel to allow me to get off and as this was happening, he looked up at me and said, “Oh High And Grateful and Kind Sultan, Your Ride Is Over.” What is more interesting is not my new title, but what the animal did after my ride was over……….

HE WENT TO SLEEP!

As for this issue’s contents, Go To Page 4 .. and .. To Page 41 for the two major articles that we hope will help you grow your business. omike

8 • October 2016 • Dealer Communicator

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

Brackett, Inc....................................................5 New Force Magnetics Co................ 2&3,13,22 Independent Lease Review..........................37 Precision 3D Filament .............................26,43 Manufacturing Directions, Inc ......................11 Primir............................................................37 Martin Yale Industries............ 6&7,16,19,23,28 PVC Spiral Supply.................. 13,21,22,24&25 MDI...............................................................11 Willilam B. Rudow Inc...................................17 Dealer Communicator • October 2016 • 9

Creative Ideas and Opportunities in Selling Magnetic Materials While the printing industry is trying to re-invent itself through the incorporation of digital capabilities together with more automated traditional presses there is another change happening as well. Printers are trying to find ways to distinguish themselves beyond just being capable ink or toner on paper printers but by offering unique finishing, coating and material (substrate) options.

One of these material options is printing on magnetic materials.

their customers how they can use their ability to print on and finish magnetic sheets using their traditional equipment or digital presses as a way to bring in new revenue and good profits. In other words, show the printers how to add this capability to their product line and build business opportunities.

We often learn by example. So Dealer Communicator (DC) has put together some interesting examples using magnetic materials to give you some ideas Many printers wait until a on using this material beyond customer makes a request for printing business cards, sports a printed magnetic material team schedules, political voting but only see this as a one-off reminders or other printed pieces job opportunity. The role of that find their way to a graphic arts dealers is to show refrigerator or the side 2 Sales of a vehicle.

48” NEW & 40” In One A few years ago Dealer 30” Communicator, through 24” Sales Call New Force Magnetics See Pages 2 & 3 was introduced to Jan 10 • October 2016 • Dealer Communicator

Augenstein of FridgeFronts (www.fridgefronts.com) that makes refrigerator and dishwasher sized sheets of printed magnet backed printed designs that gives a fresh decoration look to a kitchen.

When Jan first started the business she used relatively expensive magnetic materials printed on screen presses. When her primary printers went under

she shifted to printers using wide format inkjet technology which has significantly reduced cost and turnaround times. Her patented product attracted the interest of the Shark TV program investors who felt that this was a very creative use of magnetic materials and offered an investment into her business.

Continued On Next Page

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Dealer Communicator â&#x20AC;˘ October 2016 â&#x20AC;˘ 11

Magnetic Materials continued

A recent trip to the FridgeFronts website showed an expanded product line of 11 million designs for refrigerators or other appliances where only a few years ago she had 100+ fridge designs. Moving to a wide format inkjet printer for imaging on the magnetic material has helped build this business since there is no need to inventory printed pieces. Any selected image or custom image can be printed economically on demand.

backed material can be placed on a cabinet or wall or plastic appliance and then the printed magnetic printed materials can be placed on top offering the same benefits as if the magnet was placed on a refrigerator.

To see how receptive sheeting is used beyond home decorating check out New Force Magnetics (www.newforcemagnetics.com) to learn about their Transitional Graphics (TG) product that can be placed on any flat surface and made as large as desired. It can be used in offices, showrooms, retail businesses, restaurants, etc., for seasonal decorations or signage Looking through some of the offering quick replacement at offered images that can be applied a relatively inexpensive cost to most appliances there are some with no damage to the facilities. interesting ideas. Like putting a Similar use of printed magnetic decorative white or chalk board materials can enhance a booth at a on the door of a refrigerator or consumer or trade shows. dishwasher to be used for notes to the family or change the entire The materials available have also changed with the appearance of a refrigerator with manufacturers offering a wide a metallic coated magnet. variety of substrates and surfaces FridgeFronts also offers magnetic to be used for all occasions. receptive sheeting for areas that To get a further idea on the are not magnetic. This adhesive variety of magnetic material 12 â&#x20AC;˘ October 2016 â&#x20AC;˘ Dealer Communicator

surfaces offered check out New Force and Master Magnetics (www.magnetsource.com).

and where the magnetic material will be displayed. In most cases, indoor applications use thinner magnets and paper printed substrates. Outdoor applications use vinyl products for UV and weathering protection. Vehicle signs utilize .030” thick magnet to prevent signs from peeling off vehicles at elevated speeds.

Master Magnetics manufactures magnets for industry and home, used for a variety of applications from picking up pieces of metal from hard-to-reach places to powerful magnetic assemblies that lift, hold, and separate, as well as flexible magnetic Also, you can print directly on sheets used for printing. If you pre-magnetized sheets if the have questions on the history press has metal parts that cannot or basics of magnetics look at be blocked off. Un-magnetized the quick links and blog tabs on sheets can be post-processed their website. Master Magnetics with a hand held or motorized also offers to resellers a graphic magnetizer after printing. system that is comprised of This one-step printing is more PrintMagnetVinyl™ magnetic Continued On Next Page sheeting and Click On Ads For Inquiry Form FlexIRON™ magnetic receptive sheeting.

There’s A New Force In Flexible Magnetic Materials Dealers need to have the knowledge of magnetic materials and printing on this material to help their customers be successful in its use. The choice of the substrate is based on the application

Printable Sheets, Rolls, and Strip

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Dealer Communicator • October 2016 • 13

Magnetic Materials continued

economical for the printer than having to print on plain sheets and mount them afterwards on magnetic materials. Many wide format printers today can print magnetized materials using UV or even HP latex inks along with image enhancement or protective coatings.

The Internet is a great place to learn. DC wanted to see some of the diverse ways printed magnetic materials could be used beyond signage or decorations.

We came across Magnatag, (www.magnatag.com) a printer in upstate NY who has made a successful business out of printing maps, navigational charts along with whiteboard and dry erase capabilities put on magnetic materials. An interesting idea to share with your customers.

Take your own stroll on the World Wide Web and get more ideas on using magnetic materials that can be offered to your customers. While graphic arts

dealers today sell a full range of equipment it is better if you can offer consumables that maximize the benefit from this equipment.

Magnetic materials have the potential to provide the ways and means for your customers to experience profitable growth. But it takes you, a Dealer, to make it happen. Go Magnetics. DC To Reach The Channel Of Printing Dealers, Wide Format and Sign Supply Distributors

Use

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Local Phone: 1-800-327-8999 International Tele: + 954-971-4360 Fax: + 954-971-4362 Email: pat@dealercommunicator.com www.dealercommunicator.com

14 • October 2016 • Dealer Communicator Click Here To Return To Table of Contents

DEALER NEWS Pasquariello Announces New Dealer Agreement With Kluge

Pasquariello Graphics has been appointed as an authorized dealer licensed to serve the Northeast Region of the United States, Quebec, New Brunswick and Nova Scotia for Brandtjen & Kluge, Inc. (Kluge) a fourth generation privately owned manufacturer of print finishing equipment in St. Croix Falls, Wisconsin. The agreement includes representing Brandtjen & Kluge’s new OmniFold 3000 modular line of production folder gluers, the newly updated line of Foil Stamping and Die Cutting Presses, as well as the newly acquired line of OmniCoat Digital Production and Wide Format UV Roller Coaters.

“I have known Stephen Pasquariello for many years

and am delighted to welcome Pasquariello Graphics into the Kluge family,” said Michael Aumann, CEO of Kluge.

“Pasquariello Graphics has an excellent reputation for understanding it’s customers’ needs and bringing quality solutions and service to those customers.”

A & B Finds A Good Cause A number of employees at A & B Businss Solutions, a dealership located in in Sioux Falls, SD, decided it wasn’t enough to just give a charitable donation, so fifteen of them decided they wanted to put in a little sweat equity! They want to thank all who came and helped – it was a truly eye-opening experience for them and felt they were all so

Dealer Communicator • October 2016 • 15

DEALER NEWS Continued blessed to be able to help a welldeserving family in need!

The lack of affordable housing is a serious problem in the Sioux Falls area. A total of 49.1% of elementary school students in Sioux Falls receive free or reduced meals (as of May 2013) and 1049 children were identified as homeless by the Sioux Falls School District. Many others live doubled up, in motels, in transitional housing and domestic violence shelters. The employees wanted to do their part to create awareness and help for the greater good of their community!

Taking On A New Position

If you have been a customer of AAA Business Systems, a dealership located in Fayetteville, Arkansas for over twenty years, you may have received a phone call from a thirteen year old asking for your copier’s meter reading.

That young girl was their Tracy Biswell Roebke, who is now their contract billing specialist and administrative assistant. She started helping out her mom, Mary Jane, at work when she was about eleven years old. She

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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16 • October 2016 • Dealer Communicator

DEALER NEWS Continued on next page Gene Hancock in 1970, and was placed in charge of stamping incorporated as Hancock Printing AAA Business Machines (back Equipment, Inc. in 1976. Ten in the day before our business years later the company had name changed to Systems) on expanded into it’s present the back of all the marketing brochures. Today, she has the duty headquarters and warehouse of calling once a month and asking facility on North Nebraska customers for their monthly meter Avenue (US Hwy. 41) which is situated at the center of the Tampa readings. Tracy loves this task Bay Area, a few minutes east of and admits, “It’s fun to pick up the phone and talk to an ‘old friend’ Click On Ad For Inquiry Form even when you have never met them.”

Serving The Printing Industry Since 1970 Located in Lutz, Florida, just outside Tampa’s city limits, Hancock Printing Equipment was founded by

William B. Rudow Inc.

www.suckers.com info@rudow.com

Dealer Communicator • October 2016 • 17

DEALER NEWS Continued Tampa International Airport.

Mr. Hancock, with years of printing experience, believed that Tampa area printers needed a dependable source for good used equipment that could increase their production at an affordable cost. That idea has developed into a thriving business with 15 corporate personnel and an international network of dealers and sales agents.

Intergraph Corporation To Acquire Ultragraph Technologies Intergraph Corporation and UltraGraph Technologies have announced they will combine the services of two leading graphic arts distributors in the Caribbean, Mexico, Central America, and South America, under the Intergraph Corporate structure.

Intergraph will acquire Ultragraph so all future sales will be invoiced

by Intergraph.

Tony Pardo and Diana Hinostroza will continue in their present positions under the Intergraph banner. All technical services will continue to be provided by a team that includes Felix Falcon, Edgar Coraij, Carlos Gomez, and Carlos Laya.

“We are thrilled to join forces with Intergraph Corporation,” explains Tony Pardo, former Vice-President of UltraGraph.

Congrats to Paul Shea, IT Supplies Photo Contest Winner!

18 • October 2016 • Dealer Communicator

DEALER NEWS Congrats to Paul Shea of Atkinson, NH! Paul’s entry, “Bison Highway” accumulated the most points from the judging panel. “Bison Highway” will be the featured image on the cover of the 2017 IT Supplies calendar, while Paul will receive a grand prize valued at over $1500.

Mac Papers Names Matt Adams New GM in Jacksonville Mac Papers, one of the largest merchant distributors in the Southeast U.S.,

has announced Matt Adams as the new general manager (GM) for the company’s Jacksonville branch, effective January 1.

In his new role, Adams will oversee all branch operations, including sales, customer service, warehousing, trucking, supply chain management and delivery logistics in Northeast Florida and Southeast Georgia. Adams succeeds Randy Royall, who will retire at the end of the year after more than 44 years with Mac Papers. DC

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

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Dealer Communicator Click Here To Return To Table of Contents

• October 2016 • 19

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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!

20 • October 2016 • Dealer Communicator

&

Birthday Anniversary Announcements

News

Click Here For One Minute Audio

4Dealers

Industry Expert, Scott Porter, Appointed Presstek, LLC announced that Scott Porter has joined the Presstek team as Sales Manager, DI Systems,

Continued On Next Page

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News

4Dealers

Continued

to support the company’s everexpanding sales opportunities in the USA. Based in Orange County, CA, Porter will drive sales activity for the Western region, utilizing the wealth of industry knowledge and experience he has accumulated throughout his 30-year career.

“Scott’s unique blend of workflow and digital printing expertise will greatly enhance our ‘go-tomarket’ initiatives and drive our DI press installations,” said Ralph Jenkins, Worldwide Sales and Marketing Director, Presstek.

Sandy Alexander Receives Patent For Moving Steps Design Sandy Alexander announced that as of August 16, 2016 the company had officially acquired an Original United States Letters Patent for its Moving Steps design The Moving Steps format, invented by Sandy Alexander’s lead paper engineer and New Product Development Specialist Bill Bedinghaus, has generated enthusiastic responses from

Click On Ads For Inquiry Form

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

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We Want Your Feedback Tell us how we might improve this new Flip Book email: pat@dealercommunicator.com

News

4Dealers

Continued Copresco Installs New Bindery and Color Quality Control advertisers across a wide spectrum of industries including Equipment pharmaceutical/health, beauty/ cosmetics, fashion/retail, financial, and automotive. The highly interactive piece can be utilized as a self-mailer, free standing insert, or brochure.

Promotional cards or business reply components can be added as well. All Moving Steps formatted pieces are printed, personalized and finished totally in-line at the Sandy Alexander St Petersburg, FL location.

Copresco has expanded bindery operations and added to its digital color quality control system.

“It takes more than just our fleet of six digital presses to consistently meet Copresco’s promise of overnight delivery,” says Copresco president Steve Johnson. “So once again we’ve invested in both our front and back ends.”

Continued On Page 26

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Dealer Communicator • October 2016 • 23

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24 • October 2016 • Dealer Communicator

or inquiry form

Dealer Communicator • October 2016 • 25

News

4Dealers

Continued

“The color quality management process uses specialized software to control image quality in applications where objective color accuracy is a must,” Johnson explained.

Ricoh’s 3rd Annual Interact User Community Event Brings Global Customers Together Ricoh announced that its Interact User Community Event successfully returned to Boulder,

Thought of the Month Things are only impossible until they’re not.

CO, this summer, immersing print professionals in discussions of production print technology breakthroughs, best practices and trends. Interact’s value is rooted in its underlying belief that the best way to deliver successful solutions is to incorporate feedback from those involved in the daily processes of making them work.

The 2016 event provided attendees with networking opportunities, product education sessions and other informative

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JUMP INTO

3D

With Both Feet

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Email: lonnie@precision3Dfilament.com Telephones: U.S. 800-461-9301 ... International 1+208-377-9301

26 • October 2016 • Dealer Communicator

News

4Dealers

Continued on next page conversations that dove more Roland Customers Win Eight deeply into today’s best practices Golden Image Awards At and provided insights into future SGIA 2016 industry growth.

Goss Announces New Partnership With Elettra To Beat Waste And Add Value As part of its ongoing strategy to establish industry partnerships that can deliver value-added solutions for customers, Goss International has announced a new collaboration with Elettra, leading manufacturer of automatic blanket washing systems.

Roland DGA Corporation announced that Roland customers won eight coveted SGIA Golden Image Awards at the recent Specialty Graphics Imaging Association (SGIA) 2016 Expo in Las Vegas.

Widely recognized as the industry’s most prominent annual The association between Goss and Elettra is designed to provide forum for digital imagers and new benefits for commercial press screen printers to showcase their work, the SGIA Golden Image users, by providing dramatic Awards celebrate industry-leading waste reductions that deliver a excellence and encompass a rapid return on investment. Goss range of categories that illustrate also now becomes the exclusive dealer for Elettra commercial web products and services made possible by specialty imaging products in the Americas.

Dealer Communicator • October 2016 • 27

News

4Dealers

Continued

technologies. This year’s winning entries were selected from hundreds of submissions by an elite team of imaging professionals who awarded gold, silver, bronze and honorable mention ribbons for the best prints.

2016 Increases Attendance To Become Largest Inkjet User Group In The World

thINK, an independent community of Canon Solutions America production print

customers, announced that its second annual conference has already exceeded its attendance numbers from thINK 2015 and is set to host over 400 people at the world’s largest inkjet user group event. thINK 2016 will take place October 10-12 in Boca Raton, Florida at the Boca Raton Resort & Club, a Waldorf Astoria Resort.

Printware Launches New iJetColor.com Website

Printware launched the new www.iJetColor.com website for

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28 • October 2016 • Dealer Communicator

News

4Dealers

Continued on next page

print professionals featuring online training, economic and business education tools.

The new website offers iJetColor Press users access to free online training that includes self-paced tutorials and an extensive library of technical videos to help them produce envelopes, direct mail, letterhead, announcements and labels every day. The new website also provides access to detailed ROI tools including the iJetColor Profit Predictor.

Drytac Canada Hires Jean-Francois Labonté Drytac announced that Jean-Francois Labonté has been appointed as Territory Sales Manager; Eastern Canada - Channel & Custom Sales. Labonté holds a degree in administration from Cégep Beauce-Appalaches and has more than 10 years of experience in

business development.

In his new role, Labonté will be responsible for driving sales through multiple market channels via established and newly developed partnerships.

His primary focus will be expanding Drytac’s wide-format graphics and custom coating business across New Brunswick, Newfoundland, Nova Scotia, Prince Edward Island, and Quebec.

Gatorwraps Expands Operations In Southern California

Gatorwraps is opening a second location this October at 23501 Avenida De La Carlota, Suite D, Laguna Hills, CA in Orange County. The decision to add the 6,000 square-foot facility allows Gatorwraps to build on its success

Dealer Communicator • October 2016 • 29

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4Dealers

Continued

as a trusted and innovative printed graphics provider in the region.

“Our fastest growing local market is the Orange County area, which is over an hour away from our headquarters,” said Rod Voegele, founder and owner of Gatorwraps. “Opening this shop will provide a more convenient location for those customers.”

ORAFOL Americas Announces New Director of Sales And Marketing - Reflective

ORAFOL Americas announced the appointment of Aristotelis Mpougàs as Director of Sales & Marketing - Reflective. Prior to joining ORAFOL Americas, Mr. Mpougàs was Vice President of Sales and Marketing for SURYS Inc. He comes to ORAFOL with over 25 years of reflective industry

experience successfully driving multimillion-dollar revenue growth and providing visionary sales leadership in highly competitive markets. He is a customer-oriented professional with a proven track record of pioneering new opportunities and expanding existing markets utilizing his vast knowledge of applied technology in printing and coating sciences.

Dimension Design Acquires Creative Branding Firm Media Works

Dimension Design announced the acquisition of Jacksonville, FLbased Media Works Inc., a move that is expected to provide more support for client’s needs and help the company further penetrate the marketplace for branded experiences.

30 • October 2016 • Dealer Communicator

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4Dealers

Continued on next page

This acquisition will increase the company’s U.S. sales capabilities, add to its production capacity and broaden the types of branding solutions available to clients.

Dimension Design will remain in the same Jacksonville location.

NPES and PRIMIR Announce The Appointment Of Rekha Ratnam As New Managing Director

PRIMIR, the Print Industries Market Information and Research Organization, the research unit of NPES, has announced the leadership appointment of Rekha Ratnam as PRIMIR Managing Director by NPES President Thayer Long. This key research management appointment is made as NPES embarks on new strategic business planning

and begins to realign the organization’s internal staff resources. Greg Safko, former PRIMIR Managing Director, will continue to serve as a Vice President within NPES to support PRIMIR and NPES research programs, and embrace new and expanding responsibilities in other essential program areas.

Ratnam is a 17-year veteran NPES staffer, Ratnam joined NPES in 1999 whose tenure has focused almost exclusively on the NPES and PRIMIR research and market data programs. DC

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Tell us how we might improve this new Flip Book email: pat@dealercommunicator.com

Dealer Communicator Click Here To Return To Table of Contents

• October 2016 • 31

The

Dealer Channel I m p rov m e n t Center Articles about Sales • Social Media • Leasing • Marketing • Leadership

And Presentations By John Tschohl John Foley Mary Redmond Bob Licari

SALES CORNER

How Do You Create A Service Culture?

by John Tschohl

Disney excels at customer service because the company looks at everything through the eyes of the customer. At each step of the customer’s experience, ask what you are doing to or for the customer. Then, for each step, ask yourself what mediocre service looks like and what excellent service would look like.

Creating a service culture means several things:

1. Top management must value customers and employees. I am not talking about the baloney in the annual report. It must be driven strategically. You must be willing to invest in developing highperforming employees.

2. Make it easy for customers to do business with you. In the U.S., most firms use IVR (Interactive Voice Response) so they do not need to talk to customers. Many 32 • Improvement October 2016 Center • Dealer • Communicator October 2016

SALES CORNER continued

outsource their call center to other countries. You need a live person to answer the call in 1 or 2 rings.

24/7. Too many organizations are more focused on cutting costs than keeping customers.

3. All employees must be trained with a new customer service program every 4 months. It must be different and new. Get over the idea that there is a magic program that will change employee behaviors and attitudes for life. For example, Progressive Insurance creates new commercials every month. The most expensive part of training your staff is labor time. Whatever tools you use must be really good.

I believe very few organizations do not care about results.

4. Follow service leaders like Amazon and Metro Bank London.

Go to their websites and sign up under Investor Relations for the daily and weekly press releases.

Jeff Bezos and Vernon Hill are light years ahead of almost all CEOs in the world.

5. Master empowerment. Enable every employee to make fast, empowered decisions in favor of the customer. Too many weird things happen every day. Teach principles and empower your employees.

According to Brad Cleveland, Co-Founder and Senior Adviser of the international Customer Management Institute (ICMI), a recent Gallup poll found that when employees are engaged, companies see a 240% increase in performance-related outcomes, which goes to show that customer service “really matters.”

About the Author: John Tschohl is an international service strategist and speaker. He is the founder and president of the Service Quality Institute in Minneapolis, Minnesota. (www.customer-service.com)

Dealer • of October 2016 October Center Click HereCommunicator To2016 Return• ToImprovement Table Contents

• 33

What is Marketing Automation?

John Foley, Jr.

Marketing automation is exactly how it sounds. It’s all about making the steps in marketing automatic, as opposed to manual in nature. And it’s accomplished by using software that can execute automated marketing steps.

Imagine harnessing the power of technology to engage your prospects. Via email. Via direct mail. Via social networking sites. And then setting up the relationship building process to work completely automated. You still have personalized messages.

You still make that connection with your prospects. But it’s all done with an automated system – making technology work for you!

Moving Parts When you build a marketing campaign, there are a lot of moving parts. Yes, you need to get the message out there to your

prospects, but you also need to ensure that the message stays consistent. Using software that helps you do this saves time, money and allows you to do things within your marketing campaign that perhaps wouldn’t be efficient when conducting the various aspects of campaigns manually.

Marketing Automation in Action You build your marketing campaign. You develop the marketing messages and you will get them to your target market through the following: direct mail, email, Facebook and LinkedIn ads and banner ads.

Each message sent through each of these methods will have a call to action and will allow for a response from your prospects.

However, there is no “man behind the green curtain” choosing when to unleash each message.

The delivery of the messages are already pre-determined and set up on a fine-tuned schedule.

October 2016 Center • Dealer 34 • Improvement • Communicator October 2016

Banner ads are in place on day one. Social media ads (Facebook and Twitter) are also ready to go.

Emails will be sent 3 days later.

A reminder phone call will go out 4 days after that. And then the direct mail will hit the streets a few days later. Each message is completely scheduled and each message invites response from prospects.

And the moment your prospects begin to respond and utilize those response mechanisms, your automated marketing system continues to plug away at the campaign, kicking into high gear.

Whether the prospect responds via a web form after clicking on a banner ad, or a URL, that prospect is sent information that directly corresponds to the prospect’s interest.

is more likely to foster that relationship and turn it into a sale.

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.

Relationship building via an automated system saves resources in regard to both money and time. And by providing relevant information to the prospect in a timely manner, your business Dealer • of October 2016 October Center Click HereCommunicator To2016 Return• ToImprovement Table Contents

• 35

Dealer Communicator’s Seminars In Print

LEASING Let’s Shake On That

by Mary Redmond

Do you consummate a deal with a handshake? We use a handshake when we initially meet someone or greet a friend. We also shake hands when offering congratulations or expressing gratitude.

A handshake conveys trust, respect, balance and equality. All these traits are essential elements of a successful business relationship.

It sounds simple until we examine local customs, gender and cultural differences. Then it’s challenging.

It’s Complicated-10 Sticky Situations 1 Who offers their hand first and how long should a handshake last?

2. Are strong, physical handshakes proper?

3. Is breaking from the handshake first, a sign of weakness?

4. What is proper if the individual is a Southern “lady,” or over the age of 80?

5. What do you do if they do not have a right hand?

6. Where do you put the left hand while shaking with the right hand?

In South Korea and other Asian countries, keeping the left hand in the pocket while shaking with the right hand is an insult and is disrespectful. That’s enough to blow a business deal. America has a “casual culture” and some Americans think our way is the right way to do business.

7. If they do not offer their hand when I extend my hand, what does it mean?

8. What if they say, “I don’t shake hands? Hands spread disease.”

9. When does a knuckle bump replace a handshake?

10.Where should my eyes focus while I shake hands?

The discussion of handshakes is to encourage every person to learn how business is conducted in other countries. How do those unlike “us” conduct business?

36 36 •• Improvement October 2016 Center • Dealer • October Communicator 2016

Follow their lead. If they extend their hand first, do what they do.

Ask someone you know and trust who is from that country for tips and hints about what is proper.

to cover business etiquette in 60countries. Remember, it’s nearly impossible to be 100% accurate on this subject.

Read a book on doing business in other countries. Kiss, Bow or Shake Hands by Terri Morrison and Wayne A. Conaway, published by Adams Media. This book attempts

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Contact Mary to speak at your next meeting, conference, trade show or special event. Mary@FearLess Negotiator.com, 913-422-7775.

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On the West Coast USA. If you have interest contact Omike Fichera 800-327-8999 or omike@dealercommunicator.com October Center Dealer • of October 2016 • 37 Click HereCommunicator To2016 Return• ToImprovement Table Contents

Don’t Take Your Sales Reps ForGranted!

by Bob Licari, BrainSell Services It is true more often than it is said, key sales people will make or break your company. It doesn’t matter what revolutionary product you are representing. If you want to “grow a successful business” make your employees working environment an efficient and pleasant area to be in. Provide the necessities for comfort where practical; such as fresh cold drinking water, designated eating areas. An employee refrigerator will also be appreciated.

Employees can bring their lunch and break snacks. They will save a few bucks a week and you will not lose working time because of employees leaving and returning late from their lunch breaks.

Make your work environment friendly and enjoyable so that they are motivated to stay in the office unless a sales call on a

qualified prospect is planned or they are on the street cold calling customers.

If your employee’s break and lunch areas are set up properly it is a win-win for everyone.

Employees will also benefit from the additional quality time gained by avoiding the added stress resulting from leaving the office for lunch and returning on time.

There are employers who have motivated and productive employees who hustle to do their jobs correctly and follow organized sales routines; they basically do everything right but are not recognized, rewarded or given encouragement for their work. If you are one of these employers take notice of the situation. Do you want to be the developer of a salesperson’s skills, yet become the stepping

38 • Improvement October 2016 Center • Dealer • Communicator October 2016

stone when they leave you for another, more appreciative employer once they have developed some skills and value?

A much better decision would be to harness the skills you have invested in that salesperson.

Be sure to do your part as the Dealership. Have ample supplies of brochures and well-running demonstration equipment. Proper carts to transport the equipment are also important. Nothing looks worse to a prospective buyer when your sales reps come to their business but do not have adequate equipment support to perform a proper demo.

Keep your salespeople happy and they will stay motivated and make more consistent sales. Don’t be a parasite employer, draining the motivation from your reps through processes that are not fair to them. Don’t burden them with the pressures of running YOUR BUSINESS! They have enough pressure as salespeople knowing they must produce to pay their own bills; the last thing that should be on their mind is

the company’s expenses and costs. Although it is all one big circle between employers and employees, each has a defined role to play. Make sure you know where your responsibilities and burdens are and the line that separates your employees from those burdens. DC Bob provides turnkey marketing solutions and has been serving the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: BobLicari@BrainSell Services.com, Ph: 754-779-4296 or visit his website at www.BrainSellServices.com.

Leading Press Equipment Importer looking for qualified press equipment salesman for Northeast U.S. Please submit resume to: Dealer Communicator 1919 N. State Road 7, Suite 202, Margate, FL 33063

Dealer October • October Center 2016 Click HereCommunicator To2016 Return• ToImprovement Table of Contents

•• 39 39

Notice: The Following Pages Focus On Wide Format

40 • October 2016 • Dealer Communicator

WIDE

FORMAT

SIGN SUPPLIES

New 3D Printing Technology Provides New Opportunities for Printing and Office Equipment Dealers A lot of office and printing equipment dealers are interested in entering the 3D printing market, but may be unclear about the technologies and vendors. For those that are not familiar, it may be worthwhile to identify some of the key 3D printing technologies and look at how some of these technologies are evolving. The most common types of 3D printing technology are fused filament fabrication (FFF) and fused deposition modeling (FDM). By our estimates FFF/ FDM printers make up over 70% of the 3D printers sold in the U.S. in 2016. Most of these FFF/FDM printers are fairly low-priced consumer-oriented printers, but there are certainly many professional FFF/FDM

printers designed for professional prototyping environments and even short-run manufacturing.

The biggest differences between consumer and professional solutions are the possible build sizes, speeds, and accuracy.

The second most common type of 3D printer is based on stereolithography (SLA). Most SLA printers are not consumertype, but professional products with selling prices over $2,500.

The most compelling feature of SLA-based 3D printers is the accuracy they are capable of.

SLA-based printers are coming down in price even as the speed and quality are improving.

Continued On Next Page

DealerCommunicator Dealer Communicator â&#x20AC;˘ October 2016 â&#x20AC;˘ 41

WIDE FORMAT SECTION

Metal is one of the hottest segments of the 3D printing market, and most of the metal printing systems are based on some form of sintering and melting technologies. The range of equipment and prices is probably the widest in the metal printing segments, with prices ranging up to $1-$2 million for a high-powered metal printer.

Those high-end metal printers are mostly sold direct, but there is a growing number of lower-end market entries in the metal printing market which could represent a good growth opportunity for dealers that are either new or looking to expand their presence in the 3D printing market.

Another exciting technology area for 3D printing is in the

“materials jetting” category which is, for now, where IDC is putting HP’s MultiJet Fusion printers. The segment is led now

by Stratasys and 3D Systems.

3D Systems has its MultiJet and ColorJet technologies while Stratasys has its PolyJet and Triple Jetting technologies. This segment is exciting because unlike some of the other technologies it is possible to build or cure a layer at a time, which means the speed can increase dramatically even while accuracy and strength improve.

Also, we’re seeing the growth of color printing in this category which means much more accurate prototypes and even finished parts and products can be produced.

Again, the range of prices on materials jetting-based 3D printers goes from the hundreds to the hundreds of thousands.

There are a few 3D printing technologies and hundreds of manufacturer partners to choose from, so dealers have to adopt a

Dealer Communicator 42 • October 2016 • DealerCommunicator

Continued On Next Page

WIDE FORMAT SECTION

smart approach to this market.

Getting manufacturer support for building and maintaining your business is critical as more companies look for ways to take advantage of the improvements in 3D printing technologies.

Dealers should look for ways their manufacturer partners can help them identify new opportunities and even ways to educate customers on better ways to utilize these exciting technologies. DC

Tim Greene, Director of Wide Format Printing Consulting Services, International Data Corp. (IDC), will field your questions, comments or arguments by email: tgreene@idc.com

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DealerCommunicator October 2016 2016 •• 43 43 Dealer Communicator Click Here To Return To Table of Contents •• October

2016 September 14 - 16, 2016 Las Vegas Convention Center • Las Vegas, NV

Photo Write-Up

Jack Nellessen, New Force Magnetics, doing demos.

Ed Testa, Axis Capital, stopping by for a photo op.

44 44 •• October October 2016 2016 •• SGIA Dealer Write-Up Communicator

Steve and Angie Tompkins of Tompkins Printing Equipment stopped by our booth to say hello.

Wendy Bergan, JDS Industries, took a break for us.

3D was awesome.

Dealer Communicator SGIA Write-Up •• October October 2016 2016 •• 45 45

Sold wide format printer

Steve McLevey, Flexmag Industries, doing demos.

John “JW” Wokurka, Sakurai, and Raymond Ponce of Sanjo Sales and Service

46 • October 2016 • SGIA Dealer Write-Up Communicator

Mauricio Vanada, Sertha, was busy all day long.

STS Inks had its share of business activity.

Gary Sackel, Sackel Corporation

Dealer Communicator SGIA Write-Up Click Here To Return To Table of Contents

• October 2016 • 47

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