Dealer Communicator SEPTEMBER 2016 by Fichera Publications

Dealer Communicator

September 2016

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Table Of Contents On Page 4

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Table of Contents

Click Article You Wish To Read GENERAL NEWS SECTION 9 .....Personally Speaking - by O. Mike Fichera, Publisher 10 ...Advertisers Index Special Product Focus Report: Proofing - New Income For Dealers 11 ...Proofing Techniques for the Changing Printing World 17 ...Dealer News 25 ...News 4 Dealers The Dealer Channel Improvement Center 38 ...Sales Corner - It’s Not Your Fault But, It’s Your Problem - by John Tschohl 40 ...How Dealers Can Make Their Marketing ‘Pop!’ - by John Foley 41 ...It’s Back to School Time, Again? - by Mary Redmond 43 ...How To Make Cold Phone Calls Effectively - by Bob Licari 45 ...It’s Time For Tim Cook To Think Different - by Robert Faletra WIDE FORMAT / SIGN SUPPLY SECTION 47 ...Major Article: Dealer Strategies for Getting Involved In Rigid Substrates - by Tim Greene 4 • September 2016 • Dealer Communicator

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Dealer Communicator • September 2016 • 7

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Marc Spring, President Evolved Office and President-Owner-Trade Show Manager of the ITEX Trade Show Attending Trade Shows Remains an Invaluable Resource For Dealership Owners, Managers, Salespeople Even in this digital age, there’s nothing like getting face-to-face with prospective buyers and existing customers like attending and/or exhibiting at a trade show. Having a captive audience is a great opportunity to gain knowledge, experience, exposure, and leads. While there are costs to attending a trade show, the benefits of attending easily outweigh these costs. BENEFITS FOR DEALERS: • Keep an eye on your competition – VERY IMPORTANT • See product launches and then be first to market with them • Expand your customer base • Discover the latest products, technologies, and trends • Gain education and insight • Gather a large amount of feedback for your entrepreneurial ideas • Identify partners to form strategic alliances with • Increase credibility and reputation for your dealership Not to make this sound like a sales pitch, but the ITEX Trade Show in 2017 (www.itexshow.com) will showcase office technology for dealers, vendors, solution providers, resellers, distributors, and managed services providers. It is a Dealer-Only event with a three-day conference and exposition taking place April 18-20 at the Mandalay Bay in Las Vegas. Exhibiting manufacturers and distributors will be offering something for every partner in the office equipment and solutions space. My thanks to Omike Fichera for this opportunity to present the ITEX Trade Show to you while he sails the Mediterranean on a well deserved vacation.

Dealer Communicator • September 2016 • 9

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Proofing Techniques for the Changing Printing World … CtP, significant in proofing workflow Through the years the methods of proofing have evolved from providing galleys of typeset material for authors and editors to read in order to avoid typos of all sorts to being a predictor as to what results to expect on press. Further with the industry’s total

move to Computer to Plate (CtP) workflows a digital imposed proof is a significant part of this workflow. Dealer Communicator (DC) sees the need to remind dealers that continued on next page

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Dealer Communicator • September 2016 • 11

structures and using a method of Proofing Techniques layering each process color on substrates that resemble the stock continued to be printed on. Ink jet proofs proofing-technology is significant were used for position rather than and it can be a constant source of color fidelity. Kodak’s Approval supply sales for your dealership. along with digital versions of Matchproofs, Waterproofs and Technology Shifts . . Chromalins during the 1990’s and a short history were the contract proofs of the The major change in color era. However, the use of these proofing technology is the dotted digital contract proofs was improved quality of the proof expensive both in the equipment image. Previously, specialized and production costs along with contract proofs were a slowing down the production requirement. These proofs flow. emulated their film proof relatives Earlier attempts at in regards to having halftone dot using high quality inkjet proofs through products like the Iris Click On Ads For Inquiry Form printer, introduced in There’s A New Force In Flexible Magnetic Materials the late 1980’s, were Printable Sheets, Rolls, and Strip less than successful NEW FORCE MAGNETICS due to a resistance by See Our Product Ad In This Issue pressmen to accept dotless proofs. But Buy Plastic Coil Double Loop Wire the introduction of From One Source wide format quality Tel 800-461-9301 <> Fax 208-377-9301 inkjet printers in the Email ljfullmer@pvcspiralsupply.com mid-1990’s from HP, www.pvcspiralsupply.com

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12 • September 2016 • Dealer Communicator

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Dealer Communicator • September 2016 • 13

Proofing Techniques continued

Epson, Agfa and others that could produce imposed press proofs changed proofing forever. The units showed what is on the plates coupled with color managed software that generated images that could be matched on the press. This combination became the accepted means of combining contract proof and use as a pressroom guide. The pressmen learned to match images rather than dot patterns. Proofing Will Not Go Away Today, proofs shown to customers are often “soft proofs” sent via email attachments or through specialized software for review by customers. But this has not affected the generation of printed

2 Sales In One Sales Call See Pages 2 & 3

proofs that still are needed in the pressroom. With the growing acceptance of digital printing there is often a misunderstanding over the need for digital proofs since the presses could be used to generate an image that could be used as a proof. While this capability is possible it is impractical. Tying up production machines for proofing is not practical. Inkjet proofs are more efficient and less expensive than proofing on the digital press. Selling digital proofing solutions should be a mainstay in the product lines of every graphic arts dealers whether they sell products to traditional or digital printers. The need for proofing will not go away.

Ideas on Selling Proofing Products One dealer that 48” NEW & understands the full 40” range of proofing 30” 24” products is Mueller Graphic Supply. Initially

14 • September 2016 • Dealer Communicator

founded as a litho plate dealer, over time, this organization has kept their product offerings in tune with the changes in the industry technologies. They offer a suite of proofing solutions on their web site ranging from halftone proofs to 2-sided proofs to conventional inkjet proofers to soft proof software solutions. (http://muellergraphics.com/ Graphic_Arts_Equipment/ Proofing_Solutions.aspx) Mueller also offers calibrated monitors needed to accurately view these soft proofs. The need for a controlled means of viewing proofs is not a new topic to dealers. Viewing proofs in daylight or florescent bulbs can give different results which mean that the results from the press may not match customer expectations. Dealers should be selling companion viewing booths. A manufacturer that offers viewing solutions is GTI Graphic Technology Inc. (www.gtilite.com). This company offers a number of products including viewing stations,

overhead luminaires (used for viewing larger images) and a suite of proofing software and viewing tools. Printers have been known to supply their most valuable customers a viewing tool to avoid color misunderstandings. More related proofing products are proofing substrates. A look in DC’s Annual Directory (http://www.dealercommuni cator.com/Reference_Guide/ flipbook/index.html#/54) led us to CGS Publishing Technologies (www.cgsusa.com) who manufactures a range of color management and other preproduction products. One of their products is the ORIS PearlProof™ family of contract proofing media. Using a nanoporous coating, the ORIS products have a much larger surface area than common microporous papers that provides better ink absorption, higher ink densities, improved shadow detail, faster drying and a more consistent proofing quality compared to the coating of other continued on next page

Dealer Communicator • September 2016 • 15

Proofing Techniques continued

proofing papers. Additionally, CGS has developed a wide range of special substrates, manufactured to extremely tight tolerances, needed for packaging proofing. The hot market for digital printing these days is packaging and products needed by printers in this market. Opportunities It is essential that graphic arts dealers selling prepress workflows, or wide format printers, have a suite of proofing products to support this technology. Evolving are specialized substrates, software and viewing tools as adjuncts to the wide format printers used for imaging. Proofing consistencies and the tools for printers and their customers are requirements for successful results. And don’t forget the special needs of packaging printers. Go Proofing!! DC

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16 • September 2016 • Dealer Communicator

DEALER NEWS

Family Overcomes Adversity to Celebrate 40 Years in Business Together

In September of 1976, Joe and Odiele Keough purchased Graphic 14, a small paper wholesaler in Waukegan, IL. Then part of a franchise, they soon became independent. Joe and Odiele’s son Patrick left his job at UPS to take the helm and Odiele came in once a week to pay the bills. Sadly, 15 months after purchasing the company, Patrick was killed in a tragic accident. “Pat did such a great job getting Graphic 14 off the ground”, said his mother Odiele. “He moved us to a better location and established a loyal following. Other than a little

help with bookkeeping, he ran the business on his own.” Odiele left her job as a teacher and hired someone to do the heavy lifting. “At first, customers would call and ask if we had something in stock and I would say I have no idea,” she said. “They told me where to find things, the difference in weights and finishes and I caught on quickly. I can’t say enough about their kindness.” A few months after Patrick’s passing, his twin sister Colleen joined the business, and two years later was joined by her sister Kathy. In 1987 they built a new building in Mundelein, Illinois, where they are still located. The last sibling, younger brother Mike, came to Graphic 14 in 1988 after a few years of selling insurance with his father Joe. Graphic 14 continues to be family

Dealer Communicator • September 2016 • 17

DEALER NEWS Continued Bay Copy President Ray Belanger Participates In Lexmark All-Dealer Conference owned and operated. They are a wholesale distributor of copy paper, printing paper, envelopes, labels, printing supplies and more. “Our employees and customers have always been like family to us,” says Kathy. “We have our parents to thank for that. They taught us to treat people with compassion and respect.” Family patriarch, Joe, passed away in 2014.

Ray Belanger,CEO of Bay Copy, a 44-year old document generation firm located in Rockland, MA, recently participated in an all-dealer conference of more than 270 Lexmark dealers from across the country.

The event, which drew industry peers from across the United States and Canada, was named “Focus Forward,” which discussed the future of Lexmark and its initiatives, including a Thursday, August 18th, Graphic 14 sizeable increase in the number of dealers across the country. celebrated their 40th anniversary with an open house. They He said, “Having the chance to used the occasion to thank meet with more than 270 fellow their customers, vendors and dealers was a great experience, as employees for their loyalty and it is each time we have a national their friendship. More info at: meeting like this. We can all learn www.graphic14.com. from each other.” More info at: www.baycopy.com. 18 • September 2016 • Dealer Communicator

DEALER NEWS Continued on next page How many times in a day do you feel your DEALERS MENTION YOUR COMPANY and YOUR PRODUCTS to THEIR CUSTOMERS? Increase Your Company Visibility With A Dealer Marketing Campaign In Dealer Communicator

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N. Glantz & Son Announces National Agreement with Mimaki USA Mimaki USA, (www.mimakiusa.com), a manufacturer of wide-format

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Dealer Communicator • September 2016 • 19

DEALER NEWS Continued inkjet printers and cutters, announces that it has signed a national dealer agreement with Louisville, Kentuckybased (www.nglantz.com), N. Glantz & Son, a 110 year old sign and graphic supplies distributor founded in 1906. Under terms of the agreement, N. Glantz & Son will distribute several Mimaki products, and their corresponding original ink and consumables. “We are excited about this alliance,” says Ken Vanhorn, Vice President of Marketing and Operations for Mimaki USA.

Grand Opening for Graphco Technology Center Graphco celebrated 40 years of serving the printing industry with the formal opening of the WD Manley Technology Center

in August 2016. The event featured a complete program of live equipment demonstrations, highlighted by presentations from industry experts, including Professor Emeritus Frank Romano. The first day’s events were capped by a personalized tour of the universe at the Cleveland Museum of Natural History’s Planetarium. A complete lineup of prepress and finishing equipment was also featured in live demonstrations throughout the two day event. More info at www.graphco.com.

Piedmont Plastics Is Now Gold-Level SGP Patron Due to the breadth of initiatives that the company has undertaken, Piedmont (www.piedmontplastics.com) has been awarded the International Association of Plastic Distributors 2015 Bronze level Green Scene award and SGIA’s Sustainability Recognition

20 • September 2016 • Dealer Communicator

DEALER NEWS Continued on next page Award.

“Our participation as a patron for SGP is part of our commitment to sustainability,” said Hank Booth, CEO. “Piedmont recognizes the need for sustainable business practices, especially within the plastics industry and digital printing market in order to protect our environment. Through our scrap/ recycling programs and our Natural Solutions products Piedmont Plastics has something to offer print facilities of all sizes in their journey to sustainability.”

Employee of the Month - Matt Gilmore As reported by Duplicator Sales & Service, in the

short time he’s been there, Matt has brought a positive energy to the Service Department. He is extremely versatile in the fact that he works on copiers, printers and now our full line of mailing equipment. Matt, better known lately as “Mailman Matt”, tackles

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Dealer Communicator • September 2016 • 21

DEALER NEWS Continued any job handed to him with optimism and determination. www.duplicatorsales.com

News From

Industry Analysts, Inc. The Place for Print News

Marco Continues National Expansion With Missouri Acquisition Marco, a leading technology services provider in the United States, has announced that it has purchased Document & Network Technologies (DNT), a copier/ printer and business IT services company located in St. Louis,

Missouri. Their 80 employees have joined the Marco team. DNT has been providing its clients with copiers/printers, managed services, IT services, shredding and imaging services for over 15 years. This purchase allows Marco to further expand its geographic footprint and technical services in the state of Missouri. “This is our largest acquisition to date,” said Jeff Gau, Marco CEO. “It supports our strategy for continued national growth. We look forward to providing DNT’s 3,400 clients with expanded technology services.”

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DEALER NEWS This is the 14th acquisition the company has completed over the past three years. They now

have eight locations throughout Missouri. More at: http:// industryanalysts.com. DC

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Dealer Click Here To Return To Communicator Table of Contents

• September 2016 • 23

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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!

24 • September 2016 • Dealer Communicator

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Colordyne Technologies And Mark Andy Announce Strategic Partnership Colordyne Technologies has announced a strategic partnership with Mark Andy as an exclusive distributor of the Colordyne 3600 Series digital print technology, on Mark Andy legacy press

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News

4Dealers

Continued

models including 2200 and 4150 platforms, in the Americas label converting market.

Tower Products, Inc. Appoints Dennis Johnson As Midwest Technical Sales Representative

pressroom chemistry, has announced the appointment of Dennis Johnson to the position of Technical Sales Representative for the Midwestern United States.

Mr. Johnson will have the responsibility for supporting Tower offset and flexographic pressroom chemistry and the Tower Tower dealer channel in the states Products, Inc., of Illinois, Wisconsin, Michigan, the market Indiana and Ohio. He has over 20 leading years of experience in the offset manufacturer pressroom and most recently of environmentally sensitive supported the technical sales efforts of The Click On Ads For Inquiry Form Mosaica Group in the same region. There’s A New Force In Flexible Magnetic Materials Printable Sheets, Rolls, and Strip

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Continued On Page 28

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Come Visit PVC Spiral Supply At Graph Expo Booth 2725 26 • September 2016 • Dealer Communicator

It’s great to be a part of a growing market not one on the decline. With our strong dealer network and a product line in demand, PVC Spiral Supply will have converted 1.6 million pounds of raw plastic into plastic coil in 2015. That translates to 14% more than one year ago. My message to our dealer-partners is: “Keep up the good work. Thanks for your trust and support.” Lonnie Bramon, President, PVC Spiral Supply

This New Coil Inserter Is For All Sizes and All Pitches Model EZ Flex 100 • 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) See YouTube Video Demonstration: http://www.youtube.com/watch?v=NOXXMfLy1pI Supplies

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“When it comes to reliability PVC Spiral Supply has always met our expectations at Document Finishing Resources. Lisle Fullmer and the PVC team are people who keep a commitment. That makes them a valued and trusted partner. Our customers also love the “Made in the USA” quality of PVC Binding Coil. I certainly appreciate the service, advice and friendship that I have experienced during my 16 years of doing business with them.” Michael (Mike) White, President, Document Finishing Resources

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News

4Dealers

Continued

Roland DGA Corporation Appoints Andrew Oransky President

Product Management for the Irvine, California-based company.

“All of us at Roland have great confidence in Andrew’s Roland DGA, a leading provider knowledge across our multiple of digital imaging devices, has industries and business announced that operations, as well as his Andrew Oransky has been appointed excellent leadership abilities,” said David Goward, CEO of the company’s Roland DGA and Executive Vice new president. Oransky previously President, Director of Roland DG. served as Roland DGA’s Vice President of Sales J.S. McCarthy Printers and Marketing, and prior to that Acquires ARTCO Offset was Director of Marketing and J.S. McCarthy Printers announced

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28 • September 2016 • Dealer Communicator

News

4Dealers

Continued on next page

its acquisition of ARTCO, a Canton, MA-based full-service printing and mailing operation, expanding its employee base to more than 225 and its production capacity to more than 150,000 square feet. ARTCO will retain its name and continue to operate sales, customer service, prepress and data prep functions as an affiliate of JSM from its location in Canton. Terms of the

acquisition were not disclosed. ARTCO is JSM’s second acquisition since 2014, when it acquired Stamford, CT-based Printech, reaffirming JSM’s commitment to broadening its expert customer service, expanded product offering, superior quality and technical capabilities to its customers across the country. Over the past seven years, J.S. McCarthy acquired other printing companies throughout New England, Click On Ad For Inquiry Form

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Come Visit Us At Graph Expo Booth 2725 Dealer Communicator • September 2016 • 29

News

4Dealers

Continued

region. Preisig is responsible for managing the company’s EMEA business across all of the industries and product lines X-Rite Appoints Antoine Preisig as well as developing business as General Manager for EMEA strategies for the region. He is based in Regensdorf, Switzerland Region and reports directly to Ron Voigt, X-Rite Incorporated and its President of X-Rite Pantone. subsidiary Pantone LLC, announced that Antoine Preisig EFI to Relocate US Inkjet has joined X-Rite Pantone as Center to New, State-of-the-Art general manager for the EMEA including Spectrum Printing in 2009, Wolf Colorprint and Henry Sawyer in 2010.

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Electronics For Imaging, Inc. announced it will move to a brandnew facility in Londonderry, N.H., to house its US

Tel 800-461-9301 <> Fax 208-377-9301 Email ljfullmer@pvcspiralsupply.com www.pvcspiralsupply.com

Come Visit PVC Spiral Supply At Graph Expo Booth 2725 30 • September 2016 • Dealer Communicator

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Inkjet business. The facility, which will be nearly a quartermillion square feet in size with room for additional expansion, is scheduled to be completed in early 2018.

FASTSIGNS Announces Further Global Expansion Plans With Focus On Southeast Asia FASTSIGNS International, Inc. is seeking to expand its global footprint with an emphasis on Singapore, Indonesia, Malaysia, Vietnam, among other countries

in Southeast Asia. To further fuel expansion, the fast-growing brand will exhibit at the Franchise & License Expo Sept. 2-4 in Jakarta, Indonesia and is seeking master franchises for the region. FASTSIGNS International, Inc. currently has over 615 centers worldwide in nine countries, but is looking to expand. Due to the ongoing worldwide need for visual communications and digital signage technology, the company expects to open another 45 to 50 centers in 2016 and sign agreements to enter two or more new countries.

Continued On Page 33

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Mohawk Announces Organizational Changes And Promotions Mohawk has announced the following organizational changes and promotions. Ted O’Connor has been named senior vice president and general manager, Mohawk Envelope and Converting. Melissa Stevens has been promoted to senior vice presidentsales for premium paper. Beth Reardon has been promoted to sales director, east, overseeing business development efforts and field sales activities in the Midwest, Mid Atlantic, and Northeast Regions of the U.S. Nancy Dutch has been promoted to sales director, west, overseeing business development efforts and field sales activities in the West

and South Central regions of the U.S. Becky Thomas has been promoted to national accounts manager, New England, overseeing business development efforts for Mohawk’s core paper, social stationery, and packaging businesses.

GPO Updates its Official History: Keeping America Informed The U.S. Government Publishing Office (GPO) releases its updated official history, Keeping America Informed / The U.S. Government Publishing Office / A Legacy of Service to the Nation (Washington DC: GPO, 2016). Originally published in 2011 on the occasion of its 150th anniversary, the new edition of Keeping America Informed has

Dealer Communicator • September 2016 • 33

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been prepared to coincide with the agency’s 155th anniversary under its new name—the Government Publishing Office.

Nilpeter USA Inc. Appoints Keith Nagle to the Position of Digital Product Manager Nilpeter USA Inc. is very proud to announce the appointment of Keith Nagle to the position of digital product manager for the

digital press line, PANORAMA, offering UV-InkJet solutions. “Keith has been a very well-known resource in our industry for many years. We are happy to have him as part of our team,” said Paul Teachout, VP of Sales & Marketing, Nilpeter USA Inc.

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director of member relations.

“I welcome Jim to the PPC team,” said Ben Markens, PPC president. Sotiropoulos brings 15 years of “We strive to serve our members nonprofit management and natural in all we do, and Jim will be resource conservation experience invaluable as we move forward in to the PPC team. providing them value.”

Gilman Brothers And Stover Graphics Announce Joint Program To Build MountCor Sales Gilman Brothers, the industry leading manufacturer of foam board products, and Stover Graphics, a fabricator of easy-to-use laminating systems, have announced a joint program to expand Gilman’s MountCor sales into new channels.

Smooth Mount laminator system, contact Jeff Stover at Stover Graphics, 800-443-4421 or Bill VanHorn at Gilman Brothers, 860-889-8444.

For more information on MountCor and the Dealer Communicator • September 2016 • 35

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API Group Announces Acquisition Of Lamination Facility In United States API Group has announced that it has successfully completed the acquisition of Hazen Paper Company’s paperboard lamination facilities and business in Osgood, IN.

Joe Varone And Paulo Monteiro Promoted To President And VP Sales At GMG Americas

GMG Americas announces that Joe Varone has been promoted to president, and Paulo Monteiro to vice president of sales. This is in response to successful sales in the Americas and an expanded GMG product portfolio that requires additional direction and attention.

Varone will concentrate solely on general management and strategic initiatives, overseeing all corporate departments. Monteiro is now responsible for increasing GMG’s coverage not only in Latin America, but in the rest of North America, increasing and fortifying geographical coverage in all regions of the US and Canada.

Dave Telken Promoted To Vice President Of Aftermarket Service For Mark Andy Mark Andy has announced that Dave Telken, who has been with the company for more than 30 years in several different capacities, has been promoted to vice president of aftermarket service.

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During his tenure with Mark Andy, Telken has served in a variety of mechanical design and support roles, most recently as aftermarket service director, where he helped oversee the growth of Mark Andy’s service and retrofit business.

Publishing Firm Releases New Pricing Study – Covering Digital Printing Products & Services QP Consulting, Inc., a firm serving the quick and small format segment of the printing industry for more than 30-years, has just released its latest industry research study – The 20162017 Printing Industry Digital Printing Pricing Study. The new 114-page report is based upon responses from approximately 245 firms who participated in a survey conducted in June and July 2016.

The new pricing study includes average and median pricing for a variety of popular products produced in digital printers and copiers. Prices for flat sheet color and B&W on both coated text and cover, 2-part and 3-part carbonless forms, 16 and 32 page newsletters and booklets as well as pricing for digitally printed 1C, 2C and 4C envelopes are just a few of the products included in the report. A sample PDF containing four pages from the study is available by visiting their web site at www.quickconsultant.com. The new study is available both in PDF and hard-cover format and retails for $229.00. For additional information contact johnstewart @quickconsultant.com, Ph: 321727-2444 DC

Dealer Click Here To Return To Communicator Table of Contents

• September 2016 • 37

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 Robert Faletra

SALES CORNER

“It May Not Be Your Fault But, It Is Your Problem” by John Tschohl Companies may not be able to prevent all problems but they can learn to recover from them. A good recovery can turn angry, frustrated customers into loyal ones. It can, in fact, create more goodwill than if things had gone smoothly in the first place.

Opportunities for service recovery are numerous. If you are close to the customer and discover a problem, it’s your chance to go beyond the call of duty and win a customer for life. Service Recovery. The surest way to recover from service mishaps is for workers on the front line to identify and solve the customer’s problem. Empowerment is the backbone of service recovery. I have stated in my books and in

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my seminars that it’s impossible to be a service leader, to be customer centric and focus on a service strategy without empowering employees. Train employees. Service recovery not only builds customer loyalty, it draws more customers to a business.

who has experienced a problem. Remember, you are your brand and every customer experience either weakens or strengthens that brand. I repeat…. “It may not be your fault, but it is your problem”— John Tschohl DC

John Tschohl is an international service strategist and speaker. He is founder and president of the Service Quality Institute Tips for Providing Quality in Minneapolis, Minnesota. Service Recovery: Described by Time and Entrepreneur magazines as a Act Quickly… avoid complaints customer service guru. He has up the chain of command. written the world’s most widely Take Responsibility…Don’t place used training program on service recovery and book called Loyal blame, make excuses or lie to for Life. The Service Quality cover a mistake. Institute (www.customerBe Empowered…give those who service.com) has developed work with customers the authority more than 26 customer service training programs that have to do whatever it takes to ensure been distributed and presented customer loyalty. throughout the world. John’s Compensate…Give the customer monthly strategic newsletter is available online at no charge. He something of value. Every can also be reached on Facebook, organization has something of LinkedIn and Twitter. value it can give to a customer September 2016 • Improvement Center • September 2016 Click Here To ReturnDealer To TableCommunicator of Contents

• 39

How Dealers Can Make Their Marketing ‘Pop!’ John Foley, Jr.

There are many ways to make your marketing stand out from competitors. It is important to keep your marketing and your message consistent across channels and media. So what’s the best way to maintain consistency? Define Your Brand Defining your brand is by far the best way to maintain consistency throughout your marketing efforts. When marketing a product or service, it’s imperative that your brand message remains unwavering in its appearance and overall connotation. Disruptive Marketing and Your Business You can disrupt the competitive market of your business by simply watching what your competitors do, and taking a different approach. You can’t expect to stand out by using the same marketing tactics as everyone else. Finding Your Target Market The next step to truly making your

marketing stand out is defining your target audience. Get involved in different forums and groups that relate to your brand. Answer questions in these groups, monitor conversations, and you will start to notice the people who can benefit from your business. The Greatest Challenge Find online software such as social media dashboards and marketing automation platforms, to better manage the efforts and success of your marketing. In order to truly make your marketing stand out, be noticed, and use headlines and words to drive sales. 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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Dealer Communicator’s Seminars In Print

LEASING It’s Back to School Time, Again? by Mary Redmond

September is back to school time. My great-grandson began Pre-K this week. I was excited to watch his mom’s video interviewing him about his first day of school. It was evident that both mom and dad had prepared him for the day. Wyatt colored a worksheet and knew the names of seven colors. He was awarded a sticker for completing his coloring assignment.

for you to get back to Business Basics? To accomplish this, you’ll need to be honest and dig deep. Are you in such a rush to get to the first appointment that you take Short Cuts? Ask yourself these questions: Are you prepared for the day? Did you look at the calendar to check what you’ve scheduled before walking out the door? Sounds elementary? I recently failed to do this, and relied on my memory. I pulled up at my Ophthalmologist’s office only to realize I was 24-hours early.

Do you establish and accomplish priorities? Alternatively, did To summarize Wyatt’s day: you do the easiest things first? He was prepared • There are no awards nor yearDid the work assigned • end bonuses paid for average Did not cause conflict or expect to performers. be treated special • Followed the rules • Rule Follower or Rule Breaker? Received a reward for a job well Sometimes it’s necessary to be done • creative and initiate changes If only we were all that prepared Continued On Next Page when we went to work. Is it time Dealer September Communicator 2016 • Improvement • September Center 2016 • 41

within the organization. If you are the Rule-Maker (boss), be sure all players know the new rules and how to achieve success within the system.

Money, flexible work days, bigger commissions, company stock awards, pizza, casual day, summer Friday afternoons off? DC

Do the incentives fit the work expected from your team? What’s the right reward for your work force? What motivates them?

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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How To Teach Your Sales Reps How To Make Cold Phone Sales Calls Effectively by Bob Licari, BrainSell Services

This is where many of us started our sales careers, appointment setting from cold-calls made from our office desks. Here is where the doors either open for you or shut you out with new prospective clients. When done correctly, phone calling for leads is essential to keeping a “HealthySales Pipeline”. Proper phone canvassing will allow you to cover large areas by business type and locations to find new prospects. Your objective is to first qualify your prospect and if qualified, gain an invitation to visit them in their office to show your “stuff” and sell the sizzle of your product or service. If you have qualified a new prospect as a good candidate for your products or services, don’t over talk yourself on the phone. Your entire objective is to gain an appointment with the client and

then close your sale once you have their audience. Be prepared. If you did your job right on the phone you should already have an idea of what you can do for them and what their needs may generally be. Bring the “Sizzle” with you on your appointment. ASK THE RIGHT QUESTIONS and most of all take notes. Buyers could shut you out when they see that nothing they told you was important enough to write down. Remember the impact of perception. Be excited about your product or service and know how it will benefit your prospect. The most common problem unexperienced sales people have on the phone is keeping expression and excitement in

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their “phone voice”. I have found a way to train sales people for phone sales to overcome this issue. Have a large wall picture in a glass frame placed in front of the Sales reps making the calls. A mirror will not work; it is too detailed and the image is too clear. The faint image allows the sales prople in the picture frame to direct their sales pitch to that image reflection. This method will help them to talk smoother and start using body and hand gestures as they “talk” to the prospect. 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.

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It’s Time For Tim Cook To Think Different by Robert Faletra

This October marks the five-year anniversary of Steve Jobs’ death. The industry clearly lost a true visionary who absolutely changed many things about how we live our daily lives. I had met and covered Jobs in the early days of the industry, and he was truly charismatic and could see things others could not. So it’s now Tim Cook’s company and it’s different. Cook is smart, disciplined and, frankly, a very good manager. But he’s not Jobs. Apple has always been a disrupter of other people’s technolgy. Even the original Macintosh was a play to dramatically improve what others had started. But to be a disrupter you have to be a visionary, and nothing in Cook’s background signals that to be his strong suit. Can he manage disruptive thinkers? Jobs once said a lot of his job was deciding what NOT to do. When you are the one leading the disruption agenda you can do that.

Maybe Apple should start looking for partnerships that can help it gain share in categories it plays in, and become a true business partner where both sides benefit. Apple destroyed what was once an incredibly loyal VAR channel. New Macs and a channel attack could make inroads in corporate America. I’ve never understood why Apple doesn’t embrace the channel more fully and leverage the huge advantage a channel can bring. Unless Cook and company take to heart the phrase of its old advertising line and begin “thinking different” about the channel and its entire approach to the market, we will be saying its best days ended two years ago when the last of the Jobs’ influenced product came to market. DC Backtalk: Make something happen. Robert Faletra is CEO of The Channel Company. You can contact him via email at rfaletra@thechannelcompany.com.

2016 • Improvement • September Center 2016 Click Here To Return Dealer ToSeptember Table Communicator of Contents

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Notice: The Following Pages Focus On Wide Format

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WIDE

FORMAT

SIGN SUPPLIES

Dealer Strategies for Getting Involved In Rigid Substrates One of the biggest advantages that large format UV-curable inkjet printers have is their ability to print directly onto rigid substrates, saving the time it takes for traditional mounting and the expense of an intermediary material that would be mounted. Rigid substrates make up over 55% of the volume that goes

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Graph Expo Booth 818 Dealer Communicator • September 2016 • 47 DealerCommunicator

WIDE FORMAT SECTION

through large format UV-curable printers. In 2016, according to IDC forecasts, that percentage is expected to increase due to the efficiency of printing directly to rigid substrates. The range of new materials will continue to come to market. The value of rigid materials for large format UV-curable inkjet printing in the U.S. is over $280 million in 2016, expected to grow at a 10.8% CAGR. It seems like a market that equipment and supply dealers should want to jump into, but there are challenges. One of the biggest challenges is commoditization; there are a handful of rigid products such as Coroplast and foam-core that are widely distributed so it will be necessary to be highly pricecompetitive. These are really important products that are used so often due to their lightweight and printed appearance, so as a supply dealer you may want to carry them. However, it will be hard to achieve a lot of profitability with these products. In the past some of these products were either impossible or too expensive to recycle, but there

are now a range of rigid substrates that are more recycleable or at least made of recycled materials. Also, typically distribution companies offer volume discounts for large orders of these mainstream rigid substrates, further cutting into the margin opportunity. Less commoditized products provide a better margin for distributors, but there is a risk in carrying products that aren’t in high demand. Space Required Another of the big challenges with rigid substrates is the physical space required. Rigid materials are just like flexible materials in that there are many SKUs, but a pallet of rigid substrates takes up a lot more space than a pallet of flexible materials because most products come in 4’ x 8’ or 5’ x 10’ sheets. Not every dealer is equipped to store many pallets of this kind of material, so you may want to contact your nearest wholesaler or even manufacturer to see if they will sell smaller amounts, or develop ways to store these materials better so they don’t Continued On Next Page

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WIDE FORMAT SECTION

occupy so much of your floor space.

dealers that could be participating in the market are not. The opportunity is there, and the market demands that both your sales and logistics capabilities be there and active also. DC

The key question about rigid substrates from a dealer perspective is whether the material is going to sell, and that is where the dealer Tim Greene, Director of turns into a valuable partner for Wide Format Printing the manufacturer. While certain Consulting Services, products are ideal for digital International Data printing due to their appearance Corp. (IDC), will field and weight, others may be better your questions, suited for particular signage and comments or arguments by email: graphics applications that require tgreene@idc.com longer durability, greater weight, or Click On Ad For Inquiry Form particular finishes. The successful dealer is an active participant in helping customers with large format flatbed inkjet printers understand some of the new products that are coming to market and the advantages they provide both the printer and the end user. There is a big market for rigid substrates and many

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