Canvas Magazine | Cold Calling is Dead

Empowering Marketing Service Providers

August 2012

l e d o m w nts. e n a ie l s c i g e n r i e g Th enga for e

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“ Customers are more apt to believe what they ‘see’ rather than what they ‘hear.’ So the key to being different is to actually ‘be’ different.”

Publisher mark potter > mpotter@thecanvasmag.com

marketing manager brandon clark > brandon@thecanvasmag.com

MANAGING EDITOR

michael j. pallerino > michael@thecanvasmag.com

– Patrick Malone, Leadership Expert & Senior Partner, The PAR Group

ART DIRECTOR brent cashman

CONTRIBUTORS linda bishop, howie fenton, john foley, jr., graham garrison, craig mcconnell, ryan sauers, brian sullivan

Editorial board chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing

www.thecanvasmag.com

August 2012

DEPARTMENTS P2

P12

To Hell with Efficiency

Driving upward New Indigo 7600 to power Shawmut Printing’s digital direct mail business

Publisher’s Thoughts

People News

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Sales Force Turnover: Good or Bad? P6

5 Points on Inbound Marketing and Lead Generation P8

@TheCANVASMag www.linkedin.com/ groups?gid=1797952 CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097

Leading the way Lithographics tabs David Oliphant to lead business development team

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Product Spotlight

The Corner Office

Neenah CabinetTM - a unique cross-platform application

Business Insights: Seven Strategies That Make Digital Leaders

Wester States Envelope & Label – New label press

Communicating: Overused Expressions – Please Go Away

HP Indigo 10000 Digital Press introduces B2-format to HP Indigo digital presses

Marketing Insights: Conversation with... Angela Walton-Nelson Put it where they can see it, people

It’s got to be the tablet

CANVAS magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on Sappi Opus® Dull Cover 80lb/216gsm and Opus Dull Text 80lb/118gsm, an industry leading environmentally responsible paper. Opus contains 10% post consumer waste and FSC chain of custody certification.

Cold Calling is Dead

Book Recommendation Evil Plans Having fun on the Road to World Domination

7 ways to unleash your white papers with a bang

CANVAS, Volume 6, Issue 4. copyright 2012 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 Periodicals postage pending at Duluth, GA and additional mailings offices. Periodical Publication 25493. POSTMASTER: Send address changes to CANVAS, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

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They really ‘Like’ it

FEATURES P16

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How to stand out in a small window of opportunity

The expert approach to getting it done

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‘Summer Lovin,’ Happened so Fast’ – Lessons from Danny Zucko

The Difference

Sell More Direct Mail P36

While the debate rages on, the age-old art of picking up the phone and calling somebody has been raised to new levels.

Seven Strategies That Make Digital Leaders

CANVAS P1

To Hell with Efficiency

A

According to the Economic Policy Institute, “Labor productivity is a measure of the amount of goods and services that the average worker produces in an hour. The level of productivity is the single-most important determinant of a country’s standard of living, with faster productivity growth leading to an increasingly better standard of living.”

In his book, “Eating People,” Andy Kessler uses the above passage to illustrate the point that true

wealth comes from productivity. The more you produce, the higher standard of living you enjoy. It’s as

simple as that. What Kessler goes on to say is that all the talk of efficiency is a load of bull.

Publisher’s thoughts

Our industry loves the word efficiency. We talk about running our business more efficiently, our

presses more efficiently and our systems more efficiently. We think that, by being more efficient, we will make more money. Don’t get me wrong, efficiency – doing things right – is critical.

But efficiency is not the same as effectiveness – doing the right things. By itself, efficiency means nothing. Combined with effectiveness, it is everything.

Our industry is smothered in the habit of efficiency. And, while new technologies and software drive costs down on an abundant supply, they ignore the most critical element for our survival: effectiveness. Your ability to engage more prospects, extend your reach and sell more services will determine your success.

By itself, efficiency means nothing. Combined with effectiveness, it is everything.

Doing the right things, the right way is the path to the promise-land.

We can talk until we are blue in the face about the strategic direction of our industry. The printed word will continue to drop in price, and many of you will sell more and more of it. But your capacity and your willingness to raise your level of production relative to your markets’ needs are what will allow you to buy a new flat screen for football season.

We have preached and wholeheartedly embrace the new direction of our industry. Our “MSP Resource Guide” and corresponding app are testimonies to that belief. But it’s not just the ability to embrace change and new philosophies that will carry you through. You must work hard. You must raise your productivity, if you want a higher standard of living.

CANVAS readers embody what it takes to make it in the new landscape. You are thoughtful and ambitious. And, most important, you will be the most productive.

Enjoy our August edition of CANVAS. We pulled no punches with our cover article, “Cold Calling is Dead.” Your sales success will need a much more integrated process, and you will demand a new level of productivity. Also, you’ll get a load of our “Being Different” article. It reminds us that we must stand out. You cannot hold someone’s attention until you grab their attention.

My hope is that this issue, as well as all of our issues, do both.

Warmest regards,

Mark Potter Publisher Twitter @markricepotter

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CANVAS August 2012

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JOIN US!

human capital

Sales Force Turnover: Good or Bad?

T

By Craig McConnell

The words Dissoi Logoi are Greek for “different words.” The phrase carries the meaning of contrasting words. It refers to the ancient rhetorical practice of arguing both sides of an issue.

That’s what I’m going to try to do here – argue

both sides of what I will call the Sales Force Turn-

over (SFT) issue.

When it comes to SFT, I have some pretty strong biases. Admittedly, my positions are not

Not necessarily.

Is it possible that low (or non-existent) sales turnover numbers are evidence of just the opposite – a culture that fails to challenge the individual, condones mediocrity, promotes entitlement and does not demand sales excellence?

embraced by the majority of CEOs, sales manag-

Former GE CEO Jack Welch’s marching orders to his sales

ers and owners. That being said, I’m going to do

management team were to replace the bottom 10 percent of the

my best to be fair, balanced and objective.

sales organization. The management challenge was to insure that

Our minds can find evidence to support any

the right people ended up leaving: hangers-on versus top produc-

beliefs. That helps us experience the reality of

ers. If the departures are from the top tier of your sales team, you

our choices. In theory, there’s nothing wrong

have a serious problem.

with this. The problems start when we begin to

But if you lose people from the bottom end of your sales force

see the world in “black and white.” I believe that,

– those just covering their draws, not developing new business or

since I have evidence to support what I think, all

just taking up space – turnover actually will improve the quality of

other concepts patently are invalid and false.

your sales organization.

Losing top performers will have a significantly negative impact on your bottom line. But losing poor performers can improve your bottom line, especially if you replace them with more talented reps.

This can be very dangerous if applied to Sales

Obviously, any time someone leaves, potential negative conse-

Force Turnover. So, regardless of which side

quences exist: a client perception of instability, a sales territory left

of my argument you take, you constantly must

uncovered, disruption of service to a customer, potential loss of

recruit, hire and develop talent.

business to a competitor, etc. But anytime someone leaves (their

I don’t want to become too esoteric or

choice or yours), you have the opportunity to upgrade your talent.

academic, but I feel a review of SFT is an “argu-

And as you have heard me pontificate repeatedly in past columns,

ment” that doesn’t happen often enough. Since

it’s all about talent.

sales managers are responsible for controlling

Losing top performers will have a significantly negative impact

sales costs, and not revenue growth, they must

on your bottom line. But losing poor performers can improve your

know which side of the issue they’re on and

bottom line, especially if you replace them with more talented reps.

manage accordingly.

Are there “hard” costs tied to Sales Force Turnover? Absolutely.

Research shows that the cost of making a mistake and hiring the

Evaluating your sales environment

wrong person will cost your company between four and six times

Low turnover obviously is proof of sales manage-

the tendency to hang on to unproductive salespeople for way

rial excellence, right? High employee (sales) reten-

too long.

tion must reflect that a sales manager is fostering a great and productive sales environment.

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CANVAS August 2012

the individual’s annual compensation. Numbers like this promote

You must view the turnover of new salespeople using a different criteria. The rapid departure of new hires usually reflects basic

Since sales managers are responsible for controlling sales costs, and not revenue growth, they must know which side of the issue they’re on and manage accordingly. selection problems or initial training problems. Do you have a

top salespeople usually don’t leave over money,

formal sales process? Are your salespeople coached on a daily

a lack of advancement opportunity or because of

basis? Do you have an “on boarding” process that prepares a sales-

an inherent need for change. They leave because

person for success at your company?

management isn’t giving them what they need.

Remember, 80 percent of sales hiring decisions are made in the

In this case, turnover isn’t salesperson induced,

interview (hire and hope?). The one skill almost every sales candi-

it’s management induced. Willingness to change

date has is the ability to “sell” himself. Traditional interviewing is

is a strength, even if the is chaos happens in the

less than 10 percent accurate and a terrible way to predict success.

short term.

Even when they receive inadequate coaching and training,

So, the next time you consider the positive and

talented sales reps will find a way to succeed. The world’s best

negative aspects of sales force turnover as it applies

coaching and training cannot make up for a lack of talent. Never

to your organization, consider the way Jack Welch

confuse experience with talent.

looked at things: “My main job was developing

Considering that healthy turnover occurs when the bottom 25

talent. I was a gardener providing water and other

percent of your sales team is impacted, if your losses continue to come

nourishment to our top 750 people. Of course, I

from the top 25 percent, it’s time to do some real soul searching. Your

had to pull out some weeds, too.”

Craig McConnell is president and CEO of PrintGrowPro Inc. (www.printgrowpro.com). For more information, you can reach him at 314-753-2802, or email him at craig@printgrowpro.com.

Mobile media 5 Points on Inbound Marketing and Lead Generation

A

By John Foley

Are you generating enough leads for your business?

Come on – be honest. Chances are, there’s always something more we could do in our lead-generation process. That’s one reason I’m a big proponent of printers executing inbound marketing efforts.

The whole point of inbound marketing is lead generation. You are taking website visitors and hoping they lead to eventual sales.

But you can’t take gigantic steps to get there. You must take one step at a time in order to lay the proper groundwork.

When it comes to inbound marketing and lead generation, here are a few points to consider: Create terrific offers: You must offer something your visitors want. It’s like dating. What do you have to offer your date? Do you have a tip sheet? A white paper? Some worksheets?

Show the value: The value of your offer should be more than the cost to the website visitor. Now you’re thinking, “Wait. He just said to give free offers. So how is it costing the website visitor anything?” The point is, your offer should be something of value.

The whole point of inbound marketing is lead generation.

You are taking website visitors and hoping they lead to eventual sales.

And the internet visitor should not be thinking about the “cost” of providing a name and email address.

Avoid the ruts: It’s easy to get in the rut of providing information.

But don’t forget your calls to action. You can’t assume your website visitor will click on a certain link or indiscriminately cough up that email address. You must make a call to action. Tell your visitors what to do. Tell them what they will get when they do it. Never let them guess or wonder.

Make it simple: Don’t make your visitors jump through hoops to get information from you. That’s a huge turn off. If you ask for their names and email addresses, leave it at that. If you mention a short survey, keep it short. Don’t sneak in a 20-question-and-answer session.

Don’t give them a quick out: While you’re creating that form for your visitors to become leads, don’t build in back buttons, and clear and cancel buttons. Your form should be above the “fold” so that the visitor doesn’t have to scroll down to enter anything. And

John P. Foley, Jr., is CEO

there shouldn’t be buttons that cancel out the lead form – either on

and CMO of Grow Socially

accident or on purpose.

(www.growsocially.com).

For more information, call John at 800-948-0113 or email him at support@growsocially.com.

Not all leads are created equally. Remember, long-term generation is the goal. You’re not in this for a quick and easy turnaround.

Inbound marketing typically results in a slower, more organic way of filling the sales funnel. You’re providing information and being the resource that your leads need in order to convert into customers.

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CANVAS August 2012

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Business Insights

Seven Strategies That Make Digital Leaders

T

By Howie Fenton, NAPL

he NAPL 2012 Digital Services Study – our second major study and fourth output on digital services in recent years – examines the fastest growing and most important digital services, and what differentiates digital service leaders from the rest.

Study participants reflected the industry and

Each one was deeply involved in digital, offering a broad range

included 173 companies with annual sales rang-

of digital services: 95 percent run a PDF workflow, 93 percent

ing from under $1 million to more than $600

offer static-content digital printing, and 87 percent offer variable-

million. Nearly 30 percent had annual sales of $2

content digital printing. The majority offered digital services such

million or less, and more than half posted annual

as web-to-print, cross-media marketing and wide-format printing.

sales of $5 million or less.

About half used a web-to-print solution.

One of the questions we asked our participants was, “What will you do to make 2012 better than 2011?” The results were very enlightening. Nine out of 10 said they were taking a more digital approach to marketing. That approached included: • Transforming the company website

• Increasing their use of social media

from an electronic brochure

(Facebook, YouTube, Twitter, etc.);

to an interactive resource that

nearly 44 percent planned to try

engages and educates clients and

social media this year

• Conducting email marketing with landing pages and PURLs

prospects, facilitates business, etc.

Digital leaders do more than just market better; they outperform the rest of the industry.

In addition, marketing is continuing to shift

This was discussed in a recent NAPL NewsTalk Live presentation with

toward Search Engine Optimization (SEO). SEO

Rick Schildgen, president of CL Graphics, a small Illinois printer that

is all about how high you are listed or ranked on

offers video production services. You can download a free recording

search engines such as Google (when someone

of the broadcast and listen to him discuss how his company originally

initiates a search, on what page do you appear –

made videos to improve its own SEO, then segue into client video

first, second, third, etc.?).

services after customers saw the programs and requested them.

Digital leaders do more than just market better; they outperform the rest of the industry. Here are six ways they do it: •L eaders pay

• Leaders dive

•L eaders

• Leaders focus

• Leaders are

•L eaders work

more attention to

deeper into the

appreciate the

more on creating

more willing to

on team sales

their customers,

gaps between

need to hire

and adjusting their

invest in – and

more (see my

listen better to

existing and

new subject

value proposition

work through –

article in the

their changing

needed staff

matter experts

for a unique

problems such

June 2012 issue,

needs and build

skill levels, and

more often

competitive

as sales issues

“Digital Leaders

solutions to meet

provide more

advantage as

or production

Support Sales

those needs

in-depth and

conditions change

integration

Differently”)

ongoing training

issues

All NewsTalk Live presentations are available free at www.napl.org/NewsTalkArchives.

Howie Fenton is a consultant with NAPL, focusing on resolving production concerns and issues between sales and production staffs, and helping companies improve quality and turnaround times, and sell more value-added digital services.

To contact Howie, call 800-642-6275, ext. 6328, or email hfenton@napl.org.

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CANVAS August 2012

Communicating

Overused Expressions – Please Go Away

H

By Ryan T. Sauers

ow is this for an article title? So, maybe you’re saying,

Let’s get our ducks in a row – So, you want

“Here we go again. Where is Sauers going this time?”

to get your ducks in a row? Do you live near a

Well, hang with me. I think you’ll enjoy it. This column

pond? Do you collect ducks? I’m not sure what

focuses on the top 10 things we say (way too often).

the whole “ducks in a row” thing brings to the table when it comes to decision-making.

My argument: These expressions need to “take a hike.” My objective is to challenge the status quo and make you think in new ways.

One-stop shopping – No kidding, if I had a

So, here we go.

dollar for each time a person companies don’t

It is what it is – Really? That’s the best you can come up with.

actually talk said this to me, I’d be, well, you

Maybe you can get former President Bill Clinton to expand on his

know. What does this expression even mean? It is

definition of the word “is.” You can do better than this.

so overused. It’s absolutely irrelevant and, in no way, a point of differentiation.

Give 110 percent – I’m not sure who came up with this expression or why. I’ve always found – and mathematics back me

Low-hanging fruit – Are we all farmers? While

up on this – that all an individual or organization can offer is 100

grabbing some fruit, maybe we can milk the

percent. Anything above that is just not possible.

cows and plow the field, too.

Comparing apples to apples – This is one of my favorite

Think about these overused expressions and

expressions from my days in printing sales. I wonder if there is a

how you can add your own creative approach to

correlation between people who buy things and how much they

them. I’ll give you either a complimentary phone

enjoy fruit? This one needs to go, too.

consultation or an inscribed book for the best two overused expressions absent

Think outside the box – Say what? If I hear this

from this list. Please send them

one more time I’m going to lose it. For years

to ryan@ryansauers.com.

now, I’ve advised people to break, smash and

So, until next time, remem-

shatter the box. So, I beg you: Avoid using the

ber you can always“stand out

words “think” and “box” in the same sentence.

Win-win – I think Franklin Covey has some great ideas. Win-win, win-lose, lose-lose, etc. But can we agree to quit using this phrase every time? Be creative and put your own spin on this phrase.

Drop the ball – I love sports. And, yes, when you play, there are going to be dropped balls. But this term is thrown around (no pun intended) way too often in the business world. Time to come up with something else.

I’m buried – Well, you’re not really buried until your time on earth is done. So, why do we use such a bleak expression? Also, ditch the “I’m slammed,”

And the book winners are?

As promised, kudos to Tom Chubb, Chris Kuhl, Maggie Young and Allie Tucker. Each person won an inscribed copy of my new book, “Everyone Is in Sales.” After pouring through the many responses I received from my most recent CANVAS column, their comments are the ones that stood out the most. Keep your responses coming.

I read each one.

“I’m drowning” and “I’m covered up,” too.

from your competition.” The best way is to offer “one stop shopping.” And, while you are at it, make sure you “give 110 percent” and “think outside the box.” Always address the “low-hanging fruit” first, and stop when you’re “buried.” If someone “drops the ball,” look for the “win-win” scenario. And remember, to keep your costs down, continue to “compare apples to apples.” If you’re wrong, well, “it is what it is.”

You get the picture.

Good luck.

Ryan T. Sauers is president and owner of Sauers Consulting Strategies, whose business is growing your business. Sauers founded the independent consulting firm after nearly 20 years of leading printing/visual communications companies. Sauers is working on his doctoral degree in organizational leadership and has a master’s in organizational leadership. He is both a Certified Myers Briggs Type Indicator (MBTI) practitioner and Certified Marketing Executive (CME). This article topic is explained in more detail in the Everyone Is in Sales book. Let’s talk: www.ryansauers.com.

CANVAS P9

Marketing Insights

Conversation with...

Angela Walton-Nelson Assistant VP & Print Production Manager SunTrust Banks

A

s the print production manager for all the marketing collateral at SunTrust Bank, Angela Walton-Nelson understands the importance of being diverse when it comes to helping promote the bank’s various messages to its customers – and beyond. After all, Atlanta-based SunTrust is one of the nation’s largest banking organizations, serving a broad

range of consumer, commercial, corporate and institutional clients. CANVAS sat down with her to get an inside look at the issues and challenges she faces daily.

As a print buyer, what keeps you up at night?

technology and services in the market.

state-of-the-art equipment, innovative

My job is to help my company achieve

ideas, and the highest level of service

The pace of business is faster than ever.

our goals. This can be accomplished

and quality. Our printers are our partners

With the use of mobile technology and

by incorporating some of the newest

and a true extension of our department.

all those emails flying back and forth, it’s

trends that could save us time and

When printers are treated as partners, it

a breeding ground for small details – or

money as well as drive our message.

allows them to bring ideas and solutions versus just trying to sell printing.

even a small project – to fall through the

previous 10 things. Sometimes you have

What marketing pieces, etc., do you produce that require print services?

What is the status of your printing needs these days?

to step away from the computer in order

Our printing runs the gamut: every-

I’m managing more jobs than ever. That

to get through your to-do list.

thing from brochures and branch

being said, the size of the projects seems

merchandising, to statement inserts

to be getting smaller, schedules are

and invitations.

getting tighter and variable imaging is

ink on paper anymore, the print buyer

What do you look for in a vendor relationship?

more integration between different media

role is evolving as well. It’s impera-

In this competitive market, printers

tive that I keep abreast of the latest

I’d consider working with must have

cracks. At times, it feels like I have 10 more things to do before I have completed the

What’s the most pressing item on your to-do list?

Just as printers are not just producing

becoming more common. There also is – i.e., print, online, mobile, etc. Print acting in a coordinated effort with other channels of communication is very powerful.

The amount, in billions, that U.S. advertising increased during the first quarter, a 2.6 percent increase, according to Kantar Media. Television advertising posted strongly overall growth, with a 7.6 percent gain, including 7.4 percent in cable TV spending and 7 percent in network TV spending. In addition, magazine media dropped 3.6 percent, while B2B magazines fell 1 percent.

She said it…

You must know what you are trying to accomplish [first].

What’s your end game? What are you trying to accomplish?

People are there because they love [Facebook]. We don’t want to ruin the party.

That’s our challenge.

– Kim Kadlec, worldwide VP of the global marketing group for Johnson & Johnson, on why brands need specific social marketing goals

P10 CANVAS August 2012

It’s got to be the tablet Smartphones or tablets? If that’s the question, then the answer is tablets.

According to recent studies, today’s techno savvy consumer is more apt to use a tablet over the smartphone.

For example, according to an Interactive Advertising Bureau study, tablet owners are twice as likely as smartphone users to respond to an ad at least once a week. In addition, about half of tablet users clicked through ads, versus a quarter of smartphone users. Actions included downloading coupons (51 percent), researching products (49 percent) or purchasing online (46 percent).

According to a recent comScore survey, 53 percent of tablet owners who use their devices to watch video at least once a month, compared to 20 percent of smartphone owners. In addition, 27 percent of those tablet viewers’ pay for content.

They really ways to unleash your white papers with a bang ‘Like’ it Publishing a white paper is like publishing a book. A lot of pre-marketing is involved.

Think buzz. But unlike marketing a book, you don’t have to market your white paper for months before you publish. You only need a week or two to generate excitement.

Mitt Ray of the Content Marketing Institute shows you how: For the full article, visit www.contentmarketinginstitute.com/ 2012/04/7-ways-to-launch-white-papers/.

Establish your distribution plan – Before you launch a white paper, have a plan. Don’t just publish on a random day when it’s ready. Set a publishing date ahead of time and stick to it. Have your white paper ready at least a week or two in advance. Make sure it is proofread, edited, reviewed, designed, etc. This will help cut down on delays when your publishing date rolls around.

Create a landing page – Don’t wait for your white paper to go live on your landing page. Publish your landing page about two weeks ahead of time. The page, designed to provide contact details, should be short and persuasive.

If you publish this page in advance and collect email addresses, your white paper’s readership will increase. After the paper has been published, you can tweak the call-to-action to reflect the immediate gratification: “Register below to download the white paper now.”

Write relevant posts to support and promote paper – To attract traffic in preparation for your white paper, write a series of relevant blog posts. At the end of each post, use a call-to-action that lets readers know about the upcoming paper and links to the landing page. Some of this content can be excerpted from the white paper itself. At the end of every post, include a link to your landing page and a call-to-action that asks readers to register.

Write guest posts – Target blogs that focus on the same niche or topic as your white paper. As with your blog posts, don’t forget to include a call-toaction and a link to your white paper. Publish some of these posts before your white paper goes live, and some on the same day your white paper is published. This may mean working with blog editors to make sure they can accommodate your launch schedule.

Get reviews – If you know experts on the subject or someone who has a popular blog in the same niche, ask them to review a preview copy and post it on their blogs. If your connections are too busy to write a full review, ask if they will provide a short, four- or five-line blurb. You can add these reviews to your landing page, which will help increase the legitimacy of your work.

Invite experts to guest post – Posts from experts can help attract users to your blog. Experts usually have followings on the internet who read their newsletters, tweets, social bookmarks, etc. When they write posts on topics they specialize in for your blog and share them, their followers will visit your website, read the post and see your white paper. If it interests them, they’ll download it or sign up to receive it when it’s available.

Email it to your subscribers – Inform your newsletter readers about your paper a week or two before it launches. Let them know about the pre-publishing landing page and ask if they’ll sign up. You also can send them an email on the day your white paper is published, and ask if they will download the paper from the landing page. If you already have their contact details, send them a direct link to the PDF.

This social media thing might just stick around awhile. According to a recent survey by InSites Consulting, 80 percent of U.S. companies have a presence on Facebook, 48 percent have a LinkedIn presence, 45 percent use Twitter and 31 percent are on YouTube.

The study – The 4 Cs of the Conversation Company – found that 83 percent of respondents at U.S. companies answered questions or complaints sent via social media channels, while only 54 percent actively took place as conversations on social media. Only 11 percent of the companies also said they were integrating their social media approach into overall corporate strategy, while 17 percent were in the “mid-integration” stage.

That’s what he said…

If we can get 40 million plus fans, or even some subset of them talking positively about the things we’re doing; ultimately that’s a good thing for us.

– Coca-Cola executive VP and chief marketing and commercial officer, Joe Tripodi, on why he believes Facebook advertising is helping boost the company’s beverage sales

Did you

know?

Google+ rules. Well, sort of. According to a recent poll from the American Customer Satisfaction Index and analytics company ForeSee, users are happier with Google+ than with Facebook, topping all social media sites with a 78 rating. Interestingly, users who noted Facebook’s frequent interface changes and privacy concerns rated it the lowest among all social media sites, with a score of 61 out of 100, compared with 66 last year. The survey also found that social networks, in general, are among the lowest-rated category of companies.

CANVAS P11

People News Your news here People news. New products. Trends that are shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it.

All you have to do is email us the information and a photograph, and we’ll do the

Driving upward New Indigo 7600 to power Shawmut Printing’s digital direct mail business

I

t’s all about that comfort level. The time and

the HP 5000 and 5500 already on the compa-

place where your customers know that what

ny’s production floor, Peluso says. In addition,

you offer – and how you offer it – can help

Shawmut also provides offset production with

them meet the project demands and deadlines

a four-color Heidelberg, and five- and six-

they have on any given day.

color 28- x 40-inch Komori presses with in-line

rest. Send your information to michael@ thecanvasmag.com.

Michael Peluso knows this. As executive VP

aqueous coating.

of Shawmut Printing, he remembers the task

“Purchasing new machinery is a decision we

at hand his company faced when showing its

take very seriously,” Peluso says. “We want

customers the advantages of a digital press.

to ensure the printers we have in-house will

“When we got into HP presses five years ago, it

produce the best end results for our clients.

was a definite challenge,” he says. “We had to

The Indigo 7600 helps us achieve that goal. It also provides us with the opportunity to offer services that have never before been offered on a digital press. From printing white and raised ink, to meeting custom brand demands by matching more than 3000 Pantone® colors, to printing textured effects simulating an embossed feel, we look forward to utilizing the Indigo’s various capabilities.”

While 60 percent to 70 percent of Shawmut’s business is direct mail, some of its clients are looking for folders or brochures and presentations materials. “The 7600 will be used for those

Indigo 7600 (left) and the HP 5500 (right).

materials – and because one of the new features it has is embossing, it will enable us to also do

create a complimentary piece that folded over

invitation-type projects,” Peluso says.

that was digital to show customers there wasn’t

When Shawmut purchased its first HP, Peluso

much of a difference. But [today], we don’t even

says it was a natural progression to merge the

feel the need to explain to people that your job

data people with the desktop people, and to

is running offset or digital.”

undertake the trials and tribulations of working with a file and getting the things you need such as PURLs and QR codes. The printer’s business

“ Purchasing new machinery is a decision we take very seriously. We want to ensure the printers we have in-house will produce the best end results for our clients.”

– Michael Peluso, Executive VP, Shawmut Printing

has grown in the variable data and has expanded to storefronts and on-demand products. Next, it moved into marketing services.

Today, Peluso says Shawmut’s business is steadying after a period of uncertainty. “Last year we saw a lot of peaks and valleys, having a fantastic month and, two months, later having a bad month. But this year, we had a lot more

That’s why Shawmut did it again. The Danvers, Mass.-printer recently purchased another HP

consistency, so if we can stay there and have some growth, I’ll be happy.”

printer. Peluso says the 13- x 19-inch format sheet-

Founded in 1951, Shawmut Printing is a

fed Indigo 7600 will continue to drive its digital

full-service print solutions company that offers

direct mail business.

its clients design, printing, mailing and fulfill-

The Indigo 7600’s ability to offer white ink, raised print and textured effects will complement

P12 CANVAS August 2012

ment, including online fulfillment and inventory in real time.

Leading the way Lithographics tabs David Oliphant to lead business development team

D

avid Bailey’s thinking was simple: Strengthen Lithographics’ business development efforts, and you will build for the future. So, when the president of this

Nashville commercial printer started looking for an executive to

“To attract someone of David’s talents and skill sets to lead our business development efforts now and in the future will be the key to helping us reach the next level of success,” Bailey says.

help take the company to the next level, he tabbed David Oliphant

“ To attract someone of David’s talents and skill sets to lead our business development efforts now and in the future will be the key to helping us reach the next level of success.”

to lead the charge.

Oliphant, Lithographics’ new VP of business development, will lead a team of 15 sales executives, marketing specialists and print consultants. During the last 15 years, he has built a solid record of success in both sales and sales leadership.

Before joining Lithographics,

– David Bailey, President, Lithographics Inc.

David Oliphant

Oliphant was the director of business development at RCG/

Lithographics, an award-winning, second-generation,

NationLink Wireless, where he aggressively grew the size and

family-owned business, has been providing quality services

quality of his sales staff, and successfully launched key new

like bindery work, sheet-fed and offset web printing, calen-

products into the marketplace. His efforts helped double

dars, fulfillment and print promotional products to the Middle

profits during a two-year period.

Tennessee market – and beyond – since 1975.

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The

Differ How to stand out in a small window of opportunity

S

ometimes, Anita Sirianni just

has to cover her eyes. Sales

reps determined to make a memorable first impression with a prospect do just that,

but often with disastrous results. Armed with aggression, silliness, card tricks or just too much caffeine, they fail to balance being interesting and attractive, and land

By Graham Garrison

P16 CANVAS August 2012

in a big pile of weird and awkward.

ence “Sometimes, in their own insecurity of perhaps not

they say and how they communicate who they are, their

knowing how to initiate contact, they muster up their

business reason for being there, and a statement that

assertiveness or an attitude, and tend to come into an

is provocative or interest-getting in a way that causes

office like a bull in a china shop,” says Sirianni, presi-

a prospect to lean in rather than lean away.”

dent of Ansir International, which trains reps in differ-

Their urgency is well placed; the execution just needs

ent industries that sell to end users and wholesalers.

to be fine tuned. CANVAS spoke with a number of sales

“They do this, rather than use an approach that tends

experts to get insight on how you should approach that

to work better and is more strategic in terms of what

critical window of opportunity with a prospect.

CANVAS P17

The Difference

Interested, not interesting

about the traits of the most successful salespeople they know. What

“Customers are more apt to believe what they

he doesn’t hear is best practice examples of diagnosing-prescribing,

‘see’ rather than what they ‘hear,’” says Patrick

serial processing, value propositions and overcoming objections.

Malone, leadership expert and senior partner

“If you ask people what the very best do and look under the

with The PAR Group, a management consulting

hood of that, the answers are the same: empathy, listening,

firm. “So the key to being different is to actually

connecting,” Zoldan says. “When I think about the best sales-

‘be’ different.”

people I know, I think about a CEO of one of my clients. Every time I would go on a sales call with him, he would never do the

Malone offers the following steps toward

traditional, probing-value-reasoning-based dialogue. He would

developing that pattern when meeting with

open up and be transparent, and let people in. He would share

a prospect.

stories, personal and business. I was always amazed at how effortlessly he would let people in.”

Step 1: Be interested in them instead of trying to be interesting to them

Zoldan, who co-authored the book, “What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story,” with Michael Bosworth, says new scientific research

Step 2: Understand the difference between the

shows that people are neuro-biologically wired to connect, to

goal of the sales call and the strategy of

empathize. Logic and reason – once thought of as the foundation of

the sales call

how humans change and decide to buy – actually take a back seat to emotion. People tune in to sharing stories and tune out when

Step 3: Listen more and talk less – at least initially

“Competition has gotten much tougher and customers’ expectations have gotten much higher,” he says. “Everyone tries to stand out, but they are so ‘me’ centered that they end up acting and sounding like everyone else.”

Focus on stories Ben Zoldan, co-founder of Story Leaders, a training firm focused on improving the performance of salespeople, asks attendees of his workshops to think

P18 CANVAS August 2012

facts, figures and data are spilled. Stories inspire and challenge

“Customers are more apt to believe what they ‘see’ rather than what they ‘hear.’

So the key to being different is to actually ‘be’ different.”

– Patrick Malone, Leadership Expert & Senior Partner, The PAR Group

paradigms, illustrate a point, and connect people emotionally.

“If we can use stories not as the ends but the means, we can teach salespeople to say, ‘Let me tell you a story about our company and about me,’ then pass the torch literally to a prospect and say, ‘Hey, tell me your story,’ Zoldan says. “No. 1, everyone wants to tell a story. And we can help salespeople actually listen as opposed to talking. Sales calls become story sharing. That’s what the best sales calls look like.”

The Difference

“ If you ask people what the very best do and look under the hood of that, the answers are the same: empathy, listening, connecting.”

– Ben Zoldan, Co-founder, Story Leaders

Have a game plan Mike Schultz, president of the RAIN Group, a sales training and consulting firm, says reps should have a process in place to walk a prospect through the purchase cycle. He developed a system with the acronym RAIN (Rapport, Aspirations/Afflictions, Impact and New Reality) and co-authored a book with John E. Doerr titled “Rainmaking Conversations: Influence, Persuade, and Sell in Any Situation.” The following is how he describes the process.

Rapport Building a rapport is critical,

Aspirations &

Impact

Afflictions

New Reality

You must provide ROI in

Communicate how their life

but success hinges on the

Schultz says most sales reps

a way that the prospect

will be different by using

approach. It’s a lot like a

are well versed in uncover-

can communicate to his

this product or service. “You

conversation on a first date,

ing afflictions with questions

team. “It’s often been said,

can show a spreadsheet,

Schultz says. If you begin

like “What’s not working for

and I believe, that people

have a conversation, but it’s

the conversation with your

you?” “What’s not happen-

buy with their hearts and

really about giving them a

hobbies, your special skills

ing in your business so I can

they justify it with their

sense of what it’s going to

and your accomplishments,

help?” But that’s only part

heads,” Schultz says. “So

look like, and how their lives

then chances are the pros-

of it. “Addressing afflictions

if someone wants to do

are going to be different six

pect won’t be interested in

is fine, but a lot of people

something, he wants to buy

months from now by buying

the discussion. But if you

don’t think about the aspira-

from a particular company

from you versus buying from

get the client talking about

tions. If you are going to

or person, he needs the

someone else, or simply

his interests or business

be a solutions provider, if

ROI to justify it himself,

not doing what you’re

needs, you’re much more

you are going to be more

and present it as justifica-

suggesting that they should

likely to make a connection.

than just someone who can

tion to the other people

do, what you’re proposing

provide a commodity prod-

in his company on why

they should. They really

uct, then you focus on help-

he is doing it. There is an

get a sense and feel of the

ing them to achieve some

emotional element behind

before-and-after picture,

kind of business goal.”

it. So if you can tap into the

then you truly have a power-

emotional part that, your

ful sales process.”

product or service will fill a need, then it can be that much more powerful when you show the ROI, too.”

If you fail, learn before trying again Sirianni recommends sales reps track their efforts to see what works Scan To Read

and what doesn’t. “It helps make them aware that, perhaps, what they

This Article on Your

have been doing is not as effective as it could be if they were to adopt

Mobile Device

these ideas,” she says. “That would be by having them be accountable for tracking their number of attempts and successful contacts, whether it’s physical visits to the prospect or via the telephone.”

P20 CANVAS August 2012

an r o , n o i f t o u t t i t u s r n a i s o s t e n i d n i s n s e a l u t s b t r e e a s t , n d s n e y n o i r a a l t e d w ge na n o n a a p a , s r h e c ts u i v o o b e i t r a n s e e h t e “Wh ual ceas me mys the old r habits.” p e so id t u , t v s s i e t k i d b d in ea ab r n h b a , e p n w routi s the setu on for ne ti he a s d a n sm he fou t –

P22 CANVAS August 2012

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CANVAS P23

Cold Calling is Dead

While Godin’s book was intended for business

he goes to his sales manager for advice. His boss gives him anti-

owners and marketing executives, it has merit

quated strategies such as using his “Initial Benefit Statement” and

for sales organizations, especially sales manag-

“Elevator Speech.”

ers that cling to a traditional way of doing things.

But guess what? It’s not the suit.

To breakdown the flaw in Interruption Marketing,

Companies afraid to deviate from the old ways of doing busi-

Godin uses the metaphor of someone trying to

ness are fooling themselves. They have to let go. Times are

get married. After his marriage proposals are

different. The rules are changing.

turned down by every woman he meets, the bachelor blames his clothes, buys a new suit and tries again, only to fail at every turn.

Adapt or die, right?

Sam Richter has heard all the talk before about the death of cold calling. It’s dead and gone. Tracking down and selling leads

Sound familiar? The story sounds an awful a lot like cold calling – that old, tried-and-true way of

for your products and/or services takes more than just picking up the phone and calling a company you nothing about.

adding sales to your company’s ledger. A sales-

But Richter, whose best-selling book, “Take the Cold Out of

person spends every minute of his day cold call-

Cold Calling” helped make him a trusted resource for today’s

ing with dismal results. After repeatedly failing,

sales professional, isn’t buying it. Sure, he has seen the chatter

“ If we define cold calling as picking up the phone and calling a prospect who might want your services, I don’t believe cold calling is dead. I prefer to describe it as warm.”

– Sam Richter, Author of ‘Take the Cold Out of Cold Calling’

rules for today’s sales professional

1. Be relevant – Research your prospects by using the tools at hand – social media sites such as Linked In, Facebook, etc.

Figure out what your prospective client cares about and make it work.

2. Be passionate – The best way to show a prospect why he should buy from you is to show him how much you love what you do. Be proud. Let him know that your product or service is something that you can’t live without.

P24 CANVAS August 2012

3. Add value – If you are going to sell something, you have to make sure it is above and beyond what is expected. This includes areas such as customer service.

4. Exceed expectations – Whatever it is you’re selling, make sure that you transcend what they expect in every shape and form. Send personal letters or notes when the company does something noteworthy.

5. Show you care – This one is easy.

Go out of your way to show your customer that he is not typical.

Make him feel special and that what he does and what he needs matter.

Cold Calling is Dead

Companies afraid to deviate from the old ways of doing business are fooling themselves. They have to let go.

Times are different.

The rules are changing.

while the experts may argue semantics, the phone – and those in-person conversations – are what deliver revenue.

“If we define cold calling as picking up the phone and calling a prospect who might want your services, I don’t believe cold calling is dead,” Richter says. “I prefer to describe it as warm.”

Fifteen years ago, Richter says a salesperson would develop a lead list by picking up a phone book (a community phone book or a list of companies in a specific industry, etc.), identifing his prospect list, and then “smiling and dialing.” The sales strategy most likely was something like 10-3-1 – make 10 phone calls, get three hot prospects, and close one deal.

Fast forward to 2012, and Richter says the internet has made every company a commodity, i.e., the consumer can find what they are looking for someplace else. “Take local services like an attorney or CPA,” says Richter, who also is senior VP and CMO at software and solutions firm ActiFi. “That specific service doesn’t have to be local. Your attorney can be in London. As a buyer, you have a world of resources at your fingertips. Buyer intelligence is so much more sophisticated today. If you feel you’re missing something or need something, you simply go online and find it.”

Getting your bullseye on Today, with all the tools available (such as marketing automation), salespeople can target the person and/or companies most interested in their products or services. “It’s about pinpointing these targets before you pick up the phone and just call,” Richter says.

“They can thoroughly research everything about Company A and find out why they should do business with you. It’s all about being in the blogosphere. He has heard the question

relevant. It’s all about doing your homework and being able to

frequently asked during one of the many semi-

speak the language of the company you are targeting.”

nars he conducts around the world. And he

There are other benefits, too. Sheri Bridges, Ph.D., associate

knows the digital age (think the internet, cell

director of marketing and faculty director of the Center for Retail

phones, marketing automation, etc.) is a more

Innovation at Wake Forest University School of Business, says that

efficient way to prequalify customers than the

cold calling often results in a low return on time invested.

“old way” of doing business.

“If the size of the sale and resulting commission are sufficiently

But cold calling dead – completely wiped off

high, cold calling can be worth the effort,” Bridges says. “Like so

the strategy list? As it has been conducted during

much else in business, it all comes down to the numbers. How

the last 20-plus years, sure, Richter will make the

many calls does it take, on average, to reach a prospect? How

case for that assumption. He concedes that sales

many prospects must be reached, on average, before an appoint-

success is more than just dialing for dollars. But he

ment can be scheduled? How much time is necessary to prepare

does believe that calling prospects and custom-

for the appointment? What’s the present value of the sale? What’s

ers still is a valid way to move a sale forward. And

the value of future sales to the client?”

P26 CANVAS August 2012

Cold Calling is Dead

“ The consumers’ decision is a journey today. The most successful marketers are those who realize that consumer decision-making isn’t deterministic or linear.”

– Sheri Bridges, Ph.D., Associate Director of Marketing, Faculty Director of the Center for Retail Innovation, Wake Forest University School of Business

to be a better salesperson What are the keys to successful sales and relationship building in the sales process. Sheri Bridges, Ph.D., associate director of marketing and faculty director of the Center for Retail Innovation at Wake Forest University School of Business, offers five ways you can improve your sales acumen.

1. See yourself as a brand – Everything you do or say helps build your reputation and image. Think about how you want to be perceived and act in ways consistent with your goal.

2. Know your customer – If you expect the consumer to invest money in your product or service, you must invest in learning about the consumer’s situation, needs and wants.

P28 CANVAS August 2012

3. Empathize – Your job is to solve the consumer’s problem or satisfy his wants. Focus on the problem or want, i.e., on the customer, rather than on the sale, i.e., on you.

4. Listen more, talk less and ask questions – The consumer usually will tell you what he needs if you give him a chance.

Sometimes, consumers need help figuring out the problem or want. Use your insight to for clarification purposes.

5. Aim to create value – Your goal should be to leave the consumer feeling better at the end of every phone call or visit because he knows he can count on you to fix the problem/ satisfy the want.

says. “Like quality, trust has become a price of admission – an order qualifier, not an order winner. A brand is a promise from a company to its consumers to deliver value consistently over time. Consumers won’t believe in a brand unless they can trust its promise. Access to information Bridges says today’s sales approach plays into what and how individuals and companies look for products and

has given consumers greater ability to jettison from their consideration.

In the end, the sales process comes down to

services. “The consumers’ decision is a

that connection. “In my opinion, the buyer is going

journey today.

to buy from somebody they like and trust,” Rich-

The most successful marketers are

ter says. “If he doesn’t like or trust you, he will go

those who realize that consumer deci-

with the lowest price. But if you’re a true salesper-

sion making isn’t deterministic or linear.”

son a true, value added partner in what they do;

The old model, Bridges says, suggested

you had superior customer service; you’re helping

that the choice process started with “Awareness,”

them build their business; they are going to pay a

moved to “Interest,” became “Desire” and ended

premium for what you sell.”

with “Action.” But AIDA was a victim of the multidimensional types of connectivity – to people, to product/service information, to reviews and recommendations – made possible by technology.

Today, the marketing and sales process is no longer a monologue or extended soliloquy in which companies talk at consumers, who, in turn, are expected to be docile receptors of and believers in whatever message is transmitted.

Scan To Read

“Connectivity has empowered buyers to determine what information they want/need, where they will get it, how they will evalu-

This Article on Your Mobile Device

ate it, and when/where they ultimately will act on it,” Bridges

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Sell More Direct Mail

The expert approach to getting it done

P30 CANVAS August 2012

By Linda Bishop

T

he monthly sales meeting at BigPrintCo took

The room erupted into cheering and applause. After it died down, Tammy, the newest member of the team, leaned forward and asked, “I’d love to sell a big deal like that. How

place on the second

did you do it?”

Tuesday of every

World has been my customer for

month in the main conference room.

Donna, the VP of sales, smiled broadly as she kicked off the meeting. “Let me get started by extending my congratulations to Tom. Yesterday, he signed a big

“It wasn’t easy,” Tom said. “Widget more than a decade. About three months ago, my contact told me they planned to consolidate all their direct mail into one program. When I discovered they were talking to advertising agencies, I panicked because there was a chance I’d lose the business with an agency in charge.”

Robert faced Tom across the walnut conference table. He had been sell-

contract with Widget World for a direct

ing for more than 30 years. “I’d panic,

mail program. The projected billings

mail business in today’s market, it

should be right around $95,000.”

too. If you lose a big chunk of direct won’t be easy to replace.”

Tom nodded. “That’s why I decided I wasn’t going to lose the Widget World business without a fight. To win the business, I had to convince my customer I was more than a printer. I was also a direct mail expert. That meant demonstrating I understood what made a successful program with good ROI.”

CANVAS P31

Sell More Direct Mail

Tom gestured to Donna. “Donna suggested we partner with a freelance designer and copywriter who had direct mail experience. I arranged a meeting and we pitched the account, just like an agency. Showing how segmenting data and sending personalized messages to the target market was a game-changer, and we won the business.”

Tammy looked at Donna, determination shined from her eyes. “I want to sell a big deal like that.

How do I get to be a direct mail expert?”

Direct mail has been around a long time. One of the most famous mailings of all times is the Sears Catalog. In the late-1800s, the catalog mailed for a postal rate of $.01 per pound. It sold everything from clothing, to kits to build houses.

A color section was added in 1897, showing advertisements for shoes in black, red and brown.

Film stars like Lauren Bacall, Susan Hayward and Gloria Swanson modeled for the catalog. Edgar Rice Burroughs, the famous author of the Tarzan series, wrote copy. The catalog survived until 1993, when Sears discontinued printing due to shifts in purchasing behavior.

Successful direct mail programs are built around obtainable objectives related to profit.

Today, the internet is direct mail’s biggest

Who needs direct mail?

competitor. Diminished demand for print has

High-end hotels. Charitable institutions. Colleges. Credit card compa-

intensified competition. Printers that want to steal

nies. Each of them use direct mail to sell to consumers. Businesses use

business from rivals must know about more than

direct mail to sell products and services to other businesses.

paper specifications and basic postal regulations.

They need list expertise, and more.

For a product or service to benefit from a direct mail campaign, the sale’s value must be relatively high. For example, let’s say the price of a new car is $20,000. If a dealer sends out 200 postcards

Finding a Partner Few printers have data mining expertise in-house. To find a partner, start by researching online.

Talk to the firms that look like a fit. Be prepared to have multiple conversations to find the right firm.

When including outside data mining services in a direct mail proposal, set realistic expectations. Spell out the process in detail. Be sure your client understands what he can expect to achieve and how you recommend he use the information.

and only one person decides to visit the dealership and buy a car, there’s enough profit to cover the cost of the mailing for the 199 people who didn’t buy. If a fast food restaurant mails 200 postcards and gets the same response, it loses money.

The value of a sale can be assessed using a single purchase or as a lifetime value. Lifetime value is total profit from an ongoing relationship with a customer. Products and services with higher lifetime values justify the cost of direct mail, because expanding the number of customers leads to a bigger payoff.

Products and services that are a poor fit for direct mail sell under one or more of the following conditions: • The value of a sale is small • There is little opportunity for repeat business • The product or service is a commodity that’s easy to find, with little opportunity for differentiation.

P32 CANVAS August 2012

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m i n d s

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SCHOLARSHIPS

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EdsF sponsors academic research grants and partners with major industry research firms to provide businesses with cutting-edge data on trends in the document management and graphic communications industry. since 2001, EdsF has provided 30 research grants, developed a grant/mentor program and published over 25 white papers.

Through recognition of leading educators and educational programs worldwide, EdsF continues to build awareness about career opportunities in the industry, while ensuring that businesses have a talented pool of applicants to recruit.

more than ever before, there is a critical need for individuals and companies to support the future of the document management and graphic communications industry. EdsF’s scholarship program enables students to receive the education necessary to pursue careers in the industry, while providing much needed assistance in offsetting the ever increasing financial burden. Please join us as we work together to provide our future business leaders with the skills and knowledge necessary to shape our industry for years to come.

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Sell More Direct Mail

Products and services with higher lifetime values justify the cost of direct mail because expanding the number of customers leads to a bigger payoff.

Successful direct mail programs are built

Data mining analyzes data to search for patterns. For example:

around obtainable objectives related to profit.

• Are buyers male or female?

Helping customers clarify and set realistic expec-

• Where do they live?

tations separates you from your competitors and

• What is their average age?

demonstrates direct mail expertise.

• What is their income?

• Do they own a home?

Who is the target audience?

• Do they have children?

Award-winning designs, compelling copywriting

• What level of education do they have?

and amazing offers still will fail when direct mail

• What hobbies do buyers engage in?

lands in the wrong mailbox. Successful programs are relevant to the recipient.

For customers who sell to businesses, it’s useful to know:

• What matters to the buyer?

• Buyer titles

• How does this product or service help fill a

•T he types of enterprises that have purchased in the past

need or reach a goal?

• What is compelling about this offer?

• Customer size • Geographic location •A vailable information about budget considerations and needs

To determine who the best prospects are, start

analysis

by analyzing current customers. Who is buying now? What do they have in common when it

List Basics

comes to demographics, behavior or attitudes?

A house list is a database of prospect and customer names with profile information. It is owned by an organization. Often, your clients will want to use direct mail to expand their lead pool by renting a list.

Ed Mayer, a direct marketing guru whose career has spanned more than 50 years, made major contributions to the field. Mayer is known for his 40/40/20 rule. This general guideline ranks the importance of factors in a campaign as follows: • 40 percent of success is determined by the list • 40 percent of success is determined by the offer • 20 percent of success is determined by the creative To find the right list, you may want to find a competent list broker.

That person has the experience and skills to ask smart questions, research list alternatives and provide good options. Lists also can be enhanced by “appending” data to add information. A good list broker can provide guidance on this, too.

Testing matters when it comes to list performance. Before mailing 100,000 postcards to an untried list, it’s better to mail to a sampling and see how the list performs.

P34 CANVAS August 2012

Format Considerations, Offers and Response Mechanisms Format considerations often are driven by budgets. But before

You can do your own research on effective

you let a customer send a cheap postcard to CEOs, ask yourself

direct mail by looking at the pieces that arrive in

if the format of the mailing is aligned with the strategic objec-

your mailbox. What works? What doesn’t? Look

tives for the campaign. Will you grab the attention of the audi-

at pictures, headlines and formats. Think about

ence? Does the format help get the message across? Is there

how you could apply ideas to your clients.

enough room for copy and visuals to tell the right story and engage potential customers?

Writing and designing for direct mail is another specialized area of expertise. If you’re providing your client with creative ideas, choose partners who know what works.

One last tip: Direct mail is a form of advertising. Howard Luck Gossage said, “The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”

Developing expertise in direct mail means you know how to help a client target the right audi-

Pay close attention to the offer. Great offers motivate people to act

ence and construct a motivating message so

now. To measure the mailing’s success, include a response mecha-

their mailings get read – and you sell more.

nism. Common ones include: • Call now and mention this code • Email this special address and request information • Visit a personalized URL • Bring the coupon to the store and receive a discount • Reference a code when ordering online • Go to our website and request the whitepaper • Sign up for our e-newsletter

T

hre e w eek s a go, wh looking ile skim ming T for a m V c ha n indless feel- go nels , p ure od mov ly e n ie ter tain , I r an a on TNT ing, c ro s s a . “Grea ’70s cu se,” the lt class T r a s v m o ic lta as ash hit te e n a g a te e n starring e boys ag e r e ’ bring J o h n Olivia N b - ho me e l c ha - to - m o e w to n sing e m d r ea John, r ver y lessons m e m girl, pla inded m from a yed by e of s o truly re me imp mar k a b Danny o r t a nt le man Zucko, sales . t h e hu n k of fers a y c ha r nu m b e a c r t of life le er play s o me o e d by ssons fo f t he m Travolt r all of with yo a, u s . Bu t u, let ’s Re m e m before g o b ac b e r t ha I s h k a t s umm to R yd e re a re s u m er. Dan ll High. e of s u ny met m m e Sand y a n d re r me m Olsson t ur ne d ories, s , built aid go to s c h friends odbye o o l with . W ho t o s t h o c e m ould fo girl, e g r ea t he d o c rg et t h t storie k,” whic e wo r d s for h h s : d “We m is escribe his T-B ad e ou d s o me ird gan t und e of his s g. r ummer ac tivitie s for

P36 CANVAS August 2012

Seven Strategies That Make Digital Leaders

So, what lessons could you possibly learn from a teenage character in a movie that aired 20-plus years ago? Well, here they are:

Danny did summer right. With your

to enjoy the day, a seminar, a meeting, a

have a care in the world. He knew

summer nearly in full swing, do you plan

ball game, a vacation or an irreplaceable

school was coming, but he was too

to do it right? Is this going to be a summer

moment with my four greatest customers

busy loving life. The kid cherished the

you remember personally and profes-

– my wife, Leanne, and our kids. I spend

moment. He wasn’t worried about the

sionally, or will it just melt into obscurity?

so much time trying to make tomorrow

next email, voicemail or client meeting.

If you’re like me, summer is a busy

better that I often overlook the opportu-

He was, as my hippie friends say, “living

nities of today.

in the now, man.”

time of year. Between vacations, summer camps and needy customers, I often

Not Danny. Never known as the

While planning and looking ahead is

forget to cherish the memories I’m build-

smartest student at Rydell High, he

important in our professional careers,

ing. I get so wrapped up in “what’s next”

skipped around the beach, hand-in-

we can’t let our planning isolate us from

on my calendar, that I sometimes forget

hand with his beautiful gal, like he didn’t

today’s fun.

Danny learned a tough lesson when he

He learned that even the slightest half-

returned to school. He didn’t exactly

truth can be costly.

I have little doubt that the salesperson selling the ice isn’t telling the whole

tell the truth about his time with Sandy,

In business, don’t ever stretch the

story. Or perhaps he’s stretching the

did he? He told a few white lies about

truth, tell white lies to cover yourself or

truth a bit to get the deal. You may

his relationship with his dream girl.

blame others for your mistakes. If your

get the deal, but there’s nothing like a

What’s the big deal, right?

product or service isn’t doing something

regretful and ticked off Eskimo.

These “harmless” little stories were

the customer expects, don’t spin your

So, if you make a habit of stretch-

designed to make him look good and

words to make the solution fit. There is

ing the truth, spinning a tale or flat out

Sandy (his customer) look bad. But

an old saying about great salespeople

lying in your business, it will get back

Sandy found out. And he nearly lost

that goes, “That salesperson was so

to Sandy. And there’s nothing like an

her. Danny learned from his mistake.

good he could sell ice to the Eskimos.”

angry blond. I know; I married one.

Danny wanted to get Sandy (his best

And, in your professional world, your

put me to sleep. It just didn’t fit who I am.

customer) back. So the school’s coolest kid

customers want the real you. (If you’re

And it didn’t fit my audience.

went nerdy. He earned a letter (remember

a sales leader or manager, your team

Zucko running track?), changed his ward-

members want the real you, too.)

robe and threw away his cigarettes.

I

recently

learned

this.

So now I am taking Danny’s advice.

If you want to get the “girl,” be 100

Some

percent you. You might not get the one

Believe me, I’m all for self-improve-

colleagues told me I needed to take the

you thought you wanted, but you’ll get

ment and doing everything necessary

“edge” out of my speaking and writing

the one who’s “perfect” for you.

to get to the top. But Danny realized

a bit. I needed to sound more (enter

that being something he wasn’t didn’t

clear throat) professional.

Enjoy the rest of your summer. I hope that when school rolls around, you’ll

work. Not only that, it was ineffective.

Well, guess what? The first Danny-

have a ton of “truthful” stories to share

Sandy wanted the “real” Danny Zucko,

Zucko-letter-sweater-wimpy-toned-

with Rizzo, Kenickie and the rest of your

not some wimpy, watered down version.

down-version presentation I gave almost

T-Bird gang.

To learn how Brian Sullivan’s PRECISE Selling can turn you and your sales team into Top Performers in 20 Days or Less, go to www.preciseselling.com.

P38 CANVAS August 2012

book recommendation

Evil Plans

Having fun on the Road to World Domination

A

»» By Hugh MacLeod

lthough concocting a plan to dominate the world sounds a bit sinister, Hugh MacLeod wants you to know that it’s completely innocent – yet required for success. In his latest book – “Evil Plans: Having Fun On The Road To World Domination” – the cartoonist/blogger offers a unique perspective on bringing together the work you do with what you love to do.

MacLeod was a guy stuck in a dead-end job that was starting to make him crazy. He realized he had this crazy calling to dominate the world by drawing cartoons on the back of business cards – an art he has been devoted to every day.

He committed his life to dong what he enjoyed. Soon he was making lots of money.

In Evil Plans, MacLeod shows us how that success can be duplicated.

“ Everybody needs an Evil Plan.

Everybody needs that crazy, out-there idea that allows them to actually start doing something they love, doing something that matters.”

– Hugh MacLeod

Work can become a rat race, if you stop enjoying it. Evil Plans targets those who are entrepreneurial in nature, especially those wanting to escape the cubicle. With a combination of humor, insight and his witty cartoons, MacLeod provides a blueprint for your own personal world domination. He explains that an evil plan is something that inspires us to “make a good living doing what we love, doing something that matters, becoming the person we were born to be despite the odds.”

This is the hunger waiting to be discovered in our inner being.

One of the most compelling lessons for CANVAS readers is that you cannot fall into the trap of merely selling product or service. MacLeod writes that, “Whatever you’re selling isn’t merely a product or service, it’s also a product of a belief system – your own belief system.”

Without a strong belief in what you are selling, your evil plan will stall.

Scan To Read

While this book promotes life outside the rat race, it’s not meant to

This Article on

discourage you out of your current role. It is about unifying what you do

Your Mobile Device

with what you love. The book is a quick read, but it is fun and encouraging.

We highly recommend you use it in the creation of your own evil plan.

P40 CANVAS August 2012

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