Canvas Magazine | Ascension | June 2014

Empowering Marketing Service Providers

June 2014

How to scale your business

Paying it forward Execution Making the adjustment

What Will You Make Today?

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Publisher mark potter > mpotter@thecanvasmag.com

Creative director brandon clark > brandon@thecanvasmag.com

Marketing Manager brandy brewer > brandy@thecanvasmag.com

MANAGING EDITOR

michael j. pallerino > michael@thecanvasmag.com

“If you want to optimize your resources, grow your revenue while keeping costs in check, you have to take care of your existing customers and focus due diligence on customer satisfaction.”

ART DIRECTOR brent cashman

CONTRIBUTORS justin ahrens, linda bishop, lorrie bryan, john foley, jr., graham garrison, mitchell levy, 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

– Evan Facher, Associate Director of Enterprise Development, University of Pittsburgh

June 2014

DEPARTMENTS P2

P12

Insecurity

Eye on innvoation

P4

25 years down the road

Publisher’s Thoughts

Noteworthy

Why being strategic with your design capabilities is critical P6

@TheCANVASMag www.linkedin.com/ groups?gid=1797952

CANVAS, Volume 8, Issue 3. copyright 2014 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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Industry Snapshots

10 marketing traps you should avoid

Mergers & Acquisitions

P8

P40

People Moves

Marketing expert Scott Petinga on why you should think differently

On deck Are you the next business thought leader?

CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097

Awards & Recognition

P10

The Corner Office Marketing Insights: Book Rec: Contagious: Why Things Catch On The art of the call How do you content?

FEATURES P16

P30

How to create an extreme competitive advantage

Why EDSF matters to the future of our industry

P22

P36

How to scale your business

10 ways your game plan can win the second half

Execution

Ascension

Pay it forward

Making the adjustment

CANVAS P1

Publisher’s thoughts

Insecurity

A

s time passes, I’m coming to the realization that there is no such thing as security.

Many of us certainly have been chasing the idea of it for a long time, but it still proves to be elusive. We continue to hope that if we can sell a product or service that will knock people’s socks off, it will provide the security we need for a lifetime.

The reality is that security actually lies within insecurity. Being in a place where you think

you know everything actually puts you in a dangerous position. Change takes place too quickly, and not knowing everything can be exhilarating and liberating.

In 2004, flip models from Nokia and Motorola were the best selling phones. Blockbuster still was humming along. We had never had an African American president. Marijuana was illegal everywhere, and same sex marriage was not allowed anywhere.

In 10 short years, traditional assumptions have been cast aside, products have been replaced and entire distribution channels have disappeared. So, what makes you think you can find security in the products or services you sell today?

What stands the test of time has to be within you. ...The people you serve and the communities that you belong to are where your security is incubated.

Building a business rarely happens based on developing something that will last forever, let alone for a number of years. Things change. Time passes. Competition arises.

Prices erode and building a product that stands the test of the time becomes a myth.

What stands the test of time has to be within you. You must be able to roll with the ups and downs. You must realize that what you do today may very well have no significance in a few short years. In turn, the people you serve and the communities that you belong to are where your security is incubated. The way you think, the empathy you show for others and your willingness to be vulnerable are what will anchor your future.

Speaking of creating long-term security, our cover story, “Ascension – How to Scale Your Business,” highlights ways

you can make your business bigger and stronger for the long haul. The article examines the strategic adjustments necessary to build sustainable growth. In addition, “Pay it Forward,” shows how the Electronic Document Scholarship Foundation (EDSF) is helping build sustainability for our industry by investing in the next generation.

I hope you like the issue. In the meantime, have a wonderful summer.

Warmest regards,

Mark Potter Publisher Twitter @markricepotter

P2

CANVAS June 2014

It’s a dynamic new world. Speed to market counts, but now with a broader perspective.

Today, it’s speed to market safer, smarter and more sustainably. To outperform today, you need a trusted partner.

At Unisource, we’re that partner – that one source.

We’re obsessed with finding untapped efficiencies and creating and leveraging new ones so that you can focus on what you do best. unisourceworldwide.com

perspective

By Justin Ahrens

Why being strategic with your design capabilities is critical

E

ver noticed that some of the most successful startups have brilliant,

The concept? Take Instagram photos

strategic design? A great strategic design can be the difference

and turn them into one-of-a-kind pieces

between a startup’s success and failure in the early days of hitting the

of art by printing the images on wood or

market. I have seen great ideas struggle and fail initially because they

acrylic. The idea itself is not new. There

missed the connection from idea to consumer. I believe the best startups are the

are a number of outlets offering vari-

ones that are able to have the ideas and the creative inform each other.

ous mediums for Instagram photos. But

For the last several years, my company, Rule29, has been

being active social media participants

experimenting with the concept of strategic design

and creatives, we loved the opportunity

by investing in startups in return for a piece of the

to not only transform digital photogra-

company and/or a share in its success. We decided to

phy into tangible art, but also to make a

do this for several reasons – the main one being that

splash in a market we regularly play. This

once a project is finished, no matter how we want to

resulted in InstaThis (instathis.com).

frame it, it’s a limited transactional relationship. Often,

Birddog trusted us and we were confi-

our design work helps a company become successful,

dent we could create something that was

and we want to share in that success when we can.

not only beautiful, but functional. We were able to collaborate and evolve the prod-

So what have we learned in this process of experiment-

uct and brand to a point where we felt

ing with startups? Here are the five key partnership

comfortable going to market. Birddog and

principles we’ve adopted:

Rule29 did all the competitive research

1. Invest in people – My friend Kevin McConkey, princi-

together. We collaborated on the produc-

pal of Grip Design, once said that an idea can be great – but without a great person

tion, fulfillment, naming, key messaging,

behind it, it won’t go anywhere. So, when assessing an investment possibility, the

brand development and website.

lion’s share of the decision lies in the people behind it. If they’re all in, passionate and will push the idea, there is a higher chance for success.

2. Value – Do they value design and see it as a part of their business strategy? If not, why are you there?

ers should experience the site, and how buyers should feel once they received the

3. Protection – Get things in writing, and be prepared

product. We went live to take advantage

at some point to include a lawyer who understands

of holiday traffic and gain user feedback.

this type of partnership.

From the start, we’ve had great traffic, sales

4. Trust – Is there a relationship of trust on both sides? Make sure there is.

and feedback. As we’ve added more product options, we’ve seen even better results.

5.

Appealing idea/product – Would you or

We have experimented with this invest-

anyone you know buy the product? As soon as

ment approach to design at least once a

Justin Ahrens is founder and

you personalize the idea, the better you’ll be

year for the last 13 years. Most have not

principal of Rule29, an award

able to communicate it.

turned out, but we’ve learned from each one. Right now, we have four similar

winning suburban Chicago-

P4

We also talked a lot about what we wanted to see, how potential custom-

based strategic creative

I want to offer an example of how these princi-

firm. He is a frequent guest

ples have played out for our company. When one

So, if you’re in a position to partner

blogger, national speaker

of our favorite clients, Birddog Inc., came to us with

with startups and experience the lows

and author of “Life Kerning:

the opportunity to collaborate on a product idea,

(and highs) of this kind of work, be open,

Creative Ways to Fine Tune

we quickly realized the partnership potential. As

be careful and take your time. Don’t enter

partnerships we feel are positioned well.

Your Perspective on Career

printers, Birddog saw an opportunity to create a

a design investment to get rich. Do it to

and Life” (Wiley). Follow him

beautiful product for a social savvy market. And as

help something become successful, with

and Rule29 on Twitter –­

creatives, we quickly saw the opportunity to create

a potential payoff at the end. Anything

@justinahrens and @rule29.

a strategy and recognizable brand to accompany it.

more is icing on the cake.

CANVAS June 2014

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mobile media

By John Foley, Jr.

10 marketing traps you should avoid

I

s marketing your friend or your foe? From printed collateral to social media,

be hard to convince your customers

each of your marketing materials are your representatives, telling your

to come back for more. Consistently

company’s story and making first impressions on your behalf. All of your

be on the lookout for news items

marketing efforts work together to build lead generation to increase sales

and trending topics that are popular

and grow your business. If you want to get loyalty, raise your profile and make the

among your target audience so your

sale, it’s vital that your marketing is the best it can be. Here are 10 marketing traps

content captures their interests.

you need to avoid: 1.

Fuzzy messages – Your message must be clear and concise. To help you

8.

Not knowing your business – You

achieve this, learn to sum up your central message in a single sentence. Once

know your product or service really

you can do that, you’ll know you have the focus you need to keep your market-

well, but how well do you know your

ing messaging to the point.

2. Self-importance – Marketing isn’t about you, it’s about your customers.

Craft your materials to talk to and about them. Find out what matters to them, and speak to that. Marketing that talks on and on about how wonderful your company is soon will get boring to the recipient.

Marketing isn’t about you, it’s about your customers.

Craft your materials to talk to and about them.

3. Lack of a plan – Marketing is one of the most important things you can do for your business, but it also can be time

overall business? Take time to develop

consuming and eat into your budget. That’s why you need a solid plan first.

your business personality and unique

A plan will help you set objectives and work out how to meet them.

voice, and make sure your marketing

4. Missing calls to action – Whether it’s website

John Foley, Jr., is CEO of interlinkONE and Grow Socially. Foley and his team consult with print companies on transforming their businesses, write strategic online marketing plans, and frequently discuss a variety of informative marketing techniques and topics.

Are your marketing efforts in need of a pick-me-up? Visit http://ilink.me/MessingUp and take the quiz to see if you’re messing up your marketing.

P6

CANVAS June 2014

materials stick to it at all times.

content or a Facebook status, your customers

9. Not understanding your unique

need to know what to do next. Maybe you

selling proposition – Why should

want them to share your content or revisit

your customers choose you over

your site. Whatever it is, let them know – and

your competitors? What makes

then give them a compelling reason to do it.

you stand out? Your competitors

5. Too broad a focus – If you try to appeal to

will be offering experience, qual-

everyone, you run the risk of appealing to

ity and good service, too. What

no one. Picture your ideal customer in your

makes you unique and a natural

mind, and speak directly to him. Take the

first choice for your customers?

time to understand his concerns and figure

10. Lack of listening skills – Getting a

out how to solve his problems. It’s important

strong message out is only the first

to create multiple campaigns and specifically

half of your marketing efforts. Listen-

target them toward different audiences.

ing to feedback and incorporating it

6.

Forgetting the benefits – Don’t just tell

so you can do better next time is the

your customers what it is, tell them why they

other half. Welcome feedback and

want it. Instead of the specs of the print

listen to what your customers want.

machine, tell them how it draws attention to their consumers. Show them how your product or service can improve their lives.

Your marketing campaigns are like your company’s personal PR team, tell-

7.

Boring content – Content is everywhere. It

ing the world what you stand for and

is your email newsletter, your tweets, your

why they should care. Avoid these

blog posts and your homepage. If your

marketing pitfalls to make sure your

content

message is well received.

is dry, boring or repetitive, it will

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Leadership

By Mitchell Levy

On deck

Are you the next business thought leader?

T

he truth is a lot of people are trying to become viewed as “thought

your expertise that you enjoy – that

leaders” because they recognize that being a well-publicized, well-

you love to talk about. The beauti-

respected expert in their field is good for business.

ful thing about social media is that

But most people have a hard time figuring out how to do it on their own.

it caters to niche interests, which is

CEOs recognize that the wide availability of information on the internet has

a great way to start building your

changed how customers do business. Customers are quite knowledgeable, and

following. The more focused you

they get that way by using the resources available online. It doesn’t take long

can make the space you want to be

before they know enough to spot a true expert – someone with vision; someone

a thought leader in, the easier it will

with a strong track record of success; someone who knows their field so well, they

be to reach your audience.

can tell you where it’s going, and where it should go.

No. 2 – Set your self apart

Thanks to the egalitarian nature of social media, anyone can become a thought leader. The key is knowing where to begin. Do you?

Develop your own message and share it in a distinctive style. Think about whom your audience is and what they want and need – remembering that they don’t care about you, they care about themselves. Are there better ways to do something that everyone has been doing the same way for years? Can you solve problems or foresee trends that others seem to be blind to? Craft a message that will resonate with your audience. Share it in a distinctive, authoritative voice.

When we had only the traditional media

Don’t be afraid to show some person-

and its well-guarded access, our thought

ality. Do you need to be bigger,

leaders tended to be people who were

tougher, louder, stronger and wiser?

already in vaulted positions, such as

You don’t need it all, but you need to

elected officials, CEOs of major corpora-

set yourself apart.

tions and entertainment personalities.

Mitchell Levy, CEO and thought leader architect at THiNKaha, has created and operated 15 firms and partnerships since 1997. Today, he works with companies that are active in social media to leverage their IP and unlock the expertise of

No. 3 – Be relevant

of social media, anyone can become a

Create useful, valuable content that

thought leader. The key is knowing where

people can use. Online, you can write a

to begin. Do you?

blog, create video tutorials on YouTube and share nuggets of information on

Here are three ways you can develop your

various social media sites. Write a book

reputation as a thought leader:

on your topic. By constantly sharing information that solves problems for

No. 1 – Focus, focus, focus

users and readers, you begin devel-

Start by zeroing in on an area of your

oping a reputation as knowledgeable,

field in which you excel. Focus on one

helpful and reliable. This should be an

with 18 business books,

area of your business or profession that

ongoing process – which is why you

including the recently

excites you. Rather than stepping out

must be passionate about it. Thought

released “#Creating Thought

as the consummate expert on a broad

leaders make it look easy, but they

Leaders tweet Book01.”

range of topics, choose one slice of

work at it every day.

their employee base to drive more business. He also is an Amazon bestselling author

P8

Today, thanks to the egalitarian nature

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corner office

Marketing Insights

Generating buzz. Isn’t that what it’s all

For brands and agencies seeking to gain the trust and admiration of Millennials, the secret to success will lie in their ability to select the right partners, employ the right strategies, leverage the right technology and be prepared to constantly turn and pivot. Through the wide array of ad tech available today, they’ll be able to open the dialogue of engagement and lay the foundation for earning the loyalty of Millennials.

about? But why do some products get

– Adroit Digital GM Scott German on how to tailor your marketing to Millennials

BOOK REC

Contagious: Why Things Catch On

By Jonah Berger

more word of mouth than others? And why does

some

online

content go viral? In a time when word of mouth makes products, and ideas and behaviors catch on, the strategy is more influential than advertising and far more effective.

So, how can you create word of mouth for your brand? How do you drive customers to think of you when they think of all things print and marketing? Wharton professor Jonah Berger believes it’s easier than you think.

Whatever it is you want to go viral, the steps are the same.

“Contagious” is filled with infectiously entertaining stories and information drawn from Berger’s research.

For example, you will be surprised to learn just how little word of mouth is generated online versus elsewhere.

This is a must-read book for CANVAS readers who are looking to make their companies and the projects they

The art of the call So, how does your sales team create the most leads?

According to BIA/Kelsey’s “Local Commerce Monitor” report, phone calls are the highest rated source for sales leads by small and midsize businesses. The report shows that 66.4 percent of small businesses consider phone calls a good or excellent lead source (28 percent rated calls an excellent lead source, while 38.4 percent rated them as good). Other successful sales lead generators include in-person interactions (54.1 percent), online forms (38.7 percent) and email (28.7 percent). On the social side, Facebook pages were the highest ranked outlet, followed by Twitter and LinkedIn.

create succeed.

The percent of U.S. consumers who own a trio of tablets, smartphones and laptops, according to Deloitte’s eighth edition of the “Digital Democracy Survey” (formally the “State of the Media Democracy” survey). The report shows that 81 percent own a laptop, 65 percent own a smartphone and 48 percent own a tablet.

P10 CANVAS June 2014

marketing insights

How do you content?

Report shows what marketers want in the way of information Content marketing. How does it generate value for your customers? How do you gauge its success?

What are the best information paths to choose? According to the Chief Marketing Officer (CMO) Council’s “The Content Connection to Vendor Selection” report, B2B marketers spend $16.6 billion annually in digital content publishing to acquire business leads, influence customer specification and consideration, and educate and engage prospects. The top five most sought-after types of content include:

52

%

Comprehensive industry/category surveys and studies

35

%

Expert-originated content with supporting facts and research

44

%

Technical details about products and solutions

43

%

35

%

Content published by third-party sources

Analyst reviews or recommendations

CANVAS P11

noteworthy

updates from the industry

Eye on innovation Fujifilm expands its Chicago-area Technology Center Keeping with its ongoing commitment to develop new

The new space will encompass more than 20,000 square

and innovative products and solutions, and the ability to

feet to display everything from traditional offset printing, to the

showcase and demonstrate them, Fujifilm North America

latest technologies in flexography, wide format and production

Corporation, Graphic Systems Division has begun a signifi-

inkjet solutions. The Technology Center in Hanover Park will

cant renovation at its Technology Center in Hanover Park,

continue to host customer demos and events throughout the

Ill. Construction is underway to more than double the size

entire expansion process.

of the current facility.

Renovations are set to be complete later this summer.

25 years down the road Mohawk celebrates Green Seal Certification As sustainability awareness contin-

The relationship started when Mohawk applied for, and

ues to make its presence felt

received, the Green Seal Certification (GS-7 Standard) for print-

in the printing services indus-

ing and writing papers in 1993. Initially, Green Seal certified six

try, Mohawk took some time to

Mohawk paper grades (many grades have followed since).

reflect on its commitment to the

Mohawk, one of North America’s largest privately owned

movement. This year marks the

manufacturer of fine papers, envelopes and specialty substrates

25th anniversary of Mohawk’s

for commercial and digital printing, also has partnerships with

Green Seal Certification, which it recently celebrated in

the U.S. Environmental Protection Agency (EPA) Green Power

conjunction with Earth Day on April 22.

Partnership, EPA SmartWay Transport Partnership, Center for

Green Seal is a process that ensures a product meets rigorous performance, health and environmental criteria.

Resource Solutions Green-e Marketplace, Green Seal, The Rainforest Alliance and The Forest Stewardship Council (FSC).

Your news here »» People news. New products. Trends 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 rest. Send your information to michael@thecanvasmag.com.

P12 CANVAS June 2014

Awards & Recognition

Industry snapshots

The Printing Industry Midwest (PIM) named John Barn-

Vision Graphics moves headquarters to Denver

hart, president at Barnhart Press, its “2014 Nebraska Distin-

Vision Graphics Inc/Eagle:xm (VGI/E), one of the nation’s

guished Printer of the Year.” Barnhart, who was named presi-

largest commercial printing and marketing communica-

dent in 2007, is a third-generation president of the Omaha,

tion solutions providers, is relocating its Loveland, Colo.,

Neb.-based printer. His grandfather was the first recipient of

print production to its Denver marketing and fulfillment

the award in 1960. Each year, a committee of past winners

facility by fall 2014. The move makes VGI/E one of the few

chooses the award recipient. Barnhart was selected for his

companies that offer businesses communication solutions

commitment and contributions to the industry.

to build its brands and increase market share by integrating print, mail and digital technology. Vision will continue

Canon Inc., the parent company of Canon U.S.A., has ranked

to support its northern Colorado clients with a satellite

among the top global companies, placing sixth overall and

office in Loveland.

third internationally in the “Computers” category of this year’s “FortuneWorld’s Most Admired Companies” list. In the interna-

Signs Now to sponsor EDSF program for third year

tional “Computers” category, Canon ranks as the top Japanese

Signs Now, a member of the Sign & Graphics Division of

company and the sole representative of the imaging industry.

Alliance Franchise Brands, again will partner with the Elec-

Canon was cited for innovation, quality of products/services

tronic Document Scholarship Foundation (EDSF) to admin-

and financial soundness. This year’s list, which analyzed some

ister five new scholarships. EDSF, an international, nonprofit

700 companies from 30 countries around the world, was sepa-

organization dedicated to the document management and

rated into 57 industries from a variety of business areas.

communications industries, will offer scholarships totaling $10,000 for the 2014 academic year. The scholarships help

Canon Solutions America, a subsidiary of Canon U.S.A.,

support students preparing for careers in the printing and

has received several honors at the Xplor International “2014

document communications industry.

Technology and Application of the Year Awards.” In the “Application of the Year” category, Canon received “1st Honorable

Ricoh joins Two Sides

Mention” for the implementation of the Océ PRISMAproduc-

Ricoh has become a member of Two Sides U.S., the

tion and Océ InkControl systems. It also received “Honorable

nonprofit organization that promotes the responsible

Mention” for its Océ ColorStream 3000 series digital inkjet

production, use and sustainability of print and paper.

platform in the “Technology of the Year” category. In addi-

Created to provide members of the Graphic Communica-

tion, executive VP Mal Baboyian received the prestigious

tions Supply Chain a forum to promote the responsible

“Brian Platte Lifetime Achievement Award.” Established in

production and use of print and paper, Two Sides works

1981, Xplor International is a worldwide, not-for-profit profes-

to improve sustainability standards and practices, share

sional association that provides educational products and

experiences and maximize customer confidence in indus-

programs for its members and the industry at large through

try products.

conferences, meetings and annual events.

Unisource unveils new brand for customers in Canada R. R. Donnelley & Sons Company has received the “2014

Meet UBrand, Unisource Worldwide Inc.’s new coated line

Sustainability Silver Award” from the Institute for Supply

of printing paper for its customers in Canada. The high

Management (ISM)-Chicago. The printer was cited for its

gloss, double-coated sheet with a high stiffness and bulk

work in the areas of sustainability and safety. The award

guarantee includes uBRAND Velvet, uBRAND Gloss and

recognizes organizations that have successfully embraced

uBRAND Digital. The PEFC certified line is available in 60,

sustainability and safety initiatives, and encourage innova-

70, 80 and 100 text, and 80 and 100 cover weights. Along

tive collaboration between suppliers and supply manage-

with its versatility and durability, uBRAND is stocked in

ment professionals. ISM-Chicago is an affiliate of the Insti-

Unisource distribution centers across Canada for shorter

tute of Supply Management, which leads and serves the

lead times and faster customer delivery. For more informa-

supply management profession.

tion, visit Unisource.ca.

CANVAS P13

noteworthy

updates from the industry

Mergers & Acquisitions Quad/Graphics Inc. is set to acquire Brown Printing, one of the

and production control solution for the corrugated industry, which

industry’s premier publishers and catalogers of printing, distri-

is sold worldwide and available in 13 languages. Rhapso MIS and

bution and integrated media solutions. Brown operates three

ERP products will become part of the EFI Productivity Software

manufacturing facilities strategically located across the United

family of products. Graphisoft also will be integrated with EFI Fiery,

States. The transaction, which is subject to customary regulatory

the leading digital front-end platform for Xerox, Canon, Ricoh, and

clearances, is expected to close in the second half of 2014. Both

Konica Minolta printers and copiers. Rhapso’s employees have

Quad/Graphics’ board of directors, and Brown’s parent company

joined EFI and will be integrated into its European operations.

Gruner + Jahr and its shareholders approved the transaction.

Konica Minolta Business Solutions U.S.A. has acquired AMS Veritiv will be the name of the leading distribution solutions

Imaging, a New England-based premier enterprise content

company that will be created upon completion of the recently

management solution provider. The acquisition will help support

announced merger of xpedx, a business of International Paper,

and further expand Konica’s Enterprise Content Management

and Unisource Worldwide Inc. The name Veritiv is derived from

(ECM) business practice growth strategy. As part of the acquisi-

the roots of three words: “verity”, meaning true, and “active”

tion, AMS Imaging will become part of Konica Minolta’s ECM busi-

and “connective.” Veritiv’s common stock is expected to trade

ness practice and market under the name Konica Minolta. The

on the New York Stock Exchange under the symbol VRTV. The

primary office location in Warwick, R.I., will continue to support the

new company, which will have projected annual revenue in the

Connecticut, New England, New Jersey and New York markets,

range of $9 to $10 billion, will employ approximately 9,500 team

and house the company’s management and administrative staff.

members across more than 170 distribution centers in North America. The combination is expected to generate approxi-

In other Konica news, it has acquired Pitney Bowes Canada’s

mately $150 million to $225 million in annual net synergies. The

Document Imaging Solutions (DIS) business, which consists

merger is expected to occur in the third quarter of 2014, upon

of the hardware and document management software solutions

satisfaction of the remaining closing conditions.

segment. The company generated approximately $82 million in revenue in 2013. As part of the transaction, Konica Minolta and

EFI has acquired Les Ulis, France-based Group Rhapso S.A.

Pitney Bowes also announced a strategic alliance, whereby Konica

(“Rhapso”), a printing and packaging software solutions developer.

Minolta Business Solutions (Canada) will represent Pitney Bowes

Rhapso consists of two software products that address the printing

Canada’s mailing business in the provinces of Saskatchewan, New

industry – Rhapso Graphisoft MIS, which primarily is marketed in

Brunswick, Nova Scotia, Newfoundland and Labrador, Prince

French-speaking countries, and the Rhapso PC-Topp scheduling

Edward Island, and other select geographies across Canada.

People moves Arthur Bergens has been named CFO of Bell and Howell.

partner of Nucleus, a New York-based brand strategy firm, has

Bergens, who was CFO for Overture Networks, has more

spent more than 28 years working with leading brands in the

than 30 years of global experience in a wide range of finan-

consumer, business and nonprofit sectors to build sustainable

cial, operational and administrative leadership positions.

brand value and deliver profitable business results. Talerman also teaches at Columbia University’s Strategic Communica-

GLS Companies, a leading Minnesota printing and digi-

tions Master’s Degree Program, The School of Visual Arts

tal marketing services provider, has

Master’s in Branding Program and serves on the board of

named Jason Reynolds as CMO of

Virginia Commonwealth University Brandcenter.

GLS and president of NEXT Precision Marketing. A 20-plus year creative

Roland DGA Corp. has made a number of staff promo-

veteran, Reynolds was senior VP and

tions, hires and appointments, including the promotions of

executive creative director for Life

Mark O’Connor to business development manager, Digital

Time Fitness, where he led the compa-

Signage; Greg Collin, product manager, Digital Signage;

ny’s rebranding initiatives, retooled

Dana Curtis, Roland care manager; and Dan Wilson, creative

its acquisition and member digital marketing strategies, and

director. New hires include Jane Napolitano as customer

created its first in-house marketing agency.

service supervisor; Daryl Chaffins, business development

Jason Reynolds

manager, UV East; Jeff DiToro, senior global software Mohawk, North America’s largest privately owned manufac-

product manager; Lily Hunter, product manager for textiles

turer of fine papers, envelopes and specialty substrates for

and consumables; Eric Iverson, Northwest region service

commercial and digital printing, has named Elizabeth Taler-

account manager; and Garret Luppino, Midwest region

man to its Board of Directors. Talerman, CEO and managing

service account manager.

P14 CANVAS June 2014

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developments in print

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this versatile sheet, the strong reputation of the Opus family grows even stronger.

By combining versatility with quality, the sheet takes digital printing to a whole new level. With Opus DX now part of the Opus web and folio family, consistency has never been such an optic cinch.

From 80-pound text to 120-pound cover, true Dull and true Gloss, extensive stocking sizes, and a brilliant 92 brightness, Opus DX offers a wide range of basis weights, finishes and printer certifications.

The revolutionary Opus DX helps simplify processes, reducing cost complexities for printers and merchants while keeping the supply chain constant and free flowing.

In addition, Opus DX is FSC® and SFI® Chain of Custody certified and Lacey Act compliant. And 100 percent of the electricity used to manufacture Opus DX is generated with Green-e® certified renewable energy. The sheets contain 10 percent PostConsumer Recycled Fiber (PCRF). As certified SmartWaySM Transport Partner, Sappi holds an unwavering commitment to sustainability.

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P

aul shifted uneasily in his chair. He was meeting with his boss, Teresa, the vice president of sales, to talk about his numbers. His sales were off from last year, and he was significantly under his goal. Even though he had been dreading this conversation, he was glad it was finally happening. Maybe Teresa could help him get his sales back on track.

How to create an extreme competitive advantage

By Linda Bishop

Teresa finished scanning the spreadsheet of Paul’s sales-to-date.

“Don’t look so worried,” she said. “You can still reach your goal this year if we course-correct now.”

“I know, but…,” Paul sighed. “My sales are falling short, but I don’t know how to fix that. I’m in here early every morning, and I seldom leave before six every night. I don’t know how to work any harder than I already do.”

“You work hard, and when I walk by your office, I see that you’re always busy,” Teresa said. “We both know you’re pouring a lot of energy into this job, but you’re not getting the results you want. Why?” “I know why,” Paul said. “I don’t spend enough time looking for new business. Even though my current customers don’t buy as much as they used to, it seems like I’m always servicing them. And when I get a few minutes, I’m not afraid to call new prospects. Sometimes I even get an initial meeting. Then, I get busy again and I don’t follow up.”

“Follow-up is a critical ingredient for ongoing sales success,” Teresa said. “Why do you think it’s a problem for you?”

“Follow-up seems like one of those activities I can put off one more day without big consequences,” Paul said. “But there comes a point when lack of action finally catches up with me. The problem I ignored is now bigger and harder to solve. If I want to reach my goal, I have to stop procrastinating and start executing.”

“That’s right,” Teresa said. “Now let’s talk about your execution skills.”

P16 CANVAS June 2014

CANVAS P17

Execution

If you’re serious about achieving more goals and reaching them faster, it helps to understand how humans think.

Selling printing and related services today is a bad news-good news proposition. The bad news is print spending continues to shrink, and the competition for the customer’s dollar is fiercer than ever.

The good news? There are unlimited opportunities for salespeople who know how to outsell competitors, and are organized to execute. It is easy to come up with a plan. It is hard to carry it out. Why? Because you’re busy. Most of the people reading this article service a current book of business. Servicing requires action. You labor to move a project forward or to react to customer demands. On a daily basis, it’s difficult to predict the amount of time required by servicing tasks because you’re working in a dynamic environment where change is the one constant.

Most salespeople I know don’t have many problems executing servicing activities. Every single day, salespeople routinely juggle and carry out multiple actions to provide customers with pricing, collecting information and moving opportunities and jobs forward in their own personal sales pipeline.

Sales professionals pride themselves on their ability to keep commitments to customers. But all too often, the same person who works extra hours to meet customer deadlines doesn’t have a drop of remorse in his system about missing deadlines on his personal goals, such as making a follow-up call, and are quick to forgive failures.

“I was too busy to get this done.”

“My customers needed me.”

“If I don’t get this done today, I’m the only one who is affected.”

If you’re feeling a little guilty because you’re remembering a goal you set but never acted upon, the first step to improvement is determining why you haven’t acted. Reasons for this include: • The goal isn’t really important • You don’t know how to get started •P rior to action, you need information • You know how to get started, but you haven’t scheduled time to start • There is no perceived sense of risk about ignoring the goal today If you’re serious about achieving more goals and reaching them faster, it helps to understand how humans think. When we think about a task, our brains naturally focus on the biggest and most difficult parts of the task.

This is why productivity gurus across the ages recommend “eating the elephant in bite-size pieces” by slicing big tasks into smaller objectives.

P18 CANVAS June 2014

Execution

If you want to finish something, you need to start. Here’s the good news.

Once you start a task, your brain is hardwired to finish. Your inner coach will start pushing, prodding and nagging you to keep going and reach a conclusion. Starting down a path to a goal is harder than continuing down a path, so stop thinking and start doing today.

Beware

the

“Abandoned

Ship!”

reflex. When we miss the goal we set for ourselves, a little voice inside our heads say, “This is too hard. Go ahead and quit now.”

Do not listen. All is not lost. Tell that devil in your head to shut up. Stop with excuses and start with executing. You are not a wimp. Quit letting yourself act like one.

This is never going to change You’re busy. That won’t change. But each and every day brings a new opportunity to set your immediate

These tasks are comforting, because we’ve mastered them and they’re easy to

priorities. Every day, you can learn from

do. If you want to increase your sales, recognize this and start making trade-offs.

the previous day and execute smarter.

Find ways to: • Spend less time on a normal task

There are unlimited opportunities for salespeople who know how to outsell competitors and are organized to execute.

by being more efficient • Delegate to support staff • Time-shift to work on a servicing task after-hours so you can sell from 8-5.

Act faster and do more Over-thinking is the enemy of accomplishment. If you’re having difficulty moving past the planning stage for

Consider the following factors and think

a goal and into execution, here is your answer. Start at 8:00 a.m. – It’s impor-

about how you make daily tradeoffs as

tant to do this first thing, before you get caught in the web of daily tasks.

you decide which tasks to execute:

Allocate 30 minutes – Shut down e-mail. Put your phone in airplane mode.

• What takes a lot of energy to achieve?

Eliminate distractions.

Get out a pen and paper. Now write this down: your goal, what you need to

• What causes stress?

know and the steps to take you from where you are now to successfully accom-

• What is easy to accomplish?

plishing the goal.

What is difficult?

Set a timer and spend no more than 10 minutes on this mini-strategy session.

• What is the pay-off for

When the time is up, set the timer for 20 more minutes. Decide on a single

accomplishing a task?

action to take right now and do it. If you complete the action and still have

• Is the pay-off long-term or short-term? Big or small?

• Is the task boring or interesting?

• Can you do a task quickly?

time left, look for a second action and do it, too. Repeat this cycle until the timer goes off.

Execution takes discipline. Often, you must forego small rewards now to achieve bigger rewards later. This is not easy. It takes a tremendous amount of mental toughness to take personal responsibility and hold yourself accountable. You

Here’s another thing that’s never

must stop allowing yourself to make excuses, and you have to start setting mile-

going to change: Our brains prefer

stones for accomplishment and getting tasks done. You can do it, and there’s no

to execute simple, repetitive tasks.

better time than now.

P20 CANVAS June 2014

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How to scale your business

By Lorrie Bryan

I

n 1903, when the Ford Motor Company was formed, there were 87 other car companies in the United States that intended to create the ultimate roadster. Since the early days of the automobile, many different manufacturers have gone broke, merged, collapsed or disappeared. Stutz. Studebaker. Pierce-Arrow. Duesenberg. Kaiser-Fraizer. How many do you remember? While some of these cars were faster and better than Ford’s designs, he succeeded because he had a big idea – a unique understanding of the potential of the automobile to transform society.

Before Ford, cars were luxury items that were manufactured and marketed to the wealthy. But Ford recognized that with the right innovations, high-quality cars could be made affordable for the general public. Everyone would want one. Ford saw a problem, and then he created a solution by focusing on making the manufacturing process more efficient and cars more affordable.

Perfecting an assembly line process by installing driven conveyor belts, Ford could produce a Model T in 93 minutes. His business scaled in a big way. He allocated and optimized resources to drive the greatest results and changed the way the world traveled in the process.

P22 CANVAS June 2014

CANVAS P23

Ascension

Ford had the three elements that technology veteran and self-proclaimed serial CEO John Becker (Sourcefire Link, ScienceLogic, Approva, Cybertrust, Axent) says are essential to scale your business: a big idea, the expertise to deliver your idea and the infrastructure to execute your plan.

“Every great business starts with an opportunity – a problem that needs a solution. If you want to scale a business, it has to be a big idea. Second, you need to have the expertise in house to deliver – a solid team of experts behind you that share a can-do attitude. And then you need the systems and infrastructure in place to execute your plan, but it all begins with a big idea.”

Getting everyone and everything in place, working in sync is not easy. It took Ford a few tries to get everything in place, and his failures were notable. Before the success of the Ford Motor Company, two of his other costly enterprises – the Detroit Motor Company and the Henry Ford Company – failed. Everyone in the automobile industry wrote him off. And as Ford once said, “Even a mistake may turn out to be the one thing necessary to a worthwhile achievement.”

In 1903, thanks to a new investor, Ford created the assembly plant and worked hard to churn out 15 cars a day. He oversaw every aspect of the production, even working on the assembly line at times. Orders started pouring in for the wellmade yet inexpensive Model A, and by 1904 the Ford Motor Company had to expand its operations to keep up with demand.

“ If you want to optimize your resources, grow your revenue while keeping costs in check, you have to take care of your existing customers and focus due diligence on customer satisfaction.”

– Evan Facher, Associate Director of Enterprise Development, University of Pittsburgh

P24 CANVAS June 2014

Marketing, sales & customer satisfaction Another lesson we can learn from Ford is the importance of great marketing, sales and customer satisfaction in the scaling equation. In accordance with his big idea, he chose to market his product to the general public rather than the wealthy. The idea began with his investment in his own employees.

The lesson: The best marketing consists of consistent internal and external messaging. “It’s important that internally facing and externally

Ascension

facing marketing are on the same page and in sync – the entire team needs to be rowing in the same direction,” Becker says.

So, how did Ford get his team rowing in the same direction? He started by implementing some liberal innovations within his company, including the $5 workday. He doubled the industry standard for a day’s wages, bringing his employees closer to affording the cars they built. Ford’s personal motto – “Help the Other Fellow” – was apparent in his management style. He recognized that policies generous to his employees would result in happier workers and a better product.

And because of his big idea, not only were his employees happy, but they also were satisfied customers eager to promote their companies and help keep other

“ Every great business starts with an opportunity – a problem that needs a solution. If you want to scale a business, it has to be a big idea.”

– Serial CEO John Becker

Ford customers happy. Demand for the Model A continued to rise. At the height of Ford’s success, his cars were sold in more than 30 countries.

What Henry Ford had found was that customer satisfaction is essential to scaling a business. “If you want to optimize your resources, grow your revenue while keeping costs in check, you have to take care of your existing

customers and focus due diligence on customer satisfaction,” says Evan Facher, Ph.D., M.B.A. “Marketing needs to focus on targeting the right customer base with the right message to generate demand, sales needs to talk with the right people and close the business, and the service department needs to take care of customers in a way that exceeds their expectations. You don’t want to necessarily add more resources to marketing to increase sales and grow revenue. Instead, you

The

s

of scaling your business

A. Adjust

D. Deliver

Don’t let your ego get in your way. Listen to what your team members and clients are telling you and make appropriate adjustments. Listen to your intuition and make adjustments on a timely basis to avoid pitfalls.

Have the expertise and the talent in place to deliver what you’re promising.

E. Execute

B. Be the benchmark

Make sure you have the fine-tuned infrastructure to execute your plan. If one element fails, the entire plan starts to fall apart.

Be the best at what you do. Know what your industry’s benchmark is and surpass it.

F. Focus

C. Customer. Customer. Customer.

Focus your due diligence on customer satisfaction.

It is easier to scale your company when you are retaining customers rather than devoting additional resources to getting new customers.

P26 CANVAS April June 2014 2014

Know your target market, and message them accordingly and precisely. Deliver your message in the right way, at the right time, to the right people.

Everything goes. Anything is possible.

Las Vegas and the SGIA Expo have this in common: Everything goes, and anything is possible. The industry’s most diverse group of educated attendees comes together each year for the annual Expo, and industry leading exhibitors pack the trade show floor with equipment, innovation and solutions.

It’s the only place to see the latest imaging techniques, newest garment decoration technologies and cutting-edge industry applications.

Sign up to be notified when registration opens, and get ready for your Expo experience in Vegas, baby.

“One of the best shows I’ve ever been to.”

Ascension

What Henry Ford had found was that customer satisfaction is essential to scaling a business. need to keep marketing optimally focused to scale your business.”

If your marketing is precise, you’re targeting the right people with the right message and your sales team is working hand-in-hand with them to close the business. Next, it’s up to the service team to continue to nurture those relationships and ensure customer satisfaction.

“The service support is the part of the organization working with the customer at their most challenging time,” says Facher, associate director of Enterprise Development at the University of Pittsburgh. “That is an opportunity to develop long-term customer loyalty. That helps you from a scale perspective, because when you retain customers, you can direct fewer resources toward getting new customers. If you have good marketing and sales in place along with high customer satisfaction, you are positioning yourself to organically develop new business. Your loyal customers will become your evangelists and promote you to their colleagues.”

In today’s digital world, customer satisfaction is more important than ever. For better or worse, people use the internet to review products and services, and potential customers often seek out those reviews before making a purchase or hiring a company for something as simple as dog walking or as complex as marketing analytics.

“Customer satisfaction is important and key to building momentum,” Becker says. “Once you get to a certain level or volume of business, your reputation is much more viable. People start talking about you and sharing their success stories with their colleagues. Wordof-mouth is an accelerant to scaling.”

And, as Ford, whose reputation was in ruins after two failed companies, said, “You can’t build a reputation on what you are going to do.”

So he jumped back into the marketplace, took his big idea, put the people and systems in place, and did it. As you know, Ford more than exceeded his 1907 goal of making cars affordable for all. Today, his manufacturing principles continue to be adopted in countless other industries. Henry Ford changed the habits of a nation and shaped the future of the world.

P28 CANVAS June 2014

E n c o u r a g i n g

c r E at i v E

m i n d s

Founded in 1996, The Electronic document scholarship Foundation (EdsF) is a charitable, non-profit, that engages in programs designed to attract the best and brightest to the industry. By granting scholarships, fostering education, promoting research, recognizing leaders, encouraging innovation, and garnering and disseminating knowledge, we are helping build the next generation of digital content and delivery professionals.

SCHOLARSHIPS

RESEARCH

EduCAtIOn

EdsF’s scholarship program makes it possible for students to receive the education necessary to pursue careers in the document management and graphic communications industry. What sets EdsF apart from other Foundations is the international scope of our operations.

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.

The Electronic Document Scholarship Foundation For more information visit www.edsf.org or call +1 817.849.1145

Pay it

forward

P30 CANVAS June 2014

I

t wasn’t the story Brenda Kai expected to hear when she first joined the Electronic Document Scholarship Foundation (EDSF) as its executive director in 2007. But it’s one she’ll never forget. College kids do the craziest things.

We all know that. But when Gabe Grant, one of the first student guests EDSF hosted in Chicago at Graph Expo, started talking about some of the sacrifices he and his roommates made to make ends meet, Kai admits she didn’t know what to think when she heard they slept in their coats during what was a particularly harsh Chicago winter.

“You need to talk to your landlord about that,” Kai said, seemingly stating the obvious.

“The assistance EDSF provided me allowed me to spend more time on my

Why EDSF matters to the future of our industry

education and less time trying to make money to pay my bills,” Grant says.

By Michael J. Pallerino

“No, the heater works fine. We just can’t afford to turn the heat on,” Grant said.

It was at that moment, when Grant extolled the virtues of just what the EDSF scholarship meant to him, that Kai knew the organization’s mission to build a bridge between an industry looking for its next generation of leaders and those who would one day lead was spot on.

As you would expect, the story has a happy (and extremely important) ending. Today, Grant is part of the Digital Media faculty at the School of Technology at Eastern Illinois University. And get this: He writes recommendation letters for students seeking scholarship money from EDSF.

CANVAS P31

Pay it forward

How you can get involved in EDSF today • Attend “Give Back at Graph” at Graph Expo on Sept. 30, 2014. The networking event will help raise money for EDSF scholarships.

• Create a “Legacy Scholarship” in your company’s name at a college of your choice for as little as $1,000.

• Become an EDSF volunteer.

• Make a general donation.

• Join the EDSF Board of Directors.

EDSF success stories abound. Take Jonathan McGrew, who used his EDSF scholarship to get a master’s in marketing. Today, the marketing communications manager at Crawford Technologies is helping “pay it forward” through a Legacy Scholarship he created with EDSF. “EDSF was an important part of my continued education and career growth,” says McGrew, who also serves on EDSF’s Scholarship Selection Committee. “Their support was key in providing a future in this industry, and gives me an outlet to give back and spur on future generations.”

Simply put, EDSF provides critical financial support to ensure that the best and the brightest students worldwide are attracted to the print and graphic communications industries. The Foundation’s original concept dates back to 1994, when the document marketplace was ready to expand and formalize its contribution to education and research. Originally formed as the Xplor Foundation (with Xplor International as the founding organization), EDSF was restructured in 1996. Today, with a host of diverse and prominent industry leaders serving on its board of directors, EDSF fosters education (scholarships and research) and builds a community of support (recognizing leaders, encouraging innovation and the dissemination of knowledge) by attracting the best and brightest to the printing services industry.

One of the key components to getting today’s young people involved is by helping them understand how diverse the industry is and how many career opportunities there are. Kai says the huge gap between press operations and graphic communications does not exist anymore. “Today, we see college curriculums that have students focusing on every aspect of communication with customers. This includes traditional

“ The support from EDSF was key in providing a future in this industry and gives me an outlet to give back and spur on future generations.”

– Jonathan McGrew, former EDSF scholarship recipient & marketing communications manager at Crawford Technologies

print, website development, graphic innovation, branding campaigns, QR codes, social media and every type of mobile devise imaginable.”

Another key is to expose students to all parts of the industry. That’s why, each year, EDSF brings four students to Graph Expo, affording them the opportunity to interact with industry leaders. EDSF also proactively connects its scholarship recipients to the companies that offer internships.

A look at who gets EDSF Scholarships

“Every business today competes on a global basis, and the winners will be those companies and industries that do the most to recruit the most talented young minds,” Kai says. “To do that requires a focused industry effort that can not only recruit the right students with the most potential, but also help them realize their aspirations. EDSF and the industry understand this, and so we operate as a team where the industry provides the

EDSF administers scholarships to the following companies • Axis Inc.

resources and EDSF is the operational search engine that fulfills the needs

• Alliance Franchise Brands

Lucky enough to secure an athletic scholarship, she studied marine biology and

• Crawford Technologies

environmental law. She holds two bachelor’s degrees from the University of Cali-

• Dscoop

fornia Santa Barbara and an MBA from the University of San Francisco. That she

• Franchise Services Inc. • HP • IPN Global

of those future industry contributors.”

Jennifer Matt never dreamed of being in the graphic arts or printing industry.

is the founder and president of Web2Print Experts, a company that helps printers maximize their software investments, speaks volumes to the opportunities that abound for today’s technologically astute generation.

“I don’t think this industry is considered enough as an option for its amazing

• The Lewis M. Gabbe Foundation

size and reach,” says Matt, who also serves on the EDSF board and is its executive

• The Hoods Memorial Fund

vice chair for development. “Students can get great opportunities in this industry

• OutputLinks Communications Group

to work across many disciplines – manufacturing, technology, marketing, sales.

• Signs Now

young, technically oriented people into our industry because that’s what is going

P32 CANVAS June 2014

Everything has a global feel to it due to technology. We should be recruiting to force us to change our behaviors that are often stuck in ‘the glory days’ of

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Pay it forward

Snapshot of EDSF scholarships Initiated in 1999, the EDSF scholarship program recognizes and supports the next generation with a minimum of 40 awards for professionals in the Document Management and Graphic Communication industry, which encompasses a wide range of businesses and professionals involved in the creation, management, production, distribution and storage of print and electronic documents. For a complete list of EDSF Scholarships, visit http://www.edsf.org/what_ we_do/scholarships/index.html.

print’s dominance. Young people will give us a wakeup call to the incredible power of digital communications and how print has to embed itself as a complimentary communication option within this greater mix.”

Finding the next you Handing the future to the next generation can be a heavy topic. Think about the last time you talked or read about how to integrate the new generation (think Millennials) into your organization’s business structure. Heavy, right?

“ Every business today competes on a global basis, and the winners will be those companies and industries that do the most to recruit the most talented young minds.”

– Brenda Kai, Executive Director, EDSF

EDSF always has viewed that strategy as the key to what can (and will) take this industry to the next level. The heart of its mission is to ensure that there is a talent base capable of carrying that torch forward. To survive, grow and excel means finding and grooming the future leaders needed to do so.

Invariably, the question always comes back to why. The easy answer is that there may never be a better time to promote the virtues of being a card-carrying member of the printing services industry. In a landscape of continual growth and

P34 CANVAS June 2014

The EDSF Scholarship Roster The EDSF scholarship program is supported by companies and individuals involved in the Document Management and Graphic Communications industry. Sponsors include: • EFI

• PrinterPresence

• Alliance Franchise Brands

• Franchise Services

• Sappi Fine Paper

• BCT

• GMC Software

•

4over

• Bell + Howell • Canon • Conduit Inc. (CANVAS magazine) • Consolidated Graphics

North America

• HP

• Standard Register

• InfoTrends

• Unisource

• Objectif Lune

• Web2Print Experts

• Pitney Bowes

• Xerox Corporation

change, new technologies and mediums are creating myriad new opportunities.

technology. In many industries, there is

Along with traditional career choices in print production come opportunities in

not a shortage of positions, but a short-

advertising, social media, graphic communications and packaging, as well as new

age of skilled professionals to fill them.

areas such as substrates.

EDSF is helping to rectify that for the

That’s why EDSF is here. EDSF and its board believe that if everyone donates

document and graphics industries.”

just a little time and money, the impact would be immeasurable. And with the

So, as the industry continues to

stories of former scholarship recipients like Grant and McGew to help lead the

evolve, its continual development will

charge, the movement continues to grow. EDSF calls it a geometric progression.

rest in the hands of those who will serve

The more scholarships EDSF offers (it currently offers more than 30), the more the

its future. “We always tell people it’s all

industry benefits, creating a desire to create even more scholarships.

about you,” Kai says. “It’s a search to

“Recruiting, training, mentoring and empowering smart

find the ‘next you.’ Where will the ‘next

employees are key to the advancement of the industry,”

you’ come from? Where is that person

says Bell and Howell CEO and EDSF board chair Ramesh

who will lead the industry we love, who

Ratan. “Print does not get the big headlines like soft-

will work hard to keep the stock price

ware companies or web startups, but as the industry

in your 401k up – where are they? We

migrates from the physical alone to the

know that the answer lies in young

physical and digital, print can

minds all over the globe – minds that

provide long-term employ-

are just beginning their journey. They

ment for those who are

will be your legacy. They will be the

committed to advancing

next you.”

“ Young people will give us a wakeup call to the incredible power of digital communications and how print has to embed itself as a complimentary communication option within this greater mix.”

– Jennifer Matt, Founder & President, Web2Print Experts, and EDSF board member

CANVAS P35

Making the

adjus

P36 CANVAS June 2014

L

et’s go team.

You’re off to a pretty good start this season, but

you need to get back to the fundamentals if you’re going to make the playoffs. That means you must get your head right and get back to doing the things you’ve practiced all year. If you get lazy and let down, your competitor will smell blood. It’s like foot-

10 ways your game plan can win the second half

tment

By Brian Sullivan

ball coaching legend Lou Holtz once said, “We’re not going down defending anything.

We are

going to fight for it – compete for it. Nobody gives you anything in this world.” Here is your game plan for winning in the second half:

CANVAS P37

Making the adjustment

1.

Rid yourself of complaints – Research shows that exposure to 30 minutes or more of negativity actually peels away neurons in your brain.

One way to help remove complaints from your daily routine is to swap your watch (if you wear one) to the other wrist each time you catch yourself. Try to go 20 days without doing this and you’re on your way to a complaint free mind-set.

2.

You can have the greatest company and products in the world, but if you can’t articulate your message, you’ll have a difficult time being successful.

Prioritize high value activity and de-prioritize low value – List 10 things you do at work each day. Now rank the highest value activity versus the lowest. Next, make a list of where you actually spend your time and match up the two lists. Over the next month, examine that list each day and make sure you’re not wasting time on activities that make you feel busy, but don’t increase your commission check. A good example is “prospecting.” Most salespeople rank it as high-value, but it is low on their list of actual daily activities.

3.

Set or reset 2014 goals – What do you want out of this year? How much do you want to sell? How much commission do you want to make? What award are you striving for? Think about what would make this a successful year, and review that list monthly to see if you’re on track. You must define your success before you achieve it.

4.

Plan study time each week – There are only two things that separate the best from the average – knowledge and skill. Set a time weekly to do nothing but learn. It could be learning from conversations on a LinkedIn Group, reading a sales book, taking an online learning module, studying a product manual or digging into a clinical study. Do this weekly, and next year at this time you’ll be 52 hours smarter. The new knowledge will make you better at serving customers.

5.

Define call objectives before you make a sales call – Too many salespeople just show up to a call (or pick up the phone) without defining what they want the other person to do as a result of the call. In reality, you want to get closer to gaining a sale. Here’s a good objective: Get the customer to agree to a more detailed meeting sometime within the next 14 days. If you write this down before, you’ll increase the chances you actually say, “Based on what we talked about, would you be willing to set up a more detailed meeting sometime over the next two weeks?”

P38 CANVAS June 2014

6.

Question and listen more – I recently had four separate salespeople call on me who were executive level salespeople. I was amazed at how they were more interested in telling me about their product than they were in learning about my needs. As former General George Marshall said, “Listen to the other person’s story. Listen to the other person’s full story. Listen to the other person’s full story first.”

7.

Know your pitch – Most salespeople do a poor job of quickly and confidently answering the question, “What makes you or your company better than everybody else?” If somebody asked you this question 10 separate times, would your response come out 10 different ways? It shouldn’t. If you, or your company, don’t have a classic “elevator pitch,” create one now. You can have the greatest company and products in the world, but if you can’t articulate your message, you’ll have a difficult time being successful.

8.

Know how to respond to common objections – Make a list of the top five objections you regularly hear. Write down the perfect response to each objection. Practice those responses. I’ll say it again – practice those responses. Now, next time you hear a customer object, you’ll be amazed at how much more prepared you are to help them get over the objection.

There are only two things that separate the best from the average – knowledge and skill.

Set a time weekly to do nothing but learn.

9.

Never give without getting – You want the best possible sales margin on each sale, correct? And customers want you to have the least possible sales margin. Professional buyers know they should always ask you to either lower your price or throw something in. It doesn’t mean you have to do it. Learn how to say no, and if you have to negotiate, be prepared to ask for something in return – always.

10.

SMILE – People will say “yes” to you based more on your attitude and enthusiasm than anything else. Be the energy in the room. Make somebody’s day. Help a co-worker and have fun. The result will be more customers, more orders, higher margins – and more friends.

Sales coach and business consultant Brian Sullivan, CSP, is the author of “20 Days to the TOP– How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” Sign up for his free weekly motivation and sales tips by visiting www.preciseselling.com.

CANVAS P39

final thought

Interview with Scott Petinga

Marketing expert Scott Petinga on why you should think differently

S

cott Petinga is no ordinary marketing expert. Reminiscent of former

need and desire, and, in doing so, intercept-

Apple CEO Steve Jobs, Petinga is a walking, talking example of

ing them in that magic moment – where they

“think different.” After surviving a bout with cancer, the former

are most receptive to being influenced.

military veteran jumped onto the fast track. Inc. magazine’s “2012

neur magazine’s “Entrepreneur of the Year.” Today, he’s blending a socially

Why is it important to keep looking and moving forward?

conscious business model, which includes two foundations and an entre-

May 3 is the most important day in my life.

preneur incubator, with his flagship company AKQURACY – a full-service,

It’s neither the day I was born nor any other

data-fueled communications agency with offices in Minneapolis, Madison,

countless other self-fulfilling day to cele-

Wis., and Singapore. AKQURACY includes a

brate. Instead, it was the day I was told I had

group of unabashed accountability-focused

cancer. A lot has transpired over the last 10

outliers, like himself, that are hell-bent on

years, both good and not so good – none

challenging and improving today’s tradi-

of which I would change for the world. My

tional marketing practices in an indepen-

philosophy to life can be best described

dent, outside-the-box environment.

by lyrics to “Best Day Of My Life” song by

Fastest-Growing Private Companies” honoree. Semi-finalist for Entrepre-

American Authors. “No limits just epipha-

Why should every good brand think differently today?

nies. I’m never gonna look back. I’m never

I believe the most powerful branding tools

This is gonna be the best day of my life.”

gonna give it up. Just don’t wake me now.

are the simplest – brands that are easy Scott Petinga

a common sense approach. Brands that

What’s the key to winning the entrepreneurial game?

to understand, relate to people and have connect best with customers are rarely born

It’s about being passionate about the game.

from marketing experts, lots of money to create the brand or deep analyti-

There are three key components to having a

cal studies. They come from human understanding. This is where the “think

competitive advantage.

different” philosophy comes into play. Many failed branding endeavors occur because they’re over-thought, over-spent and over-analyzed. Simplicity and

The whole is greater than the sum of

understanding are the keys to branding, marketing and reaching a customer.

its parts. Employees are the backbone of

I think this is different because most don’t do it.

every organization. By respecting the talent and expertise of individual team members,

Why is marketing about people, not numbers?

you create an environment in which they

While my company is heavily focused on numbers and data, we use it as a

feel free to make decisions quickly without

tool to decipher personalities, habits and characteristics of our customers.

corporate bureaucracy.

We want to get to know our customers intimately. We don’t use data and numbers as a means to an end necessarily. We use it to drill down what we’re

Love what you do, do what you love.

really focused on – people.

Nike’s “Just Do It” slogan is total bull@#$#. If you don’t love it, quit. Don’t go through the

What are the real keys to evaluating and understanding consumer behavior?

motions half-ass. Steve Job said it best, “The

Understanding consumer behavior is the most effective strategy for arriving

do. If you haven’t found it yet, keep looking.”

only way to do great work is to love what you

at a great brand. This doesn’t come from endless meetings, but rather from a profound investigation as to what people really care about. When you step

Be the gasoline to someone’s fire. Curiosity

back and realize that the success of a company or brand comes from custom-

is in the DNA of everyone at AKQURACY. Each

ers and employees, acknowledging the human factor becomes critical. This

employee at every level has a thirst for learning

notion makes it easy for a company like mine to find out what customers want,

and an incentive to investigate.

P40 CANVAS June 2014

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