Canvas Magazine | Tug of War | March 2014

So, what is marketing, really?

EMPOWERING MARKETING SERVICE PROVIDERS

How to be an exceptional salesperson Practicing the art of execution

MARCH 2014

Creating distributed brand management for a fragmented world

The Art of Black & White.

The Pro 8100s Series B&W Production System This impressive high-speed, reliable system delivers superior black and white image quality with precise registration across a wide-range of media substrates. Powered with advanced, easy-to-use features and a host of professional finishing options, the Pro 8100s Series allows you to create more profitable opportunities by transforming ordinary jobs into extraordinary.

• • •

1200 x 4800 dpi with VCSEL technology On-the-fly toner and paper replacement Media up to 13” x 19.2” at 300 g/m2

• • •

Trained Customer Replacement Units (TCRU) Expanded Paper Library Best-in-class mechanical registration

Ricoh Americas Corporation, 70 Valley Stream Parkway, Malvern, PA 19355. Ricoh® and the Ricoh Logo are registered trademarks of Ricoh Company Ltd. All other trademarks are property of their respective owners. ©2013 Ricoh Americas Corporation. www.ricoh-usa.com

Technology is changing the way syndication is executed to help brands realize messaging across the net that’s always current and consistent.

MARCH 2014 PUBLISHER

P2

mark potter

Publisher’s Thoughts

CREATIVE DIRECTOR

Did you just see that – again?

brandon clark MARKETING MANAGER taylor knowles

P4

Best of CANVAS Notes Execute

MANAGING EDITOR michael j. pallerino ART DIRECTOR brent cashman

EDITORIAL BOARD chris petro GlobalSoft

P6

Marketing Insights P12

Tug of War Creating distributed brand management for a fragmented world

tom moe Daily Printing

P18

dean petrulakis Rider Dickerson

If you want to be an MSP, it’s a question worth asking

david bennett Bennett Graphics

P24

tony narducci O’Neil Printing

Why it is so easy to become an exceptional salesperson

What Is Marketing?

Born To Sell

CANVAS, Volume 6, Issue 3. Published bi-monthly, copyright 2014 CANVAS, All rights reserved, 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.

CANVAS P1

PUBLISHER’S THOUGHTS

Did you just see that – again?

S

o, you’re sitting at your desk staring into your computer (or your iPad, whichever mode connects you to the world) and it happens. That email a colleague just sent you appears as a tweet. And then it shows up as a post on Facebook by 10 different friends and is liked more times than you care to count.

After making the rounds on the “Today” show’s Orange Room, and monologue bits on “The Daily Show” and “Late Night with Jimmy Fallon,” it has moved past the point of viral return.

Exaggeration? Not really. If we’ve learned one lesson from today’s ever-evolv-

If you’re not helping your customers tell whatever story it is they want told in every way that’s available to tell it, what are you doing?

ing world of communications it is that when stories click with the mainstream (or even within your inner circle) they click. The only thing that changes is the scope and speed of which they are shared.

And that’s really the beauty – and curse, some might argue – of this brave new world we communicate in every day. If you’re not helping your customers tell whatever story it is they want told in every way that’s available to tell it, what are you doing? And why?

As important as print remains in the communications mix (yes, stories of its demise were greatly exaggerated indeed), becoming a true provider in the wealth of marketing opportunities out there today is the only way to go. Just look around – technology is helping the world of the MSP grow by leaps and bounds.

Our role as the industry’s leader in giving you the content you need to stay on top of your game just keeps getting more and more exciting. Take the latest issue of CANVAS Digital. In our cover story, “Tug of War – Creating Distributed Brand Management for a Fragmented World,” co-founder, chairman and CEO of digital brand asset platform SYNQY Michael Weissman shows us the challenges behind telling your brand’s messages amid the multiple sources and times consumers digest content today.

In our second feature – “What is Marketing?” – CANVAS columnist, and award-winning technology executive and associate professor Gregory Coticchia answers the question so many of today’s aspiring MSPs are asking.

So, as you read through this issue, ask yourself if you’re giving your customers everything they need to stay ahead of the game. We’re here to help. It’s time to enjoy the ride.

Mark Potter, Publisher

P2

CANVAS MARCH 2014

American-made

uBRAND

®

In every town and in each individual, the American spirit runs deep. It’s working hard, having fun, keeping it simple.

There’s a pride that comes with the freedom to follow your own path, and the grit to succeed. Achieving independence by consistently outperforming the competition.

visit us online to request the new swatch book, sample sheets or dummies.

www.unisourceworldwide.com

Execute

ays racing. y mind is alw M s. a e id f o ave had lots ing results. epreneur, I h wall with vary l ia rb ve ro p s a serial entr against the the ground. rowing stuff even get off r ve e n ts I am always th p these conce e portion of In fact, a larg r ey just neve e reason, th m so r fo t, u zing plans. B ave enough d some ama just didn’t h a h rs e ve th a o h I , ile g h ,w e wron lves weren’t on involved Don’t get m pts themse wrong pers ce e n th co d a e h th e s, ition. Som other word came to fru ccessful. In su e b to t n investme n. time and/or the executio s rooted in a w m le b ro p of intentions, flawed, the ave the best h ay m e W . n , s in executio et down to it When you g aced to lapse tr s. u e b ts n ac ca tr il is td rategies fa u’re willing to that momen The reason st termine if yo important in e d re n o e m th s d m e , an g that se t something but somethin u really wan yo ad b w o h yourself you must ask en. aking it happ execute flaw commit to m possible to im ’s it k in e I th ifices must b ry thing. Sacr ve e n o ly ss ce le if you sacrifi e sure that b t u B . e d a m for u’re doing so yo a n re a e ce effort in on en, we sacrifi use. Too oft ca r e g ig b a -term, rt for short o ff e d n a execution ns. selfish reaso

A

essful, c c u s e b o t t If you wan like grim it o t g n li c t s you mu rmeate e p t s u m It . h deat ll. your every ce

as you t it as much n a w u yo o D ally want it. rning? w bad you re o h e d ci e g a nice mo d n l, vi a fu h ss e e ’r u cc yo to be su ant it when If you want st kind of w ju u yo o d r ath. It athe? O like grim de it want to bre to g in cl ust u face. ssful, you m obstacles yo to be succe e t n th a f w o u ss yo le y. If ppen regard s anew ork that wa c ycle begin st make it ha u e It doesn’t w m th u d o n Y A . ll. w o ry ce as start to fl ate your eve ntlessly, ide le must perme re te cu xe ue that when yo The irony is pursue. hich ones to w . n o s n o si will happen with deci good things d n a te cu xe E nimportant. e and the u n a d n u m e f th So, let go o g Warmest Re

ards,

Ma r k Pot te r Follow me @

P4

CANVAS MARCH 2014

er

markricepott

What Will You Make Today?

MOHAWK DIGITAL MORE MATERIALS. MORE POSSIBILITIES. MORE BUSINESS. Introducing Mohawk Synthetic Paper with i-Tone Innovative i-Tone treatment means the highest levels of runnability, adhesion and performance.

MOHAWKCONNECTS.COM (800) THE-MILL

WEIGHT

TOUCH

RESISTANCE

RECYCLABLE

RIT CERTIFIED

Broad weight range 6-14 mil

Soft touch similar to paper

Tear resistant & waterproof

Recyclable as a #5 PP

3 star RIT certified for HP Indigo

MARKET INSIGHTS

A SNAPSHOT OF THE TRENDS DEFINING OUR INDUSTRY

Left to their own devices What and how are today’s consumers keeping up with the times? According to Gallup’s “Americans’ Tech Tastes Change With Times” study, technology ownership continues to evolve, particularly among the various demographic groups. For example, the five devices that young adults ages 18-29 are using include smartphones (88 percent), video game systems (64 percent), iPod or MP3 players (63 percent), internet streaming devices (62 percent) and laptop computers (79 percent). For adults age 65 and over, the devices include cable TV and VCRs (74 percent), basic cell phones (61 percent), desktop computers (58 percent) and satellite TV (41 percent).

More and more Americans are going the smartphone route. According to digital world measuring firm comScore, 149.2 million Americans (62.5 percent) have made the smartphone plunge, with Android and iPhone combining for more than 92 percent of the U.S. market.

Did you know

The percent of consumers who say they have received mistargeted promotional information, according to the “Social Login and Personalization” study by user management solutions provider Janrain. The study shows that 94 percent have taken steps to break off their relationship with the brand or service, including automatically deleting emails (68 percent) and unsubscribing from lists (54 percent) because of the exchange.

We became agnostic and made sure that our creative across all of our media was consistent, because we think the customer is looking at all kinds of media concurrently. And to be disconnected and have different imagery and different themes and different colors from a catalog to an online promotion to an in-store retail ad did not make any sense at all. And we made great progress in fixing that.

– Tommy Millner, CEO of specialty outdoors retailer Cabela’s on how today’s customers are accessing information for their shopping needs

P6

CANVAS MARCH 2014

Bust myths. Build awareness. Boost business.

Help your customers empower the industry.

You know the value of paper and print. Now share the real sustainability story with a little help from Western States Envelope & Label.

Through our partnership with Two Sides U.S., get this free poster to educate your customers about the environmental role of paper and print in our industry. Sharing the facts will help strengthen your customer relationships and help them make better choices that are ultimately better for your bottom line.

Get your free poster at www.wsel.com/eco14-c.

Watch this video link and share it: www.wsel.com/eco-graphic-winner.

Request a FREE poster promoting paper and print at: www.wsel.com/eco14-c Call Today! 1-800-781-5540 • Visit Us at: www.wsel.com Learn More about Two Sides U.S. at www.twosides.us

MARKET INSIGHTS

A SNAPSHOT OF THE TRENDS DEFINING OUR INDUSTRY

Not all content is created equal In case you’ve missed the news, 2014 is being called the “Year of Content Marketing.” That means more brands will be looking for content marketers to use as resources, making you a viable candidate (if you’re up to the challenge). To help you prioritize your content creation, Heidi Cohen, president of Riverside Marketing Strategies, offers her three key attributes to developing content that matters.

Content effectiveness

There’s a flood of information that’s not reader friendly. Look to avoid content filled with corporate-speak and empty, “me-too” content that fills many media sites and blogs.

Content packaging

To succeed, content marketing needs more than just useful information. The information must also be packaged to naturally appeal to your key audience. I call this “dressing your content for success,” and recommend using an effective title, attractive image and easyto-scan text to outfit content for optimal attention.

Content context

Information must be relevant to the times, places and ways it is intended to be accessed.

This translates to the ability to deliver the appropriate content to the right delivery channel at the right time. If your information isn’t present when the consumer needs it – no matter what device they are using to look for it – someone else’s will be found and consumed instead.

Show me your (ad budget) money

I

f you thought you knew how small business owners were going to spend their marketing budgets in 2014, the real answers might surprise you. According to marketing forecaster Ad-ology’s “Small Business Marketing Forecast,” nearly 80 percent of socially active small businesses plan to spend the same or more on social media networks. While nearly 41 percent don’t currently use promoted posts or sponsored tweets, 13.8 percent plan to spend more on these platforms this year. In addition, 20.8 percent plan to allocate more toward direct mail, with other increases targeted for email marketing (20 percent), display banner ads (18.3 percent), online video (15.2 percent), mobile advertising (14.5 percent), and suburban/community newspapers (12.1 percent).

P8

CANVAS MARCH 2014

NavitorÂŽ Economy Low Quantity Folders Create an organized, professional appearance without breaking

r u o Y Get

the bank. This folder is perfect for small businesses to present promotional materials. Aqueous coating adds to the professional appearance. Two inside pockets

Before they’re all gone...

with business card slits make it a versatile tool. Available in 1 color, 2 color, and 4-Color Process. Minimum quantity starts at 25 pieces.

click here

For more information: Contact us at sales@thecanvasmag.com

MARKET INSIGHTS

A SNAPSHOT OF THE TRENDS DEFINING OUR INDUSTRY

Going Old School New study finds that print ads are helping moms find bargains So, where does mom go to find the latest and greatest bargains? According to “The Supermarket Moms Survey� by Womensforum.com, nearly 78 percent are finding them in print ads, while some 65 percent turn to supermarket circulars. The study is interesting in the fact that of the 89 percent of supermarket-shopping moms who regularly seek bargains, print circulars are the leading source. Following is a look at how consumers learn about new food/drink products sold in their local supermarkets:

78

Ads in newspapers

65

Circulars from your local supermarket

55

Online ads (including blogs)

29

Social media

27

Friends/family

P10

CANVAS MARCH 2014

38

Food or frugal-focused websites/bloggers that share coupons

DISTRIBUTED BRAND MANAGEMENT

an m d n a r b ted u b i r t s i d g Creatin

M

arketers have a huge problem. They want deep, meaningful

relationships

with

prospects

and

customers. Yet, shoppers increasingly consume

content in smaller bits, in shorter bursts of time, and receive those messages from multiple sources and at different times over the lifetime of the brand experience. The challenge behind this new world of 24/7 online, on-demand engagement lies in conveying the brand’s story. How do you engage these people in a way that works?

P12

New tools and new approaches are certainly needed.

CANVAS MARCH 2014

BY MICHAEL WEISSMAN

a r o f t n e m nage

d l r o w d e t fragmen

Technology is changing the way syndication is executed to help brands realize messaging across the net that’s always current and consistent.

Today, most marketers try to paint a picture – a mosaic that pieces the story fragments together to deliver a complete picture of the brand. They put one element of the story on a reseller’s site, another element in a news article, some more on social media or YouTube, and so forth. How often does the viewer see the whole picture? Rarely.

Yet, marketers must rely on shoppers to see all the pieces and put the story together for themselves.

To make matters worse, most interactions happen on sites that aren’t owned by the marketers. As content gets dispersed across the web, there’s no way for marketers to know where the content goes. This “spray and pray” approach is like shooting in the dark.

CANVAS P13

TUG OF WAR

Marketers don’t know where

Some marketers create content solely to generate high search

their untethered content goes,

results so they drive traffic. Often, that content is optimized for

who uses it or whether it’s up-

everyone except the reader.

to-date. They now are stuck

The resulting consumer experience is less than stellar. Because

with ceding control over their

traffic is so important, marketers spend billions trying to redirect

online brand experience to

users from what they are doing to coming to the brand’s website.

IT managers who control re-

For most people, the brand’s distraction comes with some dis-

seller websites or news sites.

dain and distrust. Who wants to play the web’s version of Russian

As a result, marketers face an

roulette, by risking a click on that link to discover if it’s broken or,

ongoing tug-of-war between

worse, a virus?

widespread distribution of the

The whole premise may be unrealistic in the first place – to be-

brand experience and the de-

lieve people will want to stop what they’re doing to purposefully

sire to ensure its consistent –

“leave” something of interest to visit the brand website. Think

and complete – delivery.

about it: When’s the last time you’ve really wanted to visit one?

Good news – all is not lost. To-

So why have marketers bought into this process so whole-heart-

day’s marketers finally have ac-

edly? Because there have really been few viable alternatives.

cess to tools that let them regain control over their brand online.

If a brand website operates in the woods, will anyone know?

Today’s marketers finally have access to tools that let them regain control over their brand online.

relied on their own website

Traditional brand syndication: An equally poor option

to deliver their whole market-

The best idea is to engage customers where they are online.

ing message. This required

This means delivering the right brand interaction, at the right

marketers to drive “traffic”

time, and in the right place. But doing that is harder than it looks:

Historically, companies have

to the site, which can be expensive. Moreover, navigating large corporate websites can

The delivery itself is very costly

Partners, such as third party resellers, don’t often include brand

be overwhelming to consum-

content due to the labor investment needed to both post it and

ers. They’re often poorly de-

then keep it current. And, the brand can’t effectively lend a hand

signed to move customers to

by making the manual update for them. Consider: If a brand

topics of interest, never mind

sells through just 1,000 resellers, with 10 different products, that

through the buying journey.

equates to 10,000 content updates. Even at the low estimate of $5 per update, this content represents over $50,000 in labor for only 10 brand assets. Any changes through the channel are enormously laborious and costly (and perhaps impossible) to manage.

P14

CANVAS MARCH 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

TUG OF WAR

Manual sharing of distributed content

Wanted: An on-brand solution for diverse channels

Marketers have little visibility to how their

Despite these challenges, broad distribution of

content is used, never mind control over keep-

marketing content remains an attractive proposi-

ing it current. So content sits on the web – out

tion. To turn away from it would be like building

of date, off brand and inconsistent with the

one central McDonald’s restaurant in Chicago

message and position the brand ultimately

and trying to drive millions of customers to just

desires. And there’s not much marketers can

one location every day. It may sound efficient, but

do about it.

it certainly isn’t practical. Creating many “points

leads to brand inconsistencies

of presence” on the web makes good business

The best idea is to engage customers where they are online. This means delivering the right brand interaction, at the right time, and in the right place.

sense, but now it needs to make better brand sense (and practical operational sense). Technology today can help us find a new brand management solution to help solve these challenges: •

Deliver points of engagement without having to drive traffic

•

Create integrated, well-structured customer journeys that connect the dots for consumers

•

Online “real estate” can be limited

Automate the distribution and management of shared online content

The brand gets just a little space on the part-

•

Achieve real-time brand consistency

ner’s website, often reducing the marketer’s

•

Get partners on board with minimal ef-

ability to tell their brand’s story. As a result,

fort by everyone

their message ends up incomplete or unpersuasive. This causes marketers to focus solely

Technology is changing the way syndication

on transactions instead of content that could

is executed to help brands realize messaging

bolster curiosity and interest.

across the net that’s always current and con-

No one wins with this approach. Shoppers get

sistent. With increased capability for tracking

out-of-date content or poor user experiences.

and updating branded content in real time, the

Partners have high labor costs, and frustrated

brand manager’s future looks bright and free

vendors and marketers end up ineffective.

from the tug-of-war that has been, until now,

This is where technology can save the day.

part of the decision for distribution.

Michael Weissman, co-founder, chairman and CEO of SYNQY, is a 25-year high technology industry veteran and award-winning brand marketer. Over his career, he has generated $700 million in revenue growth and grown share in more than 15 different markets. He may be reached at www.SYNQY.com.

P16

CANVAS MARCH 2014

WHAT IS MARKETING?

WH

MA

P18

CANVAS MARCH 2014

BY GREGORY COTICCHIA

HAT IS

ARKETING? If you want to be an MSP, it’s a question worth asking

M

arketing, as a discipline, has not been with us for a long time. Marketing’s earliest forms, present in “awareness” elements such as magazines, billboards and posters, date back to less than 300 years ago. In the modern world, after new mediums such as radio, we have only been practicing marketing as we know it for less than 100 years.

CANVAS P19

WHAT IS MARKETING?

When television hit in the mid

’50s,

marketing

Google “what is marketing?” right now and you’ll see just how

took

confused people are on its definition. This confusion is second

hold. Eventually, TV advertis-

only to the word “quality,” which an expert I know once defined

ing surpassed magazines and

it as, “I know it when I see it.”

radios, a trend that carried over the years through a vari-

Let’s take a closer look at some of those marketing definitions out there to see if we can find one that helps us hit our goals.

ety of mediums – computers, mobile, internet and email, search engines, blogging and now social media.

So, you’d think we’d know

Wikipedia defines marketing as “a social and managerial function associated with the process of researching, developing, promoting, selling and distributing a product or service.”

what marketing is by now, right?

That’s not bad. A good takeaway here is that it’s more than

Truth be told, the lack of

a vehicle for broadcasting awareness of an offering. Marketing

clarity over what marketing is

is not simply advertising. It includes, in this definition, both the

and how it works is fascinat-

social and managerial functions, as well as the researching and

ing. Ask two people to define

developing of a product or service.

marketing and you’ll inevita-

Too many times, we equate marketing with advertising or the

bly get two different defini-

art and science of promoting the product or service. But as prac-

tions, some of which overlap.

titioners of marketing know, the marketing activities must be

Ask yourself this: How do you

effective as offerings are created. Defining your offerings is an

have departments in charge

essential way to get your marketing efforts correct. You can’t

of marketing make decisions

successfully market something where there is no need or market

and create programs if they

for it. That means you must think about including product man-

struggle with a definition for

agement and marketing in your marketing efforts. Without pro-

the practice?

fessionals like this involved in the definition of the business and

Defining your offerings is an essential way to get your marketing efforts correct. You can’t successfully market something where there is no need or market for it.

P20

Definition No. 1 – The Wikipedia Approach

CANVAS MARCH 2014

the offering, marketing simply is left with the communications portion of marketing.

Definition No. 2 – The American Marketing Association Approach The American Marketing Association suggests that marketing is “an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Parts of this definition get marketing right. For example, creating and delivering value for your customers. Again, an important part of what marketers are responsible for is finding and defining the value proposition for what you’re selling. If you’re not included in the original definition of the offering, you still must be clear on why the offering was built and what its value is for customers in order to appropriately communicate the value to prospects and customers.

Definition No. 3 – The Philip Kotler Approach World-renowned marketing expert Philip Kotler, the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, widely is acknowledged as the father of modern marketing. He is considered one of the world’s foremost experts on strategic marketing and is author of “Marketing Management: Analysis, Planning, Implementation and Control.” The book is the most widely used marketing publication in graduate business schools worldwide.

In his earlier works, Kotler wrote that “marketing is human activity directed at satisfying needs and wants through exchange processes.” Later, he created a more granular definition: “Marketing is the process by which an organization relates creatively, productively and profitably to the marketplace. Marketing is the art of creating and satisfying customers at a profit. Marketing is getting the right goods and services to the right people, at the right places, at the right time, at the right price, with the right communications and promotion.”

Kotler gets much right about marketing in his definitions. Pay close attention to the last part of the second definition, where he talks about what we should consider as we define what marketing

WHAT IS MARKETING?

Marketing creates the environment for a successful sales organization. Combining the two, which is easy to do, actually does a disservice to both.

is and how it can be used in our organizations. It’s

easy to do, actually does a disservice to both. The

about creating the right offerings – or goods – and

tension created actually is healthy as long as mutual

getting them to the correct target market, at a

respect and accountability is maintained.

price with the “right” communications.

If you really break it down, isn’t Kotler suggesting that marketing is what we commonly call the 4 Ps

Definition No. 4 – The Coticchia Approach

– Product, Price, Promotion and Place? That defini-

My definition of marketing is about “removing

tion is something you need to reflect on more often.

barriers to transactions.” I jokingly refer to this

To limit marketing to simply promotion is disabling

as “Coticchia’s Claim.” My definition is shorter

other key elements of the marketing function.

– and broader – than most. But like the others,

That being said, I take issue with the defini-

it attempts to be more inclusive of marketing

tion of marketing that include sales. I have found

than simply the communications or advertising

that marketing suffers when marketing and sales

aspects of marketing.

are included in one function or is driven by one

In reducing barriers, a company and its man-

leader. Marketing is not selling. As the old say-

agement must think through, like Kotler defines,

ing goes, “Marketing is the air war and sales is

the 4 Ps and look for ways to efficiently and ef-

the ground war.”

fectively get to market. It doesn’t include sell-

Marketing creates the environment for a successful sales organization. Combining the two, which is

ing. We are not making the transactions, just simply reducing the barriers to them.

Greg Coticchia is an award-winning technology executive with more than 25 years experience in high-tech products and services. Recently, as CEO and co-founder of eBillingHub, he grew the company from inception to establishing it in a leading market position that led to its sale to Thomson Reuters. He currently teaches both business-to-business marketing and entrepreneurial leadership at the University of Pittsburgh’s Katz School of Business.

P22

CANVAS MARCH 2014

BUSINESS INSIGHTS

BORN TO SELL • BY DAVE KAHLE

Born to sell Why it is so easy to become an exceptional salesperson

W

hen I was 18 years old, I had a summer job working for a company called Jewel Tea. They sold groceries, housewares and kids’ clothing to housewives on a route. I was hired to work the routes for vacationing salespeople who owned the route.

At 18, I had no sales experience, and little personal presence or confidence. Nonetheless, I consistently outsold the older, more experienced people who owned the routes. My efforts were rewarded one summer when I was named the “Outstanding College Student.”

I was astonished. I had no idea why I was successful.

Truth is, it really wasn’t that hard. I just did what my boss told me to do in the way he told me to do it.

Didn’t everybody do it that way?

Over my career as a salesperson, I sold a variety of products in a variety of selling situations. Suits. Sport coats. Capital equipment. Surgical staplers. I always did well. I was named the No. 1 salesperson in the country at two different companies for selling two distinctly different products.

Yet I remained perplexed by my success. I worked hard. I listened to my boss. I constantly looked to improve my skills – Books. Seminars. Audiotapes.

But why? Why me? Where did my success come from?

It wasn’t until I formed my sales consulting/training practice and began to work with other salespeople and sales forces that I discovered the answer to my question. Not everyone did it like me. In fact, very few still do.

P24

CANVAS MARCH 2014

Two ways to improve your sales acumen now

1 2

Reflect, evaluate, repeat – Constantly reflect on your performance and your actions, and identify things to improve.

That means reflecting and evaluating after every sales call.

Learn from the best – Expose yourself to the best practices in the business. Read books.

Attend seminars. Listen to audio. Peruse e-zines, etc.

gy?

Burned out on old technoexlo pand operations

new IDEAS

to Looking for and grow your business?

Here’s a great idea. Come to the one industry event that really showcases

what’s next for the sign industry. ISA International Sign Expo 2014 provides face-to-face access to the industry’s leading manufacturers, suppliers and distributors. Stay at the top of your signage game and see what’s new on the tech horizon.

Learn more or register at www.signexpo.org/canvas.

Education & Networking Events: April 23–26 • Trade Show: April 24–26 Orange County Convention Center, south building • Orlando, FLorida

Produced by:

BUSINESS INSIGHTS These are the three cornerstone character-

BORN TO SELL

Building Block 2 – Try to do well

istics that all successful selling skills are root-

Again, I cannot believe I have to say this.

ed in – traits that I since have discovered are

Shouldn’t everybody strive to do his best? Well,

the building blocks upon which sales success

you’d be surprised. A lot of people, salespeople

is built. Following are those building blocks:

included, want a job they forget at the end of the day. Only a small fraction – somewhere between

Building Block 1 – Work hard, every day

5 percent and 20 percent in my experience – ac-

I still can’t believe I tell people to work hard.

most salespeople are not highly successful is

My parents instilled that work ethic in me. I was

that they don’t want to be successful.

tually work hard day in and day out. The reason

raised in a family of six boys – all of whom had

Everyone wants the results of doing well – ex-

paper routes and part-time jobs as soon as we

tra income, more respect, etc. – but few are will-

were able. We were expected to work hard.

ing to pay the price.

There was never a question as to why.

There’s an old saying that says, “Every athlete

Sure, there were times I took an afternoon off

has the will to win, but only the winners have the

or enjoyed a long weekend. But in those times,

will to practice.” Success comes with a price. You

every employer received at least 45-50 hours

have to want it. You have to be willing to invest

during the week.

the time, money, energy and emotions.

In my practice, I routinely run into salespeople who leave the house after 9 a.m. and are home

Building Block 3 – Constantly improve

by 3 p.m. As one of my clients once told me, “So

Believe it or not, you’re not as good as you can

many people today have an entitlement mental-

be – ever. If you’re going to be successful at

ity, a short attention span and inordinate hubris.”

sales, you must become more competent. Sales

Those are not qualities upon which success is built.

is a proactive profession. Customers don’t send you purchase orders. You have to work for them.

Your actions get reactions. If you act well, you get treated accordingly. If you don’t, well, forget about it. You’ll be relegated to mediocrity.

So, if you want to be successful, continually improve your skills, your habits, your attitude and your mindset. That’s something only a few understand.

Dave Kahle has trained tens of thousands of B2B salespeople and sales managers to be more effective in the 21st Century economy. He’s authored 10 books, and presented in 47 states and eight countries. To sign up for FREE sales course, visit The Sales Resource Center.com. You also can sign up to get his free weekly Ezine.

P26

CANVAS MARCH 2014

HIGH-SPEED INKJET.

READY FOR THE FUTURE, HERE TODAY.

Capture more business and gain a competitive edge with industry-leading Océ production color inkjet systems. Work more efficiently plus get the quality, reliability, productivity, and flexibility you need to power your high-volume, variable data color jobs. VIEW THE OCÉ JETSTREAM® DUAL SERIES PRESS DEMO AT: CSA.CANON.COM/GA. 877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT Canon is a registered trademark of Canon Inc. in the United States. Océ JetStream and Océ are registered trademarks of Océ Technologies B.V. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved.

HIGH-VOLUME PROFIT.

• Download the free Layar App • Scan this page • Discover interactive content

C E L E B R AT E YO U R

CRAFT SKILL SHOWCASE YOUR

PROD UCING THE F INEST IN PRINT TAKES

AN U N PARALLE LED D ED ICATIO N TO CRAF T A ND A ME TIC ULOUS EYE FOR DETAIL.

IT TAK ES H O U R S O F WO R K A ND Y E A R S O F E X P E R I E NC E .

M OST IM PORTANT LY

I T TAK E S A DEEP LOVE F OR THE V E RSAT ILIT Y AND POWER OF PRI NT ING.

Sappi has been committed to rewarding printers who successfully embody these qualities since 1999, and this year’s Printer of the Year contest continues our efforts to recognize the best in the industry. Our award will grant one winner the top accolade in printing — and up to $20,000 in design support.

Demonstrate your skill and show how your work represents the best the world of printing can offer.

Visit www.sappi.com/na/poy for additional details and a Call for Entries form or contact us at 1 (800) 882-4332

ENTRIES DUE APRIL 2ND, 2014