Canvas Magazine | The World Is Your Ocean | November 2016 by Conduit, Inc.

IN THIS ISSUE Content and the customer journey What is your shelf life? On point with Mark Vickers

NOVEMBER 2016

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NOVEMBER VOLUME 10 • ISSUE 11 • DIGITAL EDITION

INSIDE

02 10 20 THAT MAGIC MOMENT Editor’s Note

THE WORLD IS YOUR OCEAN Five ways vulnerability leads to opportunity

Q&A: CORDELL RILEY

Training thought leader

CANVAS

Editor’s Note| Best of Notes BOILERPLATE

THAT MAGIC MOMENT

When you start talking about customer engagement, Pokémon Go may offer the one of the best examples of the day. hysteria. Within a week of its release, it posted more than 10 million downloads. And if that wasn't enough, the integrated immersive AR gaming experience hit 100 million global downloads in just a couple of months. And just like that, Pokémania reshaped the customer engagement experience as we know it, giving brands in any and every market something to shoot for. It doesn't have to be a geolocationdriven social media phenomenon that drives your consumers to walk semiaimlessly up and down your community to become one with your brand. Today, more than anything else, consumers are seeking experiential brands that are authentic, memorable and can add value through finding better ways to address their needs. Stuart Crawford-Browne, director at Phoenix Rising, says that with the convergence of brands, customer experience and marketing communications are being accelerated by digital, and that all interactions work together to influence customers. Often, the emotional highs and lows experienced stand out as memories and have the most impact on customer perceptions of the brand.

All too often, the expectations are set by your customers' most recent best brand experience, despite the type of product, service or experience they had. Translation: Your customers expectations are high for the brands they know, trust and believe in. So, what are you doing about it? What programs or initiatives do you have in place that are giving your customers something worth coming back for?

Providing that magical moment is not about one single moment of customer bliss, but a consistent and thoughtful effort that builds experiences rooted in latent needs to find the "magic" they seek. Is it the best and most efficient solution to the need they walked in the door with? Is it the kind of customer service that makes going anywhere else seem like a waste of time? As we continue to see and hear, people buy from people they and trust. So, when they have you on speed dial, there's a reason. Don't let them down. Providing that magical moment is not about one single moment of customer bliss, but a consistent and thoughtful effort that builds experiences rooted in latent needs to find the "magic" they seek. As Browne says, a big idea, a compelling brand vision, new technology and

collaborative partnerships can combine as game changers to create remarkable brand experiences that enable your customers to imagine the future and find ways to design it today. In our cover story, "The World is Your Ocean," noted sales thought leader Todd Cohen, founder of Sales Leader and author of "Everyone’s in Sales," sheds light on the five ways vulnerability can lead to opportunity. Cohen says that because consumers know what they are “buying” in you, you have to do a much better job. That means allowing yourself to let go and reap the rewards that vulnerability affords. As we head into 2017, it's time to take a good hard look at how you are engaging with your customers, and how they engage with you. Time to make every moment they have magical.

Michael J. Pallerino, Editor @mpallerino

ALSO INSIDE BOILERPLATE

STAT PACK

BEHIND THE CURTAIN

O Great One!

The awesome power of recognition

08 So What?

Best of notes

CANVAS NOVEMBER 2016

Content Crystal Ball

Study shows content's importance through customer journey

News from around the industry

Quote here

Editor’s Note| Best of Notes BOILERPLATE

CONTRIBUTORS

Cordell Riley President Tortal Training

@TortalTraining

SO WHAT? Best of Notes I have come across a few people who are either down, frustrated or just plain angry about their circumstances. They may not be enjoying the same success they once had or, they are having just a devil of a time connecting with prospects. Recently, I spoke with a person who seemed pretty down about his sales progress. After listening to him vent for a good bit, I finally turned to him and said, “So what?” Okay, before you think I was being cold, please note that the way I said it was in the form of a question – not a callous statement of disinterest. My point was to ask him what his next course of Courage is not action was. In fact, I was somewhat the absence of disregarding the complaint so that I fear. Courage is could focus him on the action needacknowledging fear ed going forward. and taking action in Will his action make it all better? I actually don’t know the answer. spite of it. But I do know that nothing will happen if he continues to complain and lament his circumstances. Taking action and “going for it” is the only way, because at the end of the day, he must take stock of who he is, feel good about it and know that he tried his best. The ironic thing about letting go of your angst and trying your best is that most times good things happen. As I have said many times before, courage is not the absence of fear. Courage is acknowledging fear and taking action in spite of it. In other words, feel the fear and do it anyways. So what?

Todd Cohen

Founder Sales Leader LLC

@SalesLeaderTodd

GET IN TOUCH WITH US @THECANVASMAG @CANVASMAGAZINE THECANVASMAGAZINE WWW.THECANVASMAG.COM

THE CANVAS TEAM MANAGING EDITOR michael j. pallerino CREATIVE DIRECTOR brandon clark SALES/MARKETING mark potter

EDITORIAL BOARD lisa arsenault McArdle Solutions gina danner NextPage tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics

PUBLISHED BY

Warmest regards.

Mark Potter, Publisher @MarkRicePotter

CANVAS NOVEMBER 2016

CANVAS, Volume 10, Issue 11. Published bi-monthly, copyright 2016 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.

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Insights| Infographic STAT PACK

BOOK REC: O GREAT ONE! By David Novak & Christina Bourg

When David Novak retired as the chairman of Yum Brands (KFC, Taco Bell, Pizza Hut), he left behind a legacy of 41,000 restaurants across 125 countries and a market capitalization of about $34 billion. O Great One! is a parable based on Novak's career – one that communicates the No. 1 leadership lesson he learned: The greatest thing a leader can do is show appreciation for great work. Nothing, Novak writes, is a more profound statement of leadership than telling a colleague how much you value them. Rather than explain the power of recognition in typical fashion, Novak's humorous approach draws on his real-world experiences at Pepsi and Yum! Brands, as well as his personal life. Whether you’re trying to lead a small department, a Fortune 500 company, a non-profit or the family business, the lessons Novak puts forth can help you make everyone around you happier and more effective. As we move headlong into 2017, O Great One! could be the tool you use to keep your team heading in a more positive and rewarding direction.

When we think about storytelling, we go beyond talking about what we do and what we make – we talk about why we do what we do and what we believe in. – Seventh Generation marketing chief Joey Bergstein on the art of telling your brand's story

The percentage of marketers that say their No. 1 priority is securing high-quality leads, according to Ascend2‘s “2016 State of Lead Generation” survery. In addition, the report says 50 percent of marketers cite acquiring new customers as a top priority, while 41 percent want to increase quantity of leads. The report surveyed more than 50,000 U.S. and international marketing, sales and business professionals from myriad roles, channels and company sizes.

CANVAS NOVEMBER 2016

WHAT, NO RESPONSE?

Three tips to sending the perfect email According to the research and advisory firm TOPO, prospects open less than 24 percent of sales emails. That means three out of four emails you spent all that time crafting likely went unopened. Ouch! With today's salespeople relying on email more and more in prospecting, what’s the point of sending emails if they aren't getting opened? It's all in the approach. Here are a couple of tips from Boomerang's "7 Tips for Getting More Responses to Your Emails" study: 1. Emails that contain between 50 and 125 words have engagement rates of 50 percent and above, while messages worded with a third-grade vocabulary are more successful than those at a high school or college reading level. 2. Emails that were slightly to moderately positive or slightly to moderately negative elicited 10-15 percent more responses than emails that were completely neutral. 3. The sweet spot for email length is between 50125 words, all of which yielded response rates above 50 percent.

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â&#x20AC;&#x201C; Seventh Generation marketing chief Joey Bergstein on the art of telling your brand's story

Insights| Infographic STAT PACK

CONTENT CRYSTAL BALL Survey outlines content market strategies for 2017

With the window for 2016 closing, companies are setting new strategies to engage with their communities. Heading into 2017, content marketing again will lead the charge, according to the “B2B Content Marketing 2017: Benchmarks, Budgets and Trends – North America” report by Content Marketing Institute and Marketing Profs. The survey queried 2,562 recipients from around the world, representing a full range of industries, functional areas and company sizes. Following is a look at some of the key tools in their tool belts:

40%

BLOGS

EMAIL NEWSLETTERS

32%

WEBINARS

52% 40%

SOCIAL MEDIA

38% 36%

EBOOKS/WHITE PAPER

30% VIDEOS

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PERSPECTIVE

By Todd Cohen

P10 CANVAS NOVEMBER 2016

Feature Story

ake a look around today, and you'll find any number of factors that can impact your feeling of comfort and security. Is it a shifting and unsteady economy? Is it tumultuous global events? Let's face it – the unforeseen and unpredictable can shake your confidence to the core. You can see the same phenomena with anyone who has something to sell, which, as you know, is each of us. Regardless of what you're selling – a product, a service and, of course, yourself – there are unfortunate instances of people taking any business and not quality business. Why? Your internal fear of allowing yourself to be vulnerable and accepting the business and responsibilities you know you can deliver at 100 percent. Where things begin to veer off track is when people think they're going to lose their jobs or lose a sale (which is the same thing). They tend to hold on tighter to them or take any deal. In doing so, you stretch yourself thin and tend to accept more and more responsibility. Subsequently, when people assume more responsibility than they realistically can handle, they become inefficient and less successful. In other words, holding on tighter in an attempt to ensure job security is actually harmful and professionally destabilizing. What this means is that you cannot and should not attempt to be everything to everybody. When you try and do it all, you wind up making bad decisions, which leads to settling and a feeling of unhappiness and dissatisfaction with your choices. In that event, everyone suffers – the client, the employer, your colleagues and you.

Vulnerable isn’t a word you would often associate with sales – and that reason alone proves its importance.

CANVAS P11

The world is your ocean And it's all because you’re hanging on so tight that you don’t allow yourself to be vulnerable. In other words, a strong indicator of any success is your ability to be vulnerable and know your strengths, your weaknesses and having the courage to walk away when necessary. It’s about having the bravery to embrace one simple concept. You'll be more successful when you can successfully articulate your position and say “no” when you should. A simple concept that's in actuality very difficult to do. Become vulnerable, improve job security and get more at the same time. When people think of sales, the words “aggressive” and “pushy” can come to mind. It’s a product of many poor experiences dealing with sales staff. Vulnerable isn’t a word you would

P12 CANVAS NOVEMBER 2016

often associate with sales – and that reason alone proves its importance. Vulnerability allows your clients and customers to view the entire sales industry through a new prism.

You're more likely to be seen as a valuable member of the company if you know and can communicate your specific area of expertise and stick to it.

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The world is your ocean

IMPROVING YOUR STANDING So how can you let go, become vulnerable, and actually improve your standing with your clients and colleagues? In a sales culture, everyone knows they play a vital role in the sales cycle. And regardless of whether their role is visible or not, it's an essential part of the sales ecosystem. In some cases, an individual’s contributions may not be immediately seen, but he knows his role is essential to clients ultimately saying “yes.” This is the essence of a sales culture. In organizations that are more siloed – and thus highly dysfunctional – there are people who believe that gripping very tightly to their jobs and staying beneath the radar will increase the odds that they will be “okay.” Here’s the problem with that theory. You're more likely to be seen as a valuable member of the company if you know and can communicate your specific area of expertise and stick to it. When you can communicate your value proposition in a compelling way, you make yourself vulnerable and more secure at the same time. Why? Because now people know what they are “buying” in you and you now can do a much better job. Allow yourself to let go and reap the rewards that vulnerability affords.

THE 5 TENANTS OF VULNERABILITY No. 1 – Vulnerability is Tough Letting go is hard. But by holding on to all the responsibilities or taking any business that comes your way, you increase the chances of becoming mediocre because you can’t do it all. And you don’t have to. Being vulnerable means you're able to say "no" to the so-called opportunities and business that aren't actually quality business.

No. 2 – Vulnerability is Nobility Your ability to be vulnerable is noble. People want to deal with others who know what they do and know what they don’t do. In this way, being vulnerable earns you respect. Plus, you’ll find people will want to have you as part of their virtual team. When you're engaged to do what you do well, you increase your security, your role in the sales process and the customer experience. Vulnerability is the desire to ask someone for feedback and be prepared to hear the answer and not be defensive. Vulnerability and defensiveness are diametrically opposed. No. 3 – Vulnerability is a Professional Skill It takes a high degree of professionalism and maturity to know you contribute in a certain way and in other ways you don’t. Knowing where that line is and when not to cross it is the hallmark of a true professional people will want to do business with.

No. 4 – Vulnerability is Cool A sale is a complex series of interactions among people who all contribute some form of intellectual capital to the sales process. It is through these interactions that clients or prospects get what they need to say "yes." When you accept that staying focused on your own area of expertise is valuable, you’ll be at peace with being vulnerable. Most important, you’ll be confident and on your game. The sales team and the client will see this and they’ll say “yes!” Vulnerability is indeed money in the bank.

No. 5 – Vulnerability is Attractive Simply put, people will buy "you" and from you when they know you are real. Showing your authentic self and communicating plainly and directly is the key component here. People want to know you can identify with them and that you understand them. Being truly vulnerable means you're not afraid to show yourself.

Todd Cohen, CSP, founder of Sales Leader LLC, is an accomplished and sought after international keynote speaker, sales culture expert and author of "Everyone’s in Sales" and "Everyone’s in Sales; STOP Apologizing." P14 CANVAS NOVEMBER 2016

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BEHIND THE SCENES

Awards & Recognition | Around the industry

Personnel moves Rich Thompson of Ad Graphics Inc. has been named the new chairman of the SGIA 2017 Board of Directors. He joins incoming First Vice Chairman Edward Cook, ECI Screen Print Inc.; Second Vice Chairman Thomas Cooper, WestRock Merchandising Displays; and Third Vice Chairman Scott Crosby, Holland & Crosby Limited. James Gill of FUJIFILM Dimatix Inc. continues as Associate Vice Chairman, Christopher Bernat, Vapor Apparel/Source Custom, was named Secretary, and Pete Gallo, Vista Color Imaging Inc., was named Treasurer. New SGIA board members include: Debbie Anderson, Nameplate Inc. Steve Hatkevich, American Trim Lane Hickey-Wiggins, Douglass Screen Printers Inc., dba DPRINT Brian Hite, Image Options David Landesman, Lawson Screen & Digital Products Laura Maybaum, Nazdar Toren Prawdzik, Photo Evo Timoth Saur, Durst Image Technology U.S. LLC Mike Wagner, Butler Technologies Inc. Continuing board members include: Sheila Caddell, Alabama Graphics & Eng Supply Terry Corman, Corman Synergy Inc. Tom Davenport, Motion Textile Dean DeMarco, IDL Worldwide Scott Fisher, Fisher Textiles Kevin Gazdag, KSK Visual Ingenuity Scott Schinlever, EFI Hoddy Peck of Meisel, a division of RR Donnelley (Immediate Past Chairman) Tim Markley, Markley Enterprise (Chairmen’s Advisory Council)

Barbara Riley has been named communications director of The American Forest & Paper Association (AF&PA). Riley will be responsible for managing AF&PA’s media relations and outreach initiatives in support of key association priority issues and integrated policy campaigns.

P16 CANVAS NOVEMBER 2016

Around the industry

The School Craft Studios in Sparta, N.J., has acquired a Canon DreamLabo 5000 production inkjet device from Canon U.S.A. Inc. to help supply its customers with high-quality school portraits and prints. The DreamLabo 5000, Canon’s first inkjet production photo printer, provides users with high image resolution, enhanced color range, high-speed capability and continuous operation, helping meet market demands without sacrificing quality. School Craft Studios’ acquisition of the device marks the first placement of the DreamLabo 5000 in the school portrait industry.

Awards & Recognition

Joel Quadracci, chairman, president & CEO of Quad/ Graphics, was named the recipient of Idealliance’s 56th annual "Walter E. Soderstrom Award," presented each year in recognition of outstanding contributions and service to the graphic communications industry. Quadracci has guided the strategic growth and success of Quad, continuing the tradition of family leadership at the company, which was founded in 1971 by his father, the late Harry V. Quadracci. Over the years, he has held a variety of sales and strategy roles before becoming president and CEO in 2006, and chairman in 2010. In other Quad/Graphics news, its Dallas printing plant earned 20 awards in the Printing Industries of America "2016 Premier Print Awards," including four “Bennys,” the annual competition’s top recognition for print excellence. In addition to the "Best of Category Bennys," judges awarded 355 "Awards of Recognition" and 846 "Certificates of Merit." For a complete list of the awards, visit: http://www.printing.org/2016-premierprint-award-winners

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BEHIND THE SCENES

Awards & Recognition | Around the industry

Taking aim

New Canon Solutions America program sets sights on large format graphic business Canon Solutions America Inc., a wholly owned subsidiary of Canon U.S.A., Inc., has launched its Business Builder program, an all-encompassing knowledge and best practice platform designed to help print providers looking to grow and capture more large format graphics business. Developed with the customer in mind, the company's latest program leverages the expertise of Canon Solutions America's Large Format Solutions division and its award-winning Professional Services consulting resources. The program was developed to support both commercial printers and reprographers through a strategic learning methodology that will provide integral information, including a customer needs analysis and recommendations report, combined with sales, product, application and marketing best practice training. The objective is to help bridge the knowledge gap for print providers pursuing expansion within the large format graphics market. By taking a consultative partner-based approach, the Business Builder Program is poised to open the door to profitable large format graphics opportunities for print providers around the nation. As part of the needs analysis portion of the program, Business Builder encompasses both the impact of the customer's investment and the site in which a large format product will reside. Leveraging its Large Format Solutions division's expertise, Canon Solutions America consultative approach will provide knowledge and tools that will help print providers avoid start-up mistakes and ramp up sales, marketing and operations faster, putting them on the road to profitability more quickly. Also unique to the program is the dynamic use of Canon Solutions America's Professional Services resources. Working together with a team of industry professionals will give users unfettered access to customized training on a multitude of applications while enabling shops to learn the intricacies of color management workflow and the opportunity to become G7 Certified.

P18 CANVAS NOVEMBER 2016

WHATâ&#x20AC;&#x2122;S GOING ON? LET US KNOW! GET 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 weâ&#x20AC;&#x2122;ll do the rest. Send your information to michael@thecanvasmag.com.

CANVAS P19

Around the industry| Q&A

FINAL THOUGHT

On point with...

CORDELL RILEY Training thought leader

Ask Cordell Riley for his thoughts on the best training options for your employees, and you better be ready for the truth. With more than 20 years in the franchise business getting people ready to tackle new worlds, Riley, president of Tortal Training, is a big believer in aligning your goals with your vision. Before joining Tortal, Cordell worked in various operations and training roles with Driven Brands. He also serves on the Educational Foundation for the International Franchise Association. If your

What type of training is out there today? There are really two types. The first and most basic centers on teaching employees to improve their performance of required skills and tasks. The second type does that too, but produces far more transformational results, because it also teaches skills and behaviors that align with larger company initiatives and goals. Envision a golf caddy as a trainer. He can walk the course and hand his golfer one club at a time and say, “This is the best club for this shot.” That might improve the golfer’s game. But what if the caddy added a higher level of information by giving perspective on the overall layout of the hole, the potential hazards in the path and even a strategy for playing the entire course?

And your recommendation is? Given choices like those, you should always take the bigger picture. The key is to find how to incorporate that type of planning in your company’s training process.

What's the best way to do that? There are four important steps to take. First, you have to define and keep your most important objectives in mind. Are you striving to create a company known for delivering superlative customer satisfaction? Use the principle of beginning with the end in mind. That means understanding the bigger vision of what you would like your organization to become, then defining specific training steps that can get you there. Second, break down the silo walls. The more disciplines you invite into the process, the more likely your training team will find ways to make the training process more encompassing and effective. Third, don’t create training in a vacuum. Whether your training team works in-house or you use an outside training development company, engage them in conversations regarding company collateral. Include everything from company quarterly reports, relevant P20 CANVAS NOVEMBER 2016

vision is to become a leader in customer service and retention, survey customers before and after your employees have gone through the training program. trade publications, news stories about your organization, press releases, and all other pertinent documents you can provide. And the fourth step is to tie your training to measureable metrics: It is essential to develop a set of clear metrics to measure before and after training. It is the only way to understand what your training has accomplished and how much closer you are to meeting your goals.

What role does customer feedback play in the training process? You never want to just gather data. If your vision is to become a leader in customer service and retention, survey customers before and after your employees have gone through the training program. Ask them about their overall satisfaction with their last purchase, and the likelihood they will recommend you to other customers. If you want to gain maximum value from a limited-time offer and offer training to support that goal, your goal could be a certain percentage of sales improvement among employees who took the training.

Define the real essence of training. If you ask a group of business people to define that, most will say something like, “Training is a process that teaches people the skills they need to do their jobs better.” Yes, that's true. But if you ask a series of deeper questions like, “Wouldn’t you like your training to build a workforce that builds your brand, helps your company achieve its mission, and communicates what you stand for to the world?” many of them should enthusiastically reply, “Yes, we would.” As I have said, always keep the larger issues in mind.

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