Canvas Magazine | The Naked Truth | December 2013

Empowering Marketing Service Providers

December 2013

Do you dare be exposed?

5 tips on being a better leader How you can win in 2014 So, you want to make a deal?

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brandon clark > brandon@thecanvasmag.com

“Be what you say you are, do what you say you do and be above scrutiny.”

Marketing Manager

– Dr. Koert Van Ittersum, Professor of Marketing, University of Groningen

Publisher mark potter > mpotter@thecanvasmag.com

Creative director

taylor knowles > taylor@thecanvasmag.com

MANAGING EDITOR

michael j. pallerino > michael@thecanvasmag.com

ART DIRECTOR brent cashman

CONTRIBUTORS linda bishop, howie fenton, john foley, jr., ryan sauers, barbara trautlein, 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

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A little advice

Two strong

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The ‘Benny’

Publisher’s Thoughts

Walk this way

www.linkedin.com/ groups?gid=1797952 CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 CANVAS, Volume 7, Issue 6. copyright 2013 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.

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

People News

Five tips to lead change in today’s challenging times

The big score

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Mergers & Acquisitions

The lowdown on multi-channel marketing @TheCANVASMag

December 2013

DEPARTMENTS

People Moves

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Product Spotlight

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Book of One: Workflow solution changes the shape of book industry

Business Insights: How lead generation strategies will change in 2014

Augmented reality: Your groundbreaking effective interactive envelope is here

Communicating: Head versus Heart

EofA’s Jim Collison on leading in the new landscape

The Corner Office

Marketing Insights: Book Rec: The Power of Habit

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Show me the collateral A mobile revolution

FEATURES P16

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How to think like your favorite store and sell more

How to succeed in 2014 and other things you should know

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Do you dare be exposed?

Inside the mind of today’s negotiating buyer

Walk this way

The naked truth

Play to win

So, you want to make a deal?

CANVAS P1

Publisher’s thoughts

A little advice N

ot that you need to take any advice from me, but there are a few things on my mind for 2014.

Say Thank You: We’re in a day and age that can feel kind of antiseptic and cold. Making things personal is more important than ever and there is probably no better way than a simple “thank you.”

Work Hard: Your level of success is determined by a lot of variables. Having the right mindset, being creative and having a strong network, to name a few. But your progress always will be tied to your productivity. The type of work may be different, but we still need to use a little elbow grease.

Think Hard: Oftentimes, we get caught up in our tactical stuff and don’t realize that thinking

A new level of sincerity in our approach is needed.

We simply must care about our clients’ success first and foremost – and mean it.

about your business is work too. In fact, the people who step back and take the time to think rather than constantly “do” provide a lot more value.

Be Sincere: Historically, sales has been viewed in a somewhat negative light. There is always this thought that maybe the salesperson didn’t give us the best deal or that he knew something we didn’t. Today, that can no longer happen, as people are armed with more than enough information. So, a new level of sincerity in our approach is needed. We simply must care about our clients’ success first and foremost – and mean it.

Smile: Attitude determines altitude. In other words, even when times get you down, it makes sense to focus on what is right in our lives. Positive attitudes are magnetic.

Read this issue: If you’re looking for in depth analysis on the ever-evolving printing services industry, we have it here. Check out the feature story, “Playing to Win: How to Succeed in 2014 and Other Things You Should Know,” which offers strategic insights from several of the industry’s leading analysts on what you can do to get ahead. In addition, our cover story, “The Naked Truth,” goes inside the secret of successful brands, including your personal brand.

Keep reading CANVAS: Our print and digital issues aim to bring you insights and motivation tips that will keep propelling you upward. We can’t thank you enough for a great year and look forward to a even better 2014.

Download our App: While CANVAS gives you perspectives and compelling stories, our new MSP platform puts the resources and tools at your fingertips. We believe we have what you need to sell a variety of solutions in today’s competitive landscape. MSP gives you what you need to find them.

Happy New Year,

Mark Potter Publisher Twitter @markricepotter

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CANVAS december 2013

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leadership

By Barbara Trautlein

Walk this way Five tips to lead change in today’s challenging times

F

rom Jack Welch’s early days at GE, to Meg Whitman at eBay, putting

angle. The problem is the third angle. In our

the right people at the helm has launched many high profile, highly

minds, it feels like it’s us against the other

successful turnarounds.

people and the problem. That’s exhausting.

But companies don’t have to fire the entire C-suite to put

“new” leadership in place.

Instead, envision yourself and the other people working together to solve the problem. Move

Leadership is the key to successful major organizational change. It’s

from being, feeling and acting against others

possible to lead successful and sustainable change – if led effectively.

to working with, and even for, them. If you can

The problem is that, so often, it’s not.

make this simple mindset shift, how you relate

Workforces in every industry – printing services, health care, high tech, etc.

– are confused and bruised. While employees in this economy thirst for guid-

to others will almost immediately become palpably partnership-oriented to them.

ance, they have become distrustful and disen-

Leadership is the key to successful major organizational change. It’s possible to lead successful and sustainable change – if led effectively.

franchised – not engaged, empowered or

Step. No. 3 – Change Your Seat

equipped to do what’s needed to help their

What you see depends on where you sit. Change

organizations transform to survive and thrive.

looks very different at different levels of the

The solution? Those who lead change

organizational hierarchy. Those at the top typi-

must first change themselves. It’s about

cally are isolated. Those at the bottom are most

shifts in mindsets and behaviors. It’s

resistant. Those in the middle are squeezed. Try

about the flexibility to adapt your lead-

sitting in the other seats and appreciate their

ership approach to get your team where

pressures. Adapt your approach and messages

they need to go. When you do it, it’s

to the different needs and concerns of these

amazing how change takes place.

very different audiences.

As they say: Be the change you wish to see in the world. That’s leadership.

Step. No. 4 – Change Your Style We all know the Golden Rule: Do unto others as you would want them to do unto you. To

Here are five steps to start taking charge today.

lead change effectively, follow the Platinum

The good news: None of these prescriptions

Rule: Do unto others as they want to be done

require leaders to change who they are.

unto. Tell stories they can relate to. Share statistics relevant to them. Demonstrate what’s

Step No. 1 – Change Your Story tions is like the immune system in your body;

Step. No. 5 – Change Your Strategy

it protects you against harmful invaders from

So often, what looks like resistance really is

the outside. Just like pain in the body is a

that people don’t get it, don’t want it or are

symptom something is wrong, resistance is

unable to do it. Engage the brain by explain-

a sign to which managers should pay atten-

ing the “why” and “what” of the change

Barbara Trautlein is a change

tion. The goal is not to eradicate it, but to

– help the “head” understand your vision,

leadership consultant,

allow it to surface, so it can be explored and

mission and goals. Paint a clear picture of the

international speaker,

honored. To lead more effectively, learn to

target and end game. Inspire the “heart” to

see resistance as your ally, not your enemy.

care about the change objectives by engag-

Reframe resistance. Resistance in organiza-

researcher and author of “Change Intelligence: Use

ing with others, actively listening, dealing

Step. No. 2 – Change Your Stance

with fears and insecurities, and building

For more information, visit

Picture a triangle. So often, we view ourselves

provide tactics, training and tools, and elimi-

www.ChangeCatalysts.com.

on one angle, while others are at another

nate barriers standing in people’s way.

the Power of CQ to Lead Change that Sticks.”

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in it for all of us to work together in new ways.

CANVAS december 2013

trust. Help the “hands” apply the change –

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mobile media

By John Foley, Jr.

The lowdown on multi-channel marketing

T

he term “multi-channel marketing” is a mouthful, but the reality of

points to consider. You must make it easy for

what it is and what it can do for your print service provider is far from

your prospects to contact you. You must make

intimidating. The concept of multi-channel marketing is not new, but

it effortless to do business with your printer. If

as technology evolves, its meaning and all it embraces is evolving.

your prospects experience any speed bumps

Multi-channel marketing is all about using various methods (channels) to

along the way, you’re bound to lose them.

get your marketing message to the people who matter the most – your target

Think about it – you perform all your research

market. It involves the integration of websites, phone, email, texting, print

of companies you want to deal with online

and other available channels to market relevant messages.

without batting an eyelash. But not everyone is

It’s all about sending the right people the right message using the right channel.

trusting or at ease with the internet. They want

Print is no longer an all-encompassing method of reaching your target. By failing

to talk with a warm body. They’d rather speak

to maximize your opportunities using multi-channel marketing, you shoot yourself

directly with someone to get all their ques-

in the foot and lose out. Translation: You lose future customers and future profits.

tions answered. In this case, if your marketing

One of the key elements behind multi-channel marketing is consistency in your branding. Using various ways to get your marketing message across

messages lack a phone number, you’ve just lost potential profits.

to your prospects is pointless if that message isn’t consistent. In fact, if you

Enter personalization. By personalizing your

muddy the marketing waters with different messages to your target market

marketing messages to the recipients across the

using various channels, you will in fact turn off your prospects.

various marketing channels, you’re increasing your odds of success. It doesn’t take in-depth

A multi-channel marketing plan must be thorough and descriptive, so you’re never

market research to understand that a mobile

at a loss for your next marketing move. It should be comprised of things like:

text campaign targeted at senior citizens may

A Content Calendar: Get that blog up and running with fresh content on a

fall flat on its face. But a well-crafted direct mail

regular basis. Hit on all of your relevant services and expertise. This will start

piece might be a home run.

building your network.

Demographics are key to a successful multi-channel marketing strategy. You

Landing Pages: No matter what method of marketing you employ, drive traf-

want your message to be heard and under-

fic back to a specific landing page. This way, you can measure the impact

stood, but you need it to be received by the

of your marketing and convert interested folks into qualified leads that your

targeted group of people via the correct

sales team can make use of.

method in order for it to work.

Social Media: Social media is not just for keeping up with your pals anymore. If done

seamless, almost effortless (for the target

properly, it can drive relevant traffic back to your website. Spread the good word of

market) process. It’s about getting your

your business and become part of the personal conscience of your networks.

message to your prospects using various

Multi-channel marketing is all about a

channels, and keeping those messages and Traditional Marketing: There always will be a

your branding consistent and understand-

place for print and mail. But they must be used

able. It’s about making it easy for your pros-

in companionship with mobile technologies such

pects to contact you to either ask more ques-

as QR codes and Near Field Communication

tions or purchase your products or goods.

(NFC), landing pages, social media, and more.

Remember, “convenience” means different things to different people. A sound

John P. Foley, Jr., is CEO and CMO of Grow Socially (www.growsocially.com).

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

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CANVAS december 2013

While it’s easy to get caught up in the market-

multi-channel marketing strategy will keep

ing game and only think of the message and

this in mind and be able to deliver that

reaching that target market, there are other

convenience to a receptive target market.

» Attention CANVAS readers John Foley is offering a complimentary copy of his white paper “Growing Your Business with Inbound Marketing” to readers who visit: http://ilink.me/GrowCanvas. Get your copy

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Learn more at

EnvisionITProduction.com

corner office

business insights by howie fenton

How lead generation strategies will change in 2014

I

n a perfect world, every company would have a marketing person or marketing department. But for the vast majority of those companies selling print, there is no marketing department. You’re lucky if your marketing person focuses on lead generation once or twice a year. If you’re like most successful salespeople, you take responsibility for your own lead generation.

a synergistic effect. If you believe that the

If you’re one of those people, this article

Before the Hummingbird update, Google

is for you.

In

the

“website/internet” has the greatest growth potential, you should be aware of a recent change to Google’s search algorithm known as Hummingbird. Hummingbird is to make web searches more “conversational” – more like how you might talk to your smartphone. would ignore some words in your searches.

NAPL/NAQP

“2013/2014

and

The shift to include more words will increase

NAQP Sales and Marketing Study,” we

the importance of what is known as “long tail

asked companies which tactics generated

keywords.” These are more specific words used

their best leads. If we combine those who

to target more specific products or services.

answered “very effective or effective,” the

Most experts believe that 70 percent of all

top three answers were “referrals” at 99

searches involve multiple words – long tail

percent, “networking” at 81 percent and

searches. For example, instead of saying “inkjet

“website/internet” at 63 percent.

printing,” the search might say “inkjet production printing for transactional documents.”

The best way to understand conversational

No one knows for sure if either SEO or SMO is more effective. Most believe it requires a combination of both to achieve a synergistic effect.

searches is to try them out yourself. You might not know it, but most Macs, iPhones and iPads support a feature known as dictation (dictation and speech in system preferences).

Simply find the button to click and you can talk into your device and watch your searches appear.

Start asking questions about your company and see if Google finds it. That is your current state. If you want to improve and achieve more success,

you’d most likely see “referrals” and “network-

consider some testing on the Google AdWords

ing” have remained high, while the “website/

page. Focus on the multiple word searches or

internet” has continued to grow and, most

long tail keywords that best define your compa-

likely, has the greatest growth potential.

ny’s products and services. Once you under-

Today, there are two different strategies for

stand the long tail keywords, use that informa-

using websites/internet as a lead generation or

tion to embed keywords in blogs, social media

marketing tool. One is SEO (search engine opti-

posts and inside your web pages.

Howard Fenton is a senior

mization); the other is SMO (social media optimi-

In the world of lead generation, referrals

consultant at NAPL.

zation). SEO focuses on increasing your rankings

and networking will continue to play a criti-

He advises companies on

using paid search or organic growth through

cal role, however the strategies that most

how to overcome production

content marketing (blogs). SMO involves partici-

likely will become more important will relate

issues, reduce production

pating in social media and allowing people to

to SMO, SEO and other internet activities.

costs that hurt sales, and

discover your content on Facebook, LinkedIn,

If you want to achieve greater lead genera-

Pinterest and a host of other sites.

tion in the future, you must create a strategy

to build and sell more

P8

If you take a historic look over the years,

value-added services.

No one knows for sure if either SEO or

in which SMO and SEO work together and

You can reach him via email

SMO is more effective. Most believe it

understand how to take advantage of the

at hfenton@napl.org.

requires a combination of both to achieve

new Hummingbird algorithm.

CANVAS december 2013

communicating

by ryan t. sauers

Head versus Heart A look into how people make their buying decisions

A

fter a brief break from reviewing the Adaptive Communications model, which appears in my book, “Everyone Is In Sales,” we are back to cover the third part of the model. In previous columns, I categorized people into various segments: Speak First-Think Later versus Think First-Speak Later (April 2013) and Big Picture versus Just-the-Facts (June 2013).

In this column, I’ll focus on the Head versus

Heart group. A key component of this group is how people take in information in the decisionmaking process, which can occur consciously or

3. When someone asks you a “dumb/redundant” question, do you respond in a tactful way or in a blunt manner? (tactful = heart, blunt = head) 4. Do you use a person’s name frequently or infrequently when talking to them? (frequently = heart, infrequently = head).

unconsciously. Every piece of data you collect

5. D o you seek input from others when making a decision or do you prefer to

goes into a “decision-making filter.” There are

work alone using the facts you know to make a logical analysis? (input from

two distinct styles that most people use when

others = heart, logical analysis = head)

making a decision: their heads or their hearts.

The Head group consists of those who make decisions in an objective and logical manner.

6. W hen working on a project, are the relationships you build along the way more important to you, or, simply, completing the task? (relationships you build = heart, completing the task = head)

This group is comfortable with taking a step back, detaching their emotions from a situa-

Adaptive communications is real, powerful and incredibly effective in all parts of life.

tion and making an objective decision. They focus on facts and data, and logic tends to

Strategies for adapting your head style to a heart type include:

make them seem distant or uncaring. They view

1. Before you speak, sort out your facts from your feelings and focus on the facts

their surroundings – people included – objec-

2. Center your remarks on the actual situation and refrain from referencing

tively and see the world as “black and white.”

The Head group makes decisions based on a methodical and logical analysis of the situation.

In contrast, people in the Heart group place

subjective criteria 3. Be clear and outline the issues in a way that leads the other party to make an informed, objective decision 4. Do not ask them what they “feel or think” about the situation, stick to the facts

more importance on the “people component”

5. Be organized and logical in your comments

of the decision. Their heart preference tends

6. Avoid repeating or contradicting yourself

to make them more personable, casual and emotional. They have a difficult time separating

Strategies for adapting your head person to a heart type

themselves from the actual problem because

1. Before you speak, realize the other people will take what you say personally

they often interject their own feelings and

2. Praise the other people for their efforts/contributions

beliefs into the problem and become emotion-

3. Recognize in your comments that there also are subjective ways to look at

ally involved. These individuals take criticism

things, but ask that they hear out the facts/data while you share your position

personally and are sensitive. In an effort to seek

4. Avoid saying absolute expressions such as “this is the only answer”

harmony, they worry about hurting another

5. Be cognizant of how the issues will impact people

person’s feelings and work hard to please others.

6. A sk the other people how they

They tend to see a lot of “gray” in situations.

“feel/think” about the situation

Let’s look at how you prefer to make a deci-

When learning adaptive communications,

sion. In order to help you, I’ve listed some

it’s not only important to understand your own

questions for you to consider:

styles, but also the preferences of those you

1. When an idea is presented, do you reflect on

communicate with. Through such awareness,

how its implementation might impact others

you can adapt your communications as needed

or, simply, if the idea will work? (impact others

to be most effective. What is your preference

= heart, idea will work = head)

– head or heart? How about your best friend?

2. Are you more often described as a “warm”

Your boss? Your spouse?

person who’s easy to get to know or a

I encourage you to take time to reflect on this

“distant” person who seems harder to

and, in turn, become a better communicator in

know? (warm = heart, distant = head)

every aspect of life.

Ryan T. Saurs is president and owner of Sauers Consulting Strategies, and the author of “Everyone Is in Sales.” The best-selling book can be ordered on Amazon.com or at www.everyoneinsales.com.

Let’s talk: www.ryansauers.com.

CANVAS P9

corner office

Marketing Insights

BOOK REC

Show me the collateral

The Power of Habit:

T

Why We Do What We Do in Life and Business

alk about throwing money out of the window. According to a new study by Brainshark, one in three sales reps say they’re frustrated by an inability to quickly locate sales materials to close deals. The “State of the Sales Rep” survey shows that 28 percent say their

sales materials aren’t relevant to prospects; 41 percent say they only have access to out-of-date materials; and 51 percent devote their time to modifying existing materials.

So, how do you fix it?

According to the survey, 71 percent of sales reps say a closer alignment with

By Charles Duhigg

marketing might help. While 71 percent say they receive sales materials from Marketers at Procter &

Gamble

spent

marketing, 42 percent admit that marketing “rarely” or “never” makes them part of the collateral development process.

hours studying videos of people making their were

beds.

They

desperately

trying figure out how to sell a new product called Febreze, which was on track to be one of the biggest flops in company history. Suddenly, one of them detected a nearly imperceptible pattern. A slight shift in advertising helped Febreze on track to earn a billion dollars a year.

An untested CEO took over one of the largest companies in America.

His first move was attacking a single pattern among his employees – how they approach worker safety. Alcoa later became the top performer in Dow Jones.

What do these examples have in common? Award-winning New York Times business

reporter

Charles

Duhigg

says they achieved success by focusing on the patterns that shape every aspect of our lives. They succeeded by transforming habits.

In “The Power of Habit,” Duhigg shows us the key to becoming more productive, building revolutionary companies and social movements, and achieving success is understanding how habits work.

If you’re looking to redefine your business in the new year, this book is for you.

P10 CANVAS December 2013

At the end of the day, marketers want to be where consumers are. If consumers are spending an increasing amount of time on digital and particularly mobile, which is growing incredibly quickly, you’re going to start to see budgets shift in those directions.

– Carolyn Everson, VP of global marketing solutions for Facebook, on why marketing budgets may be shifting from digital advertising to social media on mobile

156

The amount, in billions, that the data-driven marketing industry adds to the U.S. economy, fueling more than 675,000 jobs, according to the Direct Marketing Association’s “The Value of Data: Consequences for Insight, Innovation and Efficiency in the U.S. Economy” study.

The report also shows that 70 percent of the value of data-driven marketing depends on the ability of companies to exchange data.

marketing insights

A mobile revolution New research shows mobile activities top desktop So, is it really a mobile world? According to eMarketer’s “Time Spent on Mobile to Overtake Desktop” report, the statement is closer to the truth than you know. The report says U.S. adults will spend nearly 44 percent of their overall media time with digital this year, including nearly 20 percent on mobile, compared to 19.2 percent on laptops and PCs. Here’s a look at the full lot of time spent per day for U.S. adults:

43.6

percent

Digital:

19.4% (Mobile – nonvoice) 19.2% Online 5% Other

37.4 11.9 4.5 2.8

percent

TV

percent

Radio

percent

Print

percent

Other

CANVAS P11

People news

updates from the industry

Two strong

The Benny

Heidelberg and Fujifilm form strategic partnership around inkjet

Master Print Group lands highest honor in international print competition The Benny. It is the printing services industry’s equivalent of the Oscar, and now the

Heidelberg and Fujifilm have joined

Master Print Group has its second. The Master Print Group team was recognized

forces in a strategic digital printing

for its entry, “Camfil Farr Gold Series Product Catalog,” which took home the high-

alliance focused on inkjet printing.

est honor in the Product Catalog division of the “International 2013 Premier Print

Described as a broad alliance aimed at

Awards.” Master Print also won a 2011 Benny in the Product Catalog division with

strengthening existing business

a piece titled, Hair Dreams, for a client in Germany.

and establishing a platform for

This year, more than 2,800 entries were submitted

future-oriented markets, the

in the industry’s largest and most prestigious world-

manufacturers

targeting

wide printing competition, hosted by Printing Indus-

the commercial and packaging

tries of America. Only 84 pieces received a Benny,

print markets.

which was given to the top entry in each category.

are

Under the alliance, Heidelberg

The Camfil Farr Gold Series Product Catalog

gains access to Fujifilm’s market-

piece was defined by difficult folds, multiple cross-

leading inkjet technology, while

overs, various types of coatings and scented ink,

Fujifilm will leverage Heidel-

a piece the Master Print team was honored to see

berg’s strengths in engineering

rewarded on an international level.

and manufacturing. The two suppliers

“Our team works very hard to give every project the same attention and care, which

plan to exploit synergies in each compa-

results in a strong reputation for giving 110 percent day in and day out,” says Jon

ny’s global network of customers, and

Wilbanks, president of Master Print Group. “This award is proof of our dedication. It

sales and support operations.

takes this kind of dedication to succeed in today’s competitive marketplace. I would put

The alliance has a special focus on bringing next generation products to the attractive digital printing market,

this team and our work up against anyone in the business with complete confidence that we have what it takes to more than succeed on behalf of our clientele.”

Master Print Group is owned and operated by Jon Wilbanks and Susan Wilbanks Ishmael.

giving both companies access to advanced technologies Heidelberg and Fujifilm have in the prepress area.

This is Heidelberg’s third major alli-

The big score

ance for digital printing. It teamed with

R.R. Donnelley to acquire Consolidated Graphics

Kodak to develop the NexPress, which

In a move that jumps to the forefront of the industry’s consolidation trend in 2013,

launched at Drupa 2000. The joint

R.R. Donnelley & Sons Co. plans to buy printing company Consolidated Graphics

venture ended in 2004 when Heidel-

Inc., one of the largest commercial printing companies in North America, in a $620

berg sold its stake and gave Kodak sole

million cash-and-stock deal that will expand its presence in the digital and commer-

ownership. In 2011, Heidelberg also

cial printing market. Each company’s board of directors unanimously approved the

teamed up with Ricoh for production

agreement, which is set to take place the first quarter of 2014.

printers in a partnership that is ongoing.

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 December 2013

R.R. Donnelley, a provider of printing and business process outsourcing services, has more than 60,000 customers worldwide. Consolidated Graphics has 70 printing businesses in 26 states, Toronto, Prague and Japan.

The acquisition falls in line with moves that R.R. Donnelley has made to enhance its digital offering, the most recent being the deal it struck in May to provide eBook services to women’s books publisher Harlequin.

On the whole, industry observers say Consolidated Graphics is an ideal fit with R.R. Donnelley. For example, Consolidated customers will be able to benefit from R.R. Donnelley’s broad range of printing capabilities and combined geographic footprint, as well as R.R. Donnelley’s planned adoption of Consolidated’s local service model for its commercial printing group.

People moves Vanguard Printing has named Rob Sternau its VP of sales

Two Sides US has added Eric Hawkinson, director of market-

and marketing. Sternau, who previously had served as VP and

ing in the production print solutions division of Canon Solu-

director of sales and marketing for Allied Printing in Manches-

tions America, a wholly-owned subsidiary of Canon U.S.A.

ter, Conn., will be responsible for developing and overseeing

Inc., to its board of directors. Two Sides is a non-profit initia-

Vanguard’s sales and marketing organization, including the

tive by companies from the Graphic Communication Value

direct and indirect sales programs and initiatives.

Chain, including forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing, printing, equipment

Web2Print Experts has tabbed Jane

manufacturers, envelopes and postal operators.

Mugford, former VP of technology and

Jane Mugford

operations of West Canadian Digital

SGIA (Specialty Graphics Imaging Association) has named

Imaging, to lead its Print MIS tech-

Pete Gallo of Vista Color Imaging as its 2014 board chair.

nology-independent consulting busi-

Other newcomers to the board include Tim Markley, presi-

ness. Mugford will lead the charge on

dent, Markley Enterprise, as first vice chairman; Hoddy

Web2Print Experts' plan to offer Print

Peck, executive VP, Meisel, as second vice chairman; and

MIS services to printers in the form of

Rich Thompson, owner, Ad Graphics Inc., third vice chair.

access to expertise not tied to a technology sales process.

Mohawk has added team members to help bolster two new

Randy Lewis

The Flesh Company has promoted

divisions it created to support its fine paper and emerging

Randy Lewis to VP of manufacturing.

digital business. Members in the Fine Paper division will

For the last 10 years, Lewis has served

report to divisional President Kevin Richard, while the digi-

as plant manager of Flesh’s Parsons,

tal team will report to divisional President Paul Biesiadecki.

Kan.-production facility.

New district manages in the Fine Paper division include:

The Flesh Company provides print

Norman Charette, New England; Christine Schaaf, Chicago;

services in areas such as variable

Brian Sagula, Mid Atlantic; Marc Zitron, Southeast (Louisiana,

barcode image printing, integrated

Mississippi and Florida); Trent Graham, Southeast (Kentucky,

cards and labels, label/form combinations, custom label

Arkansas, Tennessee, Alabama and Georgia); Kevin Koetz,

products, full-service bindery and a variety of promotional

Midwest. Mohawk’s new digital specialists are Catherine

printing applications, including 100 percent “green” printing.

Radoncic, Mid Atlantic, and Mary Kay Dupont, New England.

Mergers & Acquisitions Printing and marketing services firm Creative Graphics of

group of media companies that offers communications across

Prior Lake Inc., has acquired the assets of B2B Inc., a market-

a variety of channels. The acquisition will broaden Mittera’s

ing and advertising agency in St. Paul, Minn. It is the sixth

geographic reach and service offerings. Combined annual

acquisition in the last 10 years for Creative Graphics, which

sales will be about $95 million for the merged company,

was founded in 1992 by Mark Schmidtbauer. B2B Inc., founded

which now will have 650 employees in eight locations.

in 2004 by Joe Hendershot, specializes in marketing strategy and online marketing services. Hendershot will help Creative

EFI™, a world leader in customer-focused digital printing inno-

Graphics expand its offerings to include more online strate-

vation, has acquired Metrix Software, an Edmonds, Wash.-

gies and tactics. In addition, the acquisition will enable Creative

based automated print planning and imposition technology

Graphics to promote a new service aimed at small businesses

company. Under the terms of the agreement, the Metrix team

called Marketing Mentor, which helps business owners plan,

has joined EFI, including CEO and founder Rohan Holt, who now

implement and manage their marketing activities.

is director of EFI Metrix products. EFI will continue its development and customer support activities for all of Metrix’s software

Des Moines, Iowa-based Mittera Group has acquired

products. In addition, Metrix’s technology offering will expand

Wisconsin Web Offset (WWO), a commercial web print-

to serve as an integrated positioning module for EFI’s Pace™

ing and finishing services company in Brookfield, Wis. WWO

MIS product. In time, Metrix’s technology also will be integrated

has more than 45 years of experience printing retail circulars,

with EFI’s other MIS and ERP workflow offerings. EFI plans on

catalogs, digests and coupon books. The Mittera Group is a

continuing Metrix’s existing reseller and channel arrangements.

CANVAS P13

product spotlight

developments in print

Book of One Workflow solution changes the shape of book industry

A

ttention all printers and book publishers experi-

are grouped based on parameters that improve process

encing challenges on the production end – Canon

efficiency, including trim size, media, imposition, finishing

Solutions America has your solution. Canon’s “Book

(perfect or saddle stitched) and page count.

of One” Océ PRISMAproduction software extension is an

Key features include Book of One’s ability to impose multiple

on-demand publishing tool that offers a workflow solution

titles on a single sheet or web width, even when those titles are

for both continuous feed and cutsheet products.

being manufactured in different form factors. Another impor-

®

Book of One was created to remove inefficiencies and save customers money while expanding their opportunities.

tant advantage for profitable and automated manufacturing of short run books includes the Print File Enhancer capability, which allows operators to enhance

Book of One was created to remove inefficiencies and save customers money while expanding their opportunities.

and/or modify PDF files. This function enables placement of barcodes for tracking page count, marrying covers with book blocks, and the ability to insert pages or shift contents to allow for gutters and other factors.

“We understand that no two book manufacturing facili-

In addition, Book of One enables book manufacturers to prof-

ties are the same and this allows our customers the ability to

itably address the higher volume of shorter runs that will continue

become more flexible in their offerings,” says A.E. “Buddy”

to be a hallmark of book printing for the foreseeable future.

Mountcastle III, marketing executive, Production Print Solu-

On the customer support side, Canon’s team of professional

tions division of Canon Solutions America, a wholly-owned

services specialists is available to provide assistance from inte-

subsidiary of Canon U.S.A. Inc.

gration of installed solution components and connecting hard-

Book of One automates digital book production through a highly efficient batch, barcode and scanning process. Jobs

ware and software to the client’s network, to full integration and migration services that simplify the implementation process.

Augmented reality Your groundbreaking effective interactive envelope is here

A

s you know, digital technology is seamlessly

it’s simple to bridge the gap between digital and direct mail,

making its mark as a powerful complement to

and measure results.

traditional print and direct mail pieces. Case and

Want to see augmented reality in action? Request a copy

point: augmented reality and the Western States 2014

of Western States’ free 2014 calendar (http://www.wsel.com/

Calendar envelope.

augmented-reality-envelope), which will introduce you to

While its name has mysterious sci-fi

augmented reality, as well as other

overtones, this new digital technol-

technological

ogy can truly change the way your

enhance your traditional print offer-

customers reach their target audi-

ings and offer amazing growth oppor-

ences. Augmented reality allows

tunities for your business. When

two-dimensional mediums such as

your free calendar arrives, watch

print brochures, envelopes or labels

our

to come to life in a real-world envi-

augmented-reality-envelope) to get

ronment. Print collateral elements are

started and request a PDF for more

augmented by computer-generated

detailed information.

video

developments

that

(http://www.wsel.com/

sensory input like sound, video and

Want more ideas? Visit our “Under

graphics. Using free apps like Junaio,

the Flap” blog at www.wsel.com/blog/c.

P14 CANVAS December 2013

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How to think like your favorite store and sell more

By Linda Bishop

P16 CANVAS October 2013

Without knocking, Bob enters Susan’s office and plops down in the chair.

Bob: “I need a pep talk. It seems like all I’ve been doing lately is grinding it out. I love my clients, but lately I feel like I need to do something different with them – something fresh to get myself reenergized.”

Susan: “I know exactly what you mean. Last year, I lost my biggest client. Do you remember when that happened?”

Bob: “I sure do. I felt bad for you, because losing that customer was completely out of your control.”

Susan: “That’s right. They were bought out by a bigger company.

Within weeks, all the purchasing operations had moved to another state. If I wanted to quickly replace the lost business, I had to react fast.”

Bob:

“So, how did you recover?”

Susan: “I learned how to grow my existing accounts in a new way.”

Susan picks up a small wooden picture frame sitting on the corner of her desk and hands it to Bob. The frame features a picture of a one hundred dollar bill with two words written beneath it: “Buyers shop.”

Bob: “How did this reenergize your sales approach?”

Susan: “Last year, my best friend landed a new job managing a specialty store at the mall.

When she told me about the job, she mentioned her advertising plans, merchandising ideas and staff training. She wanted to turn every firsttime customer into repeat business. She wanted to keep them for life. We discussed why customers shop more and the importance of saying ‘thank you.’”

Bob: “I get it. When you think like a retailer, you look at your customers’ shopping experience from a completely different perspective.”

Susan: “A smarter perspective. Once I recognized I didn’t just sell printing – that I also create a shopping experience – it reenergized my approach.”

Bob:

“That’s exactly what I need to do.”

D

o you have a favorite store? Is it a brick and mortar establishment or an online retailer?

Why do you prefer it? How often does the merchandise change? What does the staff do

right? If there is a problem, how do they resolve it?

CANVAS P17

Walk this way

When clients have a positive experience with everyone at your company, they enjoy the buying experience more, which makes them more likely to spend more.

A recent Forbes story – “The Elements

with their favorite retailer. Both face tough competitors, word-of-mouth advertis-

of a Great Shopping Experience” –

ing helps them grow and excellent customer service increases their opportunities

featured a Wharton research study

for repeat business. The article spelled out specific ways to reenergize your selling

that identified five major areas that

by using retail strategies.

contribute to a great shopping experience. The areas included:

Improve your merchandising strategy

1. Engaging customers by behaving

The term “merchandising” means displaying goods and services so that they

politely, being genuinely caring

are attractive to customers. Effective merchandising accomplishes three

and listening to needs

important goals:

2. E xecutional excellence, including product knowledge

1. Customers enjoy shopping because the presentation of products and services is visually stimulating

3. A positive brand experience

2. You stand out when compared to competitors

4. E xpediting shopping experiences

3. Buyers are enticed to purchase

and being sensitive to customers’ time constraints 5. Problem recovery to ensure complete satisfaction Salespeople have a lot in common

You can take advantage of merchandising opportunities in many areas: • Improve your LinkedIn page – Get a better photo. Edit the copy to sharpen your benefits. Post interesting news there. Do a better job of selling yourself.

• Do a better job of showcasing project samples – Include a handwritten thank you note or create your own bag stuffers with inspirational quotes.

• Play to win – When big opportunities arise, be sure your proposal is built to impress.

P18 CANVAS December 2013

A customer meeting is a wonderful opportunity to display your wares. Think about what to bring and how to exhibit with panache. What would get the customer excited? Adding more fun to a client meeting is a smart way to differentiate yourself and helps you earn return invitations. You can entertain while you educate with ideas such as: • Including a candy bar with a sample for a “sweet” deal • Picking up inexpensive spa gift baskets and letting clients know they can relax with you as a partner • Wrapping up a collection of new samples and presenting them as if they were a gift

Focus on customer service Great customer service for our industry and the retail world focuses on seven crucial areas: 1. Making a great first impression 2. Positive interactions with customers 3. Identifying customer needs 4. Recommending appropriate solutions 5. Making customers feel valued 6. Maintaining ongoing relationships 7. Handling problems when they arise You and your customer service rep operate as a team. When clients have a positive experience with everyone at your company, they enjoy the buying experience more, which makes them more likely to spend more.

Maybe you have the best customer service representative (CSR) on the planet and every customer loves him – congratulations.

A customer meeting is a wonderful opportunity to display your wares.

Think about what to bring and how to exhibit with panache.

Walk this way

But if you think your CSR could

Turn first-time customers into repeat business

be friendlier or isn’t doing enough

When customers make a first-time purchase, retailers work harder to persuade

to make your customers feel valued,

buyers to return. Onboarding strategies may include coupons or special offers,

take him to lunch and talk. Share your

asking your customers if they want to sign up for an email newsletter or if they

vision for a superior service experi-

would like to participate in a survey.

ence. Find out what his challenges are and what can be improved. Some

While the coupon offer probably doesn’t fit, there are many other ways to entice

areas can be addressed quickly, while

first-time buyers to become regular customers, including:

others take time.

• Onboard the customer by sending a thank you letter signed by you and your boss

And whenever you can, introduce your CSR to important customers. If a service lapse occurs, buyers are far

• After the project is complete, schedule a follow-up meeting to survey the customer and be sure they are 100 percent satisfied • “Advertise” other ways you can be of service by communicating regularly after the sale

more likely to forgive and forget when they know and like the support staff at your company.

If you identify any problems or issues, address them. Great retailers and great salespeople work hard to have customers who are 100 percent satisfied.

“ What really decides consumers to buy or not to buy is the content of your advertising, not its form.”

– Advertising legend David Ogilvy

Advertise more Retailers advertise to keep customers returning and buying more. You’re probably not going to convince your company to run ads on the radio or TV, but there are three simple ways to tell the world about the products and services you sell: • Make announcements through social media like LinkedIn and Twitter • Create your own monthly direct mail campaign by regularly mailing clients samples from recent projects • Use email blasts to share useful information with buyers If you don’t have an art degree or lack copywriting skills, take a tip from advertising legend David Ogilvy, who said, “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” Focus on what your customers care about and they’ll pay attention.

Every salesperson would like to spend more time talking directly with his customers. But he’s busy and it’s not always easy to get a face-to-face meeting.

Finding ways to share information with a mass audience increases your selling efforts and keeps you top-of-mind.

Great retailers always are seeking ways to keep good customers for life. They spend endless amounts of energy waging war against their competitors. Their No. 1 priority is showing good customers they are valued. Why not make that yours?

Linda Bishop, a longtime veteran of the commercial printing industry, is the founder of Thought Transformation Inc. (www.thoughttransformation.com), which trains and consults companies and sales professionals on how to sell more and reach their full potential. You can reach her at lindabishop@thoughttransformation.com.

P20 CANVAS December 2013

With a lower carbon footprint and by using 50% less wood fiber, the cradle-to-grave environmental impact of Align Printing Papers is significantly smaller than freesheet – which makes these papers a smart choice for everyday applications.

Offering great runnability, coated and uncoated Align grades from Resolute Forest Products have a higher opacity than freesheet and still deliver the yield savings you need. Find out more and order samples at alignpaper.com

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RESOLUTEMAX

The naked

truth

P22 CANVAS December 2013

H

ow many times during the day do you delete, discard, click through, change channels, fast forward or otherwise avoid being interrupted by advertising? Conversely, you go out of your way to read bad reviews about products or services you regularly use or consider buying.

Do you dare be exposed?

More brands are becoming more exposed, more susceptible to scrutiny and held more accountable for what lies beneath the cloak of marketing drivel. Catchy jingles seldom influence buying decisions these days. Instead, consumers are shopping armed with apps like GoodGuide that reveal in seconds where 145,000-plus products and companies rank according to health, environmental and social performance.

By Lorrie Bryan

In the award-winning documentary film, “The Naked Brand,” producer and marketing innovator Jeff Rosenblum sells the story of advertising’s emerging revolution.

Rosenblum says that search, social, mobile and ad avoidance technologies have disrupted this industry. The notion of building a brand through interruptive messaging is antiquated.

CANVAS P23

The naked truth

“Consumers have too much information at their fingertips,” he says.

“Traditional tools for influence no longer work as well as they once did. The advertising industry is filled with some of the smartest and most creative people in the world. The brands that are producing incredible results are simply taking that expertise and pointing it inward at their own behavior rather than outward at messaging. Great brands are created by starting with a platform that improves people’s lives.”

“ Great brands are created by starting with a platform that improves people’s lives.”

– Digital marketing innovator and documentary producer Jeff Rosenblum

Beneath the cloak of marketing drivel What does this mean for B2B companies in the print industry? It means things are changing and that it’s no longer enough to have a great message. Today, you must have a great product. You must be able to not only withstand scrutiny but transform the increased exposure into opportunity by actually being better. “The way corporations interact with their customers is changing completely,” Rosenblum says. “It will be more transparent and authentic, and consequently, corporations will be challenged to be better. This has serious implications for B2B companies, too.”

As an example, Rosenblum cites HubSpot, whose founding vision literally is to address the fact that the entire marketing game has changed. “They make it their No. 1 responsibility to help marketers succeed in the midst of this transformation.

Rather than focusing on particular issues within the marketing process, they make sure their clients are doing it the right way from the beginning. There’s no point in telling a story if no one is listening. HubSpot helps people market successfully within the revolution.”

Rosenblum says the main thing print industry leaders can do is focus on telling a clear, effective story. “People are sick of manipulation – they want facts and clarity and good products. The action item is to first look inward and stand for something bigger than the rudimentary characteristics of a product. You need to champion creativity, athleticism, the environment, happiness, inner beauty or even something as mundane as frictionless commerce.”

Barefoot marketing JT Hroncich, managing director at Capitol Media Solutions, one of Inc. 500’s fastest growing companies in

P24 CANVAS December 2013

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The naked truth

“ We continue to see more companies creating departments dedicated to giving back, so it looks as though this model is here to stay, and that is truly a wonderful thing.”

– JT Hroncich, Managing Director, Capitol Media Solutions

America, believes there are sustain-

departments dedicated to giving back, so it looks as though this model is

able financial benefits as well as good

here to stay, and that is truly a wonderful thing.”

feelings that come from being better and making the planet better. “From

What is good?

a business perspective, there can

The making-the-world-better element of “The Naked Brand” model can be

be financial benefits from creating a

complex. Dr. Koert Van Ittersum, professor of marketing and consumer well-being

brand whose good works draw loyal,

at the University of Groningen in the Netherlands, believes there is some ambigu-

repeat customers that are true advo-

ity about what actually is good for the planet and whether your target market is

cates for not only product but for

willing to pay the costs.

what purchasing that product means for the world.”

As a reference, Hroncich cites TOMS

Take Georgia Pacific’s endeavor to create better paper plates using less paper. The company has spent millions to create a stronger paper plate that required less paper, but consumers were reluctant to buy it.

Shoes, a company famous for giving

But as Van Ittersum says, negatively correlated attributes must be consid-

a pair of shoes to a needy child for

ered. “If the cost to produce a product doubles because of higher environ-

every pair of shoes they sell. “They

mental standards, there could be trouble,” Van Ittersum says. “We want

use their profits to not only build their

cheap goods, but we don’t like the way workers are treated in Bangladesh;

business, but to improve and build

McDonald’s serves unhealthy food, but they help families through the Ronald

better communities. Giving away half

McDonald House; Chobani makes a healthy yogurt, but they produce enor-

your inventory may seem to take away

mous waste in the process; the Prius is a wonderful car that gets great gas

from the business, but it’s actually

mileage, but the battery may pose an environmental hazard…and so on.”

quite sustainable.”

While determining what’s ultimately best for the planet may prove challenging,

To date, TOMS has given away

Van Ittersum says one of the easiest decisions companies can make is to invest in

more than 10 million pairs of their

great customer service. “Be what you say you are, do what you say you do and be

signature shoes and millions of

above scrutiny.”

dollars for additional programs to help children in need. Hroncich says they have succeeded largely because this initiative distinguishes them as more than just another shoe company. “And we continue to see more companies creating

P26 CANVAS December 2013

For example, Van Ittersum says that Zappos, the premier online shoe and

clothing retailer, doesn’t give away truckloads of shoes to the needy like TOMS, but their founder decided early on to focus on great customer service rather than advertising. They invested in a culture that emphasizes exceptional customer service, and today sales exceed $1 billion annually.

No looking back The first, and possibly most important, step is your decision. “You just have to decide to be better,” Rosenblum says. “Make the decision now, and don’t look back. There is a distinction between predicting the future of business and dictating.

[Under Armour founder] Kevin Plank says in the documentary, ‘The best

“ Be what you say you are, do what you say you do and be above scrutiny.”

– Dr. Koert Van Ittersum, Professor of Marketing, University of Groningen

merchants are the ones who dictate the future; not the ones who predict it.’ And that starts with deciding. We can’t sit around and simply notice the revolution. Let’s get up now and do it.”

Being naked and exposed isn’t easy. But the layers are being peeled off one way or another, and companies may as well be comfortable with what they see in the mirror. Says Rosenblum: “Be clear. Be honest. Do the best work you can and create better products. Once we do that, we can move the world forward.”

P28 CANVAS December 2013

W

hile there are varying opinions on just what economic landscape you should expect to see in 2014, the one defining notion is that you best be prepared. Crystal ball or no crystal ball, printers will continue to survive by giving their customers new ways and reasons to use print.

The experts believe that market share will continue to be redistributed from companies that print, to companies that put

print to work for their clients. These are the companies that integrate print into programs that help clients communicate more effectively and efficiently with their clients.

As for 2014 as a whole, it may end up mirroring 2013, as recovery from the Great Recession will continue to be painfully slow and maddeningly inconsistent. The National Association for Printing Leadership (NAPL) projects that the printing services

How to succeed in 2014 and other things you should know

By Michael J. Pallerino

industry’s total sales (all sources) will grow a modest 1-3 percent. It grew 0.5 percent-1 percent in 2013.

“Although far better than the free-fall we were seeing, that still leaves us 20 percent below pre-Great Recession sales levels,” says Andy Paparozzi, chief economist for NAPL. “Moreover, stiff competition will continue to pressure prices and margins. Despite record consolidation, our industry is getting more competitive, not less competitive, as the internet and digitization break down boundaries, letting everyone into everyone else’s business.”

CANVAS asked three of the industry’s leading printing services forecasters what printers can do to thrive in 2014.

Following are their insights:

CANVAS P29

Playing to Win

Andrew D. Paparozzi Chief Economist

S

o, what do you do when the overall business environment in 2014 is expected to look a lot like 2013? I would say that every printer should resolve to hear

NAPL

(National Association for Printing Leadership)

the voice of their best customers more clearly and to make their best customers (and prospects) smarter.

No voice is more important to our business than the voice of our best customers.

There are several ways you hear that voice more clearly, including: • Meeting more frequently with clients at the owner-to-owner level • Embracing consultative selling and team/subject matter expert selling • Hanging out physically where our clients hang out: attending their trade shows and industry events, joining their trade associations, etc.

• Hanging out virtually where our clients hang out: Facebook, LinkedIn, Twitter, a particular group, forum, listserv, etc.

• Using competitive-analysis tools to measure how you compare to the competition in your clients’ eyes

Making customers smarter is important because we’re in a shrinking-margin-for-error world.

And in a world like that, your customers are looking for experts that get it right the first time.

As the owner of a very successful commercial printing company told NAPL, “We must never let customers perceive us as focusing on meeting our goals instead of theirs.” And we must never assume that we know our customers’ goals – instead, we verify by hearing their voices more clearly.

Making customers smarter is important because we’re in a shrinkingmargin-for-error world. And in a world like that, your customers are looking for experts that get it right the first time. Effective client/prospect educa-

tion is one of the best ways to be revered as that expert.

Your website, blogs and e-newsletters should make your customers smarter. Do you offer instructional seminars and webinars? Do you have a YouTube channel of your team answering frequently asked questions and discussing how they’ve helped clients solve problems? Are you creating video customer testimonials that you can post to your website and YouTube channel?

As Michael Schrage, research fellow at MIT Sloan School’s Center for Digital Business, reminds us, “turning customers into bargain hunters … doesn’t necessarily make them smarter; it teaches them to pay more attention to the price they pay than to the value they get.”

And we all know where that leads.

P30 CANVAS December 2013

Playing to Win

Jim Hamilton Group Director

InfoTrends

A

s I review the market landscape for 2014, some themes reoccur.

Even with an improving economy, print service providers are in a very

competitive market – one where they are fighting every day for a share of their customers’ wallets. Electronic alternatives to print are a continued threat to those with a print-only focus.

In addition, industry consolidation continues, with some small- and mid-size

service providers going out of business, while acquisitions and mergers continue at all levels. Every service provider seeks to become more efficient, often with web-driven job submission and other tools that automate design, production and delivery. Many general commercial printers are broadening their services to include capabilities such as multi-channel marketing, data analytics, wide format printing, labels and packaging, 3D printing and fulfillment.

In 2014, the strategies are pretty

In 2014, the strategies are pretty straightforward.

Printers must identify their workflow bottlenecks and fix them.

straightforward. Printers must identify their workflow bottlenecks and fix them. For many print service providers, the biggest bottleneck is in finishing. Consider how job ticket information can be transmitted electronically so that job set-up can proceed automatically in the bindery.

In addition, it will be important to increase your software spending. Software investment levels among most print service providers are appallingly low. Investments in print MIS, web-toprint or workflow software can help

automate processes across all parts of your business.

In some ways, you could define 2014 as the year of the team. Work to cross-train your employees. One of the rarely acknowledged benefits of production digital print is that one operator can handle multiple tasks. I’ve heard managers refer to workers as “three-tool” employees because they can run two digital printers and a finisher. (This is comparable to being a “five-tool” baseball player – one who can run fast, throw and field well, and hit for singles and extra bases.) Make sure your employees are encouraged to learn to operate multiple devices.

Finally, make sure you know what your customers want. The best way is to have direct conversations or conduct customer satisfaction surveys. Find out what you’re doing right, what you need to improve and why your customers may need to go elsewhere for services you don’t provide today.

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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

Playing to Win

Dr. Joe Webb Director

F

rom some of the data that I have been piecing together, 2014 will be a very interesting year for printers. Many have picked up the

WhatTheyThink’s Economics & Research Center

slack of their weaker competitors and are seeing increases in business by doing that. One of the themes that will play out more next year is that the time mutually satisfactory consolidation is over.

The market has just changed so much. The value of generic printing-only companies has dropped considerably.

One of the success stories is a

“ All printers love print, and that infectious desire has to be targeted into offering communicators new ways and reasons to use print.”

company like that of Jonathan Budington at Global Printing. By starting an agency-like business, Global Thinking, he enters into the strategic implementation of his prospects’ overall communication plans. Rather than facing the print demand abyss several years ago, his multi-channel strategic model has expanded his business into new high-reward services and increased his print volume at the same time. You can’t just change your business card and claim that you’re a

marketing services provider – the change has to be at the very core assumptions of your business purpose.

All printers love print, and that infectious desire has to be targeted into offering communicators new ways and reasons to use print. Most of those reasons have little to do with print as a medium at all, but more to do with how a total communications strategy helps clients meet their objectives. If a printer cannot demonstrate how marketing services or any strategy has helped them achieve increased sales and new clients, how can they rightfully claim expertise when trying to sell those services to prospects?

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So, you want to make a deal?

Inside the mind of today’s negotiating buyer

By Brian Sullivan

I

had a large company call

As I began to question the

me recently to

key decision-maker

inquire about

for the meeting, I

conducting a nego-

quickly learned that

tiation skills semi-

this wasn’t a seminar

nar for its national

for salespeople or

meeting. This is

business owners – it

one of my favorite

was for buyers and

sessions because if

purchasing agents.

the skills are used, it

In other words, the

frequently leads to

audience would be

higher sales margins

the very people you

and quicker deals.

face everyday.

P36 CANVAS December 2013

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So, you want to make a deal?

So I had a decision to make. Do I share the same secrets I share with you? That would only give these buyers and purchasing agents more ammunition to use against you. But then it hit me. Suddenly, I felt like the Grinch did when he discovered the true meaning of Christmas.

My discovery was that sales isn’t about winning, stealing higher margins and dominating the greedy buyer. It is way more than that. It is about putting two people in a room who are seeking more than winning a short-term deal. It is about teaching salespeople and buyers how to respect each other, care for each other, be honest with each other, and seek ways to develop long-term friendships and partnerships that can make both look good.

After my warm and fuzzy revelation, I started to prepare for my seminar. My objective was to teach buyers how to find the best long-term partners and weed out those unworthy of their business. In the process, I planned to teach them how to get as much as possible out of you. And sure, I must warn them that the best salespeople will not be bullied, just as the best buyers won’t be bullied.

In the end, I believe the best negotiators with the best long-term intentions should win, but only slightly more than the other party. In short, it should be the classic win/win situation.

So get ready, here are five buyer negotiation tips (plus a bonus) that can help you become a winner.

While they often may be hard to find, the best long-term partners are the ones that fully understand your needs.

Tip No. 1 – Prepare

Tip No. 2 – Aim low

Make a list of what’s important to you

Think about what would be a great deal

Tip No. 3 – Always ask for something

regarding suppliers, and then do your

for you. Don’t ever make the first offer

There is a better than 90 percent

homework to find companies that match

because there is a chance an unconfi-

chance that you’ll get more than you

your wants. Call at least three people to

dent salesperson will assume all you

originally bargained for if you just ask.

get feedback about that supplier. If the

care about is price. As a result, he’ll

And don’t stop there. If you get a “no,”

prices are listed on the website, write

often slash margins without you having

ask five times. If after five times the

them down. While the lowest price isn’t

to do anything. And don’t accept the

salesperson doesn’t budge, chances

always the best option, it’s the only

first offer. Again, an unconfident sales-

are he has gone as far as he can.

thing to consider when all suppliers

person looking to make the sale often

look, sound, act and smell the same.

will lower his price even more.

Tip No. 4 – Ask the right person

Tip No. 5 – Be willing to walk

A great salesperson that comes prepared and has the

There are many companies that want your business. And

answers you need is extremely valuable. Because of this, he

while they often may be hard to find, the best long-term

usually has the authority to make “selling” decisions, which

partners are those that fully understand your needs. Remem-

means you’re negotiating with the right person. But when he

ber, acquisition price is only one part of the equation. The

says he must get approval, he often is saying he either lacks

cheapest price often comes with the worst service.

the knowledge or skill to get the deal done, or the confidence to negotiate. In this case, ask to be introduced to the person who can help find you the answers.

Bonus Tip Be smart – If a prepared salesperson has a great attitude, delivers five-star service, is smart and confident, and is a high-level communicator, he’ll walk if the opportunity arises. He knows he’s good and he understands there are more than enough nice prospects to build a long-term relationship with.

P38 CANVAS December 2013

Your sales negotiation takeaway Now that you know what’s in the minds of your prospects and current customers, use the information to better prepare for and perform your negotiations. If you know your prospects are going to start low, make your demands high, go over your head and possibly walk, what do you do?

The answer is simple. Prepare, aim high, always ask for more, get to the right decision-makers and be willing to walk.

You’ll find better longterm customers, higher margins and some extra money to put in your wallet.

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 Jim Collison

EofA’s Jim Collison on leading in the new landscape

J

im Collison was just 7 years old when he began selling the Minneap-

process. Don’t focus on the mistakes they make.

olis Star on the streets of Blue Earth, Minn. Entrepreneurialism was

Instead, seek opportunities to show apprecia-

in his blood. Following stints as a foreman and sports editor, he went

tion for taking on responsibilities, for doing jobs

on to create his own newspaper and job printing business. For the

well and for making good decisions.

last 30 years, Collison has served as president of Employers of America Inc. businesses cut costs, make money and harvest employee ideas. He also has

On how to influence your employees…

fashioned himself as an expert on leadership, authoring four books and a

As a leader, it’s pretty simple: Identify and

bimonthly e-letter, IdeaPower@Work.

recognize opportunities, and encourage,

(EofA), a national organization dedicated to providing strategies that help

expect and insist on good work getting done. Be a coach rather than a boss. It’s

Jim Collison

On what every executive should know about leadership…

about setting the tone with your team.

Great leadership is great coaching. Great lead-

treated. If you expect them to get their

ers encourage a culture that invites others to

jobs done right and on time, do the same.

take on responsibilities, a culture that opens up

If you expect them to treat your custom-

opportunities for people to achieve. They give

ers and each other with respect, do the

team members freedom to achieve and they

same. Your employees will quickly find out

reward their achievements.

if you’re not authentic.

Preach respect, honesty, appreciation and patience. Treat people like you want to be

Great leadership is great coaching.

Great leaders encourage a culture that invites others to take on responsibilities.

On the most critical element of leading…

On the importance of being yourself…

The most critical responsibility you have is to

When I started my first newspaper years

assure the best people are hired. But more

ago, I was in my early 20s. I was the boss.

than just having the best people on board,

Being the boss was all I had experienced in

it’s more important to be sure the best

nearly every job I had up until then. It was

people are in the right jobs. That will cut your

the norm in just about every workplace. By

leadership stress in half.

the time I started Employers of America and started building my team, I knew if I

P40 CANVAS december 2013

On shaking that “old school” leader mentality…

wanted to succeed, I had to encourage –

Next, start delegating responsibilities, including

the ways I encouraged success was to give

decision-making. Stop issuing orders. Involve

my team as much freedom as possible to

your team members in the decision-making

get their jobs done.

and expect – my team to succeed. One of

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