Canvas Magazine | The Circle of Trust | October 2013 by Conduit, Inc.

Empowering Marketing Service Providers

october 2013

The key to selling your brand today Rejected Bandwidth Creating a five-star sales team

11 brands 2 worlds 1 design collection

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Publisher mark potter > mpotter@thecanvasmag.com

“In business, trust is invaluable. …Word of mouth from someone we trust is generally still the most powerful decision influencer.”

Creative director brandon clark > brandon@thecanvasmag.com

Marketing Manager taylor knowles > taylor@thecanvasmag.com

MANAGING EDITOR

michael j. pallerino > michael@thecanvasmag.com

– Keith Tudor, Professor of Marketing, Kennesaw State University

ART DIRECTOR

p 24

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

P12

Get Naked

Think Patented acquires Miller Printing

Publisher’s Thoughts P4

Does your leadership style measure up? P6

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 4. 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 CMO Council launches Content ROI Center website Vision Graphics lands on Inc.’s 500/5000 Fastest Growing Private Companies list

Five ways to boost your online marketing

People Moves

P14

The Corner Office @TheCANVASMag

October 2013

DEPARTMENTS

Business Insights: Why the future is new sales and marketing skills

Awards & Honors

Product Spotlight Unisource Worldwide expands digital printing resources

Communicating: To grow or not to grow...

CANVAS’ MSP Resource Guide gives marketing service providers tools for success

Marketing Insights: Book Rec: The Leadership Contract

P40

5 ways to stay ahead of the curve

EFI’s Frank Mallozzi on why print still matters

Print is Power

FEATURES P16

P30

Seven ways you can stretch it to sell more

Why how we buy today is changing

P22

P36

Bandwidth Rejected What failure teaches us about success

The Circle of Trust Creating a five-star sales team The who, where and when behind finding great salespeople

CANVAS P1

Publisher’s thoughts

Get Naked

ecently, I had the privilege of speaking to a group of high-level executives about strategy and a change in mindset. The room was pretty packed and I had a pretty good grasp of what I was going to say. However, a certain level of anxiety always exists despite the fact that I have done a number of presentations over the years.

I recall seeing a movie clip where a presenter was trying to imagine the audience naked

to make himself feel more comfortable. However, the guy couldn’t help but imagine himself being naked and everyone laughing uncontrollably at him. And while I would prefer everyone to keep their clothes on, the lesson is backwards. The reality today is that transparency and vulnerability are what make us more comfortable over time. Putting ourselves in unpredictable environments and then being honest is both noble and liberating. In addition, when you let go and decide to share more of yourself, opportunities abound.

When you let go and decide to share more of yourself, opportunities abound.

I am not saying you have to cry at every sad commercial or stick your finger out at every person who cuts you off in traffic. While those may be honest emotions, they still are very selfish reactions. However, I do believe you have to present yourself and your products in an honest way. You cannot dupe the market for your personal gain. The long-term effects are negative and the market won’t let you get away with it. Some of the greatest thinkers in the world are determined to find the naked truth. They want companies to become the conduits to long-term prosperity. In turn, the only way they can accomplish that is by being honest and focusing on what matters most. Our feature articles for the October issue are a perfect fit with this value-oriented philosophy. “Rejected” is a piece that provides great examples of people bearing their souls. Specifically, we asked some very successful people to share some of their biggest failures. Their mistakes should provide a number of lessons. But, the most important one is what we can learn from being vulnerable. Our cover article, “The Circle of Trust,” embodies the idea that we only consume things that have been recommended by those closest to us. Getting into that circle is not easy and you sure as heck cannot fake it. So, to become a trusted entity to your market, you’ll probably have to expose yourself a bit. In other words, it may be time to get naked. Enjoy the issue.

Mark Potter Publisher Twitter @markricepotter

CANVAS October 2013

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leadership

By Barbara Trautlein

Does your leadership measure up? Three styles you must understand

inston Churchill. Steve Jobs. Mahatma Gandhi. Nelson

Coaching suggestion – Make connections

Mandela. Jack Welch. According to the “2013 Global CEO

with people but also connect them with the

Survey” conducted by PwC, these are the five leaders that

mission. Don’t allow engagement to take

today’s business executives cite as the most admired.

precedence over performance.

The qualities that today’s CEOs most admired are strong vision, motiva-

tion, care, innovation, persistence and ethical qualities. The results of this study tell us a lot about what it takes to be a strong busi-

The Visionary (Head-Dominant) Strengths:

ness leader in today’s rapidly changing global marketplace. Today’s CEOs

• Stays focused on goals

cite a broad range of qualities to describe the same individual leaders, which

• Engages in long-range thinking

tells us they recognize today’s leaders need a combination of strengths. Today’s marketplace is in a state of constant change, which means success-

and planning • Takes a big-picture view

ful companies are the ones that can respond and quickly adapt to the changes

• Enjoys seeing new possibilities

around them. Successful leaders succeed because they lead with their heads

• Scans the horizon for the next big opportunity

(they can focus on the big-picture goals and business objectives), their hearts (the know-how to engage, coach and motivate people) and their hands (they

Weaknesses:

provided the tactical tools and skills necessary like a project manager).

• Doesn’t fully consider the effects a

People tend to be stronger in one or two of those areas and weaker in the others. It’s about identifying and strengthening their weak areas. To do that, you must ask yourself: “Am I a head, heart or hands leader?”

change will have on organizational culture • May be less apt to focus on team members’ individual needs • Complains about lack of progress

To help you find your leadership groove, here are three of our seven Change Quotient

leadership styles, including their strengths, weaknesses and a

toward goals • Does not give sufficient attention to the process by which goals are met

coaching suggestion:

• Neglects to ensure that the tactical details of the change process are handled

The Coach (Heart-Dominant) Strengths:

Coaching suggestion – It’s vital that your

• Encourages people to join in discussions

vision be shared by everyone working to

and decisions • Helps resolve process problems such as conflict • Listens to all viewpoints • Recognizes and praises others for their efforts • Helps reduce stress by lightening the mood Barbara Trautlein is a change leadership consultant, international speaker,

• Views team process and organizational climate as ends in themselves

researcher and author of

• Fails to challenge or contradict others

“Change Intelligence: Use

• Does not recognize the importance of

the Power of CQ to Lead Change that Sticks.” For more information, visit www.ChangeCatalysts.com.

Weaknesses:

CANVAS October 2013

accomplishing tasks • Overuses humor and other conflict-mitigation techniques • Does not emphasize long-range planning

make it happen. Remember to share your vision with others (heart) and to lay out a path that incorporates visible milestones along the way (hands).

The qualities that today’s CEOs most admired are strong vision, motivation, care, innovation, persistence and ethical qualities. The Executor (Hands-Dominant)

• L acks patience with people and

Strengths:

•P ushes for unrealistic

• Excels at project planning and execution • Accomplishes tasks in a timely and efficient manner • Can be depended upon to do what’s asked • Freely shares information and materials so others have the training, tools and

process issues performance standards •B ecomes impatient with other team members who don’t live up to standards •G oes into data overload, providing too much detailed information

resources they need

Most leaders are not all head, hands or heart. Most are some combination, which is why there are seven Change Leader styles. Even leaders who have all three in seemingly equal measures have some pitfalls to watch out for. The point is not to change who you fundamentally are, but rather embrace your strengths, shore up your blindspots and adapt your

Coaching suggestion – Expand your

styles to be more effective when

definition of “execution.” Engage people

leading across a variety of different

by making a compelling case for the

people and situations. By building

Weaknesses:

change so you’ll have their support,

your CQ, you simultaneously become

• Loses sight of the big picture –

and take time-outs periodically to eval-

more powerful to help your teams

uate your goals and strategy.

and organizations.

• Pushes the team to set high performance standards

the goal of the change process

mobile media

By John Foley, Jr.

Five ways to boost your online marketing

arketing online is much more than creating a website or

and most likely will cause people to close your

starting a social media account. While it’s true these things

page before it finishes loading.

can help you reach your target audience, there’s an art to

Part of marketing is to present a professional

bringing in visitors. Too many business owners believe a web

image. Even sites dedicated to humor usually

presence will bring in sales or new clients within a few minutes of creating

have a pleasing design. Navigation should

a website. But it takes time to build a presence. Here are five ways you can

be simple. Don’t make your visitors get frus-

make the most out of your online marketing efforts:

trated when they try to find something. Keep your contact information on the sidebar or a

No. 1 – Check out your competition

dedicated page. Push old information off the

No matter what type of business you run, there’s competition. While you may have the

front page, but keep a list of your most popular

newest product or service, someone out there most likely has something similar. It is

posts or pages. And for goodness sake, don’t

hard to create something that doesn’t have alternatives in the market. Check around to

cover your page with advertising.

see which companies are offering something similar to yours. See what they’re doing, how people are reacting and take lessons from their efforts. While you don’t have to be a copycat, there’s nothing wrong with trying out some of their moves. Not sure where to start? Look for keywords associated with what you’re selling. Plug them into a Google search, and then check out your competition. By using Google Adwords and its keyword tool, you may find keywords that are working for your competition. It’s all about turning your competition’s success into your success (and avoiding their pitfalls).

No. 2 – Start a blog

Marketing is a game of trial and error. You can only fail if you never try.

No. 4 – Content is everything Why are people visiting your site? If you have nothing to give them in terms of information, education or entertainment, why would they stay? While your site or marketing efforts don’t need to be an encyclopedia, it’s helpful to have good quality content. If people are trying to learn about your product, give them what they want. Your content must be relevant

Blogs aren’t just about sharing what you had for breakfast. While many began as

to your product and/or service. Don’t fill your

personal digital diaries, today’s blogs are used to inform and educate. The best

site up with unrelated content that covers things

use for a blog in your marketing efforts is to educate your potential customers. Tell

without purpose, unless your intentions are to

them about your product and/or service. Let them know what you can do for them.

confuse your readers.

Blogs can hold information articles, pictures and

John P. Foley, Jr., is CEO

No. 5 – Set a goal

blog – or Vlog – uses mostly videos to speak to

What are your goals? If you can’t answer that

an audience. Stay away from strictly doing inter-

question, neither will your potential clients.

net commercials – create videos that introduce

Develop a game plan and stick with it. This

you, your product and/or service, and your staff

doesn’t mean your marketing efforts have to

to your target audience. People more likely will

be rigid, rather create a plan that’s fluid. When

buy from someone they feel they know, even if

you choose a marketing goal, create a plan that

it is just through video.

includes ways to change. For example, if placing your site or business in local directories doesn’t

No. 3 – Clean up your site

bring enough traffic, try larger regional directo-

(www.growsocially.com).

Remember those old websites from the 1990s

ries. Step up your marketing efforts every few

For more information,

and early 2000s that had flashing colors, scrolling

months or if you need to, downgrade.

call 800-948-0113

text and auto-play music? Don’t do that. Today’s

or email him at

websites are slick, clean and easy on the eyes.

Remember: Marketing is a game of trial and

support@growsocially.com.

Anything that auto-plays is a huge annoyance

error. You can only fail if you never try.

and CMO of Grow Socially

are a great place to showcase videos. A video

CANVAS October 2013

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JOIN US!

corner office

business insights by howie fenton

Why the future is new sales and marketing skills

hile I was writing this article, I was preparing three presentations for the Print ‘13 show in Chicago. The topics included survival strategies for struggling companies, how to add marketing services, and the common denominators of sales and profit leaders.

from 9.6 percent last year to 9.9 percent in 2013, the highest since 2007. So, what can you do? The more important question might be what kind of action can you take? Obviously, no one can change the economy’s slow growth or the fact that some originally

While these presentations cover completely

printed products now are digital. But there is

different topics, they share a common thread.

staff and training initiatives you can institute,

Each discusses operational excellence, a

as we are learning from some of our indus-

theme we’re starting to see more often. As

try’s leading companies.

companies continue to struggle with the

When we asked our panel, “What are your

slowly recovering economy, operational excel-

biggest workforce/personnel issues?” the

lence encompasses how to

No. 1 answer was finding qualified employ-

support and grow sales.

ees. Digging deeper, when we asked which

Obviously, no one can change the economy’s slow growth or the fact that some originally printed products now are digital. But there is staff and training initiatives you can institute.

Not only is the National

skills they would like to see upgraded, the

Association for Printing

top three answers were sales related: sales

Leadership (NAPL) hear-

management, digital printing sales and litho-

ing this from our clients,

graphic sales.

we’re also seeing it in our

These findings are consistent with what we

research. The No. 1 issue

saw in the “2013/2014 NAQP Sales & Market-

in our most recent “Print-

ing Study,” which focused on successful

ing

Report

sales and marketing strategies. It is interest-

(Vol. 14, No. 3)” was finan-

Conditions

ing that there are different success strate-

cial, especially as compa-

gies. For example, when smaller companies

nies continue to struggle with disappointing

were asked about the top five marketing

sales and profitability.

investments, the top responses were direct

In the surveys, our respondents said, “I can

mail and websites.

no longer predict my future with any certainty;

The response to the question about the

we can’t see down the road very far.” Others

most effective marketing strategies included

said, “While our past six months have shown

shop tours and brochures. The most effec-

tremendous momentum, we find ourselves

tive lead generation tools were referrals and

waiting for the bottom to drop out again.”

networking, while blogs and YouTube videos

Howard Fenton is a senior

Fortunately, the report is not filled with

consultant at NAPL.

gloom and doom. In fact, NAPL’s research team

led the charge for the most worthwhile social media marketing strategies.

He advises companies on

expects the healing economy to help the indus-

This was a fascinating study because it

how to overcome production

try grow between 1.5 percent and 2.5 percent.

focused on the most used and most effec-

issues, reduce production

While that doesn’t point to a strong recovery, it

tive strategies, comparing traditional and

costs that hurt sales, and

would be the strongest growth since 2007 and

digital marketing techniques. Mitch Evans,

a huge improvement over last year.

managing director of the National Asso-

to build and sell more

reported that profits for leaders increased

value-added services.

NAPL is not alone in its findings. The

ciation of Quick Printers (NAQP), wrote the

You can reach him via email

latest report from the Printing Industries of

study. For more information, call 800-642-

at hfenton@napl.org.

America (PIA) offers similar data. The group

6275, ext. 6324 or 6349.

CANVAS October 2013

communicating

by ryan t. sauers

To grow or not to grow… When it comes to expanding your business, the onus is on you – really

recently had the pleasure of speaking to the Great Lakes Graphics Association, which serves the states of Illinois, Indiana and Wisconsin. Toward the end of my presentation, I gave a sneak peek of the new book I’m working on (stay tuned for more details). The component focused on time management.

In life or in business, if

you want something bad enough you’ll find a way. If you don’t, you’ll find an excuse as to why it can’t or won’t work. It’s amazing how many printing companies still complain about the

Winners find a way to succeed in any situation, whereas whiners tell you everything that’s holding them up.

“bad economy,” whereas

Some printing companies are so lost that I could offer to “pay them” to help solve their front-end problems and they still wouldn’t be able to pull the trigger on a decision. They’d say they were buried and drowning, and they would need time to think about it.

the successful ones grow by

In all seriousness, it’s sad to

acquiring other companies,

see so many printing companies

hiring more employees and

so clueless about what needs to

diversifying. They’re making

be done to grow and change in

a solid profit. Why? It’s simple: They both have “out-thought” and “out-worked” their competition. If you want it bad enough you’ll find a way.

our rapidly moving world. The reluctance to do so is startling. Don’t be one of those companies, as they won’t be around for long. Instead, I challenge you to dig deep and

It’s time to stop making excuses. My mantra

use every resource at your disposal. Be intel-

is to make it happen. Or, you could try: “Suck

ligent. Begin with the end in mind. Be stra-

it up,” “Quit complaining,” “Stop making lame

tegic in your thinking. Make things happen.

excuses that were valid in 2009” and “Bring some true value to the table.”

So, how do you grow? It starts with finding a way. There is a solution behind every problem –

Winners find a way to succeed in any situ-

always. Be open to growth and change. In life, it’s

ation, whereas whiners tell you everything

quite simple – you’re either moving forward or

that’s holding them up.

sliding backward. There is no staying the same.

Here’s my question to you: Are you better,

Winners embrace this mindset; whiners tell

more talented, more valuable and more

you why they cannot succeed. I challenge you

creative than your competitors? Do you want

to be a leader and realize you can change, grow

to win or just go along for the ride? Are you

and gain new customers. Find a way to grow.

part of the solution or part of the problem?

Don’t hide out. Stop making lame excuses.

You have 168 hours in your week if you go

The choice is yours. If you don’t believe me,

24/7. The math is simple. Whether you repre-

listen to what Yoda, our wise Star Wars friend,

sent a large or small company, you don’t

once said: “Do or do not. There is no try.”

have any more or less time. It is the great

So CANVAS readers, I challenge you to make

equalizer for all organizations. What do you

things happen. Not next month, next quarter or

do with your time? Do you focus on things

next year. Now. We’re here to be a cost-effec-

that really matter or are you in a “paralysis by

tive resource to help you begin and implement

analysis” or “decision by indecision” mode?

this process. Let’s talk.

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

ways to stay BOOK REC ahead of the curve The Leadership Contract: The Fine Print W to Becoming a Great Leader ith technologies such as 3D printing, clickable paper

and campaign management software (to name a

few), the printing industry is not just reinventing itself, but redefining business as we know it. Chris Tierney, managing director at Hays Financial Consulting, provides five things you can do to stay ahead of the curve and stay in the game.

By Vince Molinaro Leadership is a decision. It’s an obligation. It’s hard. Leadership is a

1. Stay liquid – When your competitors are leveraging up to

community. Vince Molinaro believes

expand, consider using cash instead of debt and never push

that these are the four tenants for

your liquidity to the edge.

successful leadership. In his new

2. Remember: Revenues don’t equal profits – It’s better to have

book, The Leadership Contract:

smaller revenues and make money than larger revenues and lose

The Fine Print to Becoming a Great

it. Too many people grow for growing’s sake, rather than make

Leader, Molinaro, managing direc-

more money. You don’t have to do what everybody else is.

tor of the Leadership Practice within Knightsbridge Human

3. Know your cash flow – Profits and cash flow are separate

Capital Solutions, explains why leadership, and specifically

– period. Profits don’t pay the light bill or the bank loan.

leadership culture, is the only real differentiator between the

Companies that actively manage their businesses for cash

organizations that thrive and those that fall behind.

tend to weather the down times better than ones that don’t.

The book identifies the gap in leadership accountabil-

Lenders are focusing more on cash forecasting now than

ity and explains the mindset required for great leadership.

they ever did before.

To prove his point, Molinaro tackles this problem head on,

4. Don’t jump into the fad – Ever notice how successful compa-

exploring why leaders must commit to do a better job.

nies rarely jump into new uncharted territory like smaller ones

Molinaro goes on to show why the stakes in leadership have

do. Bigger companies wait for the noise to clear, see what

always been high, and are getting even higher. Today’s leaders,

technology will win, and then jump into the fray.

he says, must execute strategy, drive innovation, and build talent

5. Don’t slide down the pricing slope – When times get

for the future. They are under more pressure and more scrutiny

tough, most companies lead with price cuts. Don’t do that.

than ever before. The book lays out the aforementioned tenants

Find new ways to compete – better service, better quality

to success and invites you to make a conscious decision to lead.

and cost efficiencies. This will make you better prepared

11 when things turn around.

If you are looking to reestablish the terms and conditions of a “Leadership Contract” in your company, this is the book for you.

The percent of marketing organizations that set aside a specific centralized budget for innovation efforts, according to Forrester Research’s “Benchmark Your Marketing Innovation Culture” study. In addition, only 9 percent make marketing innovation a part of their overall budget, the report found.

The important role that innovation plays in transforming the concepts of strategy into realities in the marketplace tells us that none of these companies could have succeeded without innovation. – Langdon Morris, co-founder of innovation consultancy InnovationLabs, on why strategy and innovation are inextricably linked

P10 CANVAS October 2013

marketing insights

Print is power Survey shows print valued as information source If you ever doubted where print stands in the stature of the information age, doubt no more. According to American Business Media’s “Value of B-to-B” report, B2B information seekers continue to rely on print as a source for industryrelated content, while publishers say print remains a key source of revenue. Following are some key findings:

Most common B2B content sources accessed on weekly basis:

73 67 45

percent

Websites

percent

E-newsletter

percent

Print magazines

Key resources for decision-makers researching work-related purchases:

73 67 45

percent

Websites

percent

Manufacturer product info

percent

Print magazines

CANVAS P11

People news

updates from the industry

Loading up

On the list

Think Patented acquires Miller Printing

Vision Graphics makes Inc.’s 500/5000 Fastest Growing list

Marketing execution company Think Patented has purchased the Miller Printing Company, a division of 3G Graphic Solutions located in Springfield, Ohio. Following the transition, the Miller team will work from Think Patented’s 75,000-squarefoot, state-of-the-art facility in Miamisburg, Ohio. Think Patented continues to re-define the role of a traditional printing company. Today, the company offers an array of services to its national and international client base, including conventional and digital printing, One2One Marketing, pURLs,

The editors of this year’s Inc. 500/5000

mobile marketing, web-to-print solutions, fulfillment services, direct mail and

said the annual ranking of top compa-

promotional products.

nies was harder than ever to make.

Miller Printing has been offering customer focused graphics and printing services since 1892.

That puts the Vision Graphics team in some pretty impressive company. Under the leadership of CEO and pres-

One stop shopping CMO Council launches Content ROI Center website You want content; the Chief Marketing Officer (CMO) Council has it. Thanks to the organization’s new Content ROI Center website (www.contentroicenter.org), users can find a host of content features such as executive interviews, case studies, thought leadership, research and conversations focused on strategies, technologies and best practices. The online resource will help marketing organizations improve the performance and return of their growing investments in content origination, multi-channel formatting, targeting and delivery across the entire customer lifecycle. Contributors to the site include marketers and communications executives from companies such as BMC Software, Deloitte, DocuSign, Lexis-Nexis, IBM, BT, SAP, PwC, among others. The Center is co-sponsored by NetLine Corp., the CMO Council’s content syndication partner. The CMO Council is a global executive affinity group of more than 6,500 senior marketing executives that control more than $350 billion in annual marketing spend worldwide.

ident, Mark Steputis, the Loveland, Colo., company has posted 62 percent growth over the last three years. In the last year alone, Vision has expanded its product line to include automated customer engagement solutions that leverage data intelligence, making it easier for brands to reach consumers across the spectrum of traditional and digital channels. “To say that we’re proud of the growth we’ve experienced and to be recognized by Inc. Magazine would be an understatement,” Steputis says. “Our team of experts has unrivaled industry insights garnered from years of hands-on experience and knowledge that our clients depend on. Our clients know we’re passionate about helping them grow their business with the latest technology.”

People News Classic Graphics has named James P. O’Rourke its new Triangle division president. O’Rourke previously served as GM, digital/screen division of the National Print Group in Chattanooga, Tenn. Classic Graphics has locations in Charlotte and Raleigh, N.C. The National Association for Printing Leadership (NAPL) has added Mark R. Hahn as a senior VP and member of its Business Advisory Team. Hahn James P. O’Rourke

has more than 30 years of graphic communications experience in finance, operations, sales, mergers and acquisitions (M&A), and general manage-

ment. He previously has served as a CFO, COO and other senior positions with several commercial printers, as well as founding and eventually selling his own printing company.

Mark R. Hahn

The Electronic Document Scholarship Foundation (EDSF) has two new additions to its 2013 Board of Directors, including Preston Herrin, VP of sales and marketing for 4over Inc., and Stéphane Dagenais, senior director of marketing with Unisource Worldwide. EDSF is the international non-profit organization dedicated to developing and providing programs to attract and support students worldwide with their education plans.

P12 CANVAS October 2013

Awards & Honors Unisource Worldwide picked up a Gold in Printing Impressions Magazine’s “2013 Gold Ink Awards.” The entry, “Journeys on Nordic Plus,” topped the “Business Catalogs – Sheetfed” category. Printed on Unisource’s private brand Nordic Plus, the piece helped bring attention to the plight of the world’s fishermen and the current state of the world’s fisheries. Unisource also won a Silver Award for its entry, “Ten Things You Can’t Do,” in the “Softcover Books” category. Printed on Unisource’s private brand Starbrite ® Opaque Ultra, the piece includes poignant narratives of 10 individuals who have had their lives changed through the Lakeshore Foundation, which helps promote the impact of positive, long-term physical and emotional effects of physical fitness on people with disabilities.

Digital Solutions Cooperative (Dscoop)

Offset Atlanta, a Nationwide Argosy

O’Neil Printing recently was selected

took home a Silver Award in the “Events

Solutions Company, was named a

as the printer for Mohawk’s new publi-

Program” category for its Dscoop8

Sappi Fine Paper North America

cation, “A Declaration of Craft.” The

conference guide in Printing Impressions

“GOLD Printer of the Year” in the

publication, which will be printed on

Magazine’s “2013 Gold Ink Awards.”

“General” category for production of

Mohawk Superfine, Eggshell, Ultra-

the RedPrairie’s “Keeping Commerce

white 80 cover and 24 pound writ-

Group, the guide served as a resource

program.

ing, will document the brand’s core

for conference-goers during Dscoop’s

Celebrating its 25th anniversary this

values. Divided by a four-page fold,

annual conference in February. The

year, Offset Atlanta was one of only 10

the Mohawk brochure will contain four

piece, which featured variable data and

winners out of 1,800 submissions in the

individual sections detailing Mohawk’s

raised ink on the cover, was printed on

premier awards competition.

core values (Heritage and Innova-

Motion”

conference

an HP Indigo by Atlanta-based Bennett

tion, Mastery of Materials, Pride in the

Graphics, a Dscoop member. Digital

Details, Community of Makers). The

substrate provider GPA donated the

core values will be uniquely divided by

stock for the program.

a four-page fold.

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.

r u o Y et

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CANVAS P13

product spotlight

developments in print

User friendly Unisource Worldwide expands digital printing resources Unisource Worldwide Inc. is launching a program that offers expanded digital printing resources to its key customers and partners. Now available at www.unisourcedigital.com, the new offerings include: Digital Swatch Book – This easy reference tool highlights key properties such as press compatibility, stocking information and environmental accreditations of its core digital papers. Downloadable Test Sheets – Access free downloadable artwork to reference when comparing various paper choices on different digital presses. Website – View up-to-date information about innovations in digital printing and paper, and access Unisource’s streamlined ordering process, including samples (order samples and test papers to identify the best options for your project needs) and search tools (search by paper type, weight, and press requirements and access stocking information – availability by area). “Digital print volume is forecasted to grow by almost 70 percent by 2018,” says Nancy Sobhy, senior marketing manager, paper and wide format for Unisource Worldwide. “While we continue to support and advocate for all types of printing, we are also committed to providing highly valuable, credible solutions and advisory services to help this growing segment.” Unisource Worldwide is one of the largest privately held companies in the United States, and a global provider of innovative, sustainable, highly efficient solutions across the life cycle of core business operations.

Get into the game CANVAS’ MSP Resource Guide gives marketing service providers tools for success OEMs. Page-turning software. Ad specialty items. Mobile marketing and printable substrates. These are just a few of the categories that define today’s marketing service providers (MSP). In response to this ever-evolving market, CANVAS Magazine is launching the newest version of its MSP Resource Guide. MSP is an app, a mobile-friendly website and a digital guidebook that presents product information in a consistent manner. This first-of-a-kind, one-stop resource will help today’s marketing service providers access all of the industry’s suppliers and products in one place. “MSP Resource eliminates noise and provides all the adequate information for anything that a marketing service provider may want to sell,” says CANVAS publisher Mark Potter. Product information listed in MSP is easily searchable and digestible. Each company listing includes a description of available products and contact information for sales representatives in a user’s geographic region. Along with providing a wealth of product details, MSP acts as an intermediary, providing a library of marketing materials, a direct connection with sales representatives and supporting collateral material. MSP will be sent out via e-mail weekly, housed on its new website and embedded in the updated mobile app. The MSP Resource Guide app now is available for free download on Apple App Store and Google Play. For more information, visit www.mspresourceguide.com.

P14 CANVAS October 2013

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Seven ways you can

t’s Thursday and the week has been crazy busy. You’ve been dealing with a massive barrage of e-mails and customer issues. You glance at the clock. CRAP! It’s already 3:23 p.m. Where did the day go? You intended to prospect this morning. Now the day’s almost over and you still have eight more urgent tasks on your to-do list. If you only had more bandwidth to get it all done.

P16 CANVAS October 2013

By Linda Bishop

stretch it to sell more Bandwidth. The term originated in the 1930s as a way to describe the speed and volume of information traveling through a communication channel during a given period of time. During the last decade, it evolved into a description of a personâ&#x20AC;&#x2122;s capacity to handle multiple tasks during a day. Here are seven tricks and tools you can use to stretch your selling bandwidth. CANVAS P17

Bandwidth

Post it–Your bandwidth cheat sheet here We all have crazy-busy times. Even on the busiest days, these techniques increase selling bandwidth. Here’s your bandwidth cheat sheet. Post it in your office and get started today. • Arrive at the office 30 minutes earlier than normal. Don’t look at email. Spend extra time on tasks directly related to new business development. • If you find it hard to concentrate on new business development in your office, go somewhere else. Work from home. Go to a coffee shop. Make calls from a park bench. Do something different if you want different results.

•T ake breaks. Research proves a short recess during a busy day helps you stay productive. •B attle boredom. When we don’t like to do something, we’re easily distracted. Lack of concentration means boring tasks take longer. Buckle down and get tiresome tasks done so you can move on to more interesting activities.

• Know when perfection wastes time. When you can achieve a satisfactory outcome with less effort, you free time for other tasks. • Stop waffling and make a decision. • When a block of time opens up, be prepared to use it to sell.

No. 1 – 30 extra minutes Tomorrow morning. Imagine arriving at your office 30 minutes early. How would you use that time if you adhered to the following two rules? Rule 1: You CANNOT look at emails on your computer, tablet or smartphone. Rule 2: The tasks you do must be tied DIRECTLY to new business development. Arriving at the office earlier than usual is a simple and effective strategy to increase

More on bandwidth Learning to be a better decisionmaker helps you manage time and stretch bandwidth. For more information, read Linda Bishop’s article, “Survival in Sales – Why Decision-Making Skills are Critical to Success” in the October 2011 issue of Canvas. View it online at http://ipaperus.ipaperus.com/ TheCanvasMag/2011/ Oktober2011/

selling bandwidth, as long as you spend the extra time on selling activities.

No. 2 – Change where you work Some salespeople find it hard to focus on selling in the office. Your desk might be in a bullpen or a noisy open office environment. Perhaps you don’t want other salespeople listening to you make cold calls. You want a more private setting. To stretch your bandwidth, stop doing the same things, in the same way, in the same place. Break out of those old patterns by changing your environment. Work from home for an hour. Make calls from a coffee shop or on a bench in a local park.

No. 3 – Take a break Have you ever had a day like this? You arrive at the office at 8 a.m., and work without pause until 11:30 a.m. Lunch is a bag of Fritos and a Coke from the vending machine, which you ate at your desk while frenetically responding to emails. By 2:11 p.m., your shoulders ache from sitting hunched over your computer. The throbbing in your wrists makes you wonder, not for the first time, if you have carpal tunnel syndrome. You’re tired, but you can’t stop because there’s so much left to do. If you don’t get it all done, you’ll never have time to focus on selling. If that describes your normal day, pay attention. Research shows that working non-stop makes people less productive than they would be if they took breaks. In a June 16, 2012 New York Times article titled, “To Stay on Schedule, Take a Break,” Phyllis Korkki interviewed John P. Trougakos, an assistant management professor at the Rotman School of Management. Trougakos,

P18 CANVAS October 2013

an expert on work-life balance and

distractions. Don’t stop, start, stop and start. Buckle down and get the job done

performance management, compared

so that you can do something better with your time.

mental concentration to muscle usage. After sustained effort, concentration

No. 5 – When perfection wastes time

becomes fatigued just as muscles

Some tasks get more effort than they deserve. This happens because most of us

become fatigued, he said. A rest

have been raised with maxims like, “If it’s worth doing, it’s worth doing well.” If

period is needed for recovery and to

the outcome is the same, whether you invest 10 minutes or 30 minutes on a task,

continue to operate productively.

perfection won’t pay off. Lower your standards. Settle for adequate effort. It’s the

So, the next time you find yourself

smart strategy that will help you accomplish more overall.

drifting mentally, falling into daydreams

To stretch your bandwidth, stop doing the same things in the same way in the same place. Break out of those old patterns by changing your environment.

No. 6 – Stop waffling and decide Every salesperson must make thousands of decisions every day. When you waffle over what to do, you chew up precious time. If you find yourself unable to make a decision, ask three questions: • What outcome do you want to achieve? • What do you need to know in order to achieve this outcome? •W hat action can you take right now to move toward success?

or have a tough time making a decision, stop and get up. Stretch and take a deep breath. Take a brisk walk to clear your head. Talk to a co-worker. Step outside for a moment. Play solitaire on your phone.

By answering these questions, you construct a decision-making framework, narrow the list of possible options and select the best one. Work within a time limit. If you spend five minutes on a problem and you’re

For 10 minutes, do something

still unsure of what to do, switch gears and work on something else. Come

different and enjoyable. Then, tackle

back at a later time. Often, a little distance from a problem is the best way to

your tasks refreshed and ready to work

find an answer.

hard once more.

No. 4 – Battle boredom

No. 7 – Boy Scouts & salespeople should be prepared Some days, miracles happen. You finish all your urgent tasks. No one is knock-

In every job, there are just some tasks

ing on your door asking for help, and there’s nothing new in your inbox. You’re

you hate to do. When you’re bored,

thrilled. Finally, you can focus on selling. What are you going to do now? It’s a

you seek distractions such as continu-

golden moment, and plenty of salespeople waste it because they aren’t prepared.

ally stopping what you’re doing to

Ben Franklin once said, “By failing to prepare, you are preparing to fail.” When

read every new email that arrives in

a block of time opens up during the day, be ready to act. Even if you only accom-

your inbox. You can spend less time

plish a single task, you’ll feel happier. Good moods pump up energy levels and

on boring tasks if you quit giving into

increase productivity, so it’s an all-around win.

What is the difference between servicing and selling? Servicing activities relate to current business you’ve already sold. Selling activities focus on future revenue opportunities with customers and prospects.

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.

CANVAS P19

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P22 CANVAS October 2013

he road to success is paved with failure. We know that. We also know that failure is not the road we set out to take. It is never the first choice. Yet so many of the most inspirational and influential people we know, follow and quote have taken journeys filled with ill-conceived and unfortunate turns. For too many, the act of failure becomes an all-consuming factor – a permanent mark on the psyche that can either make or break us. History is filled with success stories achieved by overcoming failure. Faced with bringing a seemingly crippled Apollo 13 lunar module back from space, NASA flight controller Jerry C. Bostick reportedly said, “Failure is not an option.” The phrase has been forever etched into our collective memory. “In most instances, failure is not fatal to one’s existence or career. Though a cliché, what matters most is what the person does with the failure, what they learn from it,” says Allan Bird, Ph.D., Darla & Frederick Brodsky trustee and professor of Global Business for the D’Amore-McKim School of Business at Northeastern University. “Failure might not be the best teacher, but it can teach powerful lessons that can’t easily be learned through success.” Research on learning suggests that success and failure result in very different types of learning. Learning from success often involves a refining process. Having learned what works, further learning focuses on fine-tuning or improving. Think of a basketball player who refines his jump shot technique by improving his body alignments, etc. But if he keeps getting his shot blocked, he may decide to work on other areas, such as his on court techniques (head fakes, drive to the hoop), etc. By contrast, failure often brings about a complete reformulation of what needs to be done and how. “Failure that leads to reformulation often brings about

Often, out of our greatest rejection comes our greatest direction.” – Joel Osteen

enhanced cognitive complexity, a key executive skill, as well as a broader array of other capabilities,” Bird says. “I have never interviewed a successful executive who could not recount at least one failure. An inability to identify failure suggests a significant perceptual gap. So, one cannot really have success without experiencing failure. Sometimes, failure relates more to meeting expectations, either one’s own or others. It’s impossible for a person to know the limits of his ability if he doesn’t extend himself beyond the shoreline of success.” CANVAS recently sat down with a handful of people from varying professions to see what failure taught them about success. Following are their stories.

CANVAS P23

What failure teaches us about success

Randy Sparrow

Business Development Manager Rastar

We had opened up a new print shop in 2003 and I needed to move the inplant shop we had just acquired. Funds were tight, so I opted to move more of the shop equipment myself. I literally broke my back and had to have surgery. When my back gave out, I was subjected to several weeks of intense pain. It kept me from effectively running the company. While trying to focus on sales and getting our company running, my accountant found it an opportune time to embezzle funds.

David Merrick President The Merrick Printing Company

I eventually opted for surgery, which helped me get back on my feet and focus on work. Within weeks of my return, we released our accountant, conducted an audit and successfully prosecuted him. This brought the shop closer together because it put us all at risk. Cash is king, or at least I thought so at the time. In hindsight, I would have happily paid someone to help me move versus the cost of surgery and the tens of thousands of dollars lost to embezzlement. As much as we all think we understand

I don’t think anything really prepared us for the last recession/depression. What happened in 2008 and 2009 impacted everyone. In early 2008, the economic news was very bad, but it hadn’t yet hit

the risks of any given situation, we must consider the implications of some of the more unlikely scenarios and how to adequately protect against them. Failure is what allows us to learn these boundaries and to modify our behaviors. It gives us the opportunity to flirt with those boundaries with more predictability and less fear. Without it, you don’t have as much confidence.

our company. So we continued business as usual. But in late 2008, our world came to a sudden stop (which fell in line with most others). We had to make major adjustments to get our capabilities to fit the new market size. It meant reviewing our staff, wages, leases, etc. We went through every general ledger line item to justify each one. Some things occurred quickly, while others took up to a few years due to the commitments we made. It was a long, hard process. The lesson is that you can believe all is well if your operation is active, but you must be forward thinking on how the current economic factors effect your key customers. You are your customers. Failure happens. You must understand it, learn from it and move forward. I don’t think you can succeed without failing. Knowing that failure comes in all sizes, I am certain every human has experienced some form of it.

P24 CANVAS October 2013

Scott Hudson

Director Worth Wide, a division of Worth Higgins & Associates In 2008, at the beginning of the economic downturn, I worked for a company in Richmond, Va., that announced on a Thursday that they were closing the office for good on Friday at 5 p.m. “Come in tomorrow if you want,” they said. Although a handful of us were offered positions in other states, the decision left 38 members of my printing family without incomes, insurance or assistance in finding other employment. It was a huge disappointment to me. After 25 years in the business, the experience left me shaken. It opened my eyes to the human side of our industry. I vowed to only work for a company that appreciates its workforce as much as it does its bottom line. A company that does well must do so inside and outside of the plant. I found it very important to dig deep and to find out everything I could about a prospective employer. How would they have handled the type of situation I just went through? It was odd going on interviews asking these types of questions, but I had to do it. It was amazing how much information I discovered. There are good lessons that come from failure. It allows you to reflect on your goals, work on your approach to people and situations, and reset your objectives. I don’t believe you can succeed without failure – for those are the lessons that stick. And it doesn’t hurt to keep some money in the bank – it can all change in an instant.

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What failure teaches us about success

They said it … From failure, great things come…

Mark Hemmeter CEO Office Evolution

I used to work in the family business. My father was working on a deal that I didn’t like, but I just couldn’t talk him out of it. When he went full speed on anything, I couldn’t change his mind. It was 1994 in New Orleans. At first, everything was going really well. But in the end, the project failed, leaving my dad to file for

If you learn from defeat, you haven’t really lost. – Zig Ziglar

personal bankruptcy. He died a few years later. I’m still convinced that the stress of this failed project played a large part in it. Things never really turned around. It became a huge smoking hole in the ground with lots of collateral damage. The lesson for me was simple. If I really disagree

Many of life’s failures are people who did not realize how close they were to success when they gave up. – Thomas A. Edison

about something, I fight for my position with passion and tenacity. It’s not about

Every adversity, every failure, every heartache carries with it the seed on an equal or greater benefit. – Napoleon Hill

interested in people who have failed and learned than people who never admit

Failures are finger posts on the road to achievement. – C. S. Lewis I can accept failure, everyone fails at something. But I can’t accept not trying. – Michael Jordan

deferring to someone because you think they may know more than you do. Knowing too much can get you into more trouble than not knowing enough. I learned that you should believe in yourself, but that it is good to seek dissenting opinions. Stress can kill you – I’ve seen that. Failure is a badge of honor if you use it correctly. It shows you have been in battle; you are hardened. I’m much more they have failed. You can win without failing – the lottery, for example – but I’ve never seen it done. The better question is, “Can you improve upon or maintain your successes without failure?” No, success and failure go hand in hand.

Howard Sholkin

Director, Communications & Marketing Programs IDG Global Solutions I had worked nine successful years as a news producer at a local TV station in the

My great concern is not whether you have failed, but whether you are content with your failure. – Abraham Lincoln

Boston area. When I decided to leave the news business, I joined the growing high tech industry. I landed at the perfect company, Computervision, a leader in computer graphics systems. Its minicomputers not only crunched numbers, but also presented information in visual ways to help engineers, designers, manufacturers and architects. It was a smooth transition.

You’ll always miss 100 percent of the shots you don’t take. – Wayne Gretzky

Before long, the high tech industry was flooded with competition from the likes of IBM. The emerging PCs ate away at Computervision’s leadership and profits. In 1985, the first layoffs began. I had escaped. But I wasn’t as fortunate in the next round. My manager had tears in his eyes when he told me that his new manager

Experience teaches slowly, and at the cost of mistakes. – James A. Froude

wanted me to be on the hit list. It didn’t turn around right away. I was laid off two more times over the next five years – Wang Labs (a three-month tenure) and Bell Atlantic (a five-year run). I learned a lot from the layoffs, mostly that there is no such thing as permanent

Our greatest glory is not in never falling, but in rising every time we fall. – Confucius

employment. Most of us are temporary employees, and we should manage our

Success is not final, failure is not fatal: it is the courage to continue that counts. – Winston Churchill

you can bounce back. You have to remain positive and make progress a little at a

careers accordingly. The key elements to career management are your network, your reputation and your expertise. To a great extent, you can grow and control all three elements. Failure can be scary and anxiety provoking, but if you don’t get floored by it, time – easier said then done, I know. I have not been laid off since 1991, though I’ve come close a few times. The cliché is that you learn more from failure than success. I think you learn from both, but perhaps the most impactful – maybe painful – learning comes from adversity or failure.

P26 CANVAS October 2013

Jeff Roark,

Partner & Studio Principal, Retail Little

Sandra Lamb

Author “How to Write It” Perhaps my biggest business failure was accept-

During the boom years for our architectural consulting firm

ing a job as the director of marketing for a start-

(2004-2007), we had achieved a relative degree of success.

up company, even though my gut told me the

But then we started to lose that entrepreneurial competitive

CEO was not to be trusted. He didn’t seem like

edge, the very thing that made us so successful. It was a

the kind of person I wanted to work for. Our first

gradual recession.

location was in temporary offices in downtown

We became less aggressive and lost a series of projects to hungrier, up-and-coming firms. We went from being “attackers”

Denver. We had planned a permanent move to office space across the street.

to “defenders.” The light bulb actually went off during the Great

Everything was going swimmingly for the

Recession of 2008. That’s when we shifted from being “defend-

first months of operation. But when moving

ers” to “attackers.” Like most companies, we went “leaner and

day came, I showed up at the new office space

meaner,” eventually finding this strategy served us best.

to find my desk and all my files, etc., sitting in

Success and breakthrough ideas typically come after we

the reception area. That’s when the CEO sent

experience a series of failures. I recently read the book, “Little

someone out to tell me that I no longer had a

Bets,” by Peter Sims, which gives some great examples and case

position in the organization.

studies about this principle. No matter what level of success you achieve, you have to keep the competitive fires burning. Failure is not a “file it away” lesson, it is an “actionable” one. Apply the lessons learned from it directly into the next project or project pursuit, and the next, so on.

The lesson: Always trust your gut; if it doesn’t feel right, don’t do it.

What failure teaches us about success

CJ Stewart

Founder Diamond Directors I had always dreamed of being a professional baseball

Pirates) and Dexter Fowler (centerfielder for the Colorado

player. After years of working toward my dream, I ended

Rockies), among others.

up playing for four years in the Chicago Cubs organization.

My personal failure as a professional baseball player has

But I didn’t take my career seriously enough to prepare

helped me to create a training methodology and process for

for the next day, and the day after that. It simply became a

developing elite baseball players. The takeaway is that there

day-by-day opportunity for me. I retired in 1998.

is a difference between wanting to do something and being

After my career ended, I wanted to find a way to take what

burdened to do something. To be successful requires you to

I learned – all of it – and work with other aspiring players.

be burdened to do it. It has to be your calling. When rough

So I started giving batting lessons in Marietta, Ga., one of

times come, burdened people persevere.

the hotbeds in the youth baseball market. I enjoyed working

I truly believe that failure is another opportunity to learn. It is

with these kids, and became dedicated not to let them to

what helps us to succeed. Failure is the litmus test to determine

fail in their quest to play baseball at a high level. My vision

if you’re burdened for the assignment. You can’t succeed with-

was to give them the knowledge and ability to see what

out failure. Without it, how can you recognize success? Fail-

hard work can accomplish. My early student list included

ure provides valuable information that empowers you to make

Jason Heyward (All-Star right fielder for the Atlanta Braves),

adjustments and to do things better. Success has to always be

Andrew McCutchen (All-Star centerfielder for the Pittsburgh

redefined because of the word “improvement.”

ways to learn from your mistakes As co-owner of the ActionCOACH Small Business Coaching firm in Miami, Jody Johnson works with a diverse set of clients to help them realize their dreams through thriving and successful businesses. Johnson offers the following three steps to help you turn failure into success.

P28 CANVAS October 2013

1. Review

Examine what worked and what didn’t. Find which area failed (people, business model, strategy, etc.) and make the necessary adjustments.

2. Process

Having identified the source of the failure, find what you need to do to address it in the future. It may be something you must learn personally, human resources related or a technology.

3. Get back to basics

Do a business plan from the ground up. A business plan forces you to consider every aspect of your endeavor, and will help you gain a good understanding of what you need to do differently and how to proceed.

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

EdsFâ&#x20AC;&#x2122;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. EdsFâ&#x20AC;&#x2122;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.

k C A B GIvE RInt 3 At P ber 10, 201

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

Why how we buy today is changing By Lorrie Bryan

hen the West was being settled in the 1800s, enterprising cowboys, cattlemen, rangers and gunslingers used

word of mouth to avoid getting scalped, to find the best saloons, prettiest strumpets and biggest poker games. If you didnâ&#x20AC;&#x2122;t get good information from a trusted source, you might get watered down whiskey, homely strumpets or tilted card games. There is no shortage of information these days. We have hours

of commercials and advertisements, roadsides littered with billboards and an endless array of â&#x20AC;&#x153;trip advisors.â&#x20AC;? But take note: The commercials are biased; the billboards and ad photos are touched up, and the Trip Advisor listings often are fabricated. There seems to be far more snake oil salesmen these days than in the Old West.

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The Circle of Trust

Keith Tudor, chair and professor of marketing at Kennesaw State University and an expert on consumer behavior, says that in many ways the internet is a lot like the 19th Century Wild Wild West. “It has made information a lot more convenient to access but a lot less credible. We all know better than to believe everything we read on the internet. In some ways, social media is just another tool for exchanging information. It’s hard to know whom to trust. There’s a whole lot of ‘catfishing’ going on – people pretending to be

“ In business, trust is invaluable. …Word of mouth from someone we trust is generally still the most powerful decision influencer.” – Keith Tudor, Professor of Marketing, Kennesaw State University

someone they are not. Word of mouth from someone we trust is generally still the most powerful decision influencer.”

All about trust It is difficult to build trust. It takes time to develop, and once you do, it doesn’t take much to destroy it. Trust, as we know, must be

constantly maintained. “In business, trust is invaluable,” Tudor says. “It shortens the sales cycle by reducing the information gathering time and it increases repeat purchasing. Building trust through social media is not much different than building trust with friends. You have to do what you say, mean what you say and be ethical and honest.”

Your posse – That inner circle When the sheriff needed to round up bandits and scoundrels, he often would form a posse – people he trusted and respected. These were the shooters or trackers – people with a certain expertise or experience. While we don’t need someone with

Tweet your way in

tracking skills these days, we do like

Brent Gleeson knows a thing or two about what it takes for brands to connect with their customers. As co-founder and CMO at Internet Marketing Inc. (IMI), he knows how constantly advancing technology affords individuals and brands the opportunity to find new ways to connect, build trust and share great content. Following are ways you can build trust the Twitter way:

buying decision. We constantly are

• Define goals and identify your audience – If you’re going to use social media, invest the time and do the work. Set your goals and strategy, identify your stakeholders and commit to being consistent. • Start following and listen – Once you have defined your audience, follow influential people on Twitter. Watch, listen and learn. • Build relationships and your following – Retweet, comment and share other followers’ content about four times for every one time you post something promotional. • Share great content and create your own content – If you really want to build brand trust and be a respected thought leader, share your own content. To ensure increased visibility of your content on Twitter, learn how to use #hashtags effectively.

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our “posse.” Most likely, we consult with that posse before making a major turning to our inner circle for people with expertise and experience. Susan Gunelius, a 20-year marketing veteran who has directed marketing programs for some of the largest companies in the world, says we want to feel like they’re making the right decisions or that we’re “in-the-know” when we buy. So we turn to our friends and networks to confirm our opinions and make sure we don’t make a purchasing mistake. “We let others influence our decisions because we want affirmation that we’re making the right decisions about parting with our money,” says Gunelius, president and CEO of KeySplash Creative Inc.

Your brand The practice of branding cattle, which dates back to thousands of years before the West was settled, still is commonplace today. Not only does the brand

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The Circle of Trust

indicate ownership, it represents a certain standard and characteristic consistent among all cattle that share its mark. Today, a brand is more than a symbol, it has come to mean any feature that identifies and distinguishes one seller’s products from another. Building brand trust should be the cornerstone of every brand development strategy. “Without trust, there is little reason for people to choose your brand over a competitor,” Gunelius says. “While many purchase decisions are based on need, even more are based on emotions, and trust is a powerful emotion. Consumers need to trust that your brand will deliver on its promise in every interaction. That’s how you build brand loyalty and brand advocacy. Every marketing initiative and strategic decision should be put through a test. Executives need to ask themselves, ‘Does this decision elevate the trust consumers have in our brand?’ If the answer is ‘no,’ the initiative should be retooled or abandoned for one that does foster brand trust.”

“ While many purchase decisions are based on need, even more are based on emotions, and trust is a powerful emotion.” – Susan Gunelius, President & CEO, KeySplash Creative Inc.

The new frontier On the internet, today’s Wild West consists of pioneering companies that use social media to wrangle and herd customers and clients to their websites to buy their products and services. Check out these findings: • Consumers are 71 percent more likely to make a purchase based on social media referrals (Hubspot). • Social networks influence nearly 50 percent of all IT decision makers (LinkedIn/TechConnect 2012). • Out of 53 percent of consumers who said they use Twitter to recommend companies or products in their Tweets, 48 percent bought that product or service (SproutSocial). •T witter is the No. 1 online channel for influencing purchasing decisions surrounding electronics (Mashable). •M ore than 15.1 million consumers go to social media channels before making purchase decisions (Knowledge Networks). And sure, while you can’t believe everything you read on the internet, there’s ample evidence that social media, if properly used, can build brand trust. “Absolutely,” Gunelius say. “Ten or 20 years ago, marketers would have killed to have an audience of interested consumers in front of them to hear what they had to say. Today, they have it through social media. It’s a fantastic time to be a marketer with a brand to build.” In the Wild West, the best posse members were trustworthy and possessed needed expertise. You can say the same about great marketers today. “New business opportunities will not come without building trust, and trust can only be developed by adding real value,” says Brent Gleeson, co-founder and CMO at Internet Marketing Inc. (IMI), one of the fastest growing digital marketing agencies in the country. “If you come in with guns blazing and a sales pitch every time you post, you will fail.”

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ways to build trust now In today’s ever-evolving marketing landscape, having the right tools to navigate the new frontier, build trust and get into that inner circle is critical. Susan Gunelius, president and CEO of KeySplash Creative Inc., has helped household brands such as AT&T, HSBC, Citibank and Cox Communications do just that. Here are five things she suggests to enhance your chances. No. 1 – Walk the walk Publish content that consistently meets consumer expectations for your brand and lives up to your brand promise. No. 2 – Create a core branded online destination A blog is best. Spread your brand through other online and offline touch points such as Facebook, LinkedIn, email marketing, advertising, etc. Visibility is key to broadening your audience and building brand awareness. You can’t develop brand trust if you’re not visible.

No. 3 – Do your research Find out where your target audience already spends time online. Join the conversation and start to build relationships by answering questions and providing useful information. No. 4 – Don’t self-promote Social media isn’t about you. It’s about how you can help your target audience by providing useful and meaningful information. No one will trust you if your content reads like an ad.

No. 5 – Be real, be honest and be transparent The most important thing is to commit to the long-haul. The power of leveraging social media to build your brand comes from the long-term, organic and sustainable growth that it can provide. Of course, you should support your long-term strategy with short-term tactics, but you must be persistent. Brand trust and business success doesn’t happen overnight.

Crea a fiv ting e-

sales star team

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The who, where and when behind finding great salespeople By Brian Sullivan

tatistics show that most businesses fail in the first five years. Why? Because they arenâ&#x20AC;&#x2122;t selling enough products and services. As a business owner, you only have two choices. You can do all the selling, which will put you at risk of neglecting the other parts of your business. Or, you can hire, inspire, train and coach a new sales team to be the best in your industry. Frankly, option No. 2 really is your only choice here. To help point you in the right direction, here are several things you can do to keep your business going past the five-year mark and build a foundation that lasts.

Who to find There are three things that separate the worldâ&#x20AC;&#x2122;s best salespeople from the rest of the pack. Following are three qualities every one of your new team members should possess.

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Creating a five-star sales team

Five-star salespeople simply are more interested in learning than talking. 1

Posture

Great communication skills

Appearance matters. Your

Five-star salespeople simply are more interested in learning than talking. As a

prospects and customers will

result, they are great interviewers and even better listeners. These skills are fueled

say “yes” to salespeople who

by an immense curiosity to find ways to better serve others.

have a good attitude and are enthusiastic about what they do.

Hiring tip: Have them meet as many people as you know. Have lunch with friends and/

Your five-star sales candidates and

or colleagues to see if your prospective team member asks lots of questions and listens.

salespeople should have a deep interest in wanting to meet new people and build

Step No. 2 – Where to find them

a ton of relationships. They should be

This is where your own communications skills are tested.

the energy source in every room. It’s not about getting rich off the people they

Peruse your contact lists

meet; it’s about loving what they do.

If you’ve done a great job of building your own network of friends and industry contacts,

The byproduct of having a great attitude

find one who exemplifies the traits you’re looking for in your next salesperson. And then

and above-average enthusiasm is that

ask for his help. Be specific when communicating what you’re looking for. Don’t be

your new team will meet a ton of people

surprised if your own contact finds interest in the opportunity you’re presenting.

who want to do business with them. When that happens, your company benefits.

Hiring tip: Your best people will come from your network.

Hiring tip: Take note of the candi-

Keep your eyes open

date’s body language, smile and tone

Think of the last great customer service or sales experience you had. Did you find

of voice. If you can feel the energy, the

yourself wishing that person worked for you? If so, why not ask him?

interview is off to a great start.

Next time you find yourself in that situation, ask the person this: “You did a great job for me today. I can tell you take a ton of pride in your work. My company

roduct, industry P & competitive knowledge

currently is expanding, and we’re looking for associates with your type of attitude. If you have interest in learning more, please don’t hesitate to reach out to me.” Then hand him your card.

Should you hire somebody who has been in your industry – somebody who

Hiring tip: Don’t feel guilty about “stealing” somebody else’s great person. If

knows your products and competition?

he’s being treated well, you’ll never hear from him again. If he’s not, you’re doing

Well, it doesn’t hurt. But examine the

a good thing for him and your company.

match carefully – too many underperforming businesses put way too much emphasis on industry experience. As

When to find them

a result, they end up creating a team

Don’t wait too long to start building your team. The sooner you make the investment, the

of tired company-jumpers who often

sooner you’ll get a return. If cash flow is an issue, consider a straight commission program.

lack the enthusiasm that’s essential to

Remember, five-star salespeople are going to cost you some sales margin. But

capturing market share. When faced with a choice between a

that’s the deal you made. Don’t be the person who starts counting the dollars paid out instead of the ones coming in.

candidate who knows everything versus an enthusiastic one who’s dying to learn

Hiring tip: Always be looking for great salespeople.

everything, go with the latter. Regardless of the candidate’s experience, product

Remember, you can’t do it all. There are dozens of high-performing salespeo-

knowledge is teachable – attitude is not.

ple waiting for you to contact them today. These champions of sales will bring you more new clients, sell more to your current customers and allow you to put that

Hiring tip – Don’t hire a single salesperson unless you’re willing to invest in training them effectively.

strategic mind of yours to work in other areas of your business. And who knows? After that five-star sales team of yours starts paying dividends, you may even be able to take that long awaited vacation – to a five-star resort.

Sales coach and business consultant Brian Sullivan, CSP, is author of the book, “20 Days to the TOP- How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” For more information, visit www.preciseselling.com.

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final thought

Interview with Frank Mallozzi

EFI’s Frank Mallozzi on why print still matters

s senior VP of worldwide sales and marketing at EFI, Frank Mallozzi has been around the world, and then some, this past year fronting his organization’s growing global sales and marketing operations. What he sees out there is an industry on the cusp of a rebound – a turnaround that continues to redefine what it means to be a print company. And while many still debate its relevance, Mallozzi says print is as prominent as it has ever been but has shifted into new and more diverse directions.

must today for driving efficient production and management. Businesses have so many different technologies available to print, and having the right data and analytics for the most costeffective technology is critical.

On how the emerging smart sign technology is changing the data game… This technology helps to give rise to a new generation of interactive retail advertising

Frank Mallozzi

On where the printing services industry stands today as a whole…

and marketing efforts. These signs, which

The market for print is strong, especially digital,

height of people in front of them. It can tell

which is growing through versatility and diver-

retailers what products and images received

sity. Breaking it down geographically, China

the most attention. By gathering information

is very strong, as are Indonesia and Thailand.

about which messages are more effective,

We’re starting to see some improvements in

traditional retailers now can develop market-

are equipped with cameras and specialized software, can recognize the age, gender and

the U.S. economy, albeit slowly, with Europe

ing approaches that better counter web-

just a tick behind. More print related businesses

based competitors. We’re seeing a lot more

are coming back to buy more innovative equip-

cloud-based analytics tied to the traditional

ment that features newer technologies, and this

analog business. It’s changing the rules of

positivity means there is more money available

how internet searches are done today.

for capital investments. We’re also seeing a lot of interest in digital flexibility and short runs.

On the opportunities available for today’s printers…

On sales techniques in the print landscape… The biggest thing a printer can do today is truly

The biggest thing print businesses can do in today’s competitive landscape

understand the technology that they’re offer-

is to make sure their houses and operations are in order. If they have the right

ing. The slightest little change in technology can

ERP and MIS systems, they will be able to truly track the costs of the jobs out

really make a difference in how you sell print. At

there and grow their efficiency. They also need to be able to utilize the right

the end of the day, print is a commodity, just like

print technology for the type of job they are running. That is important today.

a bank. Each bank sells a number of different

Having the right capabilities means you have the right multi-media campaign

programs, services and products – programs

to bring to your customers when you go to market. I know a print company that

that help differentiate themselves from their

has increased his business by 40 percent over the past three years because he

competitors. Printers have to do the same thing.

moved into the digital market. It shows that technology matters.

On what technological advances will make a difference moving forward…

On what the future holds… The printing industry is a very large industry to serve, and it’s not going to go away. We are

One of the biggest areas is the move from solvent-based wide format to UV. The

always going to continue to have a need for

versatility of UV has been embraced quite nicely. The qualities coming from these

paper. But today, how that paper is delivered

devices are making the opportunities endless. For example, look at some of the

and formatted will continue to change and be

cool designs that are on drinking tumblers. Those are coming from this innova-

redefined in every area, including packaging.

tive platform. Packaging applications continue to grow through UV technol-

We can see how the technologies are evolving

ogy. We’re also seeing a lot more printers come to us about MIS systems – a real

to serve those needs.

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Don’t Gamble, Get Guaranteed Print Results. Copies of Print & are available on request from your Sappi sales rep, who can give you the back story on how many of the processes were achieved or arrange a group presentation by our graphic design and print production expert, Daniel Dejan.

To view this Augmented Reality (AR) animation,

tap “Scan” in the upper right corner and hover

all you need is a smartphone or tablet. Download

over the QR code on the left to activate the

the free Junaio AR browser on your device from

Sappi channel. Use your device to frame the

the App Store or Google Play. Open Junaio and

image above to trigger the animation.

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