supporting print sales & Marketing executives
december 2011
Why Did We Go Out of Business? It’s the End of the World... Create a World Class Prospect List Do You Have the Winning Formula?
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Publisher mark potter > mpotter@thecanvasmag.com
“ There are no failures – just experiences and your reactions to them.”
marketing manager brandon clark > brandon@thecanvasmag.com
sales manager kayla rowan > kayla@thecanvasmag.com
MANAGING EDITOR mike pallerino
– Tom Krause
ART DIRECTOR brent cashman
CONTRIBUTORS linda bishop, lorrie bryan, paul castain, howie fenton, john foley, jr., ryan sauers, 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
@TheCANVASMag http://www.linkedin.com/ groups?gid=1797952
December 2011
DEPARTMENTS P2
P14
R.E.M. Nailed It
Don’t Box Me In How printers have found success in providing packaging solutions for customers
Publisher’s Thoughts
Out of the Box
P4
Things to Know About the Google+ Pages Feature
P16
P5
People News
Don’t Just Say It . . . Prove It!
Web Offset Champion Group launches Guide N° 8 “Perfectly Finished Web Printed Products”
P6
The Corner Office
ENNIS, Inc. Declares Quarterly Dividend
Tech Corner: Navigating the Murky Social Media Waters
Dscoop Announces New Global Board of Directors
Print in the Mix Fast Facts: Localized Ads A Key Focus for National Brands
Sir Speedy Named To Franchise Times Top 200 List
Marketing Insights Branded Magazine Apps Quick, Easy, and Engaging Communicating Social Media: One tool in your Integrated Marketing Mix
Postal Prices to Increase in January
P18
Product Spotlight iPaper - Online Publishing Neenah Paper Announces CLASSIC® PAPERS Brand Revitalization InterlinkONE - New Envelope Yields Tear-ific™ Results - Western States
CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097
P40
Book Recommendation Business Model Generation
CANVAS, Volume 5, Issue 4. copyright 2011 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, Georgia 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, Georgia 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.
FEATURES P20
‘Why did we go out of business’ In an economy steeped in an epic decline, too many printers have closed their doors. But where does the blame fall? On the printers? The economy? We take an inside look at what to do when the lights go out.
P26
It’s the End of the World... As We Know It
P32
Create a World Class Prospect List P36
Do You Have the Winning Formula?
CANVAS P1
R.E.M. Nailed It
E
Everywhere you look there is pain. People are stressed out and worried. Under the pressure of the
economic strain, we have seen many printers go out of business, we have seen friends laid off, and we have accepted less pay. The most frustrating thing is that a lot of us thought that things would have
made a comeback by now. No matter what the economists said and no matter what has happened in the past there was a
prevailing thought that things were cyclical and things would improve over time. In my opinion, the
idea that things are cyclical is accurate. However, that doesn’t mean we will buy the same products that
Publisher’s thoughts
we used too. The markets are cyclical, but products are not. So why in the heck would anyone build a
business around one product or service? As R.E.M. belted out in the early 90s, “It is the End of the World As We Know It and I Feel Fine”! That song should be the mantra for anyone who plans on succeeding over the next… forever. The facts are
that the world as we know it is over. The way we operated over the past 20 years is not going to play in the new day. The excesses of the past few years have been exposed and business will need to be based on real value and sincerity.
Our industry has experienced a disruption of great significance. I am a big believer that the economy is not broken. I believe that the printing industry is not broken either. I think they were both broken a long time ago but the cracks were deep and undiscovered. As the next generation of products and technology came out, we all smiled and dreamt of our new flat screen TV’s. The good news is that this slap in the face reminds us that we need to wake up and embrace reality. The world is returning to a day where a handshake means something. The idea that we can bury ourselves in data and call that progress does not hold water. People want to trust again and that means we will need to go deeper with our markets and truly provide them value. In addition, we are going to have to work hard. I don’t mean putting in long hours to please your boss either. I mean, doing the kind of real work that inspires you and the people you serve. In this issue of CANVAS we take our annual look at the next 12 months. With the use of the Mayan forecast that the world is really coming to an end in 2012, we demonstrate that, in many ways, the new world is just getting started. In our second feature, we delve into why small businesses, like printing, have failed. It may be easy to blame the economy or technology, but some heartfelt introspection shows that a lack of strategy may just be at the core of what ails us. The world is not over. It is the dawning of a new day and when you are at the beginning of a new lifecycle curve–- there needs to be investment and effort. This is not a world for those who desire comfort. This is a day for those who want to work hard, think positively, and be human. It is the end of the world as we know it and I really do feel fine. Happy New Year,
Mark Potter Publisher Twitter @markricepotter
P2
CANVAS December 2011
www.manroland.us.com www.manroland.ca
Meet the game-changer. The world makeready champion, ROLAND 700 DirectDrive For zero-time plate changes, nothing out-performs the ROLAND 700 DirectDrive press. With directly driven plate cylinders, all plates can be changed simultaneously and easily during the same time the impression and blanket cylinders are being washed. For even more speed, QuickChange modules allow you to automatically pre-select all makeready steps, and print length correction on-the-fly allows you to correct while the press is in operation. The ROLAND 700 DirectDrive’s speed, quality, and efficiency make it the bridge between offset and digital for short-run printing. Truly, changing the game.
Mobile media Things to Know About the Google+ Pages Feature
F
By John Foley
rom the day Google+ was released a few months ago, it has made quite an impact on the world of social networking. Many reports indicate that 50 million users signed up for the service within the first three months. Yes, it’s true that there is still quite a gap between Google+ and Face-
book and Twitter. However, Google helped to solidify the relevance of its
social networking by releasing its Pages functionality this week. If you are looking for ways to increase the effectiveness of your marketing efforts
through social media, you should certainly take a look at whether a Google+ Page John P. Foley, Jr. is the CEO and CMO of Grow Socially (www.growsocially.com). For more information call John at 800-948-0113 or e-mail him at support@growsocially.com.
could benefit you. Here are few things that we have learned so far that may help you in that process: What You Might Like About the Page Setup Process It is quite easy to do! You should be able to create a Page in a matter of minutes. Here are the main steps: • Log into Google+ • Go to https://plus.google.com/pages/create • Choose which category you would like to assign your Page to. Options include “Company”, “Product/Brand”, “Local Place”, and others. • From there, you will simply need to enter in values for a few basic fields, including Page Name and Website URL.
Once your page has been created, take the time to fill out
What You Might Not Like About the Page Setup Process
your profile. This may include:
Google might certainly make changes to the items mentioned
• Using the “Recommended Links” section to share other URLs that are relevant to your business. This may include other social
below sooner than later, but we just want you to be aware of them right now:
networks, a Newsletter Sign-Up form, and even a way for people
• There can only be one Page Administrator right now.
to access an online storefront for products that you may sell.
• It’s not exactly Facebook. This can be a good thing! We
• Taking advantage of the content that can be entered into
are all excited to see what opportunities Google+ may
the “Introduction” field. Google+ provides plenty of space
create for businesses. However, since many of us are
for you to share a compelling story about your company.
very familiar and comfortable with managing a Facebook
You can also add links to relevant sites here as well.
Page, we may struggle a bit as we look around for similar
• Utilizing the “5 Photos” Area on the Home Page. This
capabilities within Google+.
space gives companies a chance to be creative. When done properly, you can provide a great image of your company through the photos that you share there.
Moving Forward One of the best, and yet, most challenging items of being in the world of social networking today is that things change very quickly. Many companies are still trying to figure out how to grow their business through Facebook, Twitter, YouTube, and LinkedIn. Thus, some might look at the process of adding Google+ to their marketing mix as a burden. However, we must keep in mind that success in marketing truly comes down to being where our customers and prospects are. In the case of the print industry, many of us are trying to reach marketing departments so that we can offer solutions to them. Google+ is already the home of a lot of forward-thinking marketing professionals! Creating a Page now while the Feature is relatively new might give us a tremendous opportunity to increase awareness of our brand and attract some well-deserved attention!
P4
CANVAS December 2011
A c t i o n
Don’t Just Say It . . . Prove It!
I
By Paul Castain
believe everyone we speak to is on a “fence” of sorts. A fence between the choice of our printing company and the thousands of others ready to move in or worse yet . . . the fence of indifference between what we are offering and what they’ve been doing all along! Typically, we tell our prospects about our company, our technology, our people, our
Paul Castain is the vice president of Jedi Mastery
process and maybe, for good measure, we sprinkle in how we’re the best printer in the whole
at Castain Training Systems.
wide world. The only problem is that buyers, by nature, have a built in doubt mechanism that
Paul’s career spans more than
helps protect their company from bad decisions.
25 years, during which he
That’s why Evidence
has trained more than 3,000
D.E.F.E.A.T.S. Doubt!
sales and sales leadership professionals.
Evidence can make your sales claims/efforts credible.
D.E.F.E.A.T.S is simply an acronym to show you all the cool ways you can do that! D stands for Demonstration. It could be anything from a plant tour to actually walking them through your quality control process or letting them take your technology for a test drive.
E stands for Exhibits which is a fancy way of saying “samples”. We love showing samples of our work in the printing industry . . . we may just go about it the wrong way. Don’t show a sample without a corresponding war story. For example, you could share story of when you produced a piece at the 11th hour and still received a double digit response rate.
F Stands for Facts. A fact could be how many years you’ve been in business or the intracies of a special process or piece of equipment.
E Stands for Examples which are the easiest form of evidence at your disposal. All you have to do is simply give one the next time you make a statement. For instance, don’t just tell someone about your company’s attention to detail, share a personal anecdote that helps support your statement.
A Stands for Analogies & Stories. This is a great way to help people understand one of the differences your company brings to the party! It can also be a unique way to get your differences to stick with your audience!
T Stands for Testimonials which add serious credibility when people can read what others are saying!
S Stands for Statistics. There are so many industry statistics out there ranging from the impact of four color and variable data to the efficiencies of a storefront and cost savings of on demand printing. Use them! One last thing . . . don’t wait for people to ask you to prove something . . . Prove it proactively and you’ll separate yourself from the masses!
CANVAS P5
Co Th Of rn e fic er e
Tech Corner
Navigating the Murky Social Media Waters By Howie Fenton, NAPL Senior Consultant
S
ometimes it is difficult to determine if a new communication of marketing strategy is a threat of opportunity. Determining their effectiveness can be even less clear. As we transition from print service provider to marketing service provider, understanding the effectiveness of social media is just as important as understanding how to get started.
To begin with, effectiveness depends on how you define effective-
Perhaps the most important aspect of social
ness. According to MarketingSherpa’s March 9, 2010, “chart of the
media is that the medium is a marathon, not a
week,” Social Media is most effective for:
sprint. You have to spend time planning, creating
• Increasing brand or product awareness (49% said very effective)
content, listening, and responding. And you have
• Increasing brand or product reputation (45% said very effective)
to be willing to experiment. It’s not always easy,
• Improving public relations (43% said very effective)
but look for good measurements—page views,
• Increasing Web traffic (41% said very effective)
followers, posted comments, etc., then monitor
• Increasing Search Engine Rankings (35% said very effective)
the effectiveness and change your track if you need to.
Social media effectiveness fell short, however, in:
While many people profess expertise in social
• Reducing customer acquisition costs (32% said not effective)
media, it is still a fairly new field of dreams. There-
• Reducing customer support costs (43% said not effective)
fore keep your eyes open, and do your homework,
• Increasing sales revenue (35% said not effective)
especially regarding privacy laws, spam, double opt-in lists, and do-not- contact laws (particularly
Getting Started
true when dealing with telemarketing).
While there are few out-of-pocket expenses
Start simple—maybe create
in implementing Social Media, it does
a Twitter account, find a
require a time commitment. At first, it may be a few hours a day and eventually it may wind down to 30 minutes a day or less. Thankfully, with new mobile tools (smartphones with social media apps) and tablets such as the iPad, you can post, respond, and interact from virtually anywhere there is cell phone coverage or Wi-Fi. As noted above, the effectiveness of social media as a solo strategy depends on your goal, but there is compelling data that
Perhaps the most important aspect of social media is that the medium is a marathon, not a sprint.
social media tools work best when they are used as part of a broader cross-media strategy. For example, blog-
thought leader you respect, and start following the people he or she follows. Look for bloggers you respect, read what they post, and, when you get inspired, post your own blog or create your own newsletter. Develop a database of customers and prospects by offering to give something away, such as a report or article, in exchange for signing up and
providing their contact information.
ging is a good way to increase your SEO (Search Engine Optimization),
In summary, social media can be used to
which helps people find you. Facebook and LinkedIn can be effective
market your own services or added to the list
meeting places for people to engage in conversations and help build
of services you offer customers. Today many
a community. Twitter provides a lead generation tool that can drive
companies are combining social media, pURLS,
people to other social media sites.
texting, and QR codes to their existing variable-
There are many different strategies to consider when engaging in
data printing offerings. It requires more time
social media. One of the best known is the “thought leader” strategy.
than money, but right now social media market-
Using this approach, you provide content that demonstrates subject
ing is a hot subject. If you’re interested in learn-
matter expertise, thus encouraging people to keep you and your
ing more, go to http://bookstore.napco.com/
products or services top of mind. You can offer content through
PI to order a book on targeting your customers
blogs, videos, slideshows, or webinars.
with personalized content.
Howie Fenton is a consultant with NAPL focusing on resolving production concerns and issues between sales and production staff, and helping companies sell more value-added digital services. To contact Howie, call (800) 642-6275, Ext. 6328, or email hfenton@napl.org
P6
CANVAS December 2011
Ricoh’s new color This is big. Our powerful and affordable new color production system delivers
endurance and speed. Plus, you’ll marvel at all its best-in-class features.
Like razor-sharp text and graphics at up to 65 or 75 ppm, customer-replaceable
units that are easily installed by you for maximum uptime performance,
production printing system and too many stock and finishing options to list. And perhaps best of all,
Ricoh’s Business Booster Program gives you the tools and advice you need to
help turn your print shop into a profitable marketing communications company.
Call 1-800-63-RICOH, or visit www.ricoh-usa.com/RPP
is a born runner.
The RICOH Pro C751
Co Th Of rn e fic er e
Print in the Mix Fast Facts For additional information go to www.printinthemix.com.
Localized Ads A Key Focus for National Brands
I
n its study of localized marketing– “Localize to Optimize Sales Channel Effectiveness” – the CMO Council says just 12% of marketers believe they have high performing campaigns and analytics on a local level in contrast to nearly 50% who see themselves as underperforming or needing new strategic thinking; 86% of national marketers surveyed intend to look for ways to better modify, adapt and localize their marketing content, messaging and prospect engagement practices.
Findings from the online survey of 300-plus members, across all leading industry sectors reveals that:
• With the exception of direct mail and
• The most preferred channels for
• Surprisingly, the Yellow Pages (online
FSIs, traditional print and broadcast/
localized marketing are: experiential
and offline) and local online deal
cable media are losing ground to
events, direct mail, FSIs, localized
delivery networks, such as Groupon
more targeted, personalized, interac-
web sites, social networks, electronic
and LivingSocial, lagged behind
tive forms of local engagement.
messaging and, interactive digital
all channels of localized marketing
signage. These were far more popular
choices for national brands.
selections than cable and broadcast television, radio, local magazines, and daily and weekly newspapers. The CMO Council notes that local marketing automation platforms and solutions are enabling national or regional marketers to produce, package, distribute and digitally repurpose multiple versions of content, collateral, advertising, direct mail, promotional and in-store merchandising materials very cost-efficiently and effectively. Additional findings from the “Localize to Optimize” study: • Nearly 50% of marketers believe
• Only 36% of marketers have a formalized
• Major obstacles or challenges to
localized marketing is essential to
process or system for tracking the impact
marketing localization include under-
business growth and profitability,
of national brand advertising on local
standing local market dynamics or
particularly as it relates to demand
market development and customer acqui-
variables (31%); finding knowledgeable
generation and sell-through of prod-
sition. Some 61% either don’t measure
local market resources or experts (23%);
ucts and services.
this or have an ad hoc system for tracking
and determining the right cost/benefit
national advertising effectiveness.
models when it comes to spend (23%).
• A quarter of marketing respondents allocate over 50% of their market-
• Factors that most influence localiza-
ing and merchandising budgets to
tion of marketing messages include
tages from localized marketing strategies
local programs; another 42% spend
demographic (45%); geography/loca-
and programs include: greater customer
between 20 and 50 percent of the
tion (43%); socio-economic (30%);
relevance, response and return (67%),
their budgets on local marketing.
psychographic (27%); cultural (22%);
better customer conversations and
buying history and behavior (20%),
connectivity (40%), improved loyalty and
and language (19%).
advocacy (29%), brand differentiation,
• Top benefits and competitive advan-
distinction and preference (27%). “Localization is the name of the game for national brands with significant field, channel, or network marketing organizations,” Donovan Neale-May, executive director of the CMO Council, is quoted as saying.
P8
CANVAS December 2011
Marketing Insights
Co Th Of rn e fic er e
Branded Magazine Apps Quick, Easy, and Engaging
P
eople who read B2B, consumer,
However, nearly one in five app users are new readers (18%) consum-
and association magazine apps cite
ing content only from within the app, and representing an untapped
portability, speed, and 24/7 access
audience for publishers.
to content as the top 3 motivators for magazine app readership, according
to a new survey from Texterity. Among surveyed magazine app readers, other
A greater percentage of B2B app users are new to publisher content (24%), and such audiences are more likely to rely exclusively on digital content:
motivators include environmental responsibility, updates and RSS feed, and social sharing. Below, additional findings from Texterity’s sixth annual 2011 Mobile Magazine App Survey.
Audience Engagement High Once a magazine app is downloaded, mobile readers typically visit their app five times each month and nearly one-half (47%) spend 20 minutes
Content Sharing
or more in their magazine app; 26% spend 30+
More than eight in ten magazine app users (81%) share content;
minutes per issue.
among them 29% share via email and 23% share via word of mouth.
Engagement is even higher on the iPad: 53% of those who access app content via iPad spend
Fewer share via social media channels such as Facebook (15%), Twitter (8%), and LinkedIn (5%).
20+ minutes per issue and 30% spend 30+ minutes per issue.
Impact of Mobile Ads Nearly two-thirds of readers (66%) take action on advertising;
Cross-platform engagement is prevalent as well:
among them 40% have made a purchase as a result of in-app adver-
82% of app users engage with the publishers
tising (online, in person, or by mail), 16% have visited a website at a
brand in other ways outside of the app; among
later time, and 15% have purchased in-app via a link.
them most engage with those brands via print magazines (28%) and websites (27%):
Demographics Mobile app users tend to be younger men: More than six in ten are younger than age 35. 84% are men.
B2B app users are more likely to be men (89%) whereas association app users have the highest percentage of women (30%). Other findings: • 59% of app users say they discovered an app while browsing the App Store and only 25% found it via publisher promotion. • Most app users use their apps during downtime, at night or during the weekend: Only 17% use their apps while at the office.
CANVAS P9
Co Th Of rn e fic er e
Communicating
Social Media: One tool in your Integrated Marketing Mix By Ryan T. Sauers
I
often say that social media is “a tool” not “the tool” in your overall marketing tool kit. Although, some traditional printing companies may dislike social media—it is here to stay. Some do not care for it because they see it as taking away from the importance of printing and direct mail. This argument is simply not true. However, if done right, social media enhances both print and mail offerings. So, don’t be stressed about which way to go and instead know that this is a good time to “re-think” your marketing and communications strategy. So, while it is correct to say that printing has changed… it is incor-
you know how your clients like to communicate?
rect to say that printing has died. For that matter, print does not
We can help you. Our expertise is in helping
need to be rediscovered because it never left. In contrast, some
print related businesses. We (break down sales
social media experts view printing as an “old school” way of commu-
and marketing silos) and integrate them to work
nicating and an unnecessary marketing activity. This is wrong! Many
together and ensure they are in alignment with
suggest social media will cure most of your marketing woes and
the overall executive strategy – so more prof-
this too is off base. Such individuals have likely not looked at recent
itable sales can occur. Success is occurring at
data which shows printed/direct mail as a highly preferred means of communication. Printed pieces are a welcome change of pace to our “online-all-the-time” world. They are refreshing and remind us of a slower and calmer time. Simply said, print is still highly effective and you should be proud of that. New research backs up this claim. Contact me and I will send you the information or you can find it in my book, Everyone Is In Sales. My argument is that all of the aforementioned
We must consider the integrated benefits of using print, direct mail and social media together and when this is done correctly – something special happens.
tools are important. As a matter fact, in consulting with printing companies—I am seeing firsthand how printers
many companies as I write this article. So, be
have a unique advantage in using these tools. We must consider the
consistent and integrated in your communica-
integrated benefits of using print, direct mail and social media
tions strategy (online and offline) so you can
together and when this is done correctly – something special
grow. By harnessing these tips, you will provide
happens. None of these tools are free, as they all take time and/or
valuable information to clients, in a manner they
money. For example, many don’t realize that social media is not free. It is
want to receive it, and they will see you as a
free to use, yes, but someone is being paid to handle all of the informa-
thought leader. And remember, social media is
tion/tools and oversee the campaign. And, by the way, that “someone”
here to stay – but is simply a part not the part of
better not be an entry level person or an intern. Trust me on this.
your strategic marketing and communications
My suggestion is to determine where your prospects and customers are and decide the best way to connect with them. Do
plan. I cover this in greater detail in my book and on my website, everyoneinsales.com.
Ryan T. Sauers is President/CMO of Sauers Consulting Strategies whose business is in growing your business. Ryan founded the independent consulting firm after 17 years of leading printing/visual communications companies. Sauers is working on his Doctoral degree in Organizational Leadership and has a Master’s degree in Organizational Leadership. He is both a Certified Myers Briggs Type Indicator (MBTI) practitioner; and Certified Marketing Executive (CME). Ryan’s book Everyone Is in Sales comes out later this year. sauersconsulting.com
P10 CANVAS December 2011
Don’t Box Me In
by Lorrie Bryan
A
How printers have found success in providing packaging solutions for customers
ccording to New York Times bestselling author Daniel H. Pink, the era of “left brain” dominance, and the Information Age that it engendered, is giving way to a new world in which “right brain” qualities – inventiveness, empathy, meaning – predominate. What does it mean in the print industry? Here are some stories that illustrate how right-brain thinking led to success in packaging solutions.
QR Codes add value to packaging labels
attention that they are now receiving and the information that our
Like mushrooms after a summer rain, QR (Quick
customers can obtain by tracking the use of the QR Codes are
Response) Codes are popping up everywhere.
added benefits. We started offering the addition of QR Codes to
Created in Japan in 1994 and now wildly popular
the labels we print, primarily to add value to our services. Nobody
in both Asia and Europe, QR Codes are increas-
else in Michigan is offering this presently. We have several custom-
ingly appearing in the U.S. in magazines, in-store
ers using QR Codes now and 15 more scheduled for next month.
graphics, signage and business cards – wher-
We’ve had customers use QR Codes to direct their
benefit from the capability that QR Codes offer. The increased
ever additional information is required – and
customers to URLs, PURLs, V-cards, YouTube
can be decoded by most camera-equipped
videos, landing pages, recopies, wine pair-
mobile phones.
ings, coupons and much more.”
David Platz, a technical business
Platz says that one of their first customers
development specialist at A & M
to utilize QR Code technology is a company that
Label, says he was enthralled when he
produces honey. One of their products is agave
saw QR Codes for the first time in late
nectar, which is a sweetener alternative that is rela-
February, and he immediately saw the
tively new on the market. “People have a lot of
potential upside for the hundreds of
questions about it, and by scanning the QR Code
clients that A & M produces labels for.
that is embedded on the label, they can immedi-
“Our company has a long-standing
ately be directed to a Web site that addresses those
history of being on the cutting-edge
questions. And the way that we can make a profit is
of new technology, so when we first
by offering track and traceability of the QR Code.
heard about QR Codes, we assem-
When a consumer scans the code, we capture the
bled an R&D team dedicated to QR
time, geographical location, and device used to
and began researching on how to
scan the code. We offer a weekly, monthly, or quar-
offer the codes, and also take it one step further by offering tracking and traceability capabilities,” says Platz.
terly report that gives this detailed information to our customer, allowing them to see where their product gets attention and where it doesn’t. Knowing which products are
The obvious benefit of QR Codes is that they
being looked at, by whom, when, and how often, helps businesses
create a link to a sizeable amount of information
see what’s selling and what’s not, which is valuable information for
– whether it’s a landing page, a YouTube video
implementing marketing initiatives.”
or a V-card. “The potential for sharing informawide range of industries – everything from food
From boutique packaging to convenience store signage
products, to automotive, to production studios
In the game of golf, chasing an errant stroke can sometimes take you
like Sony and Paramount. Nearly everyone can
off the beaten path and into the weeds. But when Odyssey Digital
tion is tremendous,” says Platz. “We cater to a
P12 CANVAS December 2011
• Reforestion attributes; a Chain of Custody certification of FSC®, SFI® or PEFC • Renewable energy & utilization of manufacturing programs • Recycled content; a minimum of 30% post-consumer recovered fiber, certified by the manufacturing mill and meeting the EPA guidelines
Sign up now to learn more about programs specifically designed for your business!
PEFC/29-31-17
SFI-00203
Promoting Sustainable Forest Management www.pefc.org
Printing pursued the Titleist Golf Ball account, they
installed a Xeikon 3300 digital color label press to produce their
ended up on a path that has led to a whole new
specialty packaging applications. The Xeikon 3300 allows Odys-
revenue stream – specialty packaging. Odyssey
sey to achieve previously unreached levels of quality at 1200 dpi
secured the Titleist account for their custom pack-
resolution. Roberds views the 3300 as a necessary step forward for
aging applications, thanks to a referral from a print
the packaging market.
dealer who was familiar with the advanced capabili-
Two large advertising agencies, representing eight convenience
ties of the Xeikon digital color printing technology
store chains, now account for a large part of Odyssey’s new-account
that Odyssey had recently acquired. According to
base. Odyssey produces a broad range of point-of-purchase (POP)
John Roberds, president of Tulsa, Oklahoma-based
items for a large convenience store chain. These cover the full range
Odyssey, “We were referred to Titleist because we
of promotional materials required for a small chain of 50 to 100 stores.
are totally digital, and their turnaround require-
When the convenience store chain needed signage for a variety of sepa-
ment was three days for individual orders.”
rate applications, utilizing full-color output device on posters, counter
Titleist, which is the leader in the custom-logo
mats, flyers, menus, and inserts, Odyssey was ready to meet their
golf ball market, needed a custom package for
demands. Odyssey makes good use of its Xeikon 5000 digital color
each individual order. One of the customized
press to produce these POP applications. The Xeikon 5000 prints on both sides of the substrate simultaneously and
features on each golf ball package is a prominently displayed photo of the intended recipient’s favorite hole. Odyssey averages 40 to 50 of these orders a week, so designing an efficient workflow was key to achieving the fast turnaround time. Roberds says that Odyssey helped build the design files on site with the client, and as each template was sent to Odyssey, the company was able to print the jobs efficiently with Xeikon’s automated
workflow
capabili-
ties. Odyssey successfully started
“We have the equipment and experience to routinely meet a compressed printing cycle – printing on the first day, finishing at night and sending the finished product out the door the next day.” – John Roberds, president of Tulsa, Oklahoma-based Odyssey
marketing to companies that
has no frame/sheet size restrictions. “With the Xeikon 5000, we can promise a great product and an extremely quick turnaround, even with last minute changes. As the stores are buying in such small quantities, the runs are not big enough to justify the cost of traditional screen or offset printing,” Roberds explains.
Discovering hidden value Geographics
Inc.
owner/founder
Norvin
Hagan has a longstanding commitment to anticipating the needs of customers and investing in the technology to meet those needs. Two years ago, Geographics invested in a 41-inch, eight-color Heidelberg XL105 so that they could expand their services to their
have other premium products, like the customized
customers by offering state-of-the-art packaging and signage capa-
golf balls, that realize their value from versioning
bility. “We didn’t have a specific project or customer in mind, but we
and extend that value by personalizing the pack-
knew we needed to be able to extend this flexibility to our customers
aging. “These clients are frequently willing to
– give our sales force something new to talk about and work with,”
spend the money to personalize the packaging
explains Ron Lanio, Executive Vice President, Geographics Inc.
because their products are priced high enough
One of the distinct advantages of the new Heidelberg is that it
so that the cost isn’t prohibitive,” says Roberds.
can print on a variety of surfaces. “We anticipated that this benefit
“Personalization is what gives the product value.”
would create opportunities for us to create a presence in the pack-
By extension, they are also successfully
aging market – no one else in Atlanta has this capability – and get
marketing to companies that have an immedi-
work that would otherwise be sent to New York.” Lanio says that
ate need for limited quantities of high-quality
a benefit they didn’t foresee was the remarkable improvement in
signage. “Short run markets are perfect targets.
quality that this press brings to projects using recycled uncoated
We have the equipment and experience to
stock. “Increasingly, our customers are using recycled uncoated
routinely meet a compressed printing cycle –
stock. So we were delighted to discover that the Heidelberg XL105
printing on the first day, finishing at night and
produces outstanding quality. It allows the ink to adhere and hold
sending the finished product out the door the
detail better. It prints beautifully, and this unexpected benefit has
next day,” Roberds says. In 2008, Odyssey also
allowed us to change the way our customers think about print.”
P14 CANVAS December 2011
3 DAYS & HUNDREDS OF WAYS TO
SPARK NEW OPPORTUNITIES FOR DIGITAL PRINTING
JANUARY 23–25 LAS VEGAS
People News Web Offset Champion Group launches Guide N° 8 “Perfectly Finished Web Printed Products” The Web Offset Champion Group
The guide addresses three areas:
(WOCG) have released their 8th
1: The end product and selection of a finishing method.
Best Practice Guide “Perfectly
2: Printing process issues to optimise finished products.
Finished Web Printed Products”. Correctly finishing a printed product is essential to communicate its quality, it can also have a significant impact on profitability. This is because waste in the bindery is expensive as the costs of a defect are at their highest in an
3: Review of key postpress processing issues including delivery systems, inline finishing, saddle stitching, and perfect adhesive binding. Many factors can impact the finished product quality, including incompatible types of binding and/or certain production characteristics (ink type and film weight, paper and drying) or incorrect job preparation. Only a view of production as an interrelated system from job specification to delivery can optimise productivity. An example is that “correctly stored printed signatures can improve saddle stitching and perfect binding productivity by 25-30%,” says, Felix Stirnimann of Muller Martini.
almost finished job. The printed product is the result of a creative design and production
process.
Finishing
is its final stage and cannot be considered in isolation. When things go wrong at the finishing stage, often it is because the bindery is so far removed from the
design
and
specification
process that meaningful communication has not taken place. The purpose of WOCG’s new guide is to improve results through better communication and understanding amongst all participants in the workflow — designers, print
Why best practice? • To help managers optimise their production and manufacturing strategy, define key factors for success, and identify priorities • To assist production managers in trouble-shooting and to help identify improvement projects • To give process improvement team members a common understanding of a subject • To discuss expectations, roles and procedures with customers, sales and production staff • Provide a useful reference for experienced production staff, and as a refresher on basic best practices fundamental to productivity and quality The Web Offset Champion Group was formed in 1998 to “champion” best practice in the web offset printing industry as a tool to improve productivity, quality and safety. Its members: Aylesford Newsprint, Kodak, manroland, MEGTEC, Müller Martini, Quad Tech, SCA and Sun Chemical, and associates include Eurografica, Eltex, Printing Industries of America, System Brunner, Nitto, Trelleborg, Timsons, Welsh Centre for Printing and Coating, Swansea University.
users, publishers, printers and binders, and their suppliers. Finishing operations can be
Other publications include the Tool Box, a 242-page compendium of seven best practice guides in English and German. The guides are also available individually in five languages.
either inline with printing or
• “Roll to web processing”
through the use of dedicated
• “Web break prevention & diagnosis”
offline postpress systems. Finishing applies not only to magazines, books, reports and catalogues and increasingly to newspapers and their products.
ENNIS, Inc. Declares Quarterly Dividend
• “How to avoid surprises when changing paper grades” • “Productivity Maintenance — How to run presses longer, leaner and faster” • “How to get colour approved rapidly and maintain it” • “Environmental considerations — Energy Economy Efficiency Ecology” • “Total process colour control & Alternative Screening Technologies”
Keith S. Walters, Chairman, President and Chief Executive Officer of Ennis, Inc. (NYSE: EBF), a manufacturer of business forms, apparel and other business products headquartered in Midlothian, Texas, announced today that the Board of Directors has declared a quarterly cash dividend of 15 1/2 cents a share on its common stock. The dividend is payable November 1, 2011 to shareholders of record on October 14, 2011. www.ennis.com
P16 CANVAS December 2011
Dscoop Announces New Global Board of Directors Dscoop (Digital Solutions Cooperative), an independent global community of HP Graphic Arts customers, has recently expanded into Asia-Pacific; Europe, the Middle East and Africa (EMEA); and Latin America, prompting the formation of a global Board of Directors. This board will bring together leaders from each region to oversee the actions and events that affect the 6,000 Dscoop members worldwide. Eric Hawkinson remains the executive director overseeing the global leadership team. The rest of the board is comprised of: Chairman: Chris Petro, Global Soft Digital Solutions (U.S.) • Alon Bar-Shany, HP
• Yukinori Okamoto, FIS (Japan)
• Craig Curran, Nosco (U.S.)
• Gary Peeling, Precision Printing (U.K.)
• Erwin Koerts, Drukkerij Aeroprint (The Netherlands)
• Jan Riecher, HP
• David Minnett, Group Momentum (Australia)
• Larry Vaughn, Ideal Printers (U.S.)
“As Dscoop becomes a global organization, we saw it was
Dscoop offers its members education and networking oppor-
imperative to gather leaders from all of our regional commit-
tunities, including on-demand webinars, online forums, newslet-
tees so high-level decisions could be aligned and imple-
ters, annual conferences, online print directory and more.
mented throughout the organization,” Hawkinson said. “In
“We have assembled a world-class team of leaders to guide our
addition, they will drive the education strategy from a global
future and craft the best user group organization in the graphic
perspective, which each region will be able to tailor for its
arts industry and in the world,” Petro said. “As an organization,
own needs. This will benefit all of our members, not just on
we are working hard to expand our value to include new ways to
a regional basis.”
network relationships and share worldwide success stories.”
Sir Speedy Named To Franchise Times Top 200 List Recognized among all top franchise systems worldwide Sir Speedy, a franchise network of print-
showed a 3.1% increase in sales for the
Although the printing industry, like
ing and marketing services providers,
year. The full report appears in the maga-
most, faces challenges in the current
was recently named to Franchise Times
zine’s October issue.
economic climate, the Sir Speedy
magazine’s Top 200 List. The Franchise
“For more than 40 years our mission
network has responded by advanc-
Times Top 200 is comprised of all top
and our focus have been clear: to help our
ing the level of printing and marketing
franchise systems ranked by worldwide
franchisees succeed. Achieving this ranking
services it offers, which puts it ahead
sales for the year 2010. Sir Speedy ranked
repeatedly, year-over-year, demonstrates
of the competition and helps to sustain
number 158, with a worldwide sales
the commitment we, and our franchi-
growth,” said Richard Lowe, president
volume of $358 million. The network
sees, have to building their businesses.
of Sir Speedy, Inc.
Postal Prices to Increase in January The United States Postal Service announced on October 18
• Periodicals: Overall increase of 2.133%, with Outside
their intention to increase postage on market dominant prod-
County rates going up by 2.136%, while In-County rates
ucts an average of 2.133%, effective January 22, 2012. This
increase by 2.054%.
increase is based on a price cap calculated by the Postal Regu-
•S tandard Mail: Overall increase of 2.124%, with High
latory Commission (PRC) using Consumer Price Index (CPI)
Density/Saturation Flats and Parcels receiving the largest
data, and will apply across each Mailing Services class of mail.
increase at 2.878%. Flats see an increase of 2.209%, while letters go up 1.867%. Basic Carrier-route sorted letters, flats,
Price Increases • The price increases vary by class and processing category and are as follows:
and parcels see an increase of 2.425%. High-density and Saturation Carrier-route sorted letters have an increase of 2.298%, while Parcels see an increase of 2.864%.
• First-Class: overall increase 2.133%, with parcels getting
•P ackage Services: Overall increase of 2.133%. Single
the largest increase of 10.882%. Flats will see an increase
Piece Parcel Post will go up by 2.472%. Bound Printed
of 1.605%, while presort letters and cards see an increase
Matter Flats increase by 0.504%, while BPM Parcels
of 1.580%. International First-Class has an increase of
increase by 1.886%. Media Mail and Library Mail
4.679%. The First-Class stamp will go to 45 cents.
increases by 2.581%.
Mailers may access the rate filing document, including detailed rate charts, at the Postal Regulatory Commission (PRC) web site.
CANVAS P17
»» Product Spotlight Online Publishing — iPaper With iPaper you get the best product on the market to
iPaper is available in five different types of licenses ranging
publish your publications online. iPaper offers you endless
from 1 to 5000 iPaper publications. Each license contains a
possibilities to enrich brochures, magazines, product cata-
large selection of standard functions such as a 200% zoom
logs etc. and to make your work easier. At the same time you
function, overview of all pages, download to PDF, Tip a
save money, resources and CO2.
Friend, iPaper mobile viewer, search and archive along with comprehensive statistics about user behavior. Besides that, iPaper offers a wide range of modules which can be purchased to design a solution that matches your needs perfectly. With the Link Media Module you can enrich your publication with links, video, Flash and audio, with the API Module it is possible to automate the process of creating and updating your publications, and with the Custom Domain Module you can make it look like the publication is hosted on your own server. At present you can choose among no less than 20 modules, and new modules are introduced continuously. http://www.ipaper-cms.com
NEENAH PAPER Announces CLASSIC® PAPERS Brand Revitalization Paper Company Scores a ‘Perfect 10’ with Exciting New Features and Offerings Many designers can attest – making a final paper selection is
• Heavier cover weights featured across all 10 common colors.
often overwhelming and time consuming. But Neenah Paper
• Two NEW finishes – Eggshell and Stipple – added to the
(NYSE: NP) is proving that it doesn’t have to be. The premium
popular CLASSIC CREST® brand.
paper company updated and simplified the paper selection process by refreshing all four of its CLASSIC® Papers brands,
“The CLASSIC brands have the strongest brand recognition
including CLASSIC CREST , CLASSIC
in the marketplace,” said Kathy Kemps, senior brand manager
®
®
Linen, CLASSIC
COLUMNS® and CLASSIC® Laid Papers.
for Neenah Paper. “This revision not only makes the offerings more practical for today’s premium paper use, but also simplifies
Neenah’s extensive customer focused research identified the
the offering – taking our customers’ favorite papers, updating
increasing project demands falling on designers, making efficiency
them and making them easier to access. Designers and print-
a top priority when choosing paper for
ers already know and trust the quality
print projects. Hence the newly updated
and consistency of our CLASSIC brands,
CLASSIC brands provide a simplified plat-
but now it’s even easier for them to make
form of premium papers that are complete,
their selections across the entire CLASSIC
consistent and compatible. The revision
family of brands.”
focuses on these key components:
Using the 10 common colors, or the”
•T en common colors are now offered
Perfect 10,” Design Army, an award-
across all six paper finishes common to
winning graphic design firm, created
the four CLASSIC brands. These addi-
new paper swatchbooks for each of the
tions allow each brand to work seam-
four CLASSIC brands.
lessly together to deliver countless
“We designed the swatchbooks to
design alternatives and combinations.
present the brands as a family while
• Digital printing papers expanded across all finishes in the
preserving their unique individualism, as well as to bring
10 common colors. This makes the CLASSIC Digital Papers
them to life in a new and compelling way,” said Jake Lefe-
the most expansive offering in the marketplace.
bure, co-founder of Design Army. “When people get the
•C ommon green certifications across all four brands – FSC
®
certified, Green-e certified and made Carbon Neutral Plus.
new swatchbooks and Perfect 10 book in their hands, it’s going to be really hard for them to let them go.”
Recycled papers are made with a minimum of 30 and 100 percent post-consumer fiber, and are Green Seal™ Certified.
P18 CANVAS December 2011
www.neenahpaper.com
Product Spotlight ««
QReate & Track — InterlinkOne To help printers produce print
and which devices are being used
materials that are interactive and that
to scan the codes.
help companies reach the mobile
The application also allows
audience, interlinkONE released the
companies to upload mailing lists
product QReate & Track. QReate
of Personalized URLs or data lists
& Track allows companies to easily
of coupons/promo #’s and gener-
generate QR Codes and measure
ate of QR Codes in bulk.
their success. QR Codes are
This software can be used by
2-dimensional barcodes that can
print, mail, fulfillment, and marketing
direct people to websites, videos,
services providers that are seeking
landing pages, text messages,
to improve their marketing efforts
and more. People can simply scan
by reaching the mobile audience
the QR Code with their mobile
The number of smart phone
phone, and they are instantly redi-
owners continues to rise dramati-
rected to additional information.
cally. 50% of the US population
The QReate & Track application allows printer to gener-
will have one by 12/2011, according to many estimates. This
ate the QR Codes. The code produced is a 300 DPI, hi-res
means that more people are relying on their mobile devices
file. Thus, printers can place the code on posters, mailers,
to search, find, and consume information on their mobile
signs, billboards, brochures, and other printed collateral.
devices. Thus, it’s more important than ever before for print
They can also provide real-time reporting to their clients
to interact with mobile through QR Codes.
that enables them to see how often certain codes are being scanned, from where in the world the scans are coming from,
http://QReateAndTrack.com
‘ Why did we go out of business?’ By Michael J. Pallerino
“It’s not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” – Charles Darwin
I
t’s not the kind of reflection you enjoy asking someone to make. But for Chip Chebuhar, the answers are in the reflection. Asked if there was a defining moment when the company that many pegged him to some day lead hit an inescapable tailspin, his explanation is honest and to the point. That his answer could be a template for any number of printers that have disappeared into oblivion during this economic nightmare and ever-evolving printing landscape is where the real fascination – and tragedy – lies.
In an economy steeped in an epic decline, too many printers have closed their doors. But where does the blame fall? On the printers? The economy? We take an inside look at what to do when the lights go out.
Padgett Printing was a family-owned business that had operated in the Dallas area for more than 100 years. A highly respected industry leader, Padgett often was lauded as an example of how a conventional printer could successfully make the transition to marketing service provider and a value-added services leader. While many firms struggled to survive with burdens such as being over-leveraged, Padgett learned how to manage debt through refinancing loans and renegotiating leases with the assistance of its working capital lender. The company played the game at the highest level on a rapidly increasing competitive landscape that saw more and more competition from non-traditional sources in alternative media. But in an industry looking for leaders to build that bridge to the future, Padgett seemed poised to be a frontrunner. They were the first north Texas printer to install a digital press in 1999. They added mailing in 2001. They started developing customer websites in 2005.
It all changed in 2006, when, as Chebuhar recalls, the executive team contemplated investing in a very expensive press. To say that Chebuhar disagreed with the decision would be the mother of all understatements. “I couldn’t have been more outspoken,” he recalls. “We did not have the resources or revenues lined up to take such a leap of faith.”
P20 CANVAS December 2011
In 2007, the Padgett executive team, sans the endorsement of its vice president of sales, pulled the trigger on the new piece of equipment. The decision was the beginning of the end. Who could have known the economy would skid, and coupled with an increased cost of capital, would take Padgett down the path of no recovery? After more than a century of unprecedented service in the Dallas market, Padgett Printing closed its doors for good earlier this year. “We were at a crossroads at the time,” says Chebuhar, who today is president of The Fowler Group, a full-service, award-winning design and marketing agency in Arlington, Texas. “We were at a point where we could have continued down a path of innovative growth and opportunities. My recommendation was to be more of a marketing service provider. But the rest of the team was more comfortable with heavy iron. There are times I still think that if we would have turned left instead of right Padgett might still be in business today.”
CANVAS P21
‘Why did we go out of business?’
Padgett’s story mirrors the crossroads that many printers – any company, really – struggles with these days. How do you stop your company from becoming another statistic? How do you change your mindset? Can you? Is it possible to find, train and retain the right people to transform your business? While the steps seem simple enough in theory, the implementation and resources to do so can be difficult. For companies like Padgett, and the scores of others whom have shuttered their doors in alarming numbers over the past few years, the biggest question is, “What can you do to survive?” Chris Tierney has spent the better part of the past 21 years providing financial, operational and strategic analysis to domestic and international companies that operate both in and out of bankruptcy. “No business is fail-proof,” says Tierney, managing director of Hays Financial Consult-
You have heard about Americhip’s most recent patent. Called Video
ing. “Sometimes economic or industry factors
in Print – VIP for short – it is the company’s latest attempt to invent
happen that you can’t control.”
print products – anything from children’s pop-up books, to musical
Tierney says that it’s the decisions you make
greeting cards, to scent-stripped ad inserts that employ all five senses
outside of what you can’t control that are critical
to convey a message. Americhip calls it “multisensorized.” In its current
to sustainability. “There are plenty of things you
incarnation, VIP has lilliputian lithium batteries that can run about 90
can do to help weather the storm. Focus on cash.
minutes’ worth of video and be recharged with a mini USB plug. That
Accounting is great for taxes, but it isn’t reality.
means the device allows for information to be updated with a simple
Cash pays the bills. Look forward and plan ahead.
download off a PC. Future versions look to be thinner and feature WiFi.
Too many companies are reactive and don’t
As Kevin Clegg, Tim’s brother and Americhip’s president, once
project the future well – even 30 days out. Hire
said: “People still like to have something to hold in their hands.
good people and incent them to be successful.
They like words. Print is not dead. Boring, just-lay-there print may
If they’re successful; you’re successful. Control
be dead, but exciting, interactive print is just getting started.”
your expenses, even in good times. Too many
Today, Americhip has offices on four continents and a manufacturing
businesses get cocky when times are good. This
arm in China. It has become one of the country’s leaders in the design,
brings you down when times change. It’s impor-
development and manufacture of video, audio and lighted microchip
tant not to over extend yourself. Pushing the enve-
products, and dimensional print for publishing, packaging, direct mail,
lope is great, but stepping over the edge more
shopper marketing, premiums and specialty gift cards. “I think this is
often than not gets people in trouble.”
a great lesson for all printers,” says Robert Winsor, Ph.D., a longtime
“It is possible to fail in many ways… while to succeed is possible only in one way.” – Aristotle
Tim Clegg started a business in the late ’80s
Loyola Marymount University marketing and business law professor
selling audio and lighted promotional products
who has consulted with Americhip in the past. “Tim showed a lot of
out of his apartment in Houston. One of his
vision. He gave an entirely new life to the market.”
many patents was a flashing button that people
So if a company is incapable of re-inventing the wheel, so to
could wear – a novelty item that eventually would
speak, are they doomed to failure? Is there a secret formula to
attract the attention of big businesses such as
success? “I wish I had a great answer to this one because I could
McDonald’s and movie studios eager to land the
save a lot of hard working people their businesses and their
latest marketing sizzle for their media junkets. He
careers,” Winsor says. “I guess the only simple piece of advice is
went on to form Clegg Industries, which eventu-
to really understand your customer. Understand what alternative
ally evolved into Americhip in 2001.
choices customers are willing to consider.”
P22 CANVAS December 2011
5 ways to survive the fall As countless printers continue to struggle to survive, Chris Tierney, managing director of Hays Financial Consulting, provides some insight into what it takes to survive in today’s epically challenged economy. Key No. 1: Survivors take action – Don’t postpone decisions because they are too painful. Hope is not a strategy. Key No. 2: Survivors get ahead of the problem – Develop a battle-like sense of urgency from the start. In a revenue freefall scenario, cost cuts are deep and painful – usually much deeper than seem necessary at first. Key No. 3: Survivors reach out and ask for
“There are no failures – just experiences and your reactions to them.” – Tom Krause
There is a story Dr. Joe Webb, affectionately known as Dr. Joe, likes to tell about an article he read in a trade publication in 2010. The piece was written by a graphic arts equipment CEO who doubted that the iPad could usher in a new era for media. In the story, which Webb described as healthy skepticism, the CEO wrote: “The idea that everyone will have an electronic device through which they access journalistic content is intriguing from a theoretical standpoint, but unproven from a practical one. Compatibility, formatting commonality and reliable distribution are significant hurdles.”
help – Don’t be embarrassed to seek help from customers, vendors, employees or even the government. It often is surprising to find how much stakeholders are willing to help if they have the means. Business relationships can truly blossom in tough times, and respect is built through candor and honesty. If necessary, seek a qualified turnaround consultant. This type of specialist is accustomed to working in an environment of financial distress and can help lay out options based on the situation. Key No. 4: Survivors lead – Employees, vendors and customers are looking for a business leader that is responsible and strong. These stakeholders understand that tough decisions are necessary and appreciate a leader who is willing to make changes for the greater good of a company.
Webb says that each of these seismic media shifts required the purchase of a device. To work in harmony, the older devices
Key No. 5: Survivors focus on survival – Stop
co-existed with new technologies. Today’s computer and commu-
longing for the glory days. Simply surviving in
nication devices, he implores, are marvels of both speed and
this economic environment can become a huge
efficiency, allowing people to access information from virtually
competitive advantage.
anywhere and at any time. When Webb, a noted consultant, forecaster and commentator, and director of WhatTheyThink.com’s Economics and Research Center, first read the story, his immediate thoughts drifted toward the telephone competing against the telegraph, radio versus newspapers, television versus radio, and the Internet versus all traditional media. The truth is that the economy always is reinventing itself, even when the economy seems to be slow. Webb believes that print will become a craft again amid this economic reinvention. “These next years will present great opportunities as well as great risks that require wise navigation,” he says. “Print’s role, and more importantly, the role of the evolving print business, will be explored by our entrepreneurs, as well as by our clients and competitors, in their strategic planning and in the daily decisions they make.”
CANVAS P23
‘Why did we go out of business?’
Webb says there is no single right answer in a
Still, for reasons Webb cannot fathom, the “print is not dead” mantra
dynamic marketplace, but that all answers require
keeps wanting to stick. “We just can’t seem to stop ourselves from blurt-
an urge to act creatively and proactively. “Tech-
ing it out,” he says. “The new market for print doesn’t need an explana-
nological forces are shaping media markets in
tion of ‘not dead.’ The decision-makers are making decisions today, with
ways that could not always be foreseen in terms
today’s requirements, and they’re planning for a future that will certainly
of their timing, but could be foreseen in terms of
be more digital in nature. ‘Not dead’ is just talking to ourselves, affirming
their impacts. Over this past decade,
that by getting out of bed in the morning we’re somehow
there has been no excuse for being
qualified for the competition of the day ahead. Continually
blindsided by the impacts of digital
talking about not being dead takes time away from discus-
media on print. Yet, we know that
sion of results, new ideas, ROI and media integration.”
there were businesses that acted
Greg Charleston, senior managing director of turn-
that way.”
around experts’ Conway MacKenzie, says pronouncing
So what of the notion that “print
something “dead” or a “failure” is a knee-jerk action
is dead?” “Somehow, the common
that reveals itself in times of grave challenge. “For many
wisdom of many in the printing
reasons, the printing industry has been in a steady state
industry seems to be that when the
of decline and likely will remain in decline until at least
economy gets better, printing will get
2013,” he says. “In a declining industry, there will be
better, and may even return to what it once was,”
many businesses that fail. There is very little way around that cold
Webb says. “That’s not likely with companies like
hard fact. Survival in this economic environment is as much about
Apple in the economy. The opportunities ahead will
attitude as anything else. Having a determination to survive and
be quite different than we expect.”
willingness to do what it takes will make the difference.”
Joe Webb on printing’s future During last year’s Print CEO Forum, Joe Webb discussed some of the trends he believed would shape the market for communications and print through 2020. After flipping through forecasts of population from the U.S. Census department he became fascinated with three numbers – 30, 60 and 100. The numbers, he believed, would help paint a picture of what lied ahead for the printing services industry. “There is a tendency in our human nature to assume static zero sum conditions,” says Webb, the director of WhatTheyThink.com’s Economics and Research Center and co-author of the book, “Disrupting the Future: Uncommon Wisdom for Navigating Print’s Challenging Marketplace.” “In a broad sense, that means that if there is a winner there is a loser, and the gain of the winner is exactly the loss of the loser. Economic relationships are not that way.” The picture that Webb paints is this: The farmer grows wheat. The baker buys it and makes bread. The bread goes to a deli. Sandwiches are made. Someone purchases the sandwiches. “In each one of those cases, everyone got something greater than their inputs,” he says. “It’s not a zero sum game at all.” Below, Webb explains his 30-60-100 theory as we head toward 2020.
30
Using Moore’s Law, computers in 2020 will be 30 times faster and much cheaper
than they are today. Gordon Moore, a
60
There have been 60 million people born in the United States since 1995,
the year the Internet came to public
100
The objective of the Federal Communications Commission
(FCC) is to have the average U.S.
founder of Intel, realized that computer
prominence and Netscape went
broadband connection speed
speeds double every 18 months and
public. That’s about 20 percent of
reach 100 megabits per second.
drop in price by half in the same period.
the current population. These
That would be 6x the average
It’s not always exact, but in the long
60 million people know of no
(and 3x the typical cable broadband
term, Moore has been right.
time without an Internet.
connection) today.
For a free copy of “Disrupting the Future: Uncommon Wisdom for Navigating Print’s Challenging Marketplace,” visit whattheythink.com/distrupting-the-future/
P24 CANVAS December 2011
Scan To Read This Article on Your Mobile Device
It’s the
World… of the
As We Know It
O
by Lorrie Bryan
n December 21, 2012, it is possible that the
the architects of our own demise or survival—resistance to this
world will end. Prophetic interpretations of
transition means doom, and acceptance means we live to see
the Mayan’s Mesoamerica Long Count Calen-
the dawn of a new day.
dar have evolved into a doomsday phenom-
Although serious scholars and scientists adamantly rebuff
enon proposing that this day will be the end
the cataclysmic theories, there might be something to this
of the world or at least the end of a significant era in human
being a significant transitional era. In just a few short decades,
history. Theories abound and are seemingly endless... Scenar-
our economy has become global, information has exploded
ios suggested for the cataclysmic end of the world include the
exponentially, and technology is advancing boundlessly. We
arrival of the next solar maximum, Earth’s collision with a black
have experienced tremendous change in recent years, but
hole or death by a passing asteroid or planet Nibiru.
more spectacular quantum changes undoubtedly lie ahead.
Other theories purport that the world will not end, but rather
As we approach 2012, perhaps we would be wise to heed
this is a time of transition from one world age into another.
the message of the New Age prophets and enthusiastically
The message of these more optimistic prophets is that we are
embrace rather than resist this imminent change.
P26 CANVAS December 2011
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It’s the End of the World...
“We are clearly in a recovery mode, but the economy is not going to restore this industry to what it once was—the rising tide will not lift all boats.” ~Andrew Paparozzi, chief economist, NAPL
Predictions for 2012
Barring an apocalyptic episode, popular national speaker,
So what’s likely in store for 2012? It’s doubtful the
writer and small business expert Gene Marks predicts that 2012
world will end, and more importantly, it’s becom-
will generally be a lot like 2011—“Slow, slow, slow! I am going
ing increasingly doubtful that print will die. For
to make a prediction that unless there is a drastic improvement
most professionals in the print industry, the
in the economy, President Obama will not be re-elected. And a
is-print-dead question has been laid to rest; the
Republican in the oval office could change the economic atmo-
one-two punch from the Great Recession and the
sphere, regardless of his policies. A new face in town could be
rapid advent of digital communication has fortu-
perceived as a more small-business friendly face and stimulate
nately not been fatal, but it has been life-altering.
small businesses to spend money. That might speed up this
And this industry is not merely changing a little; it
recovery a little bit.”
is becoming fundamentally different. According
Marks suggests that for most businesses that have survived the
to one of the print industry’s most astute observ-
recession thus far, it’s just a matter of riding it out. “Business is
ers Andrew Paparozzi, chief economist, NAPL
cyclical; we’re in a down cycle. But the storm will pass, the sun will
(National Association for Printing Leadership),
shine again.”
more print professionals are start-
…Unless you are in the print
ing to grasp this, “and when you
industry.
understand this, you can start to
historically, this industry could count
do something about it.”
on recovering when the rest of the
Referring
to
the
Paparozzi notes that
current
economy recovered, but not this
economic recovery as, “painfully
time. “It’s not some great catastro-
slow and maddeningly inconsis-
phe or a looming double-dip reces-
tent,” Paparozzi says that there
sion that is going to hurt this indus-
are two critical facts that some
try. The greater threat is that we are
printers have been slow to accept
being held captive by a recession
though others in the industry have
mindset. The economy is getting
acknowledged them and success-
stronger and will continue to grow
fully planned accordingly. “First,
modestly, but it doesn’t feel strong,
we are clearly in a recovery mode,
and people are still taking a wait-
but the economy is not going to restore this indus-
and-see approach rather than making major business decisions.
try to what it once was—the rising tide will not lift
Meanwhile, the leaders in this industry are moving aggressively to
all boats. Secondly, this industry is redefining itself
become more efficient and valuable to their clients.”
by necessity. We are no longer in the print business; we are in the communication business. This
Embracing Change
means historic opportunities for the prepared, and
One of the oldest and largest printing companies in the mid-Atlan-
threats to existence for the unprepared. There has
tic, Conquest Graphics, decided to offer quality discount printing
been a lot of resistance to both of these facts, but
on the Internet in 2006, and that has proven to be a good move.
that is gradually diminishing and that is encourag-
“All in all, 2011 was a very good year for us businesswise, despite
ing for our industry outlook for 2012.”
the sputtering, flat economy,” says Keith Bax, vice president,
P28 CANVAS December 2011
Conquest Graphics. “We set several important new initiatives in
expect to be up and running by the first quar-
motion in 2011, and we expect these initiatives to begin bearing
ter of 2012. We will also continue to invest in
fruit in 2012 and beyond.”
technologies that increase our operational effi-
Bax says that one of their biggest challenges today, and
ciency. We believe that maximizing efficiency
moving forward, is the explosion of data that has been taking
and productivity in our sales/marketing and
place over the past six to eight years. “I read somewhere
manufacturing processes are mission-critical
recently that today we generate more data in two days than was
objectives for us in 2012 and beyond. We also
generated during the entire period from the dawn of civilization
have plans to augment our present growth by
until 2003. Businesses went from not having much data at all to
acquisition, and by adding completely new
having more data than they could possibly act on in the span of
lines of business in 2012.”
a few years. This has driven the rapid growth in adoption of CRM
As far as looming catastrophes, Bax notes that
(customer relationship management) systems like Salesforce.
in this global economy, the debt issues in Europe
com, Sugar CRM, and Microsoft Dynamics CRM as organizations
might continue to destabilize the economic
struggle to make sense of data, and to use data to learn more
recovery in 2012, and another major disaster like
about their customers. We are in the throes of implementing
the earthquake and tsunami in Japan could cause
our own CRM solution based on Microsoft Dynamics, which we
further damage to the world economy. “We also
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It’s the End of the World...
see increasing competition in the printing world
at the new Denver International Airport. And the Internet has
from companies in China and India, and we find
countless websites with advice and lists of supplies we should all
ourselves competing directly with these compa-
stock up on. Though it won’t hurt to have a stash of waterproof
nies more frequently than ever before.”
matches and iodine tablets on hand, there is more useful and rele-
Paparozzi agrees and adds that unprepared
vant advice for print industry professionals aiming to survive 2012.
printers also face another serious threat. “Our
“If you want to participate in the recovery and be on the right
biggest threat isn’t the economy, the Inter-
side of market redistribution, you need to begin by asking key
net or the low-cost printer in India or across
questions,” suggests Paparozzi. “Most importantly, you need to
town.
It’s complacency, status quo, assum-
ask how you will become more valuable to your clients. You need to
ing what worked in the past will work in the
ask what you are doing today better than you did six months ago,
future,” affirms Paparozzi. To be fair, Paparozzi
and you need to ask what you will be doing better in six months
notes that the industry is healing—53 percent
than you are doing today.”
of companies in the print industry reported
Paparozzi says it’s important for professionals in this industry
that sales were up in the first half of 2011. “If
to realize that it’s not just about printing anymore. “It’s about
you aren’t seeing at least modest improvement
communication—we have more ways than ever before to help our
in key indicators then it is time to ask yourself
clients communicate with their clients, and we need to understand
why. You may be in danger of being left behind
their business as intimately as we understand our own so that we
by a recovery that will leave many behind.”
can help them communicate better with their clients. Print is an integral part of that communication, but this isn’t about putting ink
Being Prepared
on paper anymore.”
Former Minnesota governor, Jesse Ventura, is
In anticipation of industry changes, leadership at Mcardle Solu-
among those who believe the U.S. government
tions, a communications business that has a five-decades-long print
has built an elite high-tech 2012 survival bunker
tradition, removed the word print from their name eight years ago,
“If you want to participate in the recovery and be on the right side of market redistribution, you need to begin by asking key questions.” – Andrew Paparozzi, chief economist, National Association for Printing Leadership
and has been successfully redefining and branding their company as an innovative communications services provider. Lisa Arsenault, company president since 2005, says they are doing a lot of crosschannel campaigns, using PURL’s, and offering design services and strategy. “The good news is that we’re doing it; the bad news is that it takes awhile to build a large revenue stream.” Arsenault says that no one knows what the new normal looks like. “I think it looks like many different things—businesses have to change dramatically. I see our business as a communication tool box for existing and perspective customers. We’re an industry that traditionally has not marketed ourselves well—we have all these great presses and resources, but we don’t use them for self promotion—that is changing and needs to change even more.” One of the world’s foremost paper companies, Sappi Fine Paper North America, continues to promote their industry by creating outstanding cross-media campaigns. They recently launched the Flo Channel: Off Register,™ an online comedy video series aimed at the influential print community. The new video series features stories that demonstrate the trials and tribulations of what printers encounter daily, as they aim to please their demanding, edgyblack-glasses-wearing clients. The premier video, “Luscious,”
P30 CANVAS December 2011
attracted nearly 61,000 viewers in a few short months and has more than doubled since its initial launch. “We wanted to demonstrate that we have a relevant voice in the marketplace, that we embrace alternative media and that it can be fun and effective when married with great print collateral,” explains Jennifer Miller, executive vice president of Strategic Marketing. Miller says they are starting to see what she calls a flight to quality. “People are starting to use print and fine paper strategically for high impact communication. It’s hard to get a bead on this market because of the uncertainty in the macro economy. But we will continue to create excitement about what you can achieve with print and stay closely connected with our customers.” Miller’s advice to print and communication professionals is not unlike the message of the 2012 New Age prophets: “Strike a positive attitude and look for new opportunities in the challenges that lie ahead.” “Be willing to step outside your comfort zone, both in your business and your personal life. Work towards managing your data. Use that data to make informed decisions, and to better understand your customers and the markets they operate in,” advises Bax. “The most important thing for 2012 and beyond is to embrace change. Change is good.” Amidst all the economic forecasts, doomsday prophecies and industry predictions, there is really only one thing for certain—the world is changing and we must change with it or perish. It doesn’t matter how strong your business was in the past or how much you know. As Charles Darwin noted, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. “
Scan To Read This Article on Your Mobile Device
By Linda Bishop
D
an looked around the sandwich shop. He spotted Emily, alone at a table in the corner. They both
sold printing and other services for SmartPrint. Dan crossed the room and plunked his tray on the table. Emily was studying a sheet of paper.
She looked up, frowning. Dan sat and asked, “Is everything okay?�
P32 CANVAS December 2011
Emily heaved a sigh. “I’ve been sitting here for almost an hour, trying to figure out how to fix my prospecting list.” “What’s the problem?” “My sales have stagnated for the past year. I haven’t lost any major clients, but none are growing either. Last week, I got my sales numbers. As soon as I saw the year’s totals, I knew I had to do more prospecting. I pulled out my prospect list and realized it wasn’t good enough.” Emily paused to sip her iced tea, then said, “our business keeps growing, Dan. What’s your secret for putting together a really great prospect list?” “Do you mind if I look at your list?” Dan said. Emily pushed it across the table. He picked it up and studied it. “I see two problems.” Dan turned the list so Emily could see it, too. “First of all, your list is far too small. You need more accounts. Second, several of these companies don’t look like they fit well with our products and services.” He handed her back the list, and she scanned it. “I agree I need more accounts. That’s obvious, but how do you define a good fit?” “The best prospects buy a lot of what we sell, want the benefits we offer, and can afford to purchase at our price point.” Thoughtfully, Emily nodded. “I get it now. For example, one of my prospects is an advertising agency. They used to buy a lot of printing for their clients in the past, but today, they’re mainly focused on website development. I need to replace them with a better prospect.” Dan ate a bite of his roast beef sandwich while Emily continued to study the list. After a moment, she showed him another name. “Here is another prospect I need to replace. This company lost a lot of business during the recession, and hasn’t recovered. They don’t do much marketing, and unless their business turns around I shouldn’t expect that to change.” A smile broke out on Emily’s face for the first time during lunch. She looked happy—and determined as she said, “Thanks for the advice. When I get back to work, fixing my prospect list will be my priority.”
Building a strong prospect list helps build a profitable book of business. The better the prospects, the better the chance of generating new revenue. Prospects that fit your company are more likely to buy more, buy quickly, or both. The wrong prospects waste valuable time and delay you from reaching goals. Prospects don’t fit well if they only buy a small amount of the products and services you sell. When the need is small, the payoff is small for you. To build a strong prospect list takes three
Big profitable accounts generally share common characteristics.
“right” actions:
To create a profile for your ideal prospect, think like a marketer.
• Define the right target account. • Developed the right number of accounts for your list. • Identify the right decision-makers within the accounts.
Consider demographic and behavioral attributes like: • Geographic locations • Company size by revenues or number of employees • Business categories as defined by SIC or NAICS Codes • Internal buying structure—for example, if a company buys all their printing through an out-of-town advertising agency
The Right Target Account
• Budgets and in particular, minimum purchase volume
The best prospect buys a lot of what you sell at
• Quality requirements
your price point, has problems you can solve,
• The types of products and services purchased
and is willing to discuss those problems. Pros-
• Service expectations
pecting is a lot like detective work. By develop-
• Financial stability and the ability to pay on time
ing a profile of the perfect customer, you can spot obvious clues to let you know if a prospect is a good fit.
SIC and NAICS are ways that Federal statistical agencies classify business establishments for the purpose of collecting, analyzing, and publishing statistical data. An online search can determine how current customers are classified, so you can find more like them.
CANVAS P33
Create a World Class Prospect List
In general, enterprises in stagnant vertical
It’s also important to remember people get promoted and
markets are price sensitive. They want to cut costs
change jobs regularly. For this reason, lists are volatile commodi-
to maintain profitability. If you can help them achieve
ties, and become less accurate over time. The best time to
these goals, they may be an excellent prospect for
purchase a contact list is when you are ready and willing to make
you. On the other hand, if you have the well-earned
calls immediately.
reputation as a high quality, high cost print provider in town, prospects who are only interested in new
What Else Should You Consider?
low-cost options won’t be a good fit.
To build the perfect prospect list, be clear about your goal. If you’re looking for immediate opportunities, you generally
The Right Number of Accounts
need a bigger pool of prospects. Some prospects are good
To determine how many prospects you need
fits, but they’re happy with their current solution and unlikely to
to meet your growth goals, follow
change vendors in the near future.
these steps.
Other prospects are unhappy. They
Step One: Determine the average
wish someone like you would call
value of a new account. How many
them today and fix their problems.
accounts did your company open last
Unfortunately for all sales profes-
year? How much business came from
sionals, dissatisfied prospects are
those accounts? Divide the total reve-
the minority, not the majority, of
nues by the number of new accounts
the people we call. Therefore, if
to determine the average value of a
you want immediate sales you need
new account in the first year.
to increase the number of phone
Step Two: Determine how many
calls you make to find Mr. or Ms.
prospects you need to convert to
Unhappy Buyer.
meet your revenue goal. Calculate by dividing your goal by the average
Opportunities are infinite, but time
value of a new account to determine
is a finite commodity. The sad truth
how many new accounts are needed.
we all need to recognize is that it often takes just as long to sell a
Step Three: Make an educated guess on the
mediocre prospect as it does to sell a good prospect. Once the
percentage of prospects you will convert into
account is sold, poor prospects turn into low value customers.
customers. What are the odds of closing new
If the account doesn’t buy much, but are quick and easy
deals? Do you convert prospects into customers
to sell and service, go ahead and grab the low hanging fruit.
at a rate of 1 in 10 or 1 in 3?
When an account doesn’t buy much and is difficult to sell, find a better opportunity.
Using this data, you will be able to determine if your list should contain twenty accounts or two
Here’s another point to consider. Sometimes a prospect appears to
hundred accounts.
be a perfect fit, but an obstacle the size of Mount Everest stands between you and success such as:
The Right Decision-Makers
• Long-term contracts
Finding decision-makers is a challenge for every
• Buyers who dislike you or your company
salesperson in every industry. To identify who
• Buyers who purchase from family members or close friends
you should be talking to, start by making a list
• Buyers who are intensely loyal to current vendors
of job titles held by current customers. Armed
•D ecision -makers who refuse to speak to you under any condi-
with this information, you can take advantage of
tion, and there is no way to get above them or around them
online resources including: • LinkedIn, a social network of professionals • Jigsaw, Leads411, Hoovers and many
Smart salespeople acknowledge obstacles. They’re realistic about their ability to overcome them and don’t waste time fighting battles
other services with data bases containing
they can’t win. Instead, they find other accounts where triumph is
accounts with contact information
a genuine possibility. Smart salespeople also know everyone loses business, often
In the online world, some information is free and
for reasons that are not within our control. Replacing lost business
some must be purchased. Purchasing information is
takes time. To sleep at night, keep the funnel full. The starting point
a smart strategy if you want to save time. However,
for a full funnel is a solid list of prospects built to reflect both qual-
every list of names you buy will be accompanied by
ity and quantity.
a disclaimer stating there are no guarantees that information is completely accurate.
P34 CANVAS December 2011
Is your prospect list a good one? Will it get you where you want to go? If not, today is a good day to start fixing the problem.
Have you moved or changed jobs? Not getting your Canvas subscription? Go online @ thecanvasmag.com and update your subscription address information to get Canvas routed to you.
Update your subscription information today online
www.thecanvasmag.com
Do You Have the
Winning Formula?
S
how good are your selling skills? Whether you are a o seasoned veteran or an eager rookie, there are some Do’s and Don’ts that separate top performers from the rest of the pack. Answer these survey questions to determine if you are doing what it takes to get on top and stay there
P36 CANVAS December 2011
»»»
Do You Have the Winning Formula 1. The most important skill of a salesperson is the ability to: A. Deliver the key features of their solution.
6. The best time to determine who makes buying decisions in a facility is:
B. Listen and learn.
A. Early in the sales call.
C. Overcome objections.
B. At the end of your presentation. C. Never, wait for the prospect to tell you.
2. Top performing salespeople understand they need to: A. Ask a question, deliver the benefits, ask another question. B. Deliver some product information, ask questions, then deliver more? C. Ask, listen, ask, listen, ask listen,
7. What is the most common mistake average salespeople make before and during a sales call? A. They don’t have a call objective. B. They don’t bring the necessary supporting materials. C. They don’t seek advice from their manager.
then deliver the solution. 8. To effectively convey your solution, you need to: 3. The most important attribute of successful salespeople is: A. Positive Attitude and Enthusiasm B. Product Knowledge
A. Explain how others have benefited from your product. B. Explain all the features and benefits of your solution. C. Focus your presentation on key benefits that you learned may be important to them.
C. Sales Process oriented 9. When a customer has an objection or concern, 4. The most important emotion that a salesperson needs to create early on in a sales call is: A. Uncertainty about their current supplier.
you need to: A. Hear them out, ask a question, respond, and get agreement.
B. Urgency to make a change.
B. Deliver your rehearsed response.
C. Curiosity to learn more.
C. Minimize the concern with body language that says there shouldn’t be a problem.
5. Which of the following phrases will get the customer to open up and give you the information you need to serve them? A. What keeps you up at night? B. Thanks for your time. I would like to ask you some questions and see if I might be able to help. C. Are you having any challenges with your current supplier?
10. The best time to deliver your financial presentation and give them the cost is: A. On a follow up meeting after they reviewed your information. B. In the earliest call possible after they confirmed the benefits of your solution. C. A,B,C-Always be closing.
Quiz Answers 1. B. Below average salespeople do more talking than
5. B. Thanking prospects for their time automatically brings
listening and learning. Don’t educate until you first
walls down. And preparing them for questions in a low
learn what they are thinking and feeling.
profile way will make them see the benefits of their responses. Ask probing questions too early and they will
2. C. A common mistake of underperforming salespeople
only see your questions as a tool of sales manipulation.
is they deliver their presentation too early. Don’t just learn a little then present. Listen to the full story first… then deliver your benefits.
6. A. Have you ever delivered your greatest sales presentation to the wrong person? Of course you have. We all have! Don’t wait until the end to ask the
3. A. All three answers are important. But prospects will say yes to you based more on your attitude and
question, “Who as well as yourself is responsible for deciding on the need for a product like this?”
enthusiasm for your solution than anything else. They make decisions emotionally and defend them logically. So let ‘em know you love what you sell!
7. A. Too many salespeople mistake activity for progress. Never make a call without a clear objective that has the customer doing something as a result of the call. “My
4. C. Delivering your information before they even want it
objective is to get the prospect to agree to introduce
only creates more resistance. Use a curiosity building
me to the key decision-maker…to agree to place
question such as, “Would you be interested in hearing
an order today…to agree to a formal presentation
how we may be able to_(add a big benefit).
sometime in the next seven days.” It’s not about what you do, it’s about what THEY do as a result of your call.
P38 CANVAS December 2011
8. C. If you ask effective questions that get them to open
10. B. Too many salespeople don’t do enough homework
up, you should have a notepad full of bullet points that
before a call and are then forced to send the financial
tell you exactly what you need to focus on. Customize
info after. If you create excitement in your solution,
your presentation around those points and get little
be prepared to deliver the finances today. Because
agreements along the way.
when you leave, their life starts again. And your solution may no longer be a priority. (Understanding
9. A. Stop and listen to the objection and don’t minimize it.
this isn’t always possible but when it is, don’t delay)
Peel back the onion to determine the root cause of the
Also, don’t close TOO early (ABC). They need to first
objection. Make no assumptions. This will assure you
agree they like what you have.
answer the correct objection. Then get confirmation you did.
Scores 80-100 Nice work! You have the communication and influence skills necessary to serve clients at the highest levels. You understand the value of learning and delivering. You also get more done in few calls than average salespeople. 60-70 Good news. You understand some of the key skills of top performers but there is room for improvement. Below 60 Remember, you will learn more from your failures than your successes so take what you learned and put these skills into action. See you at the TOP! As President of PRECISE Selling, Brian Sullivan, CSP delivers seminars and internet training programs on sales, customer service, leadership and presentation skills to companies of all sizes. To sign up for a free video training module on The Beauty of Questions go to www.precisesellingonline.com. Or for seminar information go to www.precieselling.com.
Book Recommendation
Business Model Generation
»» By Alexander Osterwalder & Yves Pigneur
I
nnovation has long been associated with technology. However, in order to succeed in the new economy understanding business models will be paramount. Alexander Osterwalder and Yves Pigneur have provided a new
book for anyone who is looking to improve a business or build a new one. Business Model Generation is for those ready to abandon outmoded thinking and embrace new, innovative models of value creation: executives, consultants, entrepreneurs – and leaders of all organizations. According to Osterwalder and Pigneur, “disruptive new business models are emblematic of our generation. Yet they remain poorly understood, even as they transform competitive landscapes across industries. Business Model Generation offers you powerful, simple, tested tools for understanding, designing, re-working, and implementing business models.” By utilizing a “CANVAS”, the book simplifies the concept of business modeling. Just as a group of forward thinking executives may use a whiteboard, Osterwalder and Pigneur use the canvas to outline the most critical components of a business model. By using this template, the book introduces nine key elements to a business model. The book is brilliant in its simplicity. CUSTOMER SEGMENTS: Who will use the product?
ACTIVITIES: What are the key things that you need
VALUE PROPOSITION: Why will they use the product?
to do to create and deliver the product?
CHANNELS: How will the product be delivered
RESOURCES: What assets are required to create
to the customers?
and deliver the product?
CUSTOMER RELATIONSHIPS: How will you develop
PARTNERS: Who will you want to partner with
and maintain contact with your customers in
(e.g suppliers, outsourcing)
each segment?
COST STRUCTURE: What are the main sources of cost
REVENUE STREAMS: How is revenue generated?
required to create and deliver the product?
By laying out multiple types of business models and using some of the most compelling brands as examples, Osterwalder and Pigneur offer a recipe for success. It is so refreshing to read a book that not only educates, but provides applicable tools. CANVAS highly recommends this book as well as the new Toolbox App.
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P40 CANVAS December 2011
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A new future in commercial printing. No over-hyped promotional campaigns needed.
Fujifilm Digital Inkjet | Substance over Style A new future in commercial printing. No over-hyped promotional campaigns needed.
Fujifilm Digital Inkjet | Substance over Style
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