Canvas Magazine | Being Heard Through the Noise

supporting the print sales & Marketing professional

January 2010

Being Heard Through the

Noise

How reps can stand out in communications in the marketplace

If you want to separate yourself from the countless e-mails your customers receive, then you have to find ways to separate your message.

Publisher mark potter Marketing Manager caroline farley MANAGING EDITOR graham garrison ART DIRECTOR brent cashman

Editorial board lisa arsenault McArdle Printing Co. gary cone Litho Craft, Inc. peter douglas Lake County Press aaron grohs Consolidated Graphics, Inc.

January 2010

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Publisher’s Thoughts Is This Thing On?

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Selling Clicks How digital may be changing selling styles

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Just the Facts Print in the Mix and CMO Council Marketing Facts

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The Green Corner A discussion with Sue McMillan, Director of Marketing, Sustainable Forestry Initiative

ron lanio Geographics, Inc.

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randy parkes Lithographix, Inc.

How reps can stand out in communications in the marketplace

Being Heard Through the Noise

CANVAS, Volume 2, Issue 1. Published bi-monthly, copyright 2010 CANVAS, All rights reserved, 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

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Is This Thing On?

D

Do you ever wonder if anyone can hear you? The challenge of being noticed in this day and age is pretty significant. The cold hard truth is that we are saturated with messages, content and products. Sometimes, it just seems like a bunch of noise. In fact, we can barely think for

Publisher’s thoughts

ourselves sometimes.

Recently, I met with a long-time high school coach and educator. We were discussing

past accomplishments in athletics when he said something that made me take notice.

“The kids today really don’t care about anyone else,” he said. “They only seem to care about themselves.”

I thought it was interesting and underlined the “self gratification”

and “me first” culture that has dominated the last decade. In turn, it seems like all the new vehicles of communication are not only immediate in nature, they also don’t seem to care about anyone else.

Think about it for a second. Social networks have afforded anybody and everybody a pulpit for their ideas. Text messaging is so “here one minute, gone the next” that they have actually abbreviated the English language. And, most of us spend more time deleting e-mails than we do reading them.

I have friends who have launched business models without any supporting evidence that their service is in demand or that their

product creates prosperity for their prospects. They simply had an idea, built a mousetrap, and didn’t worry if there were any mice. Much like the noise that marketers are pushing out today. So how do you get heard?

If you want to be heard above all the noise, I have two suggestions. First, read this month’s feature “How to be Heard Through the Noise,” where we interviewed some thought leaders on how to use all of those nifty new communication techniques to enhance customer relationships and get a virtual foot in the door with prospects. Second, listen. I mean really listen. Go gather insight, information, and data from multiple clients. Do some actual discovery and write it down. Ask people what is the number one thing they wish for. Maybe it has nothing to do with lower printing costs. Maybe, they are praying for more sales or better brand recognition. Either way, you will never know if you don’t listen.

It is kind of sad to promote the idea of listening. However, if you can hear me, you have a chance to be heard.

Mark Potter Publisher

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CANVAS january 2010

How digital may be changing selling styles

J

ody is a sales rep for Print Excellence, a long-time offset printer

outside Cleveland, Ohio. She has been selling print for almost 20 years and has not only made a bunch of money, she really loves her work. She has been perfectly content and simply doesn’t want things to change. Heck, she gets depressed if a client moves on to another job because her customers are her friends.

Sponsored by

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CANVAS january 2010

However, with the economy being restructured, Jody has seen many of her clients cut their budgets, and others have lost their jobs. In turn, new buyers are invading her market, and they seem to have different needs. Her sales have dropped significantly and she is looking forward to the time when print comes back around.

In the meantime, the leadership at Print Excellence invested in the latest digital press and variable data printing. The president thought that print is changing and that they can’t get left behind. The executive team spent hours researching the technology and visiting every relevant trade show. They met with the elite supplier’s leadership and finally pulled the trigger and made the buy. They were really jazzed and couldn’t wait for the money to start pouring in.

Yet after months of sales meetings and encouragement, sales are slow and Jody and her sales associates have not made much progress selling clicks. In addition, their offset sales continue to spiral downward. The president is left scratching his head and wondering what went wrong, if he has the right salespeople, and if there is a market for the stuff after all.

Many experts have surmised that the current economy is a complete restructuring as opposed to a cyclical change. New technologies are rapidly transforming every industry. The printing industry may be going through some of the most dramatic change. Today, the average mom and pop print shop offering traditional offset is being overshadowed by the rise in variable digital technology. Many see digital as just a side order to the main entrée, offset lithography. However, others are looking to digital as an industry transformer with the new digital equipment making variable data easier and more personable than ever.

In order to grasp the true shift in the print industry, CANVAS sat down with some industry professionals to get their personal insight on how digital has changed their selling style.

Digital differences When comparing the selling skills needed for offset printing and digital printing, there seems to be some significant difference. Rod Key, founder and President of R and R Print in Phoenix, Ariz., says the emphasis should be on getting to the right decision makers and knowing who they are and what they do.

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Selling Clicks

“You must go to a client to understand

sell the more complex relationship takes time to discover the cli-

their business and goals while offering dif-

ents’ needs and formulate an appropriate solution. It’s a matter of

ferent methods to guide them,” he says.

being able to balance the long term (program sales) vs. the urgent

“Digital is not a commodity like traditional

(keep the press full, keep my commissions coming in).”

offset. You cannot sell it by itself, but rather

The leaders at Print Excellence wonder if the commission struc-

look at it as a strategic marketing plan you

ture can be a deterrent to selling digital. Rose Mery Cox, Sales

are offering the client.” Key mentioned that

Executive at ProGraphics in Atlanta, agreed that it is a challenge

the best sellers are committed to creating

to generate the volume in digital needed to maintain traditional

a marketing solution and following the pro-

commission levels. “You have to sell a lot more digital jobs to make

cess through, because digital cannot be

the same amount of commission that you would for a larger, off-

looked at as a one-time transaction.

set printed job, and the effort is the same,” Cox says. “Sometimes

David Bennett, President of Bennett

there is more effort working with smaller, digital clients.”

Graphics in Atlanta and recent investor in

Considering Jody and Print Excellence’s dilemma in selling

HP’s Indigo solution, thinks the transition

clicks, should new consideration be given to pricing, commis-

to sell variable projects is not as difficult as

sions, and the value of the process?

one might think. Bennett says that offset

Kurt Dahlgren, Sales Executive at Communicorp in Columbus,

selling skills can roll into digital and evolve

Ga., understands that digital salespeople will face challenges since

into bigger variable solutions. “The sales

the increase of technology required for variable digital print in-

skills are not necessarily different for short-

creases the cost. “We need to educate the client on the value of the

run static or simple VDP work,” he says. “To

approach in terms of unit cost when compared to conventionally

“When you are trying to sell/create a deeper relationship that can take many months, most reps have trouble seeing the return down the road and do not put in the time/effort to gain this understanding.”

– David Bennett, President of Bennett Graphics in Atlanta

printed pieces,” Dahlgren says. He believes that commission structure and volume should not hinder us. “A salesperson should look at it as another way of getting your foot in the door with a prospect or expand your current book of business.”

In other words, Jody may be able to look at this as an opportunity to engage new clients and possibly sell some major programs in the future. Maybe Jody can make the investment in taking clients through the digital process so they can clearly understand it. Based on the experts’ comments, Jody will discover that the more time a rep takes to include clients in the process, the more connected clients will feel and more willing to spend the dollars long term.

In terms of prospects, they also may encounter concerns and fears when looking to embark on a variable digital print program. Stephen Patton, President of Electric City Printing in Williamston, S.C., was able to explain why prospects may be a little shy to pursue digital print. A static digital print transaction is the easier choice for them; however, a variable transaction may be deemed more complicated. The thought

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CANVAS january 2010

of handing over their database can make clients uneasy. “Many wonder how a printer can ensure that the database will not get mixed up and that the right people get the right material,” Patton says. “Also, the quality of the data and using it effectively is another fear many clients have.” Patton has seen some instances where using too much data, presenting personal information, and utilizing information inappropriately can scare customers away.

Some clients may fear the variable concept, while others may not have any idea that they need a digital solution. “A lot of times a client may not see the need/value for VDP,” says Bennett. “It’s our job to show how we have helped other clients identify and accomplish their goals. In many cases, the client does not really know what their goals are.”

And finally, there are new marketing clients who are already commit-

“ Many wonder how a printer can ensure that the database will not get mixed up and that the right people get the right material. Also, the quality of the data and using it effectively is another fear many clients have.”

– Stephen Patton, President of Electric City Printing in Williamston, S.C.

ted to variable data and the use of validating metrics. “VDP clients have goals of higher ROI however that may be defined,” says Dahlgren.

“They will often need to know that you can provide a secure environment for their data and they expect you to be the expert.”

Seeing the return As Jody and her management team prepare themselves to succeed with new technologies emerging, they must realize the power of training and continuous learning. Everyone CANVAS talked to mentioned the need for training. More importantly, they all discussed the value of patience and letting go of the need for immediate gratification. Bennett may have stated it best when he said: “If you have quality staff and production equipment, there is not much concern with short-run static work.

However, when you are trying to sell/create a deeper relationship that can take many months, most reps have trouble seeing the return down the road and do not put in the time/effort to gain this understanding.”

Jody returned to the office one day to complain about a customer who just reduced their run length. She was lamenting the fact that many of her runs are small now and that this new group of customers keeps yammering on about measuring results. As she and her team talked about it, they all seemed to raise their eyebrows in unison. It dawned on them. Jody tried to verbalize it by saying, “If we are going to lose business, why not lose it to ourselves? Our digital press is not just for variable data. We can sell static short runs, get comfortable and then get into variable projects.”

Jody thought to herself “this economy is the perfect time to make the transition because it is forcing me to change. Why waste any more time?

Soon enough I’ll be selling stuff I never dreamed of.”

Be sure to read our March edition, when CANVAS goes beyond the print sellers and talks directly to customers who are hooked on digital printing. In addition, to learn more about selling clicks check out HP’s TAKE ACTION.

CANVAS

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Just the Facts Print in the Mix Facts 1. When asked about advertising mediums

3. A survey by StrongMail of more than 1,000 global business execu-

that shoppers found most influential,

tives found that a positive outlook is supported by 50 percent of

coupons dominated the list, followed

their customers, who say they will spend more in 2010.

by word-of-mouth, ad inserts, broadcast television, newspapers and direct mail.

Marketing Tactics on Which Business Executives Worldwide Plan to Increase Spending, November 2009 (% of respondents) 69%

E-mail marketing

2. McGraw Hill Research’s Laboratory of Advertising Performance (LAP) analyzed the performance of 600+ companies before and after the 1980-81 recession. The results proved interesting.

Those companies that maintained or increased their advertising during a recession saw a 275 percent increase in sales growth during and for the three years following the recession. Companies that had cut back or stopped advertising experienced only a 19 percent increase.

Social media

59%

Search (SEO/PPC)

42%

Advertising

28% 22%

Mobile Direct mail

21%

Tradeshows and events

20%

Public relations other

19%

7%

Source: S trongMail, “2010 Marketing Trends Survey,” provided to eMarketer, December 2, 2009

CMO Council Marketing Facts 1. The study, “Q3 2009 North American E-mail Trends and Benchmarks

company’s revenues on social media investments next year.

Results,” conducted by marketing services company Epsilon in analyz-

3. According to the November “2010

ing the e-mail campaigns of its cli-

Marketing Trends Survey” of busi-

ents, found that open rates increased

ness leaders by StrongMail, 89

11 percent in the third quarter com-

percent of respondents plan to in-

pared with the same period in 2008,

crease or maintain marketing spend

from 19.8 percent to 22 percent.

in e-mail marketing and social media budgets in the New Year.

2. This year, only 36 percent of com-

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panies tracked the impact of so-

4. According to a recent study by

cial media on conversions, and

Experian, there are twice as many

only 22 percent on revenue. But

users of SMS than e-mail across the

about eight in 10 (81 percent) sur-

globe and the projections for 2010

vey respondents said they plan to

show that mobile marketing will

spend up to 10 percent of their

continue to grow by 15 percent.

CANVAS january 2010

In an effort to gain perspective on the most relevant environmental topics for print service providers, CANVAS recently spoke with Sue McMillan, Director of Marketing, Sustainable Forestry Initiative.

CANVAS: What are the hottest environmental issues at this time?

SFI: A major topic of importance that I see is that in a time when the printing community – from suppliers to printers and on to buyers – increasingly demand proof that paper products come from responsible, legal sources, less than 10 percent of the world’s forests are certified. A recent UN report even says the pace of growth has slowed. This represents a challenge for printers to find products independently verified sources. Through research, we’ve seen that paper buyers believe forest certification demonstrates environmental responsibility – and independent studies have found the SFI Standard meets this mark. This is why SFI is widely accepted across North America and internationally.

The reality is that the role of third-party forest certification has never been as important as it is right now.

Healthy, well-managed, certified forests are part of the solution for climate change, for communities, for social, environmental and economic health and well-being.

CANVAS: If you were a printer, what would you do in order to better your style and workplace?

SFI: As marketing professionals, I think it is important to learn about how to avoid getting fooled by greenwashed eco-labels, which is rampant in every sector. Terrachoice Environmental Marketing put out a great report called the Seven Sins of Greenwashing that covers the issue well.

In it, SFI is listed as a credible eco-label because the SFI program meets its three key criteria – third-party certified, publicly available standard and transparent standard development process. SFI was among the 14 labels that Terrachoice found to be “legitimate”.

CANVAS: Where are we as an industry in certification?

SFI: The printing industry in particular is increasingly looking to chain of custody certification as a way to not only show their own company’s commitment to corporate social responsibility but to provide responsible paper options to the clients as well. The growth in numbers of SFI chain of custody certificates is phenomenal – we’ve more than doubled our CoC printers in 12 months. I think more and more printers will be seeking tri-certification to SFI, FSC, and PEFC – most printers will tell you that the increase in cost is marginal when you already have the auditor on site. Being certified to all three CoC systems means you can more readily offer your client a variety of certified options.

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How much of the world’s forestland is certified?

10%

How many chain of custody certification systems are used in North America?

Three - the forest certification chain of custody standards used in North America include Sustainable Forestry Initiative (SFI), Forest Stewardship Council (FSC), and the Program for the Endorsement of Forest Certification (PEFC). Many printers get certified to all three to ensure supply.

How many North American printer locations have SFI chain-of-custody certification?

1,067, a 130% increase in one year.

Percent of industrial customers (paper products and wood) who believe that third party forest certification is very or somewhat important to demonstrate the environmental credentials of their company and its products.

87% (source, Harris Interactive Study, Sustainable Forestry Initiative, November 2009.)

Is Forest Certification Relevant Demonstrates to customers that we support responsible forestry management

33%

61%

Demonstrates to other key stakeholders that we support responsible forestry management

52%

Provides objective, third-party vaildation of responsible forestry

40%

58%

35%

60%

30%

Ensures the wood and paper haven’t come from a forest that has been illegally logged

48%

Can help to ensure chain of custody 0 Strongly Agree

20

38% 40

60

Somewhat Agree

80

100

Being Heard Through the

Noise How reps can stand out in communications in the marketplace

By Graham Garrison

T

he conversations are changing. What used to be a commoditized conversation is shifting into something more, says John Foley, president and CEO of interlinkONE. Price and products are making room in the discussions. “It’s now solutions selling,” Foley says. “You learn what the bigger picture of the problems customers have, what the organization’s needs are, and then build a solution around it.”

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Being Heard Through the Noise

The “how” of conversations is also changing. Phone calls still matter, but e-mails, social media, video conferencing and other new methods are taking an increased role. But how do you create and maintain a dialogue with customers and potential clients amid the noise? CANVAS asked industry thought leaders for their tips on how sales reps can have a noticeable voice in the crowded marketplace using old and new methods to reach out to customers.

Keep your Web site current and personable Think of it as your first impression. If you’ve got a bad Web site, the chances are good that you’ve lost business because of it. Patrick Whelan, president of Great Reach Communications, says some of this has to do with how the selling process has changed. Whereas it used to be sales reps calling and setting up appointments, now it involves an e-mail or phone call from the sales rep, the buyer visiting the Web site first to look around, and then the sales rep getting a return phone call or e-mail. In short, you’re either going to qualify or fail with what kind of Web site you have.

“ The process is no longer getting a direct response. The first step of action isn’t going to be to communicate back.”

– Patrick Whelan, president of Great Reach Communications

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“The process is no longer getting a direct response,” says Whelan. “The first step of action isn’t going to be to communicate back. Ninety-five percent of the time, print buyers are

He uses Twitter to enhance other vehicles he uses to reach customers and potential clients.

going to the Web site to gather information on their terms at their pace. Then they’ll respond.”

So what are the elements of a good Web site?

The language of the Web site should be personable, Whelan says. “Make sure your Web site speaks to the visitor as a 1-on-1 conversation. The language of the Web site should be the same as your conversations with your best customers or prospects.”

Other tips include: • Update it frequently.

• Include educational resources such as white papers.

• Allow feedback with comment boxes and contact information.

Go beyond the social media setup LinkedIn, Facebook, Twitter. Social media is quickly becoming the go-to spot for resumes and an online presence for companies and individuals. Foley says that creating a presence in social media is just the first of many steps. “You can’t just set up an account with LinkedIn,” he says. “You have to participate, update.” Foley says this includes accounts with other social media such as Facebook and Twitter. “Get involved, engaged in conversation and participate.”

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Being Heard Through the Noise

Twitter tips Foley has well over 1,500 followers on his Twitter account, including customers. He uses Twitter to enhance other vehicles he uses to reach customers and potential clients.

“You can distribute content on Twitter that you might also distribute in other fashions,” he says. “You might do a monthly newsletter, then take a Twitter comment of ‘What You Are Doing’ to say that you’re finishing up the newsletter, then put a link to it.”

Foley also posts marketing tips on Twitter that

“ Use tools to your advantage. Who is your target audience?

What are the most beneficial ways you can reach them? Measure the response and you’ll be able to do a better job selling.”

– John Foley, president and CEO of interlinkONE

are useful for customers. The tips can create conversations and even possible business leads in the future.

Stay in front Whelan recommends reps come up with some kind of automated system for what constitutes “cold calls.”

“So you’re not banging out individual e-mails,” he says. “The goal is to build an automated system. Every month or every other month you are sending out some meaningful communication.”

Every customer has a life cycle, Whelan says.

There will be a time for each customer when they start looking around at other suppliers. It could be a price-related issue, or because of a mistake that was made by the current vendor, or a customer service rep the buyer was happy with leaves that vendor. By staying in front of the customer you generate awareness, so when that customer is looking at a vendor change your company is top of mind.

“Whatever the reason might be, the opportunity is there if you are in front of these people enough times,” Whelan says. “That’s how you stand the best chance.”

Go where your customers are Location trumps method. If e-mails are the best way to reach a customer, then use them and track the response. “If I told you prospects were on LinkedIn, how can you not be on there?” Foley says. “Use tools to your advantage. Who is your target audience?

What are the most beneficial ways you can reach them? Measure the response and you’ll be able to do a better job selling.”

Use visuals for follow up e-mails If you want to separate yourself from the countless e-mails your customers receive, then you have to find ways to separate your message. Images and even video will help you do this, according to sales guru Brian Sullivan, president of PRECISE Selling. “Video and images create emotion,” he says. “And emotion is the essential fuel to creating relationships, curiosity, urgency and sales.”

Sullivan recommends that sales reps find something that they know their client thinks is fun, funny, or important. Reps can do a quick search on Google images and through YouTube. Then plan to make that image part of the next e-mail.

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