CANVAS supporting the print sales & Marketing professional
July 2009
The
Wine Communication of
Print’s role in the new landscape
JULY 2009
Publisher mark potter
MANAGING EDITOR graham garrison
ART DIRECTOR
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Publisher’s Thoughts Leading the Way
brent cashman
Editorial board lisa arsenault McArdle Printing Co. gary cone Litho Craft, Inc. peter douglas Lake County Press aaron grohs Consolidated Graphics, Inc. ron lanio Geographics, Inc. randy parkes Lithographix, Inc.
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The Wine of Communication Why print will always have a place at the table
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Social Networking or Social Not Working? P14
A Worthwhile To-Do List Creating a business and life mentality that keeps you on top
CANVAS, Volume 1, Issue 2. Published bi-monthly, copyright 2009 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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Leading the Way
I
CANVAS
I recently called a friend who runs marketing for a big company. Before I could ask about his family or golf game, he launched into a frustrated essay about his marketing budget. “The top of the company is telling me to cut to the bone and try to ride this out,” he said. My
Publisher’s thoughts
response was predictable. “Then you guys are done.” Because my friend is an incredibly creative and right-brained
person, he wholeheartedly agreed. I went on to tell him that if they decided to retreat, not only will people think they are
going out of business, some little guy like me will just keep plugging along doing the right things and build a brand that people can trust in the most difficult times. He asked me “how do I get them to change?” How indeed. The answer may be that we cannot change the deep rooted, left brain, traditional thinking. On some level, we are not going to be able to fight DNA. In other words, some people and corresponding corporations are simply trapped in a left brain world. Leadership is needed now more than ever. Real leadership, not just from folks who can read a P&L or run a meeting. The kind that is inspiring. Leadership where people step up and step out of their comfort zone. The type of leadership like JFK demanding we put a man on the moon. I’m passionate about reinvention. We are entering a new age, and there is work to be
done. Not the kind of work where we punch in and punch out. I mean innovation, collaboration, and trust building. CANVAS readers have a competitive advantage based on the way you think. You are realizing that it is up to you to lead your respective companies into a new day. You understand that it is up to you to lead the charge for print. Finally, you take responsibility for leading your clients down the path of integrated marketing. Our cover article, “The Wine of Communication” is an attempt to demonstrate the fact that print is the most impactful and lasting way to connect with people. However, we did this in our digital magazine to remind you and your clients that print also plays well with other forms of communication. Either way, it is imperative that you drive the value of print and how the most important messages are produced with ink on paper. Subsequently, you need to express the importance of promotion and communication on any level and you need to sell it all! If your clients are losing their way, then be a leader. Seek out those that have been cast off or those that have always been a bit more obscure and help incubate their dreams. Small business will be the path to a prosperous future. And the CANVAS reader should be with them every step of the way. Be a leader!
Mark Potter Publisher
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CANVAS July 2009
C.E.O a n v a s
d u c a t i o n
n l i n e
Delivering the tactical competitive advantage you need
CANVAS
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The
Wine Communication of
Why print will always have a place at the table
A
A media buyer’s menu used to be basic
— meat and potatoes basic. There was print, TV, and — if you were feeling like a little desert — maybe radio. The options aren’t so simple anymore. The Internet portion alone is bursting with PURLs, RU-
RLs, emails, and podcasts. New choices battle traditional outlets, leaving customers dizzy and providers frantically trying to maintain revenue streams. Joe Duncan, senior VP, director of production strategic sourcing for Leo Burnett USA, says the way money is allocated to print executions has changed. The problem is, too many companies are going after business the same way. “[T]o be frank, the print industry as a whole is very fragmented, has allowed itself to become commoditized in its core offering and rarely has a direct line of communication to the people who now make decisions about where to spend money,” he says. “Coming out of this recession, the industry will have to be fundamentally changed to compete and prosper in the light of other communication platforms.”
Sponsored by
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CANVAS July 2009
A finer taste
Part of that change involves a consistent vision of what print is and what it can do for customers. The Print Council and other in-
Colors. Gloss. The scope of landscape
dustry voices are offering a refined message: Don’t fight the menu
photography, perhaps rolling hills or crys-
choices. Work with them, embrace them, use them and show cus-
tal clear water, mixed with a company’s
tomers that print’s more than just another option. It deserves a
written message — all within your fing-
spot at the table all on its own, as the “wine of communication.”
tertips. Print can elicit thoughts and emo-
The following are reasons why.
tions that some mediums can combine, but no other medium can deliver in a
Worth the investment (ROI)
single, hand-held offering.
NAK Integrated Marketing President Thad Kubis has been in the
Duncan recently attended a Sappi
business for almost 30 years. In that timeframe, when it comes to
educational presentation that brought
issues such as ROI, accountability and tracking, print has had the
to the forefront what an advantage
edge. “Print has always been the leader in ROI no matter how
print has over other mediums with its
you analyze it,” says Kubis, who helped create the “Why Print”
variety of textures and colors and over-
Brochure for The Print Council. “When the Internet came in, it
all visual presentation, and how the
became even more so, because it became the main way you got
industry needs to position itself with
people to the Internet. If you don’t have a person’s email address,
these resources.
“ The printing platform has become extraordinarily efficient and automated … make readies are measured in minutes not hours, waste of substrates is in single figures, not hundreds of sheets or cutoffs.”
PIM Fast Facts Eight Out of Ten Shoppers Clip Newspaper Coupons Platform-A, in partnership with Information Resources, Inc. (IRI), has released the results of a new study on trends in consumer couponing. Based on input from more than 36,000 IRI panelists gathered in September 2008, the study gauged consumer usage of traditional newspaper coupons and interest in digitally distributed online coupons. The study reports that more than 90 million consumers (78 percent of retail shoppers) currently use newspaper coupons. While the study finds that nearly one out of every four of the newspaper coupon clippers is likely to be at least 65 years old – conversely, more that three out of every four of the newspaper coupon clippers are likely to be younger (18-64). It also revealed that nearly four out of every 10 shoppers – a total of 40 million consumers – would be very likely to use coupons accessed online. The youngest market segments are the most receptive to online coupon offers.
– Joe Duncan, senior VP, Leo Burnett USA
then how do you get to them? You have their hard address. Then, when companies started to link direct mail with creating a Web site, the response rates started to go up. That is still valid today.” Consider a small sampling of facts compiled by Print in the Mix research. In a 2008 DMNews/Pitney Bowes survey on consumer attitudes and behaviors related to direct mail, 40 percent of consumers surveyed have tried a new business for the first time because of information received via direct mail. A 2008 survey by the Association of National Advertisers (ANA) found that print continues to be the favored vehicle to reach multicultural audiences. Forrester Research’s concluded in a study of customer resources for local listings that the printed Yellow Pages is still the king.
CANVAS
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The Wine of Communication
“To watch people both in and out of the
NAK Integrated Marketing conducted a survey of a direct mail
print industry, touch, smell, rub and exam-
campaign that was linked to a PURL. The response rates saw spikes
ine beautiful creative that was enhanced by
in the first few days, then two to three weeks later, and finally, a
different coating and varnish techniques,
spike three to four weeks following the second spike.
brought home the point, in my mind, how
“We found out through the survey that people actually sort out
much the creation and application of print-
direct mail and will save it and look at it later,” Kubis says. “People
ing had evolved, and yet how poorly we as
are traveling and won’t get to it until after a few weeks. We’re see-
an industry have positioned its strengths,
ing longevity of print in the cycle.”
flexibility and unique appeal with the changing needs of marketers and their consum-
A wide array of samplings
ers,” he says.
Print is flexible. It’s handheld. It can be used in many different facets and produced in different ways, including the timeframe.
Better with age
“The printing platform has become extraordinarily efficient and
Emails, phone calls, Web sites, even radio
automated … make readies are measured in minutes not hours,
and TV spots … have you ever seen any of
waste of substrates is in single figures, not hundreds of sheets or
those on a coffee table? Print lasts. Even di-
cutoffs,” says Duncan. “Web to Print, Variable Print, Print on Demand
rect mail, which has the shortest lifespan of
— all are platforms that change the way printed communication is
print products, still lasts.
valued and delivered in the context of the total spend.”
PIM Fast Facts Direct Marketing Media: ROI 2003-2013 Return on Marketing Investment (ROMI) represents what $1 invested in a direct marketing ad generates in increased sales, on average. For example, in 2008, every $1 spent on Direct Mail (Non-Catalog) resulted in $15.55 in sales. The chart below represents the DMA’s calculated average return by direct marketing medium, including the forecasts for 2009 and 2013.
ROMI: Summary of DM-Driven Sales Per $1 of DM Advertising Return by Medium
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2003
2007
2008
2009
2013
Direct Mail (Non-Catalog)
$15.50
$15.58
$15.55
$15.50
$15.66
Direct Mail (Catalog)
$7.12
$7.23
$7.28
$7.25
$7.29
Telephone
$8.43
$8.58
$8.55
$8.46
$8.31
Internet (Non E-Mail)
$28.02
$20.60
$19.94
$19.97
$19.97
Commercial E-Mail
$54.38
$48.34
$45.06
$43.52
$37.99
DR Newspaper
$13.09
$12.94
$12.77
$12.46
$11.90
DR TV
$7.07
$6.89
$6.81
$6.72
$6.66
DR Magazine
$10.31
$10.22
$10.10
$10.09
$10.15
DR Radio
$8.63
$8.68
$8.60
$8.46
$8.35
Insert Media
$11.69
$11.66
$11.63
$11.56
$11.45
Other*
$6.86
$7.05
$7.01
$6.94
$7.00
CANVAS July 2009
CANVAS
P7
The Wine of Communication
A known commodity How often does a consumer enjoy it when a vendor pushes a product on them? Telemarketers and spam email are often considered intrusive. Print reaches customers in a way that other outlets can’t – at their leisure. “Print is provided to the reader, when they want it,” says Kubis. “When they’re ready to read it, they will just take it out and look at it. It puts you in control, allows you the ability to say yes or no, I want more information.” “Technology has given control of access to media to the consumer,” says Duncan. “You cannot just put an ad on TV, or in a publication and ensure that consumers see it. The consumer is in control of when they want content, and what platform they use to get it.”
Completes the meal If you share only one point with your customers on why print is the “wine of communication,” it’s this – print tastes great with other mediums. Print doesn’t have to compete, when it can collaborate. Kubis says his company sees a tremendous spike in response rates whenever an email or Web campaign is linked with print. The same goes for telemarketing campaigns. Instead of an intrusive phone call, the customer receives a promotional piece in the mail with a number to call and can decide when to make the phone call. Internet campaigns linked with print follow the same successful formula. “One of our clients was running a travel program, where half the program was done with direct mail, and half was done with direct mail and a PURL,” Kubis says. “Direct mail with a PURL received three times the response rate.”
PIM Fast Facts Custom Publishing: Consumers Read and Take Action A study commissioned by the Custom Publishing Council (CPC) and conducted by Roper Public Affairs finds that custom magazines and electronic custom media have increased in influence and acceptance since the study was last conducted in 2005. The survey, conducted via telephone with 1,000 U.S. adults in February-March 2009, finds that: • 70% of those surveyed say they like custom publications • Nearly three-quarters of respondents prefer to learn about companies from “an interesting collection of articles” as compared to getting the same information from ads • 78% believe that companies that send custom publications are interested in building strong relationships with customers • Two-thirds of respondents said they were likely to buy from a company that provided them a custom publication, and just about as many (63%) report they have bought something they saw in a custom publication.
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CANVAS July 2009
Indeed, the “wine of communication” may be print’s permanent spot in the scope of media. And why not? It’s been around the longest. It strengthens other media’s campaigns.
Quick hits Need factoids for customers interested in a print campaign? Print in the Mix has plenty. Top 5 Fast Facts (most viewed) Reasons that Compel Consumers to Open Their Direct Mail ROI: Direct Marketing Driven Sales v. Non-Direct Marketing Sales Direct Mail is Lead Purchasing Decision Influencer for Internet Users Personalizing Direct Mailings Direct Mail Drives Consumers to Contact Businesses
Top 5 Research Summaries (most viewed) Measuring Media Effectiveness: Assessing Media ROI throughout the Purchase Funnel DMA 2007 Response Rate Trends Report 2008 DMNews/Pitney Bowes Direct Mail Survey
“Print’s future is less about competing with other technologi-
The Power of Personalization: The Impact + Influence of Individualized Content Delivery
cal communication platforms and more about using its portability and flexibility to integrate communication touch points for the
Document Communications Industry Trends: 2008 Survey Results
marketer and the consumer,” says Duncan. “The ability to integrate scent, texture, hi resolution graphics as well as variable data at multiple points of engagement are print’s strengths.”
To read more about additional studies and news on the value of print, please go to the Print in the Mix Web site www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
Indeed, the “wine of communication” may be print’s permanent spot in the scope of media. And why not? It’s been around the longest. It strengthens other media’s campaigns. In today’s landscape, one will not get it done, says Duncan. “One message on one platform will not deliver to the sophisticated consumers of today and the future,” says Duncan. “Print’s role will be to be part of the mix and to deliver integration and ROI in the execution of multi-platform communication campaigns — something that plays to print’s strengths and growth potential.”
HP is proud to sponsor CANVAS. We invite you to visit the HP Digital Printing Resource Center to download whitepapers, view on-demand press demos, webinars and more!
CANVAS
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Social
Networking or
D
Do you tweet? Are you LinkedIn®? Is your BlackBerry ®
preset to automatically ping Facebook ®? If you said yes to any of these questions, then you likely get the gist of all the hoopla, but have you actually put it to work for you?
As SEO/SMO advisor to Spider Trainers, LLC, I work
with clients every day that fall into one of three categories: They don’t know a tweet from Tweety Bird, they think tweet is for kids, or they post their personal tweets between three and, unbelievably, 100 times a day. For those of you lost in the first sentence, a tweet is a comment that you post to Twitter ® (http://www.
twitter.com) so that your subscribers (followers) know what you are doing. A retweet is when someone takes your tweet and quotes it, thus passing it forward to their followers. Difficulties can arise when people underestimate the stickiness of Web content or the power of the pen. Twitter and other social networking sites can have a positive impact on your business, but only when used like any other business tool: carefully, with precision, and adjusting as you go.
P10 CANVAS July 2009
Social
Not
Working? By Cyndie Shaffstall
Too much or not enough?
you carefully manage the content, followers, buddies, subscrib-
Social networking for you can be a pow-
ers and links.
erful tool, but stay focused. Despite the allure and ease — and that your kids are
Social networking falls into categories:
doing it — you should not be using social
• Blog
networks as a place to post your private in-
• Microblog (i.e. Twitter)
formation. Your business associate, client,
• Networking (Faceboook, LinkedIn, or Plaxo)
boss, or board member can read your con-
• Social bookmarking (Delicious®)
tent. They don’t need to know that you just
• Social news (Digg®)
drove your child to the soccer field. They
• Opinion sites (Yelp!)
have much more important tasks than to
• Discussion group (LinkedIn, Yahoo, and Google have groups features)
flip through your Vegas bachelor party pic-
• Chat
tures, and most importantly, they do not
• Multimedia sharing (Flickr ® and YouTube®)
want to read as you disparage your boss due to a disagreement over the last proj-
Each site caters to a typical demographic. This demographic is
ect (neither does your boss).
what you must use to guide you. In all cases, though, my mom said
• “According to employment law firm Pen-
it best, “Write like your worst enemy will use it against you.” OK,
insula, 233 million hours are lost every
so that might be a little strong, but as a businessperson you are
month as a result of employees ‘wasting
exposed to all sorts of potentially harmful scenarios: Employment
time’ on social networking. The study — based on a survey of 3,500 UK companies — concluded that businesses need to take firm action on the use of social networks at work. Some firms have already banned employees from accessing Facebook,” states BBC News in an online article, http://news.bbc.co.uk /1/hi/technology/6989100.stm • “An Australian study found surfing the Internet for fun during office hours actually increased employees’ productivity by 9 percent. Study author Brent Coker, from the University of Melbourne said ‘workplace Internet leisure browsing,’
Social media is all about word of mouth. What you post may well be shared with members of your clients’ groups.
or WILB, helped to sharpen workers’ concentration,” counters Mail Online,
issues (remember the last person you fired?), partner issues (you
ht tp://w w w.dailymail.co.uk /sciencet-
thought you were such a great team), and not the least threat-
ech/article-1166634/Twittering-watch-
ening, divorce (everyone thought you were such a great couple).
ing-YouTube-videos-makes-workers-
If you post to social networks as though those three people are
productive.html
reading everything you write, you will have much, much less to worry about and your sticky content will serve you well for months
You are either ready to ban or embrace
or years to come.
this new pastime. Regardless of how you feel about it, it’s obviously captured the
Blogs, such spidertrainers.spidertrainersblog.com, can be a great
attention of young and old, despite their
alternative or complement to your company or personal Web site.
position in life; and whether or not they
Thankfully, you don’t have to be an expert in HTML in order to
work for you.
maintain a beautiful, well-organized site. Another benefit is that
Breaking it down
your visitors can comment on your postings. They are free to endorse or question your view. This dialogue and interaction with
I am a huge fan of social networking. In to-
your clients can be beneficial in many ways. If you would like to get
day’s electronic landscape, participating
started with a blog, try WordPress at http://www.wordpress.com
in this type of messaging can be critical
or Blogger at http://www.blogger.com. You can be running your
to you. The benefit is best realized when
own blog in a matter of minutes.
CANVAS P11
Social Networking or Social Not Working?
Microblogs, such as Twitter, enable you to
with a number of colleagues because I found their constant posting
post small bursts of information. The charac-
of their private information to be (first) irritating, and (second) risky. I
ter limit is about 140 and you may also include
don’t want my colleagues, business associates, or clients to read their
a link. This can be really great if you have a
chatter. If you’re looking for a professional site, try LinkedIn.
bit of news and you would like to notify your followers. We use this at Spider Trainers, LLC,
LinkedIn is a very well executed professional site. It also offers the
regularly. Each time a client posts a new blog
microblog capabilities, but I’ve found that my network respects
entry, we tweet to remind their followers to
the business rules and keeps their postings on the professional
read the latest posting. If however, you read
side. LinkedIn also has a groups feature, which I’ll get into later.
through their entire history of tweets, you will
Show caution when joining a group, however, because many of
not find a singe comment about the discount
the groups are not well monitored and you may end up with end-
that the pizza place was having.
less spam-type postings. Don’t be afraid to try a group and then
Networking
give it the boot because they don’t moderate their members.
There are a few popular networking sites and
Bookmarks
they are categorized best by demographics.
Our society seems to be starving for advice, leadership, mentoring, and guidance. That is supported by the sheer size of the self-
MySpace® is primarily a kids’ and young
help section of your local bookstore. To this end, social bookmark-
adults’ site and should be avoided at all
ing provides Web readers with guidance. Using a social bookmark
cost — unless you are using it to position a
site one can collect, organize, search, and manage the bookmarks
When you have a large following, there is a better chance that your message will be spread far and wide. Social media is all about word of mouth. product, and your product’s demograph-
of their favorite pages and share them with other users. It’s like
ics are kids and young adults. If you MUST
creating a recommended reading list that you share with people
have a MySpace account for the purpose of
who have access to your page. You could create this and then post
personal conversations, consider doing so
your Delicious page at your blog and microblog.
under an assumed name that you share only with your family and close friends. Do not link
Digg is a Web site of content submitted by members — anyone
it to your other sites and do not give it out to
can create a membership. Once your content is submitted, other
business associates. The risk here, despite
members review it and digg it. When a product or subject re-
your account name, is that someone in your
ceives enough diggs, it is promoted to the front page of the Digg
group could forward your messages and you
Web site. This is very much like a search engine, except that the
have no control over that whatsoever.
promotion is not controlled by a set of obscure, ever-changing programming rules defined for the search engine’s spider, but
Plaxo® is designed as a networking site for
rather by popular vote.
professionals, but it includes a microblog fea-
In the pursuit of product promotion, opinion sites such as Yelp!
ture that enables you to make postings very
provide a different kind of network where visitors leave comments,
similar to Twitter. I have had to disassociate
recommendations, and criticisms about businesses.
P12 CANVAS July 2009
A discussion group, such as those you will find as a feature of
Use blogs. Web sites are not enough any-
LinkedIn, Yahoo, and Google enable like-minded people to con-
more and while social-media platforms are
gregate — online, of course. Think of it as a support group for
wonderful boosts, don’t miss out on the
your favorite business topic.
opportunities afforded you by creating and maintaining your own blog. Many compa-
YouTube may be the most well-known of the multimedia-sharing
nies are actually foregoing traditional sites
sites, but it certainly is not alone. What YouTube is to video, Flickr
in favor of blogs, but I recommend both.
is to images. Creating podcasts (audio recordings), screencasts
(Remember to link back and forth between
(video recordings), or Webcasts (trainings or meetings held by
the two.)
sharing video through a Web browser) are inexpensive ways for you to reach a lot of clients at once, or over a period of time by
Send invitations. Once you have created
posting the recordings.
or added to your social network, remember to invite your customers, clients, asso-
Advice before you get started
ciates, and colleagues to join. When you
Now that you have a feel for the lay of the land, let’s go over a
have a large following, there is a better
few tips:
chance that your message will be spread far and wide. Social media is all about word of
Use keywords. When posting online or creating tags for your
mouth. What you post may well be shared
media, use words that are easily identifiable with you (this might
with members of your clients’ groups.
be as simple as your company name) and include them in every
If you are using your social networks to
posting. This helps you create brand awareness. Find a focus
build your professional presence or to launch
and stick to it.
a new product, it isn’t a question of lost productivity — you’ve simply found a new tool
Include links. Make sure that every posting links back to your site,
for promoting your business. I think you’ll find
to your offer, or to other social outlets to which you subscribe.
that you rarely or never have a reason to tweet
You will build validity. (For more information on the importance of
about your product 100 times a day … but we
links, visit my blog at cshaffstall.spidertrainersblog.com)
can dream, can’t we?
CANVAS P13
A Worthwhile
To-Do List Creating a business and life mentality that keeps you on top
B
By Brian Sullivan
Before school was out, a laminated multi-colored list was hung on the refrigerator. This is what it said: This summer I pledge to:
P14 CANVAS July 2009
Fast from reveng e and feast on forgiving people Fast from bragging and feast on having good sportsmanship
Fast from complaining and feast on being thankful Fast from fighting and feast on compromising
Fast from being lazy and feast on getting active Fast from lying and feast on telling the truth
Fast from judging people and feast on looking for good in others Fast from selfishness and feast on giving to others
CANVAS P15
A Worthwhile To-Do-List
The above was a list developed by my
•F ast on being satisfied with the number of customers you have
son Jake’s 4th grade class. Each child was
and feast on making at least five new prospecting calls a day
to develop their own Fast and Feast list,
•F ast on believing you know enough to get by and feast on sched-
and this was his. As I read the list, I was
uling time each week to learn something new (30-60 minutes)
amazed at how simple yet profound it was.
•F ast on showing up for sales calls to just “check in” and feast
And what a great list it’d make for sales
on having a specific SALES objective that introduces a new
professionals. So what are the sales and
product or solution on every call
leadership habits you should FAST from? What habits should you be feasting on? Here are a few to think about:
•F ast on doing all the talking in your presentation and feast on asking questions, listening and learning •F ast on delayed follow up and feast on getting back to customers and associates quickly
• Fast from doing only what worked in the past and feast on finding new ways to serve external and internal customers
•F ast on seeing the problem with things and feast on finding the solution • Fast from being unnoticed and feast on ways to STAND OUT
• Fast from taking current customers for granted and feast on finding creative ways to thank them
So this week, grab some crayons, a fancy piece of construction paper (A pad and pen will do) and take 10 minutes to write down
By keeping your personalized fast vs. feast list in front of you for 20 days, you will begin to create sales and leadership habits that will have you feasting on more positive relationships, more productivity, and a lot more sales. the things you need to FAST from and FEAST on. Then keep them in front of you for 20 days. Or type them in a document and save the list as your screensaver. If you are in outside sales, print out your own list and tape it to your dashboard. Just keep it close. By keeping your personalized fast vs. feast list in front of you for 20 days, you will begin to create sales and leadership habits that will have you feasting on more positive relationships, more productivity, and a lot more sales. With those positive habits, you can plan on getting to the top … fast!
President of Kansas City-based PRECISE Selling, Brian delivers seminars and Internet training programs on sales, customer service, leadership and presentation skills to companies of all sizes. He is also author of the book, “20 Days to the Top - How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” To sign up for his free weekly tips, go to www.preciseselling.com or email Brian at bsullivan@preciseselling.com.
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CANVAS P993
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