Canvas Magazine | Arrows in Your Quiver by Conduit, Inc.

supporting print sales & Marketing Executives

July 2011

Arrows in your quiver SALES 101: “Don’t Worry, Be Happy,” and Sell More How to Design Powerful and Productive Sales Meetings Sponsored by

See page 10

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“ Our customers and prospects are frequently looking to us for emerging technology and expertise.” – Paul Soltysiak, Holland Litho

Publisher mark potter Marketing Manager brandon clark

MANAGING EDITOR lorrie bryan

Mighty Mo

Publisher’s Thoughts

ART DIRECTOR brent cashman

Editorial board

keith bax Research Data mike kyle Pace Litho chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neill Printing

July 2011

Print In The Mix: Fast Facts CMO Council Marketing Facts P8

Best of Reflections P10

Arrows in Your Quiver P20

How to Design Powerful and Productive Sales Meetings

CANVAS, Volume 3, Issue 4. Published bi-monthly, copyright 2011 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 P1

Mighty Mo

Arnold Palmer is one of the greatest golfers to ever play the game. He was an intense competitor, charismatic character, and a fabulous champion. When asked about the “zone” that high performing athletes get into, he said that you can’t just jump into such a state. He believes that the state of mind kind of finds you

Publisher’s thoughts

after you have become one with your actions and your purpose. Palmer went on to talk about how you can only get into the “zone” by starting with small victories. Ever notice how your confidence grew after a small win? Well, Arnold Palmer not only craved that confidence, he had a process for manufacturing it. He would focus on hitting one good shot and embrace that as a victory. With victory comes confidence, which allows you to perform to your true potential. Unfortunately, we seem to seek the big win immediately. We want what we want, and we want it right now. When you want to get organized, clean a closet. If you want to sell more, make just one call. If you want to think differently, read just one article. These may seem trivial, but they could be considered small victories that make you feel good about yourself and make you crave more. A recent winner of the AT&T golf tournament, Nick Watney, said “Once you are in the contention to win a tournament the feeling is addictive.” Salespeople know that feeling. Once we solidify a deal and deliver true value to people, we have got to have more. Looking for the homerun will only lead to frustration and disappointment. Small victories can get us jazzed and lead to sustainable momentum. Remember those times when you built a relationship and it resulted in sales. You must have got a real lift and couldn’t wait for the next one. It is the same with sales today, regardless of selling print or marketing services. Just meeting someone or getting an appointment can be considered a win. These small wins lead to confidence and Mighty Mo. As you work towards your own personal momentum, take a moment to remember how far you and your organization have come. Our cover article Arrows in your Quiver, which is sponsored by HP, provides the perfect perspective on just how much progress we have achieved. Compared to just 10 years ago, our industry is alive with all kinds of solutions; the kind of solutions that create both short term and long term victory. Along with our compelling cover article please enjoy How to Design Powerful and Productive Sales Meetings where John Treace outlines the best way managers can use these meetings to create the positive momentum. Otherwise known as Mighty Mo! Warmest regards,

Mark Potter, Publisher

CANVAS May 2011

www.printinthemix.com

Fast Facts Small and Medium Businesses Rely on Traditional and Digital Marketing Channels. http://printinthemix.com/fastfacts/show/442

The newest tool to enter

The majority of small

the marketing mix is Quick

and medium businesses

Response (QR) codes.

state that their ideal

While some respondents

marketing mix is a

76%

combination of traditional and digital

Small and Medium Businesses

communications, according to a new survey

acknowledge a lack of understanding and perceived complexity toward them, among those using them, almost half

released by Pitney Bowes Inc.,

are using them on their

a global technology

business cards (45 percent)

communications company.

and integrating them in direct mail (44 percent).

While e-mail and

43%

advertising are what

45% Business

Advertising

Cards QR Code

36%

Direct Mail QR Codes

respondents use most often, it is advertising, e-mail, and direct mail that is

38% E-mail

deemed to be proven most effective with response rates, purchases, and more.

CANVAS May 2011

Direct Mail

43%

New Technology Introductions Live Demonstrations Education Opportunities Networking

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Social Network Study Study results indicate

When asked whether

Only 3 percent say

The average click

social networks are

they discuss a

more than once a day

rate is 5.9 percentâ&#x20AC;&#x201D;

not a major source of

variety of vertical

and 7 percent say

a slight decrease from

advice for consumers

products on social

daily. In one piece of

the same time last

on what to purchase.

networks, about eight

good news for brands

year (6 percent).

Less than half of online

in 10 (79 percent)

who communicate

consumers obtain

online consumers

via social network,

purchase advice

indicated they

only 4 percent of

on products in any

discuss educational

online consumers say

vertical covered by the

institutions and

they should never

survey, with appliances

sports-related

use this form of

the most popular at

products. Other

communication.

46 percent.

verticals generating social network

The only other vertical

discussions with

which more than

a high rate of

four in 10 online

consumers include

consumers said they

entertainment

go to social networks

(74 percent),

to receive purchase

automotive

advice for was

(67 percent) and

electronics

(42 percent).

(63 percent).

Marketing Insights Does success come from hoarding ideas and looking out for ourselves, or does true intelligence and knowledge come from sharing and pursuing a common good together? What path are you taking and how?

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1/24/11 4:24:43 PM

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be s mu s t s e in p p Mc py? Ha Bobby ou hap o y t s s r e k e lly ma g Fath hat rea oundin F w r r u e o id s to ken to con crates have ta pped o m So r o o f t h s e w r n s e o lt ever y ou ev iven of adu Have y e c au s e . really g ntage b it e r , c e t e r v n u e e s a p r t e u impor us hav like the k ourht to p p ret t y few of e to as the rig t muc h y a r d im h t a e t v h e s ), h s e t felt w r is t wo vorite ’t take e a g ue Ferrin ventur your fa nu m b e we d o n t t t o u t a u o h b g b (t , n a it ls illi think lizing ll want e n g oa I’d be w yes and materia t. We a e writ t e t h r m a g u o e u r r o f o c y h e e to d close muc h t ig smil the tim ep a b elax an r uestion e k q u s o o s y t e pin s like. If re able the hap lly look you we a e if r d it e t is wha purely y s ur p r selves g to be be ver in o ld u g o Iw ant to issive is tr y. things, ers, I w ive it a day’s m d r G o t o . t ir B a a t h t thin ook s a e r ne d out of -help b e co nc lf m e ales. s o c f e o asing s ou b eds e r y r d c e r n in u o f h E: be thing – ke the L NOT u t o ne ound li o s b a d n ly SPECIA a e uistic, ultimat ic, altr ssion is u ell c is esoter d W ho S y’s a le d p o t o e t P tha ople = s t re s s les) Pe a (S ly : d i se re = Frien c p rem erson’s i People p s ) s s a le le b a a my iling (S is the s . No Here’s day: It le = Sm mpany y n p o e u c o n S e o e l P ir M t e r B ow M o re (Sales) 105 t he e n o n Sup Happy selling o Make n e fo r “ h o in t k W e e in s h h le t clo t Peop ake tions (t a s we ) to se M o re = ood, m t re d u c n c e pt ement m n o g u c e a o h n is t c a h d m en er t ales, nd hea senior n light Consid r than s yof fs a les, ca e g with a la h n s t t o lo n n , a e (a v ilit y t he r t h any’s N o o ne a n p re sponsib one, o ilding. a co m p ales, c u o s b o N t n e t a ). h n h ” t a t he r t y into r plane impor t one, o e e ne rg t is so s s e ng e e a a r n. f h p t s 0 y s 0 c e a1 ten tisfac tio e s tr is n a s s o iv ndorn r it s o s e t c a o m se t ho s e e usto ional ing p t r c e o b is o t m a d r t e n l n f f un a g with mitme au r a o that wil things d co m t feelin r y day n ide the a e a v h v t o s e r s e p r e g c an his or nd sha methin riendlin appy; a , do s o o u r ag e vel of f h c ly le n u e t ll e o a y ia r ’t d sn es ove imme at doe at mak o it? inning e of wh e nce t h r t a is really d x w So b eg e a s u e in r f r o o e y em s train w ma n vels; b b u t ho ’s a sale ; e phin le ” r e e n h t o h bt e telep . I dou into th others e il m ’s nt s to her clie

CANVAS May 2011

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Arrows in Your Quiver

century ago and even as recently as a decade ago, the quivers of printers all held essentially the same arrowsâ&#x20AC;&#x201D;offset print products and services. Some arrows were slicker, sleeker or faster; some cheaper, blunter and more basic. But they were all primarily the same, and most had a good chance of hitting their intended target in 2001â&#x20AC;Śbefore the epic explosion of the digital era and the subsequent rise of information inundation.

Sponsored by

P10 CANVAS May 2011

By Lorrie Bryan

CANVAS P11

Arrows in Your Quiver

“ In our hearts, we are still printers, but in our endeavor to continue to anticipate and serve our customers’ communication needs, we have added quite a few arrows to our quiver.” – Kevin Cassis, CEO, TWG Plus

Today, ten short years later, the

Better Arrows

United States Postal Service reports

Across the country, traditional printers who have fed their

that the average person in the U.S.

families for generations with little more than a quiver of

is targeted by more than 5,000 mes-

well-crafted offset arrows and a commitment to quality

sages each day. Of the 5,000-plus,

are adding new arrows—arrows with fletchings that zing,

we notice perhaps 54 and remember

shafts that zoom and strong points that consistently zap

only four. It appears that few arrows

the targeted bull’s-eye.

are hitting their mark, and a quiver of

For nearly five decades, TWG Plus (formerly The

basic offset print services and prod-

Whitley Company) was primarily an offset printer. With

ucts has limited range and accuracy.

an eye on the future and a commitment to continuing to serve their customers’ communication needs, they began adding services to their core business about ten years ago. “In our hearts, we are still printers, but in our endeavor to continue to anticipate and serve our customers’ communication needs, we have added quite a few arrows to our quiver,” Kevin Cassis, CEO explains. “Our core print business has declined, but by adding new revenue streams our company has continued to grow.” Much of this Texas company’s growth is in the higher-education sector. They don’t print as much marketing collateral for the admissions departments as they once did. Instead they help the admissions departments launch multi-channel campaigns that are more effective and efficient than print alone.

P12 CANVAS May 2011

Arrows in Your Quiver

Cassis says they routinely save

enter personalized information. “When the potential ap-

their university and college clients

plicant is engaged at their personalized site, it not only

money by creating personalized

enriches their experience, it enriches the client’s data-

postcards (using variable data print-

base by identifying those prospective students who are

ing) to engage potential applicants

likely to respond, apply to and attend the college or uni-

and send them to a URL where they

versity. Based on their input, subsequent messages to

enter a personal pin to access and

potential students will be personalized to be even more relevant and more engaging.

“ Our customers and prospects are frequently looking to us for emerging technology and expertise.”

The process also qualifies applicants, thereby eliminating the expense and waste of communicating with those who do not qualify.” Mobile messaging and so-

– Paul Soltysiak, Holland Litho

cial media are the next frontiers that Cassis says they will explore and integrate into multi-media marketing programs. “And high-quality print will continue to become less significant,” he adds. Elsewhere, other savvy printers are also finding new ways to serve their customers and grow their businesses, adding new arrows to their quivers. Paul Soltysiak of Holland Litho says that their company has always been on the leading edge “It’s sometimes the

P14 CANVAS May 2011

At Think Patented, new non-traditional painful bleeding edge. We’ve made some print options mistakes along the way, but this has prov(direct mail services, en to be one of our greatest strengths.” digital printing, fulfillment In the last 10 years, they added a fullscale mailing department. “This has solutions, digital solutions been a very good move, as it allows PURLs, GURLs, mobile our customers to work with one tags, e-mail marketing, and point of contact for the entire print/mailing process.” promotional products) now Other new offerings include account for variable data digital printing, some specialty bindery serof sales. vices (in addition to their full-scale

30 percent

bindery department), some large format output, short-run digital envelope printing, webto-print and QR code applications. “We’ve also recently added a high-speed, black-and-white digital press for on-demand (often same day turnaround) instruction manuals and similar products. Our customers and prospects are frequently looking to us for emerging technology and expertise,” Soltysiak states.

No Flow.

Arrows in Your Quiver

“Technology in our industry con-

prospects our value. As we continue to evolve further as

tinues to evolve at a rapid pace—

a solutions provider, we continue to pull away from many

many of our clients just can’t keep up

of our competitors that still just sell a product. A product

with the change. As a client contin-

doesn’t necessarily solve a business issue. We are fo-

ues to gain confidence in our grasp

cused on using all of our capabilities to solve our clients’

of the changing technology, we be-

business issues.”

come more of an advisor to them,”

At Think Patented, new non-traditional print options

adds David McNerney, director of

(direct mail services, digital printing, fulfillment solutions,

Sales and Marketing at Think Patent-

digital solutions PURLs, GURLs, mobile tags, e-mail mar-

ed. “When we step into an advisor

keting, and promotional products) now account for 30

roll, it becomes hard for a client to

percent of sales. “The driving factors in future print and

leave and easier for us to prove to

communications programs cannot be a print commodity

“ We started with value-added services that are easily bundled into print, and today we are becoming a robust one-stop-shop for our customers by offering direct mail services and digital services in addition to print services.” – Tim Poole, partner and president, Dome Printing

pricing basis of the cheapest cost per thousand. It needs to be based on the marketing return on investment to the customer. We won’t sell products in the future—we will be selling programs and solutions that utilize our various products,” McNerney affirms. Joe Mehl, an executive at the Dispatch5.o division of Dispatch (Erie, PA), which specializes in integrated cross media execution concurs. “Chief marketing officers are aware of new digital media but are confused about how to properly get it into the marketing mix. By demonstrating our platform we are able to ease the pain and allow

P16 CANVAS May 2011

them to take advantage of true measurable cross media promotions. This is not only a great help to existing clients, but a great door-opener for prospects. Any service that cannot be integrated with other forms of media will become less significant in the future The stand-alone product—whether it is print, e-mail or any form of media—will not be effective in future marketing campaigns.”

Automated Arrows When the Poole brothers, Tim, Andy and Bob, purchased Dome Printing from their father in 2004, they were determined to ensure the future of this century-old business, and aggressively began adding arrows to their quiver. “We started with value-added services that are easily bundled into print, and today we are becoming a robust one-stop-shop for our customers by offering direct mail services and digital services in addition to print services,” explains Tim Poole, partner and president. “We build our services around our clients’ needs, and increasingly we are finding that automation is a key part of the solution.” Last year Dome started offering custom storefronts and dashboards to help their clients utilize marketing

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Driving the future of digital production workflow

Arrows in Your Quiver

Basu notes that last year the graphics digital print represented less than 6 percent of the total graphics pages that were printed worldwide, but digital pages accounted for approximately 40 percent of value.

tools more efficiently. “Our goal is

services—the new arrows are just sitting in the quiver.

not only to provide our clients with

“Selling digital is not the same as selling offset print.

advanced marketing tools that in-

There are new opportunities for printers, but print sell-

crease their ROI, but to also offer

ers have to ask different questions now, target different

them a world class client experi-

decision makers, and position themselves as partners in

ence,” says Poole.

the marketing endeavor,” advises Avi Basu, manager of North American business development at HP. Basu sug-

Nock and Fire

gest that print sellers show companies how they can op-

As progressive print companies add

timize their marketing supply chain using digital printing

arrows to their quivers, they are fre-

and workflow automation. “Show them the benefits, not

quently finding that the sales force

the features—demonstrate how they can eliminate ob-

that has successfully promoted off-

solescence and waste by printing what they need when

set print is not as receptive to pro-

they need it instead of warehousing marketing collateral.

moting digital print or new ancillary

Shift their focus from cost-per-piece to improving the product life cycle and creating a better supply chain.” Basu notes that last year the graphics digital print represented less than 6 percent of the total graphics pages that were printed worldwide, but digital pages accounted for approximately 40 percent of value. “Even after the economy recovers, print is not going back to where it used to be, but there are great opportunities for printers to become value-added partners by using the new technology to benefit your customers— help them hit their mark by becoming more effective and efficient,” adds Basu.

Be sure to visit HP’s Graphic Arts about the future of digital print and variable data.

P18 CANVAS May 2011

How to Design Powerful and Productive Sales Meetings By John Treace

Designing a powerful sales meeting is not an easy task, but it is one of the most important aspects of building and maintaining a high-velocity sales organization. The objective of all sales meetings should be to increase sales—period. That’s why we call them sales meetings. Entertaining the participants and having them leave full of enthusiasm is a good thing, but it should never overshadow the need to produce sales.

P20 CANVAS May 2011

How to Design Powerful and Productive Sales Meetings

Managers need to develop a statement of strategic intent for the meeting, along with defined, timesensitive metrics that will be used to measure the meeting’s success.

It is the sales management’s responsibility to be a good shepherd of corporate resources, so spending money without expecting a measurable return is not good business. Every high-performing salesperson who attends a meeting will be thinking, “Is this meeting making me money, or is my time being wasted?” A company’s high performers will usually produce at least 60 percent of the company’s revenues, so when sales managers waste top salespeople’s time with poorly designed meetings, they send several negative messages: 1. Management is not considerate of employees’ time (high performers know that time is money), and 2. Management does not understand the business, does not know what needs to be done to increase sales, and is wasting corporate resources. If the sales team begins to suspect that management doesn’t know how to increase sales, morale will be negatively affected and team members will question their choice of employers. Additionally, salespeople are conscious of the way management spends its money, so seeing waste during ineffective meetings degrades their confidence in the company and makes them less considerate of protecting the corporate resources under their control. Unproductive meetings also signal to salespeople that management is not committed to excellence—and powerful sales people don’t want to work for companies like that. They want to make money, they want to focus their attention on that goal, and they want to work for managers who are committed to being the best.

P22 CANVAS May 2011

With so much at stake in a sales meeting, how can we ensure that the meeting will bring value to the sales team and produce sales? The answer is simple, but the implementation is not: Managers need to develop a statement of strategic intent for the meeting, along with defined, time-sensitive metrics that will be used to measure the meetingâ&#x20AC;&#x2122;s success. For example, we might say that the strategic intent of our meeting is to train reps to sell X product, with the goal of 80 percent of them exceeding quota within thirty days of the meeting and maintaining that performance through the end of the year.

How to Design Powerful and Productive Sales Meetings

Powerful sales meetings driven by statements of strategic intent and clear objectives are at the core of powerful companies. The challenge in developing a statement of strategic intent is in knowing what needs to be accomplished in the meeting to reach the required performance goal. The specifics must be laid out, and an aggressive but realistic performance goal must be defined. Carrying out this process takes a deep understanding of the business, the sales force, and the competition. Because managers who canâ&#x20AC;&#x2122;t write these strategic statements and goals generally do not understand the business, this process can also be used by executive management to evaluate the effectiveness of managers charged with designing the meetings. In other words, this statement of strategic intent is useful for ensuring powerful meetings result and as a management evaluation tool. Powerful sales meetings driven by statements of strategic intent and clear objectives are at the core of powerful companies. Management teams that hold them regularly will always stay on top.

John R. Treace has 30+ years experience as a sales executive in the medical products industry. He spent over 10 years specializing in the restructuring of sales departments of companies that were either bankrupt or failing. In 2010 he founded JR Treace & Associates, a sales management consulting business. Treace is the author of the new book, â&#x20AC;&#x153;Nuts & Bolts of Sales Management: How to Build a High-Velocity Sales Organization.â&#x20AC;? For more information, please visit www.treaceconsulting.com.

P24 CANVAS May 2011

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