Canvas Magazine | How to Incorporate QR Codes

P10 Sales Myths P26 Mastering the Follow-up supporting print sales & Marketing executives

P34 Sales Evangelists

June 2010

How to incorporate

QR Codes into your marketing solutions

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June 2010

Publisher’s Thoughts The “Pull” to TiVo

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In defense of social media and online promotion P5

Avoiding Sales Apathy P7

The Corner Office Tech Corner: New Technologies that Add Value Leadership Insights Print in the Mix Fast Facts

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People News interlinkONE names McIntosh president North Carolina printer installs CTP Solutions with Processless Plates, expands wide format capabilities Svec Conway Printing installs Ricoh C-900-S, holds Earth Day event

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Sales Myths Overcoming preconceived notions on selling

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Unlock the Code QR Codes offer unlimited possibilities for marketing services companies

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Product Spotlight MMI EdgeTM

Publisher mark potter

Marketing Manager caroline farley

MANAGING EDITOR graham garrison

ART DIRECTOR brent cashman

CONTRIBUTORS Linda Bishop, Paul Castain, Cyndie Shaffstall, Brian Sullivan

Editorial board

Sappi lauches eQ Tool

lisa arsenault McArdle Printing Co.

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gary cone Litho Craft, Inc.

How to watch for buying signals

Mastering the Follow-up

peter douglas Lake County Press

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aaron grohs Consolidated Graphics, Inc.

How to use the contacts you have to create new leads

ron lanio Geographics, Inc.

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randy parkes Lithographix, Inc.

Sales Evangelists

The Radical Leap – A Personal Lesson in Extreme Leadership

CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097 CANVAS, Volume 4, Issue 3. copyright 2010 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. .

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CANVAS P1

The “Pull” to TiVo

I

In April, I attended the Emerge Conference hosted by Consolidated Graphics (CGX). The meeting was exceptional, not just because of the content, but also because of the attendees. There was a high level of pride among them. In fact, many of them were bragging about the jobs they were doing with their printer and they were all having a good time. You could actually see the CGX brand becoming more important to them as the conference progressed. Their brand now means something to the community.

All the messages – from social networks, e-mails, and mobile messaging – that hit us today have

become overwhelming. Marketers are being driven to “push” out campaigns and count every click

Publisher’s thoughts

possible. Their efforts to validate all their work is driving us mad and is leading to a significant trend.

We are entering a “pull” phase, where people are going to TiVo their way through life. If you are

familiar with TiVo (DVR), you know that it is a recording hard drive for your television. You skip through the commercials or messages you don’t connect with, while only viewing the things that you want.

In fact, when people we trust tell us to buy, we normally buy.

The idea builds upon the concept that people make purchasing decisions or choices based on how they view themselves. More importantly, we only listen to the people that we trust or connect with the brands that help shape our image.

This is critical. We will TiVo our way through life. We do it every day when we delete the gobs of e-mails that fill our smart phones. We know who we like and we certainly know who we trust. We don’t have the time to engage with anyone else. So you better create a brand that people want to spend time with, trust, and take pride in.

A young print rep was recently lamenting to me about his struggles to sell print. He said that he is busting his hump and trying to get in anywhere and everywhere. I asked him why a C-level executive would ever call him back. After thinking about it for awhile, he came up with nothing. The fact is that neither he nor his company’s brand resonates with anyone. They scream print and nothing more. More importantly, nobody knows who he is. In other words, it isn’t what you know. It isn’t who you know. It is who knows you.

It may be ironic that the world of marketing is so focused on measuring every single act, when the reality is that people have more control than ever before and won’t allow themselves to be measured.

We buy when we connect on an emotional level. In fact, when people we trust tell us to buy, we normally buy.

So get to work building a brand that people can trust. Because, most people aren’t going to buy, let alone read the e-mails, from people that they don’t identify with. Isn’t it ironic? “Pull” marketing, otherwise known as good ole’ fashioned branding, is back in vogue!

Warm regards,

Mark Potter Publisher

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CANVAS June 2010

www.manroland.us.com www.manroland.ca

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Gear up for the demands of your customers. Shorter runs, hard-fought prices, and increasing demand for quality require the flexibility of quickly changeable printing systems. Which is exactly what manroland gives you. For example: the highly efficient QuickChange modules that reduce makeready times by up to 20 percent. The ROLAND 700 DirectDrive, the change-over champion, that makes change-overs up to 60 percent faster. The ROLAND InlineColorPilot that ensures quick ink control.

Turn saved time into increased returns.

X-Ray Vision

In defense of social media and online promotion

by Cyndie Shaffstall

I

In the past few days, I have read a number of articles and blog comments from various contributors with which I have taken issue. The first article was written by a long-time industry consultant who condemned the use of social-media sites for self-promotion and visibility. I read the article in complete disbelief that anyone who is still actively earning a living as a consultant could denounce the use of such a valuable tool – all because he didn’t understand how it could be used.

Not every social-media site is geared toward children – today there is a wide

selection with different types of professional-interaction options and promotional value. Depending on how you wish to position yourself and your expertise, you may

Cyndie Shaffstall has worked in

find more than one that fits the bill. I strongly recommend that those of you with

the marketing and publishing

a career in sales take more than a passing look at LinkedIn (create an account and

industries for more than three

check out the groups options). You’ll find me and every one of my clients there. I’ll

decades. She is director of

bet you find your clients, too.

QuarkAlliance at Quark, Inc.,

The second was actually a comment that someone left on a posting about the benefits

and in her spare time she

of blogs. This writer argued the point that blogs are better than standard HTML Web

is editor and publisher of

sites. The article was not asserting that blogs were better for search-engine placement,

X-Ray Magazine, managing

but rather that the ability for the average person to update their own Web site would

member and inventor at

result in more frequent updates and, thus, better search-engine positioning. (If you’d like

StrappyArt, LLC, SEO/SMO advisor at Spider Trainers, LLC, and the founder of ThePowerXChange, LLC.

to learn more about blogs, check out my article at xraymag.com.)

What I found most irritating about these the two particular instances is that they both were missing the point, and that in the process they were propagating misinformation and doing a disservice to those of us whose earning potential relies on our visibility and recognition.

I’ve touted here (and in my blog) that the

As long as you’re the one posting content about yourself, there’s a strong likelihood that it will be positive and congruent with your career goals.

more information you can put out there about yourself, the better off you are. I am not a fan of leaving one’s professional career documentation to the whims of others. Rather, through the use of a personal blog, social-media participation, Web site, articles, and commentary, you can provide great visibility into your skill set to potential clients.

To promote yourself in today’s electronic age you will need to embrace electronic vehicles.

Twenty years ago if you lost a major account over some tactical error, it could be a closely held secret. Today, a major loss could be published in someone’s blog and become the morning news (think Tiger Woods). Using exactly

the same vehicles, your big wins can be headlines and used as a launch pad and endorsement when scouting for new clients.

Don’t be timid about venturing forth in these new territories; test as many as time allows. As long as you’re the one posting content about yourself, there’s a strong likelihood that it will be positive and congruent with your career goals. Take every opportunity for self promotion. Social-media sites may seem like child’s play, but it won’t be the first lesson we’ve learned from our offspring.

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CANVAS June 2010

Taking

A c t i o n

Avoiding Sales Apathy

A

By Paul Castain

According to Jay Conrad Levinson, author of the Guerilla Marketing series, 68 percent of all

business lost in America is lost due to apathy after the sale. We are, in essence, ignoring our customers to death. As salespeople, now, more than ever, we better be defending our turf.

Here are a few tips how:

Say “Thank You” – creatively and often.

Send a handwritten Thank You note within 24 to 48 hours of every order you deliver. William James once said, “The deepest principle in human nature is the craving to be appreciated.”

Paul Castain is the Vice

What happens when your competitor gets that and you don’t?

President of Sales Development for Consolidated Graphics and is responsible for creating and

Seek the “Wow!”

delivering sales training

Don’t know what a “Wow!” looks like to your customer? Ask them.

content, as well as mentoring the CGX sales force. Paul’s career spans more than 25

Inform your client within 90 days of a similar product or service.

years, during which time

We can really become pigeonholed in this industry if we don’t educate our clients. We can also lose

he’s trained more than 3,000

business because someone else comes along showing how they can provide a single-source solu-

sales and sales leadership

tion. Think about it: buyers are stretched thin these days because of downsizing. The last thing they

professionals. Prior to joining

want to do is manage more vendors than necessary. Make sure you stay top-of-mind with them.

Consolidated Graphics, Paul was the Director of Corporate Solution Sales at Dale Carnegie and Associates.

Conduct an account review every 90 to 180 days.

Hopefully, when you met initially, you did a thorough needs analysis. But how long ago was that?

Business moves at the speed of light, and I guarantee you that something has changed. They have new challenges and new opportunities. Since the world seems to be keeping us in a “virtual” electronic relationship, there is no downside to some good old-fashioned “real time” interaction. During the account review, you should be showing how your product or service has impacted their business, checking overall satisfaction, sharing new products or services, etc. While you’re there, when was the last time you toured your client’s facility?

There’s nothing worse than having your key contact leave an organization and not knowing the new buyer.

Go deep.

Once you’ve established a strong relationship, you need to get into other departments and gain the ear of other folks who can influence the relationship. There’s nothing worse than having your key contact leave an organization and not knowing the new buyer. You can limit this by being “known.”

Lastly, start looking at your business suspiciously, as in, “I know there’s something I could be doing better.” What is it?

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Co Th Of rn e fic er e

Tech Corner

New Technologies that Add Value

By Howie Fenton, NAPL Senior Consultant

A

ccording to the 2010 State of the Industry (SOI)

effective marketing medium for B2B applications,

report from NAPL, if you’re waiting for clients to

and SMS is considered a nuisance.

rediscover the power of print, for competitors to fail, or for the economy to make everything right,

A word on QR Codes

you will be disappointed. While some companies

The newest and most exciting new technology,

will work hard to overcome the structural changes occurring in our

with the potential to enhance VDP growth, is

industry and thrive as leaders, there are more that will continue

QR Codes. QR, or quick response codes, are

with business as usual and struggle to survive.

two-dimensional bar codes that can make print

According to the Harvard Business School, a company’s profitabil-

more interactive with mobile devices such as

ity depends in part on the structure of the industry in which it com-

smart phones. They can be created for one-off

petes. An industry’s structure depends on five forces of competition:

use with a variety of free QR Code generators,

the intensity of rivalry among existing competitors; the threat of new

or with software from companies such as Lytrod

entrants; the threat of substitute products or services; the bargain-

or InterlinkONE that can create personalized QR

ing power of suppliers; and the bargaining power of buyers.

Codes and landing pages.

While the competitive rivalry is intense in our industry, the great-

QR Codes can be printed on posters, maga-

er issue in the graphic arts is the threat of substitute products and

zines and even T-shirts. When captured with

services from sources such as computers, the internet, cell phones,

a smart phone camera, in a BlackBerry or an

and laser printers and copiers.

iPhone equipped with a QR Code reader, it can trigger an event. You can shoot a QR Code on a

New solutions

poster and it can show you a map and give direc-

One way to overcome this threat is to create new solutions that

tions to the nearest store. When added to a busi-

do not have comparable threats of substitution. Among these new

ness card, it can add that person’s information to

solutions are e-mail marketing, PURLs, SMS (texts), social media

the phone’s contact list. While wildly popular in

marketing and the latest one, QR Codes. While a great add-on to

other countries, the limited use of smart phones

direct mail, e-mail marketing as a “lead-in” or stand-alone service

has been an issue in the United States.

is priced like a commodity, and no one wants another commodity in the graphic arts.

One final point from our latest research. We have said in the past and it’s still true – “to add is

PURLs (Personalized URLs) have been used most effectively as

bad.” That means that simply buying new hard-

complementary technology with variable data printing (VDP). VDP

ware or software and offering a new product or

was ranked the No. 1 fastest service to grow in the new SOI, fol-

service may create a temporary bump in sales,

lowed by Web-to-print and 1:1 marketing campaigns. VDP tends to

but it is rarely sustainable. Leaders take those

increase response rates and PURLs help gather information to add

new products and services and integrate them

to the database and/or measure the effectiveness of campaigns.

into existing products or other new services to

However, there are many companies who have invested in PURL

create a unique and meaningful value proposi-

software and never made a sale.

tion for the company and sales staff.

While not new, many people point to both social media marketing

Has your company taken unique products,

and SMS texting as the future of marketing because they take ad-

new technology or superior services to create a

vantage of our favorite tools – the cell phone. However, while popu-

unique and meaningful value proposition which

lar with younger folks, social media marketing is not considered an

accelerates your sales process?

NAPL Senior Consultant Howie Fenton works with both commercial printers and in-plants to conduct audits that benchmark operational and financial performance. The focus is to measure and benchmark performance to industry leaders, recommend strategies, and coach clients on how to become an industry leader. For more information, call (201) 523-6328, or contact Fenton via e-mail at: hfenton@napl.org

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CANVAS June 2010

e r Thrnece CoOffi

Leadership Insights

T

heodore Roosevelt once said, “the best executive is the one who has sense enough to pick good men to do what he wants done, and self-restraint to keep from meddling with them while they do it.” Leaders in our industry also recognize the need to lead with patience. CANVAS sat down with some of them to gain insight on how one can manage a team successfully through the second half of 2010.

“ Organize, organize, organize and find the time to listen to what your team has to say. Just because they may have some good ideas does not mean that you should feel threatened. Use the resources you have to not only better your company, but also better yourself as a leader!” – Martin McGinnis, Senior Sales Executive at Orbus Inc. “ I consider myself not only a leader but one that can be led. When we take on the daily tasks that need to be organized and executed, leadership takes over. But we are merely leaders of our own devices. The most important vein of existing, our clients, are the ones that manage to lead the leaders. They control just how much of a relationship we have with them. Then we come full circle. Be the leader but do not be afraid to be lead.” – Scott Sainsbury, Owner and founder of BluePoint Agency “ A good leader is able to open the door for others, allowing them to reach their fullest potential. Good leadership is not about the leader, it’s about empowering others to reach goals and achievements because it’s the right thing to do.”

– Steve Green, Industry professional in Account and Customer Service Management “ When I worked for Dale Carnegie, my mentor once told me that part of my job was to not only create the culture for my team to thrive, but to protect that culture! I internalized that philosophy and decided to take it a step further. It’s easy for a culture to be protected and respected when the boss is home, but a true leader creates a culture where others want to protect it in his/ her absence. That’s when a culture gets challenged the most!” – Paul Castain, Vice President Sales Development at CGX

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Co Th Of rn e fic er e

Print in the Mix Fast Fact

W

hile a majority of marketing professionals and company decision makers view social media as essential to their business, just 35 percent believe their company has increased revenues or profited from the channel, according to a recent survey by R2integrated, an Internet marketing and technology company. R2integrated surveyed 262 marketing professionals from leading industries about their perception of social media. Among the findings:

•5 4 percent of respondents thought social media “innovative and invaluable to their business,” while 37 percent thought social media as “useful and helpful, but could live without it.”

• Despite more than half of all respondents stating that social media was “innovative and invaluable,” two-thirds (65 percent) said that their companies have not increased revenue or profited using social media.

US Marketing Professionals Who Believe Their Company Has Increased Revenues or Profited from Using Social Media, April 2010 (% of 262 respondents)

No 65%

Yes 35%

Source: R2integrated (R2i) provided to eMarketer, April 14, 2010 • Those who responded that their company had profited or increased revenues using social media were about twice as likely to have a formal social media strategy and were almost twice as likely to have a dedicated headcount for managing social media.

• One-half (50 percent) of respondents said their company has a defined social media strategy, while half do not.

• When it comes to using social media, 53 percent of respondents stated they were “still learning” or “behind the curve.”

Sources: eMarketer, Will Social Strategizing Bring ROI?, April 22, 2010. and R2integrated news release, Marketers Indicate Social Media Important, Most Not Profiting, Many Still Learning, April 14, 2010.

To read Print in the Mix print market research studies, go to 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).

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CANVAS June 2010

People News interlinkONE names McIntosh president interlinkONE announced that Mark McIntosh has been hired to assume the role of president. McIntosh succeeds John Foley, Jr., who founded the company and remains CEO of interlinkONE. McIntosh will assume the role effective May 3rd, 2010. McIntosh brings vast leadership and management experience to his new role as president, as well as a deep working knowledge of the print industry and a history of achievements in both sales and marketing. Formerly director of fulfillment solutions for Cedar Graphics, Inc. in Hiawatha, Iowa, McIntosh was responsible for developing business and product strategy, identifying operational efficiencies, and helping the company move to offering a complete portfolio of marketing services.

Prior to joining Cedar Graphics, McIntosh held the position of vice president of sales for The AdTrack Corporation, a provider of customized lead management systems. McIntosh oversaw all aspects of the company’s sales process with regard to expansion and retention of national accounts, account implementation, and development of all sales support materials. In his 16-year career at The AdTrack Corporation, McIntosh began as a director of call center services and quickly rose through

that emphasized printing a variety of booklets, brochures, pamphlets and magazines for corporations, universities and associations. “The recent purchase and installation of the Ricoh C-900-S will allow Svec Conway Printing the opportunity to offer existing and new clients the ability to produce a larger array of components at shorter run lengths and a more economical value,” said co-owner Bobby Firestein.

“ Svec Conway Printing has pledged to plant a tree for each printing and marketing solutions project sold for the entire year of 2010.”

the ranks to take the vice president title in 1996.

North Carolina printer installs CTP Solutions with Processless Plates, expands wide format capabilities Partnering with FUJIFILM Graphic Systems Division, Durham, N.C.based Universal Printing installed a new 4-up Dart thermal platesetter and is now running Fujifilm¹s Ecomaxx-T plates. “We decided to get out of the chemical business altogether,” says Don Bean, production manager of Universal Printing. “We just didn’t want to keep up ­using and disposing of the chemicals, the extra water and electricity, as well as time spent maintaining the device. And, while

– Sheila Firestein, co-owner

Svec Conway Printing also celebrated Earth Day 2010 by partnering with Carbonfund.org’s “Million Tree Challenge” campaign to help plant a million trees, while creating awareness about deforestation … which accounts for about 20 percent of global warming. “Svec Conway Printing has pledged to plant a tree for each printing and marketing solutions project sold for the entire year of 2010,” said Sheila Firestein, co-owner.

“Undoubtedly, environmental sustainability and social responsibility are imperative. It is just as crucial in the print communications industry, as it is so heavily reliant upon one of the world’s most important natural resources … forests.”

we were using an eco-friendly plate previously, Fujifilm’s EcomaxxT offered us an even greener option and we didn’t have to make any compromises on the quality of our printing.”

Svec Conway Printing installs Ricoh C-900-S, holds Earth Day event Silver Spring Md.-based Svec Conway Printing recently installed a new Ricoh C-900-S Digital Color Press. Svec Conway Printing was established in 1982 and rejuvenated in 2003 with new ownership

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Sales Myths J

Overcoming preconceived notions on selling

By Graham Garrison

erry Wick managed sales reps for 25 years, and hasn’t forgotten the wide-eyed looks of the rookies.

“Just tell me what we should be doing,” the recruits would say. “What fits our wheelhouse best?”

If that question was hard to answer

Digital printing and 40-inch press-

two decades ago, it’s almost impos-

es. Wide ranges in colors, quantities,

sible now. “There’s no manual, no

demand and technology. PURLS, QR

operator support,” says Wick, owner

Codes, mailing and finishing services

of Tangram, a company offering pro- … it’s enough to drown the untrained. fessional statement processing and

And that’s just the stuff to sell – we

direct mail services.

haven’t even got into how to sell them.

CANVAS P11

Sales Myths

In order to get to the best practices, you have

“For a long time that was OK,” says Kahle. “But now – almost ev-

to wade through a sea of myths. For every spot-

ery sales rep will agree that their current business is down. They’re

on observation is an inaccurate illustration, that

complaining about when the market will turn. The problem is, they

if followed, could lead to poor performance by

believe the myth that current relationships are sufficient to get you

a salesperson. Consider this, then, a quest.

through these times. They’re not. You’ve got to go out and create

CANVAS purged through the origins of sales

additional relationships. A lot of sales reps haven’t done that in a

mythology to separate fact from fiction, useful

while. It’s a comfortable myth – it doesn’t require them to stretch

from useless, to help you navigate your way to

at all. They willingly embrace that myth because it feels good. But

closing more orders.

it’s not OK in this economy.”

Myth: My current relationships will get me by

Myth: Everyone has their own style of selling

As sales reps become entrenched in their terri-

has their own style of selling and leaving it at that absolves the

tory, the goal is to develop strong relationships

salesperson of any responsibility, especially in areas where they

with customers. But when sales reps lean on

may need improvement.

Yes, everyone is a unique human being. But saying that everyone

those relationships as a crutch, and turn the pros-

“The real issue is, in the world of sales, as in every other profes-

pecting completely off or to a trickle, then you’ve

sion, there has evolved a set of best practices,” says Kahle. “We do

got a problem, says Dave Kahle, a best-selling

know how to do sales well. There is a body of knowledge on how

author and sales trainer.

you do sales well.”

“Whomever says price should never be an issue does not know what is going on in this market, especially right now.”

– Noah Knoble, account executive at Conley Printing

Kahle says 98 percent of “sales styles” should be based on best practices of the best salespeople. (Hint: Top sellers within the industry, proven sales trainers such as Kahle, etc.)

“If they have their own style, how can anyone teach them anything?” Kahle asks. “It absolves them from any accountability to embrace and put into routine best practices of sales.”

Myth: Cold calling is dead Maybe some salespeople want it to be dead. The fact that it involves a lot of grunt work is what probably started the myth. But in reality, the more you put into it, the more you get out, says Noah Knoble, Account Executive at Conley Printing.

“It is like the old saying ‘the more spaghetti you throw against the wall the more will stick,’” he says.

Knoble says that cold calling is an art. “It is one of many tools used in the sales kit, and should not be measured by quantity,” he says. “Instead, we should be measuring our cold calls in quality leads.” He says oftentimes sales reps are under so much pressure to generate leads that they don’t “do their proper

P12 CANVAS June 2010

homework on the potential client before mak-

Myth: Every ‘no’ is one step away from a ‘yes’

ing the call. In the end, the only person they

Knoble says sales reps need to know when to be persistent and

are hurting is themselves by not focusing on

when to move on.

quality and focusing instead on quantity.”

“Sometimes ‘no’ is exactly that, it is a ‘no,’ and your persistence goes from exactly that to being pushy and annoying,” he

Myth: Price should never be an issue if you build enough value

says. “Know when to move on, know when to follow up, know

Price is always an issue, says Knoble. “If it wasn’t,

you are asking the wrong questions to get them saying ‘yes.’

then how would Wal-Mart be the number one re-

Like Kenny Rogers says ‘You have to know when to hold ’em, you

tail store in the world?”

have to know when to fold ’em!’”

that if you are getting too many ‘no’s,’ then maybe it’s because

Knoble says that customers expect the “complete package” from companies, which includes competitive pricing. “Especially in economic

Myth: Potential clients will be blown away by samples

times like these, we are seeing the value of the

The fact is, prospects get samples all the time. “Unless you can

bottom line elevated to top priority,” he says.

really send something innovative or interesting, it’s not going to

“Whomever says price should never be an issue

get their attention,” says Wade Beard, an Account Executive at

does not know what is going on in this market,

Express Color. Beard says sending a package or letter to garner

especially right now. Price should never be the

interest to prospects is a way to get the ball rolling. Then comes

issue, but is always an issue.”

pitching a marketing solutions platform.

Too many traditional printers are stuck in just that – tradition. They may be able to do one thing well, such as commercial offset, but customers are looking for more, and sales reps should want to have something that differentiates their company from the competition.

Myth: A good personality will get you by “Years ago you needed to have a good personality, be gregarious and you had to stand out from the crowd,” says Wick. “This was primarily done with personality.” Wick says today it is so much more. Print salespeople are asked to be distinctive and memorable either over the phone, via e-mail or during sales calls; have a tremendous amount of product knowledge in their head or available at their fingertips; and manage a diverse portfolio of clients.

“It’s so much more for the salesperson to deal with than it was 10 to 20 years ago,” Wick says. “They need to be better educated about products. Now they need to know digital printing and understanding data and PURLs and QR Codes … It just keeps going and going.”

CANVAS P13

Sales Myths

Myth: Digital will never be able to meet the quality and consistency customers expect Or PURLs are a fad. Or [insert your technology or new service here].

Too many traditional printers are stuck in just that – tradition. Some printers may be able to do one thing well, such as commercial offset, but customers are looking for more, and sales reps should want to have something that differentiates their company from the competition. Do you have in-house mailing capabilities? In-house creative?

“There’s got to be an X factor,” says Beard. “Something that only a few people can do.”

Myth: You’ll have their undivided attention at face-to-face meetings Wick says he remembers making calls by walking in with a box of donuts, sitting down and chatting with customers about their families and hobbies. “It was all fun and games,” he says. “You’d talk a lot about their personal life. Today, there’s no time for any of that.”

Customers want their information. They’re flipping through emails on their BlackBerrys or iPhones while you give a sales presentation. It’s a battle to win their attention, much less the sale.

“You feel like you only have part of their mind,” says Wick. Sales reps must be prepared to get their point across quickly, and have

When you say ‘I can only sell that which I believe in,’ you’re saying your customer’s needs are subservient to your opinion.

– Dave Kahle, author and sales trainer

information at their fingertips.

Myth: Salespeople must believe in the products they sell Kahle says this is a myth he’s identified that has received the most pushback from salespeople. “But if you hold that position, then you’re holding your opinion as having more weight than the customer’s needs,” he says. “For example – let’s say you have three possible solutions for a customer. You do not believe in A or B, but you believe in C. So you’re trying to sell C. However, the customer believes in A. When you say ‘I can only sell that which I believe in,’ you’re saying your customer’s needs are subservient to your opinion. You have to make sure you’re honestly representing whatever your solution is. It’s the customer’s needs that are more important.”

Visit Dave Kahle’s sales blog, or sign up for his sales newsletters at www.davekahle.com

P14 CANVAS June 2010

CANVAS P15

Unlock the

CODE A

young couple drives through a neighborhood staked with For Sale signs. At each lawn, they stop, get out, pick up a flyer, and move on. Each flyer offers different things – some the asking price of the home, others the amenities with pictures – and a phone number to contact the realtor. Somewhat discouraged, the couple continues through the neighborhood until they get to a For Sale sign in a cul-de-sac. The house meets the eye test. Then the couple looks at the flyer underneath the sign.

On the top right of the flyer is a two-dimensional bar code.

“I know what this is,” the wife says, and she pulls out her smart phone and lines it up with the code. She scans it, and the code takes her Web browser to

By Graham Garrison a landing page for the house.

The page contains everything they wanted to know – the asking price of the house, county and city taxes, pictures of every room, times for an upcoming open house, and the e-mail and phone number of the realtor.

Within a minute, they’re on the phone with the realtor to schedule a private tour.

QR Codes offer unlimited possibilities for marketing services companies

P16 CANVAS June 2010

CANVAS P17

Unlock the Code

Qs about the Codes

DiGiacinto says he’s been aware of QR Codes for a while, but

QR Codes are just what they look like – bar

caught their first implementation in the United States during the

codes. Except they’re two dimensional and full

2008 U.S. Open. Ralph Lauren had a full page ad in the New York

of possibilities for marketing solutions. QR (Quick

Times with a QR Code and an explanation on how to use it. “It

response) Codes were developed in the mid-90s

basically took you to a mobile friendly site where you were able to

by Japanese automobile parts manufacturer

purchase some Polo products that were specific to tennis,” says

Denso-Wave. The code can contain pure text,

DiGiacinto. “It was a limited experience. They repeated the exact

links to websites – pretty much anything you’d

same ad in both the New York Times and the back page of New

be able to get to with an Internet browser.

“In Japan it’s become part of the everyday culture,” says Val DiGiacinto, Vice President of Sales, The Ace Group. And by every day culture, he means on buses, in newspapers and magazine ads, on buildings, on vending machines and the sodas that come out of them. They’re everywhere and in everything. “Statistics are that 40 percent of the Japanese population uses it every day. It’s part of what they do.”

York Magazine during the 2009 U.S. Open. They were sold on it.

This was 2008 – phones have come a long way already.”

“ In most lunch-andlearns, even during the presentations, it’s amazing how the technology still takes a bit of working and showing and understanding. But once it happens, you can start to see the light go on.”

– Val DiGiacinto, Vice President of Sales, The Ace Group

InterlinkONE, an innovative marketing solutions company, wants to make an impression. As attendees walk into a convention center for the Dscoop conference, interlinkONE hits them with their best shot – a floor decal with a QR Code that if scanned, takes the attendee to a video of interlinkONE reps welcoming them. At a booth on the convention floor, interlinkONE offers cookies with QR Codes. The company put QR Codes in brochures for people to scan and visit Web portals with storefronts and video demonstrations. Banners display QR Codes prominently. InterlinkONE employees even wear T-shirts around at night with QR Codes to scan.

“Everything that we had printed, we put QR Codes on,” says Jason Pinto, Project/Marketing Manager at interlinkONE.

Closing the digital distance Smart phone technology, and buy-in from the general population, are pivotal in the perception of QR Codes catching on in the United States. Rodrigo Abreu, Vice President, AlphaGraphics International, says that the most common concern for consumers is “to understand

P18 CANVAS June 2010

if their mobile will work the application and how to download the soft-

Spreading the Code

ware to use it,” he says.

More and more customers want to hear about

“This will not be a concern in the future because all the smart phones will come with a solution to use it.”

QR Codes. The Ace Group has reached out to marketing and sales executives nationwide, pro-

DiGiacinto anticipates smart phones overtaking older models

viding a Powerpoint presentation during lunch-

by the end of the year. Newer BlackBerrys have the reader tech-

and-learn sessions that includes a description on

nology pre-installed as part of BlackBerry messenger. It’s also

what a QR Code is and a collection of movies on

free by downloading BlackBerry Messenger 5.0. The iPhone has

how they can be implemented. One movie uses

its apps store, and Droids and newer Nokia models come pre-

Google as an example to show the audience that

installed as well.

large companies are involved in the technology.

“That’s changing right before our eyes,” says Pinto. “More

“In most lunch-and-learns, even during the

and more people have smart phones as opposed to just a flip

presentations, it’s amazing how the technology

phone or other older models.”

still takes a bit of working and showing and un-

For more information on smart phone applications, see the accompanying sidebar.

derstanding,” says DiGiacinto. “But once it happens, you can start to see the light go on.”

At the presentations, if DiGiacinto can get

A man walks into a restaurant with $10 in his wallet and an

some of the attendees to ask him “So you

empty stomach. He orders a sandwich, chips and a drink.

mean I can …” he’ll have accomplished what he

Before he sinks his teeth into the sandwich, he wonders how

set out to do, “which is to communicate what

many calories are in it. On the paper wrapped around the

this technology is and how it can be utilized,”

sandwich is a QR Code. He scans it, and is able to view

he says. “Then it’s the attendees’ responsibility

the calorie and nutritional information of the sandwich

to take the technology into their world and see

and other items on the menu – and wouldn’t you know

how it fits.”

it, the store also included a promotional coupon with the

The Ace Group already has buy-in from one

QR Code. After he’s done, he walks up to the register with

major customer. Fans at February’s NBA All-Star

the QR Code and gets a free dessert, still coming below his

game in Dallas, Texas, were treated to a glimpse

desired calorie intake.

of the future of advertising and marketing

CANVAS P19

Unlock the Code

solutions. The 100,000 fans didn’t know it, of course – the “trend” came in the form of what looked to them like an oversized bar code, shown on 3,500 HDTV screens throughout Dallas Stadium. Simple instructions invited them to scan the QR Code to receive a coupon that would be sent to their phone for a free All-Star game gift available in the stadium stores.

“The six-hour campaign started when people began coming into the stadium,” says DiGiacinto.

“We were able to, along with the NBA, view the statistics on a laptop and watch people scanning the code and do what they were supposed to do with it – all while watching the game.” After six hours worth of customer interaction, The Ace Group and NBA deemed the promotion a slam dunk.

QR Codes, like everything else, need proper implementation and execution. But it’s something worth looking into, and something worth talking about with your customers.

The NBA promotion is just a glimpse into the potential of QR Codes at sporting events. Teams and leagues can promote their products with QR Codes flashed on the big screens, or in posters at concession stands, or on the concessions themselves. Everywhere you turn is a place to put a QR Code, an opportunity to reach out to customers.

A woman sits in a coffee shop, reading a local magazine before she drives to the airport. She turns to an advertisement of one of her favorite retail stores, and sees a QR Code displayed prominently in the ad. She scans it, and reads that the store is having a promotion exclusive to those who scan the Code. She can’t believe her luck – she’s a few blocks away. She scans her plane ticket, which has a QR Code on it – the airline is reporting an hour delay already. She’ll have plenty of time. She finishes her coffee, and heads for the store.

The wrong way to sell As companies find unique ways to deliver QR Code campaigns for customers, DiGiacinto warns that there are wrong ways to go about it.

P20 CANVAS June 2010

“Charging to create the code is probably the wrong way,” he

countries. QR Codes, like everything else, need

says. “We don’t want to just create a code and give it to somebody.

proper implementation and execution. But it’s

The entire value ad needs to come on the back side of it. We’ll do

something worth looking into, and something

design work for the Web, we’ll execute a customer’s design for a

worth talking about with your customers.

landing page. We’ll do all of the data collection.”

“A lot of people don’t do good marketing, they

Feeding customers snippets of QR Code usage instead of blitz-

just do the same old thing,” says Foley. “But QR

ing them with too much information is also a recommended tact.

Codes allow us to be more interactive. A part of it is

“We’ve been having better results sending some information that

just having the conversation to explain to customers

at least shows a little snippet,” DiGiacinto says. “I don’t like send-

what they are and how to use them, which is fine by

ing a Powerpoint because, without me being there to talk about

me, I really want to have the conversation.”

it, it’s almost a waste of time. We’ll explain what we’re doing.

Show a code in an e-mail. Based on that information, we have the ability to show what the possibilities are and at least give some basic introduction to it.”

As exciting as the technology is, it’s important that customers stay grounded in the realistic ROI that QR Codes bring.

“It’s wrong to tell them that it’s the new thing that’s going to generate all kinds of leads,” says John Foley, president and CEO of interlinkONE. “The right way is to introduce them to mobile marketing. The numbers show the growth of mobile marketing, so if you want to reach an audience, here’s another tool that you can do that, but don’t think it’s going to replace everything down the road.

The wrong way is to say ‘this is going to be so successful.”

A new marketing language So do QR Codes change the landscape of marketing and ad-

As exciting as the technology is, it’s important that customers stay grounded in the realistic ROI that QR Codes bring.

vertising? Possibly, as seen in the usage in Japan and other

CANVAS P21

Unlock the Code

QR Codes are everywhere The following gives you a taste of QR Code possibilities Cookies

Magazines or newspapers

InterlinkONE offered Dscoop attendees cookies with QR Codes. (http://interlinkone. com/news/2010/02/24/qr-codes-at-dscoop/)

Print ads become more interactive with QR Codes.

In December 2009, The Ace Group used QR Codes for Century 21, a Tri-State retail chain. A QR Code was featured in a Century 21 ad that ran in Lucky magazine, leading customers to a web site detailing the store’s promotion. DiGiacinto says the campaign gained a lot of traction.

Crime shows A QR Code was featured on CSI. http://www. youtube.com/watch?v=P-DntIQi2e8

Direct mail Marketing solutions companies can build QR Codes for direct mail campaigns with PURLs that with one click takes customers to unique Web sites.

Hamburger wrappers McDonald’s, Wendy’s, Burger King and other fast food giants can have QR Codes included on their wrappers, directing customers to nutritional information or in-store promotions.

Buses Or a subway. Any public transportation vehicle is prime real estate for large signage, and who’s to say QR Codes can’t be a part of that? It adds an interactive element to the local radio station ad (perhaps they’re having a giveaway on their Web site) or clothing chain (limited-time sale?).

Banners Local charities can display a QR Code on banners so participants can view websites with information or even to go and make a donation.

Nametags and Flyers The South by Southwest (SXSW) convention in Austin, which gathers music and film aficionados, wanted to try something new to cut down on paper waste. The solution?

QR Codes on flyers, posters and especially nametags – which basically doubled as digital business cards where attendees could download contact information.

Napkins Some of the best ideas creative thinkers get come from scribbling notes on napkins. Why not inspire them with QR Codes that lead them to companies and their products?

Movie posters The latest release can include QR Codes on their posters, allowing movie goers to download trailers and reviews before they purchase a ticket.

To view The Ace Group’s collection of QR Code videos, visit http://www.acegroupnyc.com/ qrmovie.html

Apps for QR Codes: iPhone: In order to download the FREE reader, you are required to visit the App Store on your iPhone. Search for “QR Reader” and select the QR App. After downloading, you can open the app and start scanning.

BlackBerry: Download “BlackBerry Messenger” onto your phone by visiting http://appworld.blackberry. com/webstore/content/3729 • After downloading, select the “BlackBerry Messenger” application • Press the menu key (the one to the left of the ball) • Select “invite contact” and then you are ready to scan the code To see more instructions for different phones, please visit http://www.acegroupnyc.com/qr_reader.php.

P22 CANVAS June 2010

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CANVAS P25

P26 CANVAS June 2010

Mastering

the Follow-up

T

odd knocked on Sharon’s door. “Do you have a minute?” he asked. When Sharon nodded, Todd entered the spacious corner office and dropped into the closest chair. Sharon was the vice president of sales and Todd was the newest member of her team.

“Boss,” he said, “I need help. I’ve been calling on Fast Food Franchise Group for the past two months.”

Sharon nodded. “I’ve left you alone because it seemed like you

By Linda Bishop were doing well.”

Slumping in the leather chair, Todd heaved a sigh. “I thought I was, too. I met with Dee, the buyer, three weeks ago. We talked about storefront solutions and print-on-demand. The meeting went great. She seemed interested in everything we discussed, and for the first time opened up and talked about her personal life. She told me about her 5-year-old son who is just starting to play soccer.”

How to watch for buying signals

CANVAS P27

Mastering the Follow-up

Approval spread across Sharon’s face. “That’s

They’ve got questions, do you have answers?

great. If Dee is talking about her family, you built

Some prospects want what you sell. Others want to learn about

rapport. What about buying signals? Are you

what you sell. The challenge for sales professionals is to decide as

seeing them yet?”

quickly as possible which buyers represent real opportunities. Sep-

“I’m not sure.” Todd straightened and leaned forward, hands on his knees. “We discussed

arating posers from purchasers requires thoughtful analysis based on what you see and hear in sales calls.

them in last month’s sales meeting, but I think I need a refresher.”

Questions are the foundation of the sales process. You ask them

“Buying signals indicate forward momentum

to qualify buyers, to discover if prospects want your offering and

in a sales cycle,” Sharon said. “They help deter-

if they’re willing to pay your price. You qualify buyers, and they

mine if the buyer is truly interested in buying or if

qualify you. They want to know:

they’re just showing polite interest.”

• Do I like this salesperson enough to give them my money?

Sharon opened her mouth to continue, but

• Can I trust them to tell me everything I need?

Todd’s phone interrupted. The theme from

• Did they leave any critical information out?

Rocky blared. He pulled it out of his pocket and

• If information was left out, did it happen on purpose?

looked at the screen. “Dee’s calling,” he said, ex-

• Do I really need this?

citement pulsing in his tone.

• What other options do I have?

Sharon smiled. “Callbacks are definitely buying signals. I suggest you answer.”

• Is this price fair?

• Is there enough value to justify the expense?

Rapport is being established – or not.

We build it by finding common ground and shared interests, and by listening to the speaker’s tone. Relationships develop when both parties participate in a process of mutual disclosure.

• Does the salesperson have the expertise I need?

• What could go wrong?

• If I buy from this company, will my boss think I made a good decision?

• Are there any hidden charges or fees?

• Will the salesperson and the company be easy to do business with?

• Does the salesperson understand me when we communicate?

• Does the salesperson like me enough to watch my back?

• Will the salesperson follow my instructions?

• Do they care if I’m satisfied, or do they just want a sale?

In over 25 years of selling, no prospects ever came out and asked, “Linda, can I trust you?” But, I knew the question hovered in their minds along with a half dozen others. When important questions went unanswered, the sale never took place.

P28 CANVAS June 2010

CANVAS P29

Mastering the Follow-up

The levels of selling conversations

• What does the product/service do?

Selling conversations are complicated and take

• How does it work?

place on three levels. The first level is based

• Why does the buyer need it?

on shared understanding about language and words. You structure questions by choos-

However, much more is occurring on a second level. Rapport is

ing words to help you understand the buyer’s

being established – or not. We build it by finding common ground

needs and determine levels of interest. Buyers

and shared interests, and by listening to the speaker’s tone.

structure questions with words chosen to help

Relationships develop when both parties participate in a process

them understand benefits and determine if a

of mutual disclosure.

purchase makes them better off.

The third level of the conversation is the buyer’s internal dialogue.

Inside their brain, buyers compare information gained by conversa-

At this word level, conversations focus on gath-

tion with existing perceptions. Everyone has a history and a person-

ering facts, exchanging information and the “me-

ality. Both influence us, determining how optimistic we are about

chanics” of the product or service being sold.

the future, how quickly we trust and how willing we are to take risks.

Part of selling is sifting. We pan for gold by asking questions, observing and listening. Buying signals indicate we’re headed in the right direction to strike it rich.

The buyer’s history and personality are powerful influencers on the speed of the sale. Even when the need is strong, fearful buyers who hate taking risks can be slow to act. Prospects burned by deceitful salespeople in the past make you jump through extra hoops to prove you’re trustworthy. Customers who have overpaid, been disappointed with other purchases or received nasty surprises on the final invoice need more proof than customers where similar buying decisions worked out well.

Buyers leave many critical questions unspoken. They find answers by analyzing other conversational elements and drawing conclusions. They examine what you said and what you didn’t say. They weigh voice tone and body language, seeking to determine if words and actions are consistent.

For any sale to take place, the buyer must: • Like you enough to want to buy from you.

• Trust you enough to believe you’re telling them the truth.

• Believe you’re competent.

• Have a problem your product/service can solve.

That’s a tall order to fill in a 30-minute meeting – which is why follow-up is critical.

P30 CANVAS June 2010

As a rule of thumb, I recommend calling on buyers five times, and then assess where you stand. After five face-to-face meetings or five phone calls, you have spent between two to four hours talking to the buyer. If you’re talking about a big dollar purchase or one with significant business implications, the sales cycle may take longer.

Even regular customers require “courting” when you try to sell them a brand new widget. They know and trust you, so you’re starting with a leg up. But they don’t know about the new widget. To sell it, you have to educate them. Once more, history and personality come into play.

Some customers hate taking risks. Others are slow to adopt new ideas, and some require a mountain of evidence to prove they’ll be better off.

Part of selling is sifting. We pan for gold by asking questions, observing and listening. Buying signals indicate we’re headed in the right direction to strike it rich.

Sales success is built on intelligent persistence and good follow-up skills.

What to look for General questions from buyers indicate polite interest. Specific questions indicate a higher level of engagement. Buyers who are interested in details are thinking about the product or service at a deeper level. Deep dives are good for you because answering questions is a chance to persuade.

Listen for statements from the buyer starting with “If I . . .”

• If I buy this solution today, how long will it take to implement?

• If I need a formal proposal, how long will it take to put one together?

• If I decide to move forward on this campaign, how long will it take to get it out?

CANVAS P31

Mastering the Follow-up

Those two words – “If I” – indicate the buyer is

ter,” indicates consideration. When sparks of serious interest

imagining how life will change after the sale. This

ignite, pay attention. Find a way to keep them burning long

behavior is similar to trying on a suit in a store. It

enough to fuel the sale.

signals high degrees of interest and buying consideration. On the flip side, if you never once hear

Eye contact. Do you want to shorten the sales cycle? Then, ask

the buyer make a statement about how the pur-

short, to-the-point questions in a friendly way and watch the buyer

chase personally affects them, watch out. They

while they answer. If you ask a question requiring thought, buy-

may be interested in learning, but not interested

ers often look away while contemplating. If they give a thoughtful

in buying.

answer and then look back at you, it’s a signal of interest. If you get a fluffy answer and no eye contact while the buyer rattles it

Future-oriented statements. Buyers also

off, they’re signaling questions, doubts or disinterest – about your

signal interest by making statements indi-

product or about you.

cating you play a role in their future plans.

A statement like, “I don’t have money in the

Actions speak louder than words. Does the buyer return

budget now, but I’d love to do this next quar-

calls? Do they respond to e-mails? Are they willing to meet?

The key to success is to do what my friend and sales professional, Brian Hutcherson says: “If you’re going to fail, figure out how to do it faster!” And when you do fail, “fail forward” and learn.

Do they thank you for new information? Words are cheap. Look past lip service and evaluate actions.

When the buyer doesn’t respond quickly, there are two possible explanations. Either they have bigger and more pressing problems to solve or they aren’t really interested. Decide which situation you’re in and act accordingly.

“Tell me what it costs.” Beware of friendly buyers who talk for hours and never once ask about price. It is a good thing when buyers ask about cost. Every buyer has a budget, so “shopping” questions indicate higher degrees of interest. I recommend answering the ques-

P32 CANVAS June 2010

tion by giving the buyer a price range. Follow by asking, “Based on what we have discussed so far, do you think the price is reasonable?” Understand how the buyer defines value.

A few last thoughts Sales success is built on intelligent persistence and good follow-up skills. Answer questions, asked and unasked. Establish and prove value. Lay doubts to rest. Watch for buying signals.

Over the years I have had many great meetings that never resulted in a sale. Was the buyer genuinely interested in what I had to say while I was in front of them? Absolutely! But their interest was fleeting and didn’t last.

The key to success is to do what my friend and sales professional, Brian Hutcherson says: “If you’re going to fail, figure out how to do it faster!” And when you do fail, “fail forward” and learn.

Follow-up and watch for buying signals. If you aren’t seeing positive indicators after five phone or face-to-face meetings, don’t be afraid to smile and ask, “Mr. or Ms. Buyer, what else do you need to know in order to move forward?”

Are they interested in learning or interested in buying? Find out where you stand and spend your time on serious buyers.

Linda Bishop has spent over 20 years in sales and marketing. She was previously vice president of marketing for IPD printing, presently owned by RR Donnelly. In 2005, she started Thought Transformation, a national firm dedicated to helping clients add sales dollars by developing an educated and professional sales force.

CANVAS P33

Sales

Evangelists L How to use the contacts you have to create new leads

By Brian Sullivan

P34 CANVAS June 2010

et’s get something straight – nobody, I mean NOBODY – likes to make cold calls. That’s because over 90 percent of cold calls lead to rejection.

And that rejection leaves you feeling as if you’re somehow less human than you were before the cold call. While many professions rely on you reaching out to new prospects, who says those new prospects have to be ice cold? They don’t!

In fact, if you do your job exceedingly well for current customers, then make it a habit to ASK for their help in growing your business, your days of getting kicked to the curb should be greatly limited or eliminated all together.

CANVAS P35

Sales Evangelists

The following are ways you can become the type of salesperson who knows how to warm up a territory.

Become irreplaceable First, become the irreplaceable information resource customers turn toward to get them answers on almost everything they need.

So if they say, “I know you don’t sell this but give me your opinion on ________,” rather than tell them you don’t know, go find the perfect solution for them. With every unpaid piece of information or value you give, you are creating a customer who will evangelize your value to others.

Ask for help When you provide unpaid value, it’s fine to ask for unpaid value.

And that value will come in the form of referrals and testimonials.

But if you are expecting customers to regularly pick up the phone or come chasing you down a hall to deliver you three names of their best “decision-maker” friends, it’s not going to happen. So make it a habit of asking for help … but only if you are worthy of that help.

Build a file or presentation binder of printed testimonials and find a way to work them into your presentation.

Develop a referral plan This week, identify 10 current customers who love you and your company. Then ask each one of them this question, “Can I ask you for a favor? I am trying to grow my business. Do you know of three or four friends or associates who could use the type of service/value that I have been providing?” Then don’t look shocked when they actually give you some names.

Hey, if you get three referred leads from each of those 10 customers, you just created 30 new warm and cozy leads. Then go spend your sales time prospecting with that list – a list that carries a much higher percentage of success than that frigid one staring you in the face right now.

Get testimonials Take it a step further by asking the happy client if they would be willing to write a testimonial stating just how good you, your product or your company is. This may make a few salespeople uncomfortable. But realize that humility sometimes needs to take a backseat in your journey to the top. If you are the type that believes your actions alone should make them want to write

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Sales Evangelists

a testimonial without you asking, you will be waiting a long time for your stack to grow.

Make ‘em movie stars I have said this before but it is worth repeating.

Invest in a small Flip Video camera (about $150) and make your happy clients movie stars, by getting their opinions of your five star service and product captured on video. You can then easily upload those videos to your very own YOUTUBE Testimonial Channel. Not a techie?

Don’t sweat it! It’s easy … and free. Just go to YOUTUBE and create an account. Then plug your FLIP into your computer and it will easily upload those testimonials to your new account.

To view a sample of my testimonial page, go to http://www.youtube.com/user/salestrainingtact ics?feature=mhw5.

Use them Build a file or presentation binder of printed testimonials and find a way to work them into your presentation. When an objection comes up, pull one or two out and share what others have said. To get good use out of your video, send your follow-up e-mail with a link to your testimonial page. Don’t think they will look at them? Think again! And don’t be surprised

90

percent of the salespeople and business owners reading this article right now will not even attempt most of these above steps.

when you discover that it was what other people said about you that eventually helped you land that big account.

The above steps feel uncomfortable for the average or below average salesperson. And here is a fact: 90 percent of the salespeople and business owners reading this article right now will not even attempt most of the above steps. Instead, they will continue to bang their head against the wall making cold calls, rather than cultivating the great relationships they already have. But that is good news for YOU! Because while your competition grows frustrated, wondering why they can’t grow their business, you will be using your most valuable business asset (your relationships), to get you to the top quickly. And remember, the top is not for everybody.

Question is … is it for you?

Brian Sullivan is President of PRECISE Selling and the author of the book, 20 Days to the Top. To learn more about PRECISE Selling’s sales and leadership training programs, go to www.preciseselling.com.

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CONNECT

Are you making the right connections?

Stay tuned to Canvas at www.thecanvasmag.com

CANVAS P39

Book Recommendation

The Radical Leap – A Personal Lesson in Extreme Leadership

By Steve Farber

N

amed as one of the “100 Best Business Books of All Time,” The Radical Leap is a fantastic parable that will awaken the leader within you. CANVAS prides itself on taking a new approach to a traditional industry, and Steve Farber’s book is right

in line with that philosophy. As a former vice president of The Tom Peter’s Company, Farber learned from one of the best.

Farber’s use of fictional characters is brilliant. He reminds us of the kind of leaders we aspired to be when we first got into business. The book teaches us what we need to do to find that passion and drive again, and it pushes us to not just read it ... but do it.

The Radical Leap reveals the questions leaders must ask themselves in order to truly become extreme leaders.

With the acronym L.E.A.P., Farber takes an entirely new approach to leadership. He encourages us to take a leap into extreme leadership by cultivating Love, generating Energy, inspiring Audacity, and providing the Proof. In other words, the greatest leaders are those that aren’t afraid to take risks or make mistakes in front of employees. They are always actively involved with their employees and solicit employee feedback.

The Radical Leap reveals the questions leaders must ask themselves in order to truly become extreme leaders. Many business books get you to think. This book gets you to think, feel and take action. We believe anyone who reads this book will be a better leader for it. CANVAS highly recommends The Radical Leap.

P40 CANVAS June 2010

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