Canvas Magazine | Courting the C-Suite

supporting print sales & Marketing Executives

May 2010

Courting the

C-

Suite

Sponsored by

See page 4

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

Editorial board

May 2010

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Publisher’s Thoughts What’s It Going to Be?

P4

Courting the C-Suite

lisa arsenault McArdle Printing Co.

P8

gary cone Litho Craft, Inc.

Print in the Mix and CMO Council Marketing Facts

Fast Facts

peter douglas Lake County Press

P9

aaron grohs Consolidated Graphics, Inc.

The World! I Live in and the Choices I Make

Best of Reflections

ron lanio Geographics, Inc.

P10

randy parkes Lithographix, Inc.

Why going on the defensive is not an option

No Retreat

CANVAS, Volume 2, Issue 2. Published bi-monthly, copyright 2010 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS P1

What’s It Going to Be?

W

Publisher’s thoughts

When my kids are whining and complaining, I often say something to the effect “you are either part of the problem or part of the solution. Which is it going to be?” I want them to understand that sitting idle or waiting for mommy and daddy to fix things is not the best choice. I want them to believe in themselves enough to face the problem and do something about it.

In this issue of CANVAS Digital, we have focused our efforts on

encouraging you to be part of the solution. We have heard enough about how the economy and, more specifically, our industry is changing. Unfortunately, many people are complaining and waiting for someone else to fix it. You must be different. You must become part of the solution.

In Courting the C-suite, two experts weigh in on selling to C-level executives and what type of salesperson will make the difference.

As Neil Rackham, author of SPIN selling states so eloquently, “When the economy goes down, the decisions go up. A purchasing decision that is made in good times at a middle management level requires

active participation from the top when company survival is at stake.”

CEOs are being charged with changing the game for their respective organizations. They need outside perspectives and ideas that they can’t seem to incubate internally. It is critical to their existence. Therefore, a major opportunity exists for the select few salespeople who can engage on this level and create value rather than just communicate value.

In No Retreat, Brian Sullivan reiterates the idea that great leaders, great organizations, and great salespeople never retreat. They invest in themselves and they attack the market. That’s been a common denominator of the best. They move forward in difficult times and they reap the rewards long after.

As Rackham perfectly stated, “The old role of sales – to show customers why your products and services are better than those of your competitors – is no longer viable. In their place, the new salespeople are highly skilled value creators, who live by ingeniously solving customer problems”.

So, what’s it going to be? Are you part of the problem or part of the solution? Will you spend the time worrying, whining, and wishing that things went back to the way it was before? Or will you step up, invest in your personal growth and pursue the new day with vigor?

Be great. Be the new generation of sales.

Warmest regards,

Mark Potter Publisher

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CANVAS may 2010

Cour C-Suite the

Sponsored by

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CANVAS may 2010

urting T

wo print guys sat in a bar after another long day in the printing industry. One considered himself to be the consummate sales professional. The other had a history in marketing management. After ordering a cocktail, the conversation got heated. The salesperson was pounding his chest and saying “nothing happens without a sale”.

Meanwhile, the marketing guy countered with “Marketing is everything. If you don’t have market intelligence, you cannot create leads or offer the right products.”

The debate lasted well into the night and left each of them exhausted. One thing, however, was

clear. If these two enthusiastic professionals could combine their powers, they would present a formidable team. The sales team needs good qualified leads and the support of a relentless marketing process. In turn, marketing needs highly evolved salespeople who can create value and provide great insight. Unfortunately, most companies lack the proper sales and marketing alignment resulting in a long and difficult sales journey.

According to Nic Read, author of Selling to the

Read explains the idea of selling to the C-suite

C-Suite: What Every Executive Should Know About

changed about 14 years ago with the invention of the

Successfully Selling to the Top, “Buying has already

internet. Companies have become more knowledge-

changed. If marketing and sales are to catch up, there’s

able and many of them no longer valued the sales

no time to lose. When you get questionable prospects

person as a communicator. All the information on a

from marketing and turn them into bona fide buyers,

product was right at their finger tips. Instead, orga-

and when Web sites are redesigned to give away less

nizations wanted the sales reps to bring in an outside

of the information that salespeople should be deliv-

view and out think their own executives.

ering in person, your company will redefine the sales forces as a relevant player at the C-suite.”

As part of their thorough research, Read and Bistritz discovered a compelling theme. “It turns

Along with co-author Stephen Bistritz, Read highlights

out that C-level execs actually do want sales reps

the idea that a brave new world exists for sales and market-

calling on them”, states Read. As time evolved, it

ing and gaining access to the C-level executives will take

is still the same guiding principle. He continues,

a new approach. Their research depicts a world where

“Execs look for three main things from suppliers

marketing provides overwhelming information on the

who want to gain access; loyalty, knowledge, and

Web, which leads to the commoditization of sales people.

credibility. Not just knowledge on the workings of

Meanwhile, many salespeople find themselves defined as

the product, but how outside products can bring

value communicators rather than value creators.

outside thoughts.”

CANVAS P5

Courting the C-Suite

The questions that remain in the new

If you have done your research correctly, and have articulated

landscape are how to access the c-suite,

the solutions explicitly, you will have created a tremendous ally.

how to establish credibility, and how to

Internal referrals are always more trustworthy and they carry much

create value. As Neil Rackham, author of SPIN

more weight. Read continues “Do your homework first and come

selling, put it over 10 years ago, “Information-

out with guns blazing as you are the specialist. The execs want

based selling, the talking brochure selling,

advice. They want sales people to make the types of calls that they

is just going to die out because you can’t

can write checks for because of its value.”

afford it when it’s more costly and less con-

Rothenberger, who specializes in grooming clients for the first

venient, and until the internet came along

impression, talks passionately about avoiding roadblocks when

you had to have it because you had no al-

pursuing the C-suite. “The challenges today are the same as

ternative.” When describing the feedback

they have always been. Getting through the gatekeepers and

from a customer who was the recipient of

getting the executive on the phone will always be a challenge.”

excellent sales calls, Rackham says “the sales

Rothenberger, continues “The daily life of a CMO is hectic and

people changed the way I thought about my

they are focused on how their prospect and customers want

problems. I did something very differently as

to be communicated with. Your goal is to create a dialogue on

a result of talking to them.” In other words,

how he can improve ROI (Return on Investment) and increase his

the new salesperson needs to come in as an

channels of communication.”

equal to the c-suite executives.

Dale Rothenberger, Vice President of The Winters Group and Associates, concurs with Read. “You need to prepare yourself by focusing on how the executive views the world from his/her chair. In turn, they will not want to engage until you have the details of their view.” Rothenberger believes that preparation is critical to your success. “Many of us in print sales think that preparation is a nuisance. We always seem to look for a shortcut. However, the research and knowledge resources are critical for the conversation with the CMO.”

“ You need to prepare yourself by focusing on how the executive views the world from his/her chair. In turn, they will not want to engage until you have the details of their view.”

Much of the research needed to connect

– Dale Rothenberger, Vice President of The Winters Group and Associates

with the C-suite is at your disposal. Read explains how to utilize search engines to do this;” type in key words such as plan, goal, strategy, along with the execs name.

More and more print owners and presidents are requiring their

Research what kind of articles he has been

sales forces with building relationships with C-level executives.

quoted in and everywhere the exec is

Read and Bistritz have narrowed it down to six critical steps in

mentioned. This will give you a clue to the

gaining their support.

direction they may be going.”

Another approach is the bottom up.

1. Identify the relevant executive. Simply ask yourself who stands

“Cold calling the executive typically has

to gain the most from the project or product solution. A re-

a 4% return rate. If the reps spend more

vamped marketing process should focus on finding these leads

time contacting people who are at their

and making sure they are real.

own level or down they will have more success,” Read explains. Imagine connecting

P6

2. Determine the best approach to get to the relevant executive.

with one of the lower level managers by

As an example, Rothenberger touts the value of using statistics

saying “I am interested in talking to you

to gain credibility. By quoting relevant facts or feedback from

about some ideas we can collaborate on

the prospects clients, you can create a persona of understand-

to present to your CMO. I see that you are

ing. Statistics give you insight and position you for a much more

initiating a new project and I would like

relevant discussion. Read adds “Referrals from people outside

to give you some thoughts on maximizing

of the organization would yield a meeting approximately 50

the launch.”

percent of the time.”

CANVAS may 2010

3. Perform the appropriate research before that critical first meet-

providing adequate research, our sales

ing with an executive. Learn about the client’s industry, the

hero will be positioned properly to make a

company, and the executive.

peer to peer sale.

According to Rothernberger, “A good

4. Conduct an effective first meeting with the client executive.

bit of selling to the C-suite comes from a

According to Read, the conversation should be focused on a

personality that is suitable to communi-

long term relationship. Letting go of the need to sell something

cate at that level. However, skills can be

in the short term will allow you to focus on validating your re-

learned and information can be acquired

search and clarifying their needs. In addition, by accepting that

to enhance the chance for success”. With

the relationship needs time, you open yourself up to idea shar-

a new found enthusiasm for working

ing and brainstorming

closely together, our two heroes raised their glasses and toasted their impend-

5.

Demonstrate integrity and capability in subsequent meet-

ing success in courting the C-suite.

ings so that the executive perceives you as a trusted advisor.

Insight and trust position you as a value creator rather than someone who talks about the new digital press you just added to the shop.

6. Consistently communicate your value to the executive. As the conversation flows, the ability to communicate your value and your company’s value should flow naturally.

Aligning sales and marketing is not just an issue for our two printing professionals. They now realize that their C-suite targets are going through the very same debate. If they can work together

Be sure to visit HP’s Graphic Arts

they can begin the process of engaging the C-level and aid them

about the future of digital print

in aligning their own sales and marketing organizations. With our marketing hero focused on improving the quality of leads and

and variable data.

CANVAS P7

Fast Facts

Online Data Actively Used for Offline Offers

A

ccording to a study from marketing technology provider Unica,

three-quarters

(75%) of marketers

with an online presence make use of

Use of Online Data when Making Marketing Decisions about Marketing Offers by Channel Q: In which of the following channels is your company using or planning to use data about your online visitors and their behavior on your site when making decisions about marketing offers?

the online data they collect – such

Net Expected Usage - 92%

as customer interests, intent, and behavior – when making decisions about their online and offline marketing offers.

Email Offers

74%

Direct Mail Offers

Among those marketers with an popular marketing channel that collected web data is applied to – 74% of marketers currently use web data to complement their email marketing offer decisions.

5%

11/2%

On Site Personlized Web Offers

58%

21%

7%

9%

5%

Net Expected Usage - 78% 32%

46%

online presence, email is the most

18%

Net Expected Usage - 79%

16%

4%

3%

Net Expected Usage - 64%

Offers Made in Call Center or

34%

Customer Support

30%

13%

19%

4%

Net Expected Usage - 61% Mobile Offers

Currently Activity

22%

Planned Activity (Next 12 Months)

29%

21%

Planned Activity (+12 Months)

20%

No Plans

7%

Don’t Know/Not Sure

Base: Total Answering Currently Using or Planning to Use Online Visitor Data when Making Marketing Offers (116 Respondents)

CMO Council Marketing Facts

T

he Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge

exchange,

thought

leadership

and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global in-

dustries. They are also leaders in the research arena providing marketers with the most up to date trends.

P8

90

%

of online Americans currently use e-mail as a mainstream communication channel.

communication channel. By 2014, it

forecast to receive an average of

forecasts there will be 153 million ac-

more than 9,000 e-mail marketing

According to Forrester Research,

tive e-mail users nationwide, up from

messages annually in their primary in-

90 percent of online Americans cur-

145 million in 2009. Also, according

boxes. To read more about marketing

rently use e-mail as a mainstream

to Forrester, in 2014 consumers are

trends, please visit cmocouncil.org.

CANVAS may 2010

The World I Live in and the Choices I Make

T

he US Postmaster testified before congress earlier

out to their customers and prospects. Re-

this month that the USPS is facing a financial crisis

sistance to change is inevitable, but those

and needs to undertake several major initiatives to

who can see that choices being made to-

survive. In addition to a rate hike, Saturday delivery

day will change the way we communicate

is to be ended. Many post office facilities will close,

tomorrow, opportunity abounds.

and letter carriers will lose their jobs.

Anytime you get to hear or read infor-

The volume of mail has dropped by almost 20% in just three

mation about “integrated cross-media

years time. While much of this volume is the shift to on-line bill

marketing� take advantage of the oppor-

statements and electronic payment, a large part of this decline

tunity to further your education.

is due to the changing habits of consumers. The USPS is asking Congress to give it more flexibility to allow it to adapt to these changing times.

What we are really experiencing is a change in how consumers and businesses wish to be communicated with. For those of us in the marketing communication field who still believe that business is slow due to the recession and once we start seeing growth in the economy our print volumes will return, its time to face reality and see the world is changing around us.

Mail delivery will continue, but at what price? And as prices increase, marketers will look for alternate ways to get their message

Dale Rothenberger, VP of The Winters Group & Associates

CANVAS P9

No Retreat Why going on the defensive is not an option

A

few months ago, my 10 yearold son and I went on a FatherSon Male Bonding Road Trip.

Jake had been learning about great leaders in American

history and thought it would be worthwhile to visit Washington D.C. We started our trip at the gates of the White House and talked about some of the great leaders who lived in

By Brian Sullivan

that building. I asked Jake to name a president who he thought was particularly great, and his pick was President Kennedy. I asked why he thought JFK was great. “He wanted to land a man on the moon,” Jake said. “That is cool.

And what was cool is that nobody thought it was possible.” He then asked me to name one that I thought was a great leader, and I mentioned President Reagan. I told him how Reagan fought the oppression of communism as he stood at the base of the Berlin Wall and loudly said, “Mr. Gorbachev, tear down that wall!” And the wall eventually came down.

P10 CANVAS may 2010

No Retreat

Our next stop was the Washington mon-

gave his famous “I Have a Dream” speech, and imagined what it

ument. As we approached, I asked Jake to

would have looked like through MLK’s eyes. I asked Jake what he

tell me what he knew about George Wash-

thought made King a leader. “He told others that black kids and

ington as a leader. He said he learned that

white kids should be able to go to school together,” Jake said.

George Washington was somebody who

“And Dad, didn’t he get killed because if that?”

stood up to the British and was so good country. “He must have been tough!” Jake

From memorials to battlefields

said with squinted eyes and a clenched fist.

With tired legs and hungry stomachs, we jumped in the car and

Next, we visited the Lincoln Memorial.

headed north to the battlefields of Gettysburg. The next morning,

After skipping a few rocks off the water

we stood together at the top of a hill known as Little Round Top.

of the Reflecting Pool, we walked up the

He asked me to tell him what happened here. I told him the story

long flight of stairs and stared at Lincoln

of Colonel Joshua Chamberlain, who led the 20th Maine regiment

sitting in his easy chair. I asked Jake to tell

in one of the most famous battles of the Civil War. I shared with

me what made Lincoln such a great leader.

him how, despite being outnumbered by the Confederate regi-

“Lincoln was brave,” he said. “He thought

ment and almost out of ammunition, Chamberlain did something

at it that he eventually helped start a new

slavery was bad and tried to convince ev-

that most would consider to be a stupid move. Rather than retreat-

erybody that it was wrong. And he didn’t

ing, he ordered his men to fix bayonets and charge down the hill. I

back down.”

told him how historians believe that had Chamberlain retreated, the

As we walked out of the Lincoln Memorial, we found ourselves standing in the exact spot where Martin Luther King

battle of Gettysburg would have been lost and the history of our nation would have been much different.

As we wrapped up our trip, I asked Jake to tell me what he learned about the greatest leaders in history and what made them so special. He responded with, “Dad, I noticed that almost every

Invest in yourself and your company now more than ever. Go to that meeting or seminar that you thought to avoid and learn something new that will make you a sales or leadership weapon.

time one of these guys became famous, bad stuff was going on.

But I think it’s pretty cool that each time, none of them retreated.

They were all on the attack! They didn’t wimp out.”

I thought about what Jake said and realized he nailed it. That in almost every example, these leaders became famous because they chose action over complacency … despite the risks.

The battle plan So what does this mean in sales? Well, in this down economy, now is the time to attack your business. Here is your battle plan: • Invest in yourself and your company now more than ever. Go to that meeting or seminar that you thought to avoid and learn something new that will make you a sales or leadership weapon.

•S alespeople, make at least three extra sales calls each day, knowing your competition is waiting for things to “get back to normal.”

• Manager, seek out that “A” player on your team and find new ways to help make him or her even more valuable to your organization • Keep attacking!

You only have two choices heading into 2010. Retreat or attack!

Choose to attack and you will look back at this year as the period in your career where you became smarter, more productive and more assertive … the time you became famous in your company and industry.

Brian is 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 watch Jake Sullivan’s Attack interview on the Gettysburg Battlefield, CLICK HERE. Visit us at www.preciseselling.com.

P12 CANVAS may 2010

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