Canvas Magazine | The Race to Embrace New Technology

supporting print sales & Marketing Executives

May 2011

The Race to embrace new technology Nine Tips to Keep Printers on Track

A Bridge to the Future Content Marketing: Social Media Widely Used But Least Effective What is a Professional Salesperson?

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“ Our industry is fairly young and changes quickly, so it can be difficult to predict whether a new technology will remain relevant for long enough to justify the expense in pursuing it.”

– Jeff Tucker, president of StoneHouse Marketing Services

Publisher mark potter Marketing Manager caroline farley

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MANAGING EDITOR lorrie bryan

A Bridge to the Future

Publisher’s Thoughts

ART DIRECTOR brent cashman

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Editorial board

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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

May 2011

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

Best of Reflections P10

The Race to Embrace New Technology Nine Tips to Keep Printers on Track

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What Is a Professional Salesperson?

CANVAS, Volume 3, Issue 3. 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

I

A Bridge to the Future In 1990, during my senior year in college, I was working on my final thesis. With the deadline approaching, I needed to get the thing typed quickly. My girlfriend, at the time, had a word processor that she let me borrow. The thing wasn’t exactly portable. It was the size of a

Publisher’s thoughts

television set, cost a bunch of money, and it didn’t have any real computing power. It wasn’t much more than a glorified typewriter.

Fast forward five years to my apartment in San Francisco. My buddy tells me to turn on

my Packard Bell and check out this thing called the Internet. I opened up a little program called Prodigy and awaited the magic. The page took so long to load that I think I went and got something to eat. Eventually, I gave up and muttered sort of a comment like, “This world wide web stuff is a joke.” I figured it would never last.

In the year 2000, just five years later, I was the director of Marketing for an Internet company, and I published a thesis on e-commerce.

Now, I am not interested in giving you the chronology of my business life, but I am amazed at where I am relative to technology in just 10 short years. I went from typing on a word processor to managing millions of dollars to promote an Internet-based enterprise. It makes you wonder where we might be in the next decade.

Embracing new technology can be scary and daunting. However, progress is going to happen with or without us. We can choose to get on board and learn new things, or we can stand pat and see where that leads us. “New” shouldn’t have a negative connotation. “New” leads to exciting places. “New” leads to possibilities that we never could have imagined. “New” is what leads to prosperity.

A very real, yet subtle, thing is going on right now. We have seen product innovation lead the economy and hide some real flaws. The fact is that products can be created at a feverish pace. Our world is certainly not short on goods. However, loyal clients are rare and far between. So, regardless of product innovation, it behooves any thoughtful printer to make investment in technology with only one thing in mind…the customer.

Our May edition of CANVAS Digital is proud to explore how some industry stalwarts have embraced technology and made it work for their corresponding markets. The Race to Embracing Technology touches upon the intangibles needed for true professionals to take advantage of new tools.

Speaking of professionals, Dave Kahle took the time to elaborate on what makes a salesper-

son truly professional. His insight has proven to be thought-provoking and timely. Our industry demands the utmost professionals to occupy the sales role. It is not only a great role, but our salespeople are the bridge to the future. Enjoy the read, and thanks for your attention.

Warmest regards,

Mark Potter Publisher

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CANVAS May 2011

www.printinthemix.com

Fast Facts MarketingProfs and Junta42, with the help of the Business Marketing Association (BMA) and American Business Media (ABM), surveyed 1,124 North American B2B marketers to analyze use of customized content to market their products and services.

Select findings: Nine out of 10 B2B marketers, from companies of all sizes and industries, report using custom content to grow their businesses. On average, large companies use nine tactics, compared to the eight tactics that mid-size companies use and the seven tactics that small companies use.

The most popular content B2B marketing tactics for companies overall:

79 % 78 % 62 % 61 % 55

%

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CANVAS May 2011

Social media (excluding blogs)

Articles

In-person events

eNewsletters

Case studies

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CMO Council Marketing Facts

In TV, commercials

As a percent of

64 percent of

42 percent of

The survey polled

make up 25 percent

online video con-

Canadian marketers

Canadian marketers

more than 600

of viewing time; in

sumption, video ads

and 47 percent of

and 35 percent of

individuals in the

online video, it’s just

continue to climb.

American marketers

American market-

marketing industry

1.6 percent. That

At year end, 16

expect to increase

ers reported “a lot

and found that 68

suggests that while

percent of videos

spending in mobile

of change” in the

percent intend to

video has clearly

viewed were ads—a

in 2011.

composition of their

increase the number

become integral to

significant increase

2010 marketing

of digital staff hired

mainstream Internet

vs. 12 percent just

budget.

this year—a growth

usage, the video ad

six months earlier.

of 11 percent from

market is still just a

when the poll was

whisper of what it’s

taken last year.

likely to become.

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CANVAS May 2011

My Man Ph il

People close to me know that I have

By Mar k Po Porter quick a few strate tter ly come to m gic idols. Pe ind. I have w o gentleman p le lik ritten about e John Woo who has shap each of them den, Walt D ed my strong School of B isney, and M or their conc opinions on usiness, Dr. ichael epts over th b us in Ph e pas t few ye es ili s strategy is p Kotler.

I recently w ars. Another the renowne as rereadin d professor g some of K know how ap from The Kel otler ’s stuf f plicable they logg and thought are to our in I w o ul d pull some dus tr y and our individua of his bes t “It is more quotes and l businesse important to let you s. do what is than what is strategically immediately ri g ht profitable.” “ Watch the This is exactly product life what we have cycle; but m watch the m been preachi ore import last few year arket life cy ng antly, s. Make the over the cle.” investment Lo ve your market. th in is yo o ne ur . b A ra nyone who It will not pay nd and knows me kn of f immedia grew up wit are market ows that I tely, but if yo h a poster based, you u of the life cy will create lo M ic ha able advant cle rather th el Jordan o ng-term sust age. an n my wall. ainActually, th but it might at is a lie, as well be tr ue . If you are ing at your “ The most im not lookmar ket from portant thin the perspec g is to foreca cy customers ar cl e, tive of the lif you are beh st where e moving, an e ind the curv d be in fron an explicit e. If you do Reread abo t of them.” mar ket defi n’t have ve! Do you ne d that you se define your nowhere ne based or p rve, you are self as mar ar the curve! roduc t bas ket ed? If you uc t or serv are selling ice, then yo prod- “ Int u are in dan egrated mar commoditiz ger of being keting com ed and mar munications ginalized. If looking at th group of peo is a way of yo e u w st hole marke an d for a ple you can ting process view-point succinctly d find great p from the of the custo efine, you w rosperit y. mer.” ill Double duh ! This is wha t we, as an been build “ Poor firms indus tr y, ha ing toward ignore thei ve s. r Pr co inting is alre mpetitors; co firms copy nn ec te ady closely average d to mar ke their comp ting. O ffer etitors; win program to ing an inte lead their co ning firms people who grated mpetitors.” tr us t us is a worr y about Remember natural. Do the produc the story of n’t ts. Just conn my son skat client s and cones? Whe ec t with th ing around le t th n he turned em e the help you d his head to what you off efine the sc kid, he fell. watch anoth er. o p e of Focus more er on your co less on your ns tituents an competitors d “ The su . When you the lead an ccessful sale do, you take d your com sperson ca res first for p customer, se etitors won’ take their ey the cond for th t be able to es off your e p ro d backside! ucts.”

Triple -Dog Duh! It may sound remar but it is ex tr “ Don’t buy kably simple aordinarily market shar , d e. if ficult to w Fi g ure out how cept into th Duh! I mean ea ve this cone fabric of w to earn it.” do I even ha ho you are. ve to put th make some are not abo We all need is in there? dough, and ut price. Reg to W e tr uly focusi ardless of th ers is often our indus tr ng on custome economy, relegated to y mus t be a secondar focused on hind selling cant value fo y priority b creating sig produc ts an r the people enifid services rig w greates t sa e stand for. ply unsustai ht now. The lespeople ha Price is sim nable. ve great em inherent trai pathy and t that allow an s them to leav in the car an e their walle I believe that d focus on t what client s wisdom is no tr uly need. t contained his ideas wit in in h others an dividuals. Ph d they star t il Kotler cann and concep to spread. T ot be brillian ts, they star he same go t unless he t to take life es for us. By shares and tr ue wis sharing our d o m opinions, id star ts to em War mes t re eas, erge. gards,

Mark

Publisher CANVAS • w

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CANVAS May 2011

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The Race to embrace new technology Nine Tips to Keep Printers on Track

I

n the last decade, we’ve seen the mapping of the human genome, a global obsession with social media, nanotechnology, spacetourism, face transplants, hybrid cars, digital storage, and unprecedented advances in global

communications. Emerging technologies are on a roll— one that’s showing no sign of slowing down and in fact appears to be mounting exponentially.

Are you a printer who was left standing flat-footed when the gun went off marking the start of the communication technology race? Are you urgently sprinting to catch up as you plot your course for transition to a marketing services provider? While jockeying for position, looking over your shoulder and struggling to breathe, perhaps questions come to mind: do you follow the pack or head for the inside lane, do you set the pace or hang back and finish with a strong kick? Should you lengthen your stride? Is there a shortcut?

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The good news is this isn’t a dash; it is a marathon. But you have to realize that top marathoners are actually sprinting all out for 26.2 miles.

You can overcome a slow start, but you need to get up to speed in a hurry. We asked several industry experts for tips to keep printers on their feet and on track as they embrace emerging technology on their way to becoming marketing services providers.

CANVAS P11

The Race to Embrace New Technology

“ Never before in history has innovation offered promise of so much to so many in so short a time.”

– Bill Gates, American entrepreneur and founder of Microsoft Co.

1. Stay Focused on Your Objective.

Consider what investment will best serve

Petro is an active supporter and recent chairman of the board of Dscoop (the Digital Solutions Cooperative) and agrees that other

the current and future needs of your cli-

industry professionals are a great resource. “When we are re-

ents. Be it digital printing, campaign man-

searching new technology, we start looking around in our industry

agement software, or mobile technology,

network to see how our colleagues are dealing with similar chal-

keep in mind that it’s not about simply

lenges and what technological solutions they are using. Our in-

offering another product or service—it’s

volvement with Dscoop facilitates this exchange of information—

about helping clients communicate more

a practice that is beneficial to everyone,” Petro says.

effectively and efficiently with new capabilities that enable them to better meet their objectives.

3. Keep Moving Forward.

Look for technology that will easily integrate with existing tech-

“We won’t spend a penny unless the

nology. Integration is always difficult,” Keif notes. “It might be

technology provides value for our clients,”

easier to go out and buy an entirely new plant rather than inte-

says Chris Petro, CEO and president of

grate new equipment into existing workflows.”

Global Soft Digital Solutions, a leading

One thing Petro says they try to avoid when acquiring addi-

customized communication solutions pro-

tional technology is buying another “bucket” of technology. “We

vider. “Everything we do is client driven—

started out buying this bucket and that bucket—we ended up

we ask how the purchase of this technol-

with all these buckets and none of it meshed,” he explains. “Now

ogy is going to serve our client’s current

we do a lot more research up front and look for technology that

and future needs.

integrates and works in concert with our existing technology. We make sure we know everything that it will and won’t do so that

2. Draft.

there are no surprises during the implementation.”

Take advantage of the expertise of your colleagues who are ahead of you.

4. Anticipate Hurdles.

If you are looking at proven technolo-

Consider the real costs of the technology, not just the price tag.

gies, make sure you speak with actual end-

Unanticipated costs can often add significant expense to your

users, suggests, Dr. Malcolm Keif, Graphic

technology purchase.

Communication professor at Cal Poly State

“You have to look beyond the cost of the initial purchase. Fac-

University- San Lus Obispo. “Those are the

tor in the internal and external resources required to employ the

ones who can really tell you the day-to-day

technology, the cost of site modifications to accommodate the

production value of any technology.”

new technology, the loss revenue due to service disruption and

P12 CANVAS May 2011

other associated costs,” Petro advises. “Make sure the technology is worth the pain and cost of adaption.”

5. Look Ahead.

Invest in technology that will not be obsolete in the near future. “We begin with broad research into the technology to understand how it works, how it applies to our business and target markets, and then analyze its likely relevance in the future, says Jeff Tucker, president of StoneHouse Marketing Services, a leading plastic card manufacturing and packaging company. “Understanding how a new technology fits into our evolving business model over time is a significant challenge. Our industry is fairly young and changes quickly, so it can be difficult to predict whether a new technology will remain relevant for long enough to justify the expense in pursuing it.”

Tucker says that one of the technological areas Stonehouse Marketing Services is focusing on is the convergence of printing

The Race to Embrace New Technology

states. “It’s important to remember that most new software and equipment requires some sort of a learning curve and adjustment period during which productivity will not be at its peak.”

Make plans for employee training to accompany the introduction of new technology to ease the pain of newness and to allow productivity improvements to be attained as soon as possible. “A long learning curve delays ROI and has an immediate adverse impact on production output or process efficiency. Limited resources due to a normally high workload at our company can also make it difficult to get up and running quickly,” Tucker affirms.

7. Don’t Let Others Slow You Down.

Create and nurture an employee culture that embraces change. Change inevitably brings challenge, and some people simply resist change, particularly within a company that doesn’t consider itself progressive. The cultural dynamics can often be a huge impediment to embracing new technologies.

“ Every morning in Africa a gazelle wakes up. It knows it must move faster than the lion or it will not survive.

Every morning a lion wakes up and it knows it must move faster than the slowest gazelle or it will starve.

It doesn’t matter if you are the lion or the gazelle, when the sun comes up, you better be moving.”

– Roger Bannister shortly after running the first sub-4-minute mile

and online technologies. “While we feel

“Our corporate culture is very supportive of new technology. Both

that printed products will remain relevant

our company and industry as a whole are very capital-intensive, so

for many years to come, online solutions

we are used to the process of researching, procuring and implement-

are increasingly overlapping and compli-

ing new equipment and technology,” says Tucker.

menting physical media. Technology pro-

Tucker adds that sometimes they have had to counter resis-

viders that can support this convergence

tance by creating new compensation or sales models for different

are better positioned to partner with us in

offerings. “We recently licensed a new software technology that

the years to come.”

does not directly relate to any current markets we serve. So far it has been difficult to capitalize on the service, and we are currently

6. Pace Yourself.

re-evaluating our sales technique for it.”

Factor in the time required to implement new technology. It is always difficult to pre-

8. Listen to Your Gut.

dict the impact of new technology on work-

Buy from someone you know and trust. Petro says that companies

flow. And, it may take longer than predicted

don’t buy from companies; people buy from people. “So buy from

to get your work flow really humming,” Keif

someone you know and trust who is with a viable company that

P14 CANVAS May 2011

you know will be around for support. If you don’t feel comfortable, don’t do it.”

This is especially true if you are one of the companies on the front end of the technology curve, notes Keif. “If you are an early adopter, you should buy from someone you like, because you will need to have a very strong relationship with the manufacturer as bugs are being worked out. Early adoption is not for everyone but it does provide a potential competitive advantage if your business is set up properly.”

9. Don’t Just Stand There!

Do something. What many businesses frequently miss is the opportunity cost; what is the cost of not doing something? That usually is the highest cost in the equation. It’s not just the money you leave on the table by not taking advantage of a new tool or process. And it’s not that you are simply going to be left behind. In this quickly evolving, highly competitive arena, investing in emerging technology is an entry fee, and doing nothing means you are out of the race, packing up and going home. Determine how you can best serve your clients and start moving in that direction.

On your mark…get set…Go!

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What Is a Professional Salesperson?

by Dave Kahle

I

often hear my clients lament that they wish they had a more professional sales force.

That idea of a

“professional sales force” gets a lot of conversation in sales management and sales executive circles. But what exactly does it mean?

And why is it a good thing?

Here’s one person’s opinion.

First, let’s eliminate those things that don’t matter. There are a number of misconceptions about the attributes of a professional salesperson that center around the externals of a salesperson’s situation.

For example, being a professional salesperson has absolutely nothing to do with the product or service the salesperson sells.

I have met very professional sales people who have sold some of the strangest things imaginable.

In almost every open-enrollment seminar that I present, I come across someone who sells something that I have never even heard of before. In my own experience, for example, I have sold cake mixes, men’s shoes, men’s suits and underwear, surgical staplers, sophisticated amplification equipment for hearing-impaired children, business opportunities, life insurance, catheters, hand soap and yes, even sales people (as a sales recruiter), to name just a few.

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What Is a Professional Salesperson?

Here’s another irrelevant external issue:

sales people who have been selling for over 20 years, for example,

Being a professional salesperson has noth-

who don’t come close to fitting into the mold of a professional

ing to do with the folks to whom you sell.

salesperson. On the other hand, last week, I met a 21-year-old, in

There are people in this country who sell

his first sales job, who was very professional.

something to every single job description

I have met professional sales people who had only a high school

and organization imaginable. Some of the

degree, and many with college and post-graduate degrees. None of

customer types to whom my clients have

these things, which are external to the salesperson’s character, matter.

sold include farmers, both crop growers and live stock growers; tool and die shops;

Now that we’ve eliminated the things that a professional salesper-

tier one, two and three automotive suppli-

son is not, let’s look at the other side and examine the marks of a

ers; schools at every level and government

profession salesperson. “Professional” is the name we choose to

agencies of all kinds; the military; grocery

put on a certain set of character traits and attitudes that reside

stores, restaurants, convenience stores

inside a salesperson.

and retailers of every kind; contractors of

1. A professional salesperson is proud to be a salesperson.

every ilk, including electrical, mechanical,

Can you imagine a doctor who is embarrassed to admit that he

HVAC, plumbing; builders both residential

is a doctor? Or a nurse who covers up that fact? A teacher who

and commercial, etc. I could go on and on, but you get the picture. In each and every one of these industries, there are professional sales people.

Being a professional salesperson has nothing to do with the company for whom the salesperson works. There are thousands of independent representatives in this country, for example, who work for themselves. Some sales people work for small familyheld businesses, others work for large multi-nationals. Thousands sell for distributors; tens of thousands sell for retailers of every possible thing; more thousands sell for manufacturers and service providers of every type.

Professional sales people are sprinkled throughout every one of these business types.

Finally, being a professional salesperson has nothing to do with how long he or she has been at it or his or her educational background or experience level. I have encountered many

P18 CANVAS May 2011

doesn’t want anyone to know what he does for a

I’ve sold products that didn’t excite me, and worked for companies whose management styles and cultures left me looking for something else. In all of these negative situations, though, I never disliked what I did.

living? A firefighter ashamed to admit it? A lawyer who pretends to be somebody else? (Well, ok, maybe on this one.)

You see, in every profession, the members of that profession are proud to be a part of it. Amazingly, that is not the case with the majority of sales people. They don’t like to think of themselves as sales people. Instead, they make up other terms.

They are account executives, product specialists, customer liaison agents, mobile customer service representatives, to name a few.

On the other hand, the professionals understand the challenging nature of what they do for a living, the importance it has for their families, their companies and the economy as a whole. The work of the average salesperson in this nation supports four other families within the organization. They are proud of that and proud to be sales people.

They don’t hide it or apologize for it, they revel in it.

2. A professional salesperson likes his job.

Not only are they proud to be sales people, but they like being sales people. They like the freedom and autonomy they have on the job, and they relish the responsibility that comes with that. They thrive on the customer contact, and are energized by the constant challenge. They

get a high from closing a big or difficult sale, and aren’t afraid to celebrate those successes.

That doesn’t mean that they relish every aspect of every job.

I’ve had a sales manager, for example, that I was embarrassed to introduce to a customer. I’ve sold products that didn’t excite me, and worked for companies whose management styles and cultures left me looking for something else. In all of these negative situations, though, I never disliked what I did.

3. A professional salesperson believes he is a professional He doesn’t see what he does for a living as just a job. He understands that it is one of the most fundamental and important functions, not only in his company, but in the economy in general.

He realizes that he touches and influences hundreds, if not thousands, of people, that his work supports and enables a number of other families, and that he represents much of the visible face of the company that employs them. These are serious responsibilities, and the professional salesperson understands that to do this well, he must see himself as a professional.

4. A professional salesperson continually invests in his own development.

Over the 20-plus years that I have been training sales people, educating sales managers and working to transform sales organizations, I have stumbled upon an observation which bothers me

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What Is a Professional Salesperson?

every time I communicate it. It’s this: Out

customers and his company. A professional understands that the

of a group of any 20 sales people, only one

sales he makes are the tangible expressions of win/win solutions

has invested $25 of his own money on his

for the customer as well as profitable transactions for his company.

own development and improvement in the past 12 months.

The professional will not “push” an inappropriate solution onto a customer, just to make a sale. He’s in it for the long term,

The non-professional sales people don’t

understanding that his reputation as a professional is worth far

think it’s their responsibility to improve them-

more than any individual deal. “Integrity” is the overriding per-

selves. They won’t buy a book, or attend a

sonality trait, and adherence to a strict code of ethics is the

seminar without their bosses paying for it and

specific expression.

requiring it of them. To them, it’s just a job.

The unprofessional salesperson sees his company’s manage-

The professionals invest in themselves.

ment as, under the worst scenario, the enemy with whom to con-

Since they see themselves as professionals,

tend, and under the best, as a somewhat less than competent

they understand that they must constantly

irritant to be tolerated. The professional understands that he is

and continually “sharpen the saw.” They

an employee of the company, and has a responsibility to nurture

buy the books, get the newsletters, attend

the company’s interests. He is mindful of his need to provide a

the conferences, listen to the podcasts, etc.

return on the company’s investment in him, and seeks continually

Can you imagine your CPA, as he de-

to increase his profitability to his employer.

livers your tax return, mentioning that he hasn’t spent any time updating himself in years? Or the doctor, as he goes into

6. A professional salesperson recognizes a responsibility that is larger than just the job.

surgery to work on your spouse or child,

A professional salesperson, by virtue of the demands of his job,

off-handedly tossing off the fact that, “it’s

naturally develops exceptional “people” skills. He knows how

been years since he bothered to take a

to get things done, and how to work effectively with a variety

class or upgrade his skills.”

of people. These are skills that are helpful in his communities as

These seem like silly examples. But most

well as his position. Since he’s a professional, he invests some

sales people (95 percent) don’t bother to

of his time in the larger community, serving on boards and task

take the initiative to upgrade their skills

forces, coaching the elementary kids, adding his input to PTO

and develop their competencies. Only the

meetings, etc. He gives a portion of his income to those less

professionals do.

fortunate than himself.

He understands that he is one of the world’s more fortunate

5. A professional salesperson always acts

individuals and accepts the responsibility to pay it forward. I once

with the best interests of his company

heard this expression: “Service is the rent you pay for the posi-

and his customer above his own.

tion you occupy in society.” Professional sales people occupy a

There is, resident in the psyche of every

favored position, and accept their responsibility to pay the rent.

professional salesperson, an obligation

A professional sales force is an incredibly valuable asset to any

to “serve.” Ultimately, the professional

organization, and the acquisition and development of a professional

salesperson does serve two masters: his

sales force is one of a businesses’ greatest accomplishments.

To foster your development as a professional salesperson, visit The Sales Resource Center. David Kahle has trained tens of thousands of B2B salespeople and sales managers to be more effective in the 21st Century economy. He’s authored seven books, and presented in 47 states and seven countries. Sign up for his weekly Ezine or visit his blog at www.davekahle.com.

P20 CANVAS May 2011

The Number That Matters™

Printed Products are Good (More Sales are Better!)

Mugs, foam fingers, t-shirts,

By joining ASI today you’ll have

car magnets, caps ... your

access to every promotional

customers are buying more than

product in the industry from

printed products – shouldn’t it be

3500+ ASI suppliers. On top of this, you’ll get FREE

from you? Selling promotional products will increase sales

admission to promotional

from your current customers,

product tradeshows in Orlando,

introduce your main business to

Dallas, San Diego, New York

new customers, and help you

and Chicago with a free hotel

improve customer retention!

room. Lastly, you’ll get discounts

Best of all, there’s no inventory

on business services you use every day like UPS (average member

to carry and no investment in

saves $2400 per year).

expensive equipment.

Join ASI Today.

asi/33020

446-820613-0410

Visit www.asicentral.com/04CANVAS30 or call 800-301-9158

©2010 Advertising Specialty Institute® asi/33020 www.TheNumberThatMatters.com