VISUAL MEDIA ALLIANCE
SUMMER 2018
Creatives & Printers Go Out to the Ballgame PEANUTS, CRACKERJACKS, AND NETWORKING
THE CONTENTS
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Judges Scrutinize Showcase Entries; Education Happens On the Ground and Online
Design Conference Wraps Up
Expert Column: Government Affairs
Expert Column: Human Resources
Stories of Design Across All Media Shared
Paper, Packaging in Spotlight
Sticky Employment Issues
12 Expert Column: Strategic Sales Staggering Differences
03 13 14
Member News New Members VMA Events
COMMITTED TO THE INDUSTRY AND THE FUTURE Spicers has always been committed to the paper business. Our approach is rooted in long-established relationships—from our mill suppliers, dedicated teams of sales and customer service professionals, to the support of industry initiatives and a steady, available inventory of paper products. As a leader in the industry, we are also committed to the future of printing with a dedication to digital and wide-format printing products. With ongoing investments in technology and strategic acquisitions, Spicers will continue on the path of success for generations ahead.
spicers.com
MEMBER NEWS Members Make Impressive Showing
Printing Book Goes Interactive
The Best in Show honorees will be revealed during the Premier Print Awards reception on Sunday, September 30, at the J.W. Marriott Hotel in Chicago. JP Graphics, Santa Clara and Multi-Color Corporation North America Wine and Spirits, Napa, earned Bennys. Judges also awarded more than 1,000 Certificates of Merit and Awards of Recognition to deserving submissions.
Recent Installations Publicized
A good number of PIA’s 2018 Premier Print Awards went to VMA member companies this year. More than 2,000 entries were submitted for judging in this international competition and 127 were awarded the coveted Best in Category honors, or as they are more affectionately known, the Bennys, including two Nor Cal companies. This year’s awardees hailed from the United States, Canada, China, Mexico, Australia, Indonesia and the United Arab Emirates. To be honored with a Premier Print Award, submissions must exhibit truly superior print quality and exceptional craftsmanship.
Members receiving Certificates of Merit and Awards of Recognition: • Members receiving Certificates of Merit and Awards of Recognition • AMP Printing, Dublin • Aslan Graphics, San Francisco • Dumont Printing, Fresno • Fruitridge Printing and Lithograph, Sacramento • GSL Fine Lithographers, Sacramento • Paragon Label, Petaluma CONGRATULATIONS to all!
Cal Poly Professor Emeritus Harvey R. Levenson, Ph.D., and former Seybold Editorial Director John Parsons have co-authored and published an updated, digitallyenhanced edition of the textbook, Introduction to Graphic Communication. Levenson, former Department Head of Cal Poly’s Graphic Communication Department, had received numerous requests for an update to the popular 2007 work, originally published by PIA. The new edition, published in partnership with Ricoh, uses an augmented reality approach to learning, namely their innovative “Clickable Paper” technology to access online learning videos and reader-to-reader interaction. A sample chapter and table of contents are available on the book’s website: www.igcbook.com. Written for educational programs, the 248-page book is also designed for internal industry training and to help printing companies, equipment dealers, and OEMs clarify the basic principles of printing to print buyers, marketers, designers, and others. You can order copies or certain chapters here. www.igcbook.com/order/
KBA’s June newsletter featured stories about West Coast customers, including Everett Graphics and Dome Printing. Headlines read: Everett Graphics Continues to Elevate Innovation With its New Rapida 145 Six-Color Press • Business strategy consistently geared towards pro-environmental printing • Expands their capabilities into large format printing • New press addresses needs for additional customer applications Dome Chooses Two KBA Presses: Rapida 106 and Rapida 205 for Its Operations • Multimillion-dollar investment sends strong bold message of momentous growth strategy • Both presses scheduled to be up and running by end of year (2017) • Rapida 106 41inch 10-color UV perfector and Rapida 205 81-inch largest sheetfed press in the world • Expected to open new doors to vertical markets • Increased quality, efficiency and greater productivity will be gained
Whit Everett, president and CEO of Everett Graphics
Dome Printing (left to right): CFO Eric Carle, CMO and Partner Bob Poole, President Misha Pavlov, CEO and Partner Tim Poole, and Executive Vice President Sales Sherwin Poorsina (Photo/Jeremy Sykes)
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BOARD ROSTER: CHAIRMAN
Ian Flynn, Andresen
IMMEDIATE PAST CHAIRMAN
VMA Events and Education Judging Showcase Entries is No Easy Task
John Crammer, Best Label Company
BOARD MEMBERS:
Gil Caravantes Commerce Printing Services John Crammer Best Label Chris Cullen API Group Steve Decker Zooka Creative Ian Flynn Andresen Dava Guthmiller Noise 13 Jeff Jarvis Spicers Frank Parks The Parks Group Chris Shadix Dome Print and Marketing Solutions San Francisco Division Stephen Sprinkel Sprinkel Media Network
STAFF ROSTER: PRESIDENT
Dan Nelson
DIRECTOR MEMBER PROGRAMS Laura Vargas
DIRECTOR EDUCATION Laura Vargas
PROGRAM ADMINISTRATOR Gabrielle Disario
MEMBERSHIP SALES
SAVE THE DATE! Our esteemed judges weighed in on their favorite print and design pieces. Come
and celebrate the winning entries of the 21st Annual VMA Showcase Awards on August 15 at Scott’s Seafood Restaurant. Take this opportunity to entertain your clients to cocktails, hors d’oeuvres, and a 3-course dinner to celebrate your work! Awards will be presented for Grand Awards and Best of Show for Print and Design. Gold Award winning entries will be on display. Visit showcase.vma.bz/ceremony. Judges: Andy Barile - AMP Printing, Jennifer Beales - Crook Beales Design, Lauren Elliot - Wicked Good Print Productions, Sue Kent - Pacful, Sabine Lenz - PaperSpecs, and Barbara Silverman - BlueShift Creative.
USPS Mail Piece Design Certification Training
Shannon Wolford
FINANCIAL MANAGER Emily Gotladera
ACCOUNTING SPECIALIST Maria Salita
VICE PRESIDENT INSURANCE SERVICES David Katz
INSURANCE CUSTOMER SERVICE REPS
Renee Prescott, Crystal Carlson, Lena Nelson, Sue Benavente, Jessica Clark, Diedra Lovan, Jimmie Thompson
DIRECTOR SUPPLEMENTAL BENEFITS Greg Golin
DIRECTOR GOVERNMENT AFFAIRS
The USPS Mail Piece Design Professional Certification course was held on March 29 at AdMail Express in Hayward. This training class led by Janet Lockhart, Postal Educator, Pitney Bowes, prepared attendees for successful completion of the USPS Mail Piece Design Professional Certification test. Following the exam, Brian Schott, President/CEO of AdMail Express, led a group tour around the business.
Gerry Bonetto
HUMAN RESOURCE SPECIALIST Cheryl Chong
Webinar: Trademark
EDITOR
Noel Jeffrey
ABOUT THE COVER:
In what has become an end of summer tradition, VMA members, friends, and families gather for a day at the ballpark after a fun pregame tailgate. SF vs LA, on tap for this year on September 30, is always a great game. Cover images from Kimberly Beck Rubio Photography and May Suen.
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Gail Hashimoto Hopkins & Carley’s Corporate Practice
Mitesh Patel Hopkins & Carley’s Corporate Practice
VMA Management Webinar - Building Value with Trademarks took place on May 17. Visit main.vma.bz/education.
Las Vegas • October 18-20, 2018 • Las Vegas Convention Center As the lines between market segments continue to blur, find new ideas, applications and technologies to build your business at the 2018 SGIA EXPO. Digital Imaging/Signage, Soft Signage, Decals, Fleet and Vehicle Graphics, Outdoor Advertising Textiles/Finishing, DTG Inkjet, Embroidery, and Garment Decorating Screen Printing, Electronics, Membrane Switches Fine Art, Pad Printing, Finishing
Join 500 Exhibitors and 25,000 attendees at the SGIA Expo!
SGIA.ORG/EXPO/2018 Before 9/20: Expo Only: FREE | Expo + Education: $99 After 9/20: Expo Only: $35 | Expo + Education: $115 Additional Sessions: $30-$150/session
Healthcare Complexity, Simplified! Let VMA simplify your life with: Choice, Proven Cost-lowering Strategies, Exceptional Customer Service, Time-saving Simplicity, Time-saving Technology, Premium Human Resource Support Shannon Wolford 415.710.0568 shannon@vma.bz
David Katz 415.489.7614 david@vma.bz
VMA Insurance Services (800) 659-3363 • insurance.vma.bz VMA Insurance Services has been ensuring business success since 1986.
VISUAL MEDIA ALLIANCE
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STRIKING QUALITY
EXPERIENCE STUNNING MONOCHROME CAPABILITIES
Océ VarioPrint 6000 TITAN
The Océ VarioPrint® 6000 platform just reached a new level of performance with the release of the Océ VarioPrint 6000 TITAN series. With outstanding print quality and best-in-class uptime and productivity, this high-volume monochrome digital printing press blends innovation and robust engineering to deliver a solution that’s second to none for commercial,
D PASSE UNSURONT FR CK TO BA TION RA T IS G RE
WIDER N TIO SELEC DIA E M F O D TS AN WEIGHMATS R O F
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publishing, and transactional printing.
VIEW THIS VIDEO TO LEARN MORE: PPS.CSA.CANON.COM/TITAN
Canon is a registered trademark of Canon Inc. in the United States and elsewhere. Océ and Océ VarioPrint are registered trademarks of Océ-Technologies B.V. in the United States and elsewhere. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. © 2018 Canon Solutions America, Inc. All rights reserved.
877-623-4969 CSA.CANON.COM
2018 DESIGN CONFERENCE WRAPS UP Stories of Design Across All Media Shared
TEXT AND PHOTOS BY KIMBERLY BECK RUBIO
O
nce again, the VMA Design Conference was a huge success. The 2018 installment was held on June 15 at Bespoke at the Westfield San Francisco Centre. Designers, corporations, printers, and paper suppliers from all over Northern California convened to share information and ideas, build alliances and partnerships, and be inspired by the power of creativity. With well over 150 in attendance, this year’s event was held on the last day of SF Design Week, providing a nice punctuation mark to a busy week of events held throughout San Francisco. Emcee Lauren Elliot of Wicked Good Print Partners (WGPP) took the microphone, with Boston’s Peace of Mind playing in the background – setting the stage for a day of learning and gaining a new piece of mind through creative presentations. Fantastic speakers representing a variety of design and designrelated companies led sessions, including repeat presenters Steve Decker from Zooka Creative, who spoke on Designing the Future – a future that may no longer include screens and Mark Schwartz from Social Media Trackers who dug into What Makes You Click? Everyone was captivated by presenter Trish Witkowski’s presentation, That’s Fold-tastic! The founder of Fold Factory, Trish presented videos of almost 100 different folds – all in just 20 minutes – from simple accordion folds to die cut folds to gate folds to accordion die cut gate folds to everything in between, building suspense throughout her presentation. Our bet is that she’ll have plenty of new subscribers to her “60-second Super-cool Fold of the Week” YouTube
THANKS TO CONFERENCE SPONSORS
Our generous sponsors donated prizes raffled off to attendees throughout the conference. Prizes ranged from a Canon Rebel XTi DSLR camera from Canon Solutions America, several copies of Designing for Print provided by author Marina Poropat-Joyce and Andresen, a mounted canvas photo from PSP Print, as well many other prizes. The grand prize went to Lilli Keinaenen, who posted the best shout out on Facebook promoting the conference. What did she win? A limited edition Propel Star Wars Quadcopter with the X Wing Collector’s Edition Box, that not only flies, but upon opening the box, lights up and sounds like Darth Vader. Thank you to all of our exhibitors. VISUAL MEDIA ALLIANCE
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channel, which is nearing its 500th installation. Who knew folding could be so fun? Rudi O’Meara and Edmundo Ortega from the brand intelligence agency Sequitur had the nerve to recommend we Make the Logo Smaller. They chronicled their shift from traditional “branding” (like putting a logo on the butt of a steer) to strategic consultancy – focused more on how companies act than how they look. Ethics and social entrepreneurship were brought to the fore by both Sherine Kazim, of Sherine Kazim Design, and Jessica Bellamy, of the Grassroots Information Design Studio (GRIDS). Audience members and speakers alike commented how pleased they were that ethics was part of the dialogue, and how important putting good design to good use is (aka Good Work Deserves Good Design), shining a light into and beyond design’s important role in today’s world. New to the conference this year was TechNeck Talks from chiropractor Dr. Robert Adamich of Adamich Chriopractic. Dr. Robert’s minipresentations were interspersed with the creative presenters, offering tips for how to avoid neck pain and strain resulting from the use of cell phones, computers, and other tools of modern technology. One simple tip
CONVERSING AND COLLECTING Exhibitors seemed very pleased with the one-on-one time they had with creatives from Lockheed Martin, Kaiser Permanente, 24 Hour Fitness, AssetMark, and San Mateo Community College District to name a few…
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was to shift your mobile phone up to eye level, rather than craning your neck to look down at it. By using the crook of one arm to cradle the elbow of the other, viola – your phone is now at eye level! During session breaks, he even offered assessments and adjustments to attendees. Perhaps the most compelling session was the wrap up Q&A with all of the presenters on stage. While some questions were follow ups to presentations given during the day, the most compelling question came at the very end: How do you keep your creative juices flowing? How do you know that design is the right career for you? The floodgates opened. Answers ranged from taking a solo retreat with a yellow pad to brainstorm to making sure you love the job and the work you are doing every day—and if you don’t, to finding something else. There were references to Game of Thrones and the enemy at the gate… It was a conversation that begged continuation, and we look forward to seeing you next year so we can do just that! While there are too many more speakers to list here, to see the entire list of presenters and presentations, check out the VMA website at http://designconf.vma.bz. To see all of the photos from the day, check out: https:// tinyurl.com/2018VMAConference
THE MANAGEMENT GUYS HAVE ANSWERS TO YOUR QUESTIONS The new program “Management Guys” is a consulting partnership with more than 75 years of experience in the printing industry, bringing you solid, sensible answers with just a no-cost phone call. Custom reports provided on case by case basis within a few days for less than $1,000. Some popular questions that have been answered: • • • • • • • •
How can I improve my “hit ratio” on estimates? What prices should I use to grow my business profitably? What will happen to my bottom line if I buy a new press? If I sold my business what could I get for it? How can I get a higher price for my business? How do I decide to extend credit? How can I pay sales reps to build the right kind of business? Which Information System should I buy and what should I expect it to do?
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Online: www.lawsoninc.com | Email: sales@lawsoninc.com
ASK US A QUESTION TODAY BOB LINDGREN bob@vma.bz • 818.219.3855 GERRY MICHAEL gerry@vma.bz • 206.310.1119 themanagementguys.com
H I C K S BROTHERS
VM Access Goes Mobile!
PRINTING E Q U I P M E N T, L LC
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hicksbrothers@printingequip.com www.printingequip.com www.printingequip.com/list.asp
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Now Visual Media Access is available on all your mobile devices from smart phones to tablets. Try it out today at vmaccess.org. NOW FEATURING: • Location based search • Single search box • Easy to use category search • 12,000 impression a month • As a member, your company is listed. Make sure your company information is up-to-date!
925-400-4165
Ray Morgan Company has over 60 years experience supporting client’s who take the time and effort to design the perfect document that will carry their message.
Let us help you provide your clients with the best quality imaging on any media substrate with the most competitive support programs in the industry.
Digital Presses - Flatbed Printers - Copiers – Scanners – Outsourced IT Services
Sales, Service & Supplies From 22 Locations in California & Nevada Call Us For A Free Imaging Technology Assessment 925-400-4165 * www.raymorgan.com * pressforsuccess@raymorgan.com Sales & Service 22 locations in California & Nevada
EXCLUSIVE VMA PRINT TOWEL PROGRAM “Think Green, Think Clean, Think Prudential.”
Prudential Overall Supply is a uniform provider with solutions for businesses requiring uniforms and textile rental programs. We offer a variety of types and sizes of towels. All our printers towels are manufactured for maximum absorbency with egyptian cotton, sized to fit the job. Our cleaning systems are designed to clean towels soiled with solvents and inks in order to create a safe, economical and ecologically friendly working environment. Uniform programs include uniform rental, uniform lease and uniform purchase. We also offer businesses facility products such as floor mats, restroom supplies, paper products, linen supplies, reusable towels, mops and microfiber products. To sign up and start saving through our preferred agreement contact Ashley Carroll, Key Account Manager AshleyC@pos-clean.com 800-767-5536 PrudentialUniforms.com
UNIFORM RENTAL - LEASE - PURCHASE LINEN SUPPLIES - PAPER PRODUCTS - FLOOR MATS - REUSABLE TOWELS - MOPS - MICROFIBER PRODUCTS - RESTROOM SUPPLIES
Eight other senators joined as co-sponsors. Senators Roy Blunt (R-MO), Shelley Moore Capito (R-WV), Deb Fischer (R-NE), Johnny Isakson (R-GA), Doug Jones (D-AL), Claire McCaskill (D-MO), Jerry Moran (R-KS) and Roger Wicker (R-MS) joined as original co-sponsors. Recommendation: In the near future, we may ask you, through our newsletter or email, to contact Diane Feinstein and Barbara Boxer to support SB 2835.
China’s National Sword Policy
GOVERNMENT
AFFAIRS
Paper, Packaging in Spotlight Bill Opposes Paper Tariffs
GERRY BONETTO Gerry Bonetto, Ph.D., is Director of Government Affairs. In this capacity, he represents the commercial printing industry before the California legislature and state regulatory agencies. He can be reached at gbonetto@ roadrunner.com.
On May 4th, two U.S. senators introduced S.B. 2835, the “Protecting Rational Incentives in Newsprint Trade Act of 2018.” The legislation would suspend new tariffs currently being imposed on imported uncoated groundwood paper from Canada, which is the primary source of newsprint and other paper used by commercial printers, domestic newspapers, and book publishers. The legislation would require the Department of Commerce to review the economic health of the printing and publishing industries. Newspapers and printers across the United States have told Congress that the new import tariffs — as high as 32 percent — would jeopardize the viability of the industry and threaten to decimate the U.S. paper industry’s customer base. In introducing the legislation, Senator Susan Collins (R-ME) stated, “The U.S. printing and publishing industry is facing an unprecedented threat from crippling new import tariffs imposed on Canadian uncoated groundwood paper — better known as “newsprint” — which is used by newspapers, book publishers, and commercial printers. As a Senator representing one of our nation’s leading papermaking states, I have consistently fought for actions to ensure a level playing field for the domestic papermaking industry. In this case, however, one domestic mill owned by a venture capital firm appears to be taking advantage of trade remedies to add to its own bottom line, putting thousands of American jobs at risk.”
Until recently, China was a large importer of recyclable materials. At the start of January 2017, however, China began to stringently enforce restrictions on the importation of 24 types of used materials, including different grades of recyclable paper, through its National Sword policy. CalRecycle estimates that a third of all recyclable material generated in California annually is currently exported to foreign markets, and 62 percent of that goes to China. This movement of materials is critical for allowing the state and local jurisdictions to reach their recycling and diversion goals. This policy change is resulting in more material being stockpiled at solid waste facilities and recycling centers or disposed of in landfills. In addition, changes in China’s policies may have significant impacts on California’s economy, as recyclable materials exported from California had a total vessel value of $5.2 billion in 2017, and on California’s broader environmental goals. Yet the impact is not all on our state and local governments. In late May, Tedd Powers, senior consultant on strategy at Fisher International, a market research firm, made a presentation on some of the impact China’s National Sword policy has had on China’s paper-products industry. The news is not all good. Powers claims that “a prolonged disruption in the supply of this very valuable and important commodity [recycled paper] would be very damaging to China’s paper industry.” Recommendation: You can view Powers’ powerful presentation at https://www.youtube.com/watch?v=U0A fpSl9DAs&feature=youtu.be.
DTSC Includes Food Packaging in Work Plan The Department of Toxic Substances Control’s (DTSC) Safer Consumer Products Program recently released its 2018-2020 Workplan, adding two new product categories – food packaging and lead acid batteries. The Workplan will be the basis for future product-chemical priority listings that, once adopted via regulation, would be subject to manufacturer review of whether the chemical for which the product was listed is necessary and whether viable, safer alternatives exist. Recommendation: Companies should follow DTSC activities as it likely will expand the packaging materials and chemicals that migrate and may have a harmful effect on consumers. VISUAL MEDIA ALLIANCE
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Now you see it.
Now you see even more. No longer are you confined to choosing between a paper you can afford and a paper that makes your projects shine. With Accent Opaque, more choices and more opportunities to impress always appear before your eyes. To learn more about the full line of Accent offerings, and to request printed samples, visit AccentAGame.com. Š2017 International Paper Company. All rights reserved. Accent is a registered trademark of International Paper Company
Accent Opaque ÂŽ
HUMAN RESOURCES STORY | BY CHERYL CHONG
Sticky Employment Issues New Tests for Independent Contractor Status
CHERYL CHONG Cheryl Chong is VMA’s Human Resources Director and your #1 source for assistance responsible for counseling on HR matters like family leave, discrimination, sexual harassment, and wage and hour compliance. She has a Bachelors and Masters degree from Chapman University in Orange, CA, along with 20+ years of HR experience in the trenches. Think of her as an extension of your HR department, courtesy of VMA. Please feel free to reach out for answers or introduce your organization by calling 800.659.3363 or cheryl@vma.bz.
With the recent California Supreme Court decision about independent contractors, employers must now examine their employee classifications to ensure they are in compliance. This now means employers are held to a higher standard when trying to hire independent contractors. The “gig” or “on-demand” economy has now been put on notice. The California Supreme Court held that it is the burden of the employer to establish that a worker is an independent contractor who was not intended to be included within the applicable wage order’s coverage. To meet this burden, the employer must now establish each of the following three factors, commonly known as the “ABC test” which are: (A) that the worker is free from the control and direction of the hiring entity in connection with the performance of the work, both under the contract for the performance of the work and in fact; (the employer It does not control how the individual performs the work) and (B) that the worker performs work that is outside the usual course of the hiring entity’s business; (The individual provides a service that is not part of the employer’s usual business) and (C) that the worker is customarily engaged in an independently established trade, occupation, or business of the same nature as the work performed (The individual customarily engages in an established business, trade, or profession that is independent of the employer’s business).
California employers who have entered into work arrangements with individuals other than those who traditionally have been deemed independent contractors (e.g., electricians, plumbers, exterminators, HVAC professionals) should promptly and carefully review the status of those workers, particularly if the employer previously classified such individuals as employees. The standard announced by the Supreme Court presumes that workers are employees subject to the requirements of the IWC wage orders.
Salaried Status May Be Shaky On a separate but parallel note, wage and hour claims are on the rise. Many in the printing industry have traditionally established exempt or salaried status or classifications for positions not normally qualified for the exempt or salaried status. Employers should re-examine their overtime classification of such customer service personnel or other employees currently classified as administrative exempt so as not to violate CA wage and hour orders and to avoid penalties and fines. The outside sales exempt status is often misclassified due to the fact that many outside sales employees do not meet the two qualifications. To qualify for the outside sales employee exemption, all of the following tests must be met: The employee’s primary duty must be making sales (as defined in the FLSA), or obtaining orders or contracts for services or for the use of facilities for which a consideration will be paid by the client or customer; and the employee must be customarily and regularly engaged away from the employer’s place or places of business. The other common misclassification is the customer service individual. A job title should not be a factor for the exempt status but more for the actually job duties and responsibilities. California also sets their salary threshold a bit higher than the federal salary test. In order to qualify for exemption, an administrative employee must earn a monthly salary that equates to at least two times the state minimum wage, and this is based on a 40-hour workweek. Additionally, the administrative employee must meet certain criteria to be classified as exempt in California, and these are more detailed than the federal requirements. This monthly salary requirement would also change according to California minimum wage rules and these are not static nor standardized. Check your local city guidelines as these differ from city to city and also consider the size of employees (1-25 and 26 and above). VISUAL MEDIA ALLIANCE
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STRATEGIC SELLING STORY | LESLIE GROENE
The Staggering Difference – Part I LESLIE GROENE Leslie Groene is one of the coaching superstars in the world of corporate sales as well as a business development trainer, executive consultant and author. Her background is in the paper and printing industries as a sales rep and sales manager. She helps her clients focus on revenue generation and profit growth. She authored the business strategy book “Picture Yourself & the Life You Want” and is a nationallyrenowned motivational speaker. To purchase her book or contact her please go to www.GroeneConsulting.com. Here is the link to her e-newsletter, http://www. groeneconsulting.com/ Newsletter/2014.12/
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VISUAL MEDIA ALLIANCE
Think About the Saying “April Showers Bring May Flowers.” Are you properly ‘watering’ and caring for your prospects so that they yield a crop? The difference between good salespeople and great ones is staggering. Good reps hit their quota – most of the time. Great reps don’t just consistently hit, they have blow-out months or quarters. Good reps earn their prospects’ trust and respect. Great reps earn their prospects’ admiration, loyalty, and referrals. Good reps can skillfully handle objections. Great reps preemptively surface those concerns and make them disappear. If you want greatness, follow these rules.
Selling habits of effective reps
1. They set and stick to their ideal buyer persona. A clearly defined buyer persona is crucial to an effective sales process. And a sales rep who sticks to that persona is effective in generating sales. Otherwise, a salesperson might fall back on spray-and-pray tactics that result in inefficient prospecting. An effective rep researches the prospect to make sure they’re a good fit. They stick to their ideal buyer persona and know exactly whom they’re selling to and why. 2. Their sales process is measurable and repeatable. Low-performing reps let intuition guide them. Highperforming reps use a process that’s optimized to move as many prospects as possible from “connect” | CONNECTED | SUMMER 2018
to “close.” Low-performing reps are always letting things slip through the cracks. High-performing reps know the state of every deal in their pipeline, what actions they’ll take next, and when. Low-performing reps never analyze their results—because they haven’t been tracking them. High-performing reps obsessively review their key metrics and adjust as necessary. To be extraordinary, you need a consistent process. 3. They know their product. Being able to sell is half the battle. Understanding what you’re selling is the other (often under-appreciated) half. In the old days, selling relied on charm and snakeoil tactics. But now that prospects have more access to information than ever before, they’re not fooled so easily. To gain their trust and add value to their lives, you have to truly know your product. 4. They execute fact-based (not feelings-based) pipeline management. Effective sales reps don’t mark a deal as likely to close because the influencer likes them. They’re able to objectively review their opportunities, avoid happy ears, and come up with accurate sales forecasts. 5. They look for “hacks.” Once a great salesperson finds a strategy or technique that works, they use it—again and again and again and again, until it stops working. This is smart. Reps are always working against the clock, which means the more time they spend experimenting, the less time they have for true selling. Plus, there’s an opportunity cost. Try one thing that doesn’t work, and you’ve missed the opportunity to use something that does. I’m not suggesting you should never change up your approach. Just do so selectively. 6. They practice active listening. Successful salespeople are completely present when they talk to prospects. They’re not thinking about another deal, scrolling through Reddit threads, or sending funny memes to their team members. They’re engaged—and as a result, their conversations with buyers are deeper and more meaningful. Active listening may be one of the hardest skills to develop, since it’s human nature to care more about what you have to say than your prospect. However, it’s incredibly valuable. Not only will you build stronger relationships, but you’ll unlock information that’ll help you position your product as the best option. 7. They work extremely hard. It’s 5 p.m. on the last day of the month or quarter. The B players have already left the office—they’re at a bar nearby celebrating because they all met quota. The C players are still in the office—they’re sending off lastditch email attempts to prospects they haven’t engaged within weeks. The A players are there too. They’ve already hit, but they’re still sending emails, scheduling meetings, and making calls. By laying the foundation for a great month before they need to, they always blow their goals out of the water. (There’s lots more. To be continued in the next Connected)
NEW MEMBERS Black Cat Studio
With over 30 years of working experience, the staff at Black Cat Studio, Novato, offers photography and print services to artists, collectors, galleries, estates, dealers, and publishers. BCS will photograph your work digitally to deliver the highest quality reproductions of your original artwork. Jay Daniel 415-884-2330 info@blackcatstudio.com www.blackcatstudio.com
Action Litho
Action Litho, Hayward, offers on demand printing services on a variety of print products. Whether it’s a postcard, envelope, brochure, booklet,
catalog, or direct mail piece, our services are geared for fast turnarounds at very competitive rates. We excel in short run book printing, manufacturing soft cover (paperback) and hard cover books up to 2” inches thick. We also offer industry trade prices to print professionals. Warren Grayson 510-690-1153 warren@actionlitho.com www.actionlitho.com
L.A. Envelope
L.A. Envelope, Montebello, is a trade only custom envelope manufacturer. Our focus for over 30 years is custom envelope converting, printing, and expertise. Call or email today, we are your partner, not your competitor.
In Their Own Words
Rene Rivas 818-221-9674 rene@laenvelope.com www.laenvelope.com
INTERGRAPHICS
INTERGRAPHICS, Pacifica, is a skilled multilingual graphic services company, with a reputation for accuracy and responsiveness, combining the human touch with technical know-how. Expertly working in translation, typography, DTP, interpreting, transcription, focus groups, voice-over, and ethnic media planning and buying since 1991. Kerstin Connelly 650-359-3087 Kerstin@intergraphics.com www.Intergraphics.com
Graphic Communicators
Freelance, Graphic Design, Production, and Print Brokering. Formerly located in Hayward for over 30 years. Frankie Soliven-Meglin 209-762-3154 frankie@graphiccommunicators.com fjsmatgc@pacbell.net
Matt Gil Studio
Working from his San Francisco studio and commissioned by collectors and art consultants, Matt Gil creates sophisticated, dynamic, and elegant metal sculptures. His use of color and negative space are bold surprises. 415-467-3644 info@mattgil.com www.mattgil.com
VISUAL MEDIA ALLIANCE
| CONNECTED | SUMMER 2018
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Showcase Awards Dinner
UPCOMING VMA EVENTS
Places to be. Things to do. People to see.
August 15, 5:30 pm - 8:30 pm Scott’s Seafood Restaurant #2 Broadway-Jack London Square, Oakland Member $65 • Non-Member $75
OSHA Ready
September 13, 10:00 am - 2:00 pm Online Member $99 • Non-Member $149
VMA Day at the Ballpark
September 30, 10:30 am - 5:00 pm Tailgate: Behind 665 3rd Street on Clarence Place Game: AT&T Park 3rd Street & McCovey Way, San Francisco Tickets are available in both the Alaska Airlines Club Level ($110) or View Reserve ($60). Non-Member $125
SGIA EXPO Visual Media Alliance Events Keep Us Connected
As a VMA Member you are able to attend our events for FREE or at special member rates. We offer VMA Members and the public numerous events throughout the year including social and professional events and negotiate discounts for upcoming conferences to pass on the exclusive deals and best events to our members. These events are created with our members in mind to further acquire knowledge on special topics and to also connect with others in the industry. If you have suggestions for events, please contact Laura Vargas at laura@vma.bz or 800-659-3363. Visit vma.bz for more information on the latest event offerings and to register.
Oct 18-20, 8:00 am - 5:00 pm Las Vegas Convention Center, Las Vegas www.SGIA.org/18
Crab Fest 2019
Jan 26, 2019, 5:30 pm - 11:00 pm Colombo Hall, Oakland 5321 Claremont Avenue, Oakland Member $60 • Non-Member $85
VMA Education. The Choice is Yours. Stay ahead of the game by learning new skills. We’re here for you. Because of you. Visual Media Alliance is a trade association helping the careers and businesses of our members to be successful. We offer over 100 public classes, delivered to you in-person, online and through customized training solutions.
DESIGN
MARKETING
OFFICE
PROGRAMMING
View Website For Education Listings (800) 659-3363 • education.vma.bz Workshops • Seminars • Webinars • One-on-One • Customized Training Solutions
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VISUAL MEDIA ALLIANCE
| CONNECTED | SUMMER 2018
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25
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of employees leave jobs because of a lack of development opportunities. However 25% more revenue is generated per employee at companies that offer eLearning or on-the-job training.*
SOLUTION: The iLearning Center
From sales to prepress to customer service, the are entirely free to Printer Member companies! And iLearning Center has courses that will benefit there are new free courses scheduled to be added everyone in your organization. Best of all, core courses throughout 2018. Core courses include: Orientation to the Graphic Arts Adobe Lightroom Adobe InDesign for Prepress Adobe Illustrator for Prepress Adobe Photoshop for Prepress Creating PDFs for Print Production www.printing.org/iLearning
SEO Basics Data Demo: Making It Relevant Sheetfed Offset Lithographic Press Building a Data Plan for Variable Data InDesign Data Merge for VDP The Basics of Prospecting Preparing Files for Digital Enhancement *eLearningIndustry.com
665 3rd Street, Suite 500 San Francisco, CA 94107