Business of Print

Smell the Ink

Don’t just sit there…do something! Too many printers and reps I talk with are sitting on their hands waiting for the phone to ring. Well guess what…it’s not going to. Reps that have seen their sales be flat or slide for the last 4-5 years are hoping for that goose to lay the golden egg. Wake up and smell the ink pal.

Yes, it’s harder than ever…yes, no one wants to see you these days. No one is looking for a printer but everyone would probably like to improve their business. Well, how can you help them? Hint: if you can’t help them, stay home. It’s a different game right now. We’re seeing company after company in all business sectors announcing major layoffs and cutbacks. They are reducing their costs but still are very interested in increasing their marketing and promotional ROI-can you help? Are you a player? Can you speak business speak or do you only talk print?

Look, we’ve heard for several years now how we need to transform our approach to selling. The concept isn’t new but the doing it is and can yield great results for the few who follow that path. For those who are treading water, the clock’s on the field. For those trying new approaches, keep it going. Make something happen today!

Focus Your Efforts

Some sales people claim to be able to sell anything to anyone. Just like some printing companies that say they can handle anything a client may need. While there may be some truth to those comments I would also point out that there are some things that you can do better than others. Knowing what those are can be the difference between being good and being exceptional.

During a recent call I heard a sales rep discussing her best clients and how she has been able to nurture and build on those relationships. She knew what clients she worked best with and which she should turn over to her colleagues. She is comfortable know where she'll be successful and is one of the top reps in her office. Another example is a business referral I tried to make to a friend of mine. While the work that needed to be done was right up their alley he stated that the assignment really needed to generate at least $x dollars in revenue otherwise he would not be able to devote the resources necessary to make it successful. He is focused on the type and size of business that will help them to achieve their business goals. It wouldn't and I looked elsewhere.

It's hard to say no to an opportunity, particularly during these economic times. Sometimes walking away from deals that "just don't make sense" for you or your business might in fact be the right thing to do and can allow you to focus your efforts on deals that you can be successful with.

Hard Work Required

This past weekend a friend of mine was in NYC for their Holiday party. You see, their database marketing business is booming and the boss took his entire executive team and spouses to the big apple to celebrate. Which led me to think...

NAPL's economists tell us that our print industry growth in 2008 will be nil and that it'll probably be less than nil in 2009. They also tell us that the leaders continue to grow and capture market share. Along with that comes those all elusive profits as well. What has been and continues to be apparent is that their growth comes from taking business from the others in their markets. 

Going into 2009 we have some more choices to make. You need to decide what side of the ledger you want to be on. Do you want to be adding to your business or do you want to be giving up some of your business? It's a choice that you can make.

If you decide that you want to add to your business you will need to continue to be or become a top sales rep or a company with a thriving sales organization and culture. It's not necessarily hard but it is hard work. You'll have to have the discipline that only the top reps and top companies have demonstrated in the past. As you make plans for establishing your goals for 2009 you may want to think about adding this one to the mix. Also, decide where you want to have your holiday party next year.

You can do it!

Manage Your Success

Let's start the year with a pledge that there will not be any "shoulda, coulda, woulda's" this year. By that I mean start the year off with your sales or business plan firmly in hand and do what it takes to make it happen. Do the things you don't really enjoy doing but you know will help you become more successful. Get up a little earlier, plan more carefully, and take the time to actually practice your presentations before going forth and spilling the beans. By being the best you can be you'll not only have a better chance at reaching your goals but perhaps you'll set a positive example for someone you know or work with. And remember, have fun doing what you do!