Digital Printing Hot Spot

Written by Leon Williams
Chief Scientist, EFI

Perhaps you knew of the ability to add clear dry ink to images and text with the Xerox Color 800/1000 Press – employing spot or flood creative effects that enhance the value of the output. But what if you could also add dimension and texture to the output? What opportunities could that open for your customers and your business?

When Xerox first discussed the possibility of enabling dimensional printing by using multiple passes of Clear Dry Ink (CDI), it sparked excitement at EFI to create a new workflow to simplify its use. The result is a new Fiery Image Enhance Visual Editor (IEVE) that can automatically add clear channel separations to any image for professional looking textures in just seconds. While previous solutions had required knowledge of sophisticated publishing tools and a good deal of artistic flair to achieving dimensional effects, IEVE can extract photos from any PostScript or PDF file, automatically derive layers for the application of clear dry ink and place these new layers into the original file for a custom dimensional effect.

Like the original release of IEVE for quick photo corrections, the focus in on quality and productivity. It’s all about getting the best, saleable print through the press as fast as possible. The new software enables dimensional texturing of all images at once or individually with each image receiving custom treatment. To further simplify the process of getting just the right level of texture, IEVE employs novel visualization of the resulting CDI coated photos right on the screen. A technique known in the video gaming industry as “bump mapping” enables the operator to see and modify how the resulting levels of Clear Dry Ink will appear before ever printing a single page. This results in extremely fast turnaround for beautiful, high value prints.

To truly appreciate what multi-pass CDI and IEVE can do for your prints and your customer, you really must experience it firsthand. The results are both eye-catching and delightful. Whether creating brochures, newsletters, direct mail, point of purchase displays, posters, menus, photo-book covers or business cards the results are sure to grab attention and satisfy clients all with minimum effort.  To twist the old saying, “you have to feel it to believe it.”

If you enjoyed this post, you may also want to look at:

• Are We Clear? – FreeFlow VIPP Pro Publisher and Clear Dry Ink
• How the InterContinental Hotels Group Was Able to Cut through the Clutter
• 3 Application Ideas For Your Shop
• Leveraging a Self-Promo Direct Marketing Campaign to your Benefit

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Leon Williams is currently the Chief Scientist for Fiery at Electronics for Imaging. Over his 13 year career with EFI, he has managed the development of interpreters, color profiling, color management, RIP performance, compression, halftoning, rendering, image processing, hardware acceleration and drivers. He now investigates and develops advanced technologies for future EFI products.

Written by Jeff Jacobson
President, Global Graphic Communications Operations,  Xerox Corporation

Photo Credit: ©NYU Photo Bureau/Debra Rothenberg

Accolades and awards are common occurrences for Xerox’s Chairman and CEO Ursula Burns – from being named one of Fortune’s Most Powerful Women to receiving the Benjamin Franklin Award.  But the award she received today in New York City holds a special place, as it took her back to her roots at Xerox.

The PRISM Award is presented to outstanding business leaders by the Advisory Board of the NYU School of Continuing and Professional Studies Graphic Communications Management and Technology. The award also reinforces the importance of educating students about the exciting career opportunities this industry offers.  Looking out onto the young attendees gathered at today’s event, I saw enthusiasm and optimism, making me believe the industry’s future is in good hands.

I credit the Advisory Board for presenting the PRISM Award to a CEO who shifted a company’s primarily historical focus on print production in a new direction.  Just as I hear from customers every day about the need to diversify, Ursula has set that direction for Xerox.

Xerox is now the global leader in business process and document management; offering services that range from claims reimbursement to automated toll transactions, to customer care centers and HR benefits management –  a long way from the sights ‘n sounds, and smells, of a print shop.

And while some may have questioned our commitment to the printing industry, Ursula has proven otherwise.  The forming of Xerox’s first-ever dedicated global graphic communications group is a sure sign that efforts are in place to support, improve and redefine our legacy production print business – in areas such as xerography, workflow, and inkjet, as evident with the Impika acquisition.

We’re fortunate to build from a past rich in technology and fearless innovation.  And Ursula has participated in many significant milestones, including the launch of the DocuTech Publishing System – which started the print-on-demand revolution – and iGen, our flagship digital color press.

Can you tell I am bullish on our industry? Why not? I firmly believe print serves as the key igniter to the overall multi-media marketing messages we see every day.

I suspect the Advisory Board saw in Ursula a tenacity to push the status quo and make bold and unexpected moves to preserve and transform.

For the graphic communications industry, leaders with those characteristics are setting the bar for print’s dynamic future.

Looking for similar topics? Check out these other Digital Printing Hotspot Blog posts:

• What the Impika Acquisition Means for Xerox and Our Customers
• Steady Progress Marks First Five Months
• Quick Printing Readers’ Choice Top Product Award: Xerox Receives Four Nominations
• Looking to boost awareness of your company’s capabilities and attract new customers? The Xerox Best-of-the-Best Program can help!

Written by Howard Fenton
Senior Technology Consultant, NAPL

If you listen to the experts in the industry, many of them are talking about mobile communication strategies as the most important growth opportunity. The reason is the growth of smart phones which are becoming a necessity in business today. There are different approaches to offering mobile services, some are direct such as SMS texting services, and some are indirect and tie a printed piece to mobile solution. The first print technology to bridge the gap was QR codes. But some are starting to say that NFC or “near field communication” might have greater potential than QR codes.

QR codes are two dimensional codes that can be printed on posters or direct mail pieces, and when photographed with a smart phone, launch a specific action such as transferring to a mobile landing page, inserting information into the smart phone’s contact list, or mapping out a route to the nearest retail store.

NFC can also launch actions but it’s done in a different way. They use short range wireless technology to transfer information between the chip and the device. Unlike the QR code however, all that’s required is a touch between the smart phone and the NFC transmitter. That means that instead of scanning a QR code that is printed, NFC communication requires NFC chips. It can be used to make a payment like a credit card or transfer information or pictures from one cell phone to another.

Security Issues of NFC

Like any technology, the acceptance is tied to the availability of equipment. One of the reasons why QR codes became popular before NFC is because Apple, the maker of the iPhone, has not embraced NFC. The reason according to many stories is that Apple is concerned about security issues, such as skimming. But the rumor, based on patent filings, is that Apple is interested in embracing NFC with the newer, more advanced security system.

Some are saying that Apple is working on an NFC solution that goes beyond a simple transfer of limited information to a strategy that includes biometric security in which your iPhone would become a new way to prove your identity and offer electronic commerce options, a strategy called a digital wallet . There are some reports of developmental delays at Apple but the concept of the digital wallet is already in beta testing.

But even if Apple supports NFC and creates a digital wallet application, that does not mean that QR codes will go away. Both can coexist and each may have its own unique advantage. QR codes are fast and free while NFC is not. The bigger question, however, is how are you bridging the gap between print and mobile marketing?

Interested in similar topics? You may want to check out:

• Are Online Ads Less Effective Than TV and Print Ads?
• QR Codes: More Than Just Shortcuts
• Enduring #PowerofPrint: How Print Stays Relevant in a Digital World
• Why the Copyright Alert System May Not Deter Illegal Downloads
• What does the Xerox Color 550/560, Security Printing, and National Pi Day have in common?

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Howie Fenton is a consultant and business advisor at NAPL as well as a paid contributor to this blog. Howie advises commercial printers and in-plants on benchmarking performance against industry leaders, increasing productivity, and adding digital and value services through customer research. For more information click here.

Written by Howard Fenton
Senior Technology Consultant, NAPL

One of the first things you learn in marketing is to ask the question. “Who is your Customer?” In fact, experts have long considered the identification of the target market as one of the most critical factors to success. An interesting question was posted on a new LinkedIn Group called, “Market your Printing Company” which asked the question, “Has your target audience changed with the advancement of Internet technologies?” This is an interesting question and the answers served as the inspiration for this post.

According to a Accenture Study a few years ago, $670B of the $930B was spent on printing that supported a marketing and sales role. That means that over 70% of what is printed serves a marketing and sales role. I could argue that the target audience for those seeking to market and sell their products is not changing, but what is changing is the channel preference of the end-user.

What does that mean? Imagine you have a pie chart with different slices of the pie that represent different channels. The entire pie is the target audience for people who you want to market or sell their products. Within that pie you have different slices representing different channels such as print and mail, e-mail, social media, SEO (search engine optimization) SMS texting. The pie itself remains the same size, but the sizes of each slice are changing.

Some research suggests that the print and mail slice of the pie is shrinking while other slices such as social media, mobile and SEO are growing. But while the target market is not changing, it is the effectiveness of these channels that determines overall success. What determines the effectiveness of each channel? Some people would argue that it’s proximity. In other words, you are going to always be closer to your cell phone than to your computer. That proximity translates to the likelihood you’ll use it, which is why so many people talk about the growing importance of mobile marketing.

But there is another school of thought that says the effectiveness is determined by relevance and timing. In other words, getting the right message to the right person at the right time determines the effectiveness. The channels capable of this effectiveness are not limited by mobile, social or print technologies, but are based on database technologies such as variable data printing, PURLs (personalized URLs), and SMS texting. These database technologies cross all channels.

To answer the original question, the target market is not changing because of digital technologies, but the effectiveness is changing and the effectiveness will become a critical success factor in the future.

If you enjoyed this post, you may also want to look at:

• Direct Marketing: Get Relevant, Get Results – Part I
• What is the Future of Print and Design? Panel of Experts Weigh In
• How to Increase SEO and Generate Sales Leads
• Define Your Target Market as Tightly as Possible
• Delivering Value to your Clients: Expand your Offerings with Performance, Image Quality and Automation

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Howie Fenton is a consultant and business advisor at NAPL as well as a paid contributor to this blog. Howie advises commercial printers and in-plants on benchmarking performance against industry leaders, increasing productivity, and adding digital and value services through customer research. For more information click here.

Written by Katherine Tattersfield
Online Marketing Director, PrintFirm.com

Photo Courtesy of PrintFirm.com

Let me start off by saying that I am not a printer, I am a digital marketer who happens to work for a commercial printing company. I spend my days blogging, tweeting, and pinning. And I absolutely love my job. That’s right, I love doing all the things you may consider a waste of time. You can dismiss me as a byproduct of the misguided millennial generation, but please hear me out. I think you’re missing out on a lot of amazing opportunities to get leads, boost sales, and position your brand for long term success. No, I’m not trying to sell you on my marketing services (I don’t do freelance work). I’m trying to sell you on yourself. I think your company has a lot to offer; I would love for you to teach me about the technical and creative aspects of the printing business. But since I work for a perceived competitor, you won’t follow me back on Twitter or like my status updates. At first I felt hurt by your protective stance. Then I realized that you’re shunning me because you don’t really believe in yourself.

You’re afraid that if you retweet my blog post it will detract from your own articles. You won’t pin my designs because your creative team can’t take credit for them. You refuse to connect with fellow print professionals on LinkedIn because you think they’re out to steal your ideas. What you don’t realize is that by fiercely safeguarding your online presence, you’re constricting your own growth.

I’m not asking you to connect with every single printer you run into. You can afford to be careful about your online associations. You may have to step outside your comfort zone at first, but soon you’ll discover a new-found sense of confidence from networking in the social sphere.

6 Reasons to Engage With Other Print Providers Online
If you still don’t see the value in interacting with your peers through social media, let me spell out what’s in it for you:

1. Exposure: In online marketing, we refer to eyeballs on your content as impressions. Research suggests that consumers have to interact with your brand 4 times before making a purchase. When you engage with your peers online, you are increasing your impressions, which may ultimately bring in new business.

2. Credibility: Consumers consider online content less credible than print media. This counts double if you spend all of your time online talking about yourself. Building a friendly repartee with your printing peers shows your brand’s personality, which makes consumers more receptive to your marketing messages

3. Inspiration: Believe it or not, you don’t have a monopoly on good ideas. Your peers are posting tons of interesting articles and amazing artwork that might ignite your imagination or improve your workflow. And when you’re finished with a project they inspired, they will love to hear how they influenced you!

4. Referrals: This is a big one for commercial printers. From time to time, my company gets customer requests for niche products and services that we can’t fulfill. We don’t want to send our clients away empty handed, though. If you offer something we don’t, we’ll gladly refer our client to you. But not unless we feel confident in recommending you!

5. SEO: If you manage a company blog, then you’re probably trying your hand at content marketing. But great content only goes so far without backlinks. Fortunately, social media lets you meet other writers with similar websites, who may want you to share your expertise as a guest author.

6. Thought Leadership: You’ve probably heard this term on LinkedIn to describe an individual or a company with innovative ideas. Thought leadership is about educating people and implementing solutions, so it’s an inherently social role. You can be one of the acclaimed, but you have to start by helping others.

Interested in similar topics? You may want to check out:

• How to Increase SEO and Generate Sales Leads
• Four Ways Brands Can Avoid Losing Followers
• To Tweet or Not to Tweet? Are You Old or New School?
• Are Online Ads Less Effective Than TV and Print Ads?
• Stop, Look, and Listen: Social Listening with your Customers

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Katherine is a professional copywriter and social media manager at PrintFirm.com. She fell into online marketing in 2010, and built her career around this dynamic field. She earned her B.A. in Political Science from California State University, Northridge (Summa). When she’s not writing, Katherine enjoys photography, skateboarding, graphic design, and chasing her dog around with her husband. Connect with her on Facebook, LinkedIn, and Google Plus.

Written by Bill Michael
eMarketing Manager, Xerox Corporation

Direct marketing provides enormous opportunities and potential for profitability, but there are challenges and considerations to take into account. We recently discussed ways to successfully implement direct marketing services for your customers, emphasizing the importance of data and the need to understand the way your customer’s end-users think.

Another critical aspect of venturing into direct marketing is having a sales team in place capable of selling these services.

During our Direct Marketing Thought Leadership Workshop, Katie Dunn, President and Founder of Digital Innovations Group, emphasized that becoming a strategic partner for your clients means more than just adding services and offerings. According to Katie, successfully selling direct marketing services is dependent upon 7 steps.

1. Understand the Market
Consumers of today receive information through many channels, including print, mail, email, social media, the web and mobile. Consumers are always on. It comes down to identifying which channel and how to get the right message in front of the right person at the right time. Easy stuff, right?

2. Understand what Prospects Need
It’s clear that targeted communications can help your customers of tomorrow better reach their end-users and drive revenue. So what do these prospects need in order to be swayed to your services? Like any organization, they need results! They need to know what your company can do for them. Results come in many forms, including increased market share, enhanced profitability, and capitalizing on new opportunities and markets.

In their book What Sticks, Rex Briggs and Greg Stuart note that “19% of marketing fails outright and 67% could achieve significant improvement that would require no additional spending.” So what needs to change? This is where your team can jump in. Significant results can be driven through messaging, the marketing mix and existence of supporting qualification processes.

3. Build a Plan
A clear business plan should help lead your sales staff by include goals, metrics, measurement criteria and processes. It should bring to life the services your company has to offer. These expectations and organization will help drive the sales team.

4. Use the Right Sales Process
Today’s purchasing decisions are more complicated than ever before. In the past 5 years, the average sales cycle has grown 22% longer and involves a greater number of decision makers than ever before. Today’s customers put significant value on a salesperson who makes them think outside the box, brings new ideas to the table, and finds creative and innovative ways to help their business.

5. Call the Right People
Your sales team should be reaching out to senior decision makers. These are the big idea people – not the folks actually executing the ideas. These individuals lead organizations, have demanding schedules and want results. Knowing what gets their attention is critical to the success of your sales team.

Senior decision makers crave information that they can’t get anywhere else such as trends, statistics and best practices. Having a deep understanding of their company, their competitors and the marketplace is critical to capturing their attention. Bringing innovative ideas and proposals to the table that can help their company become more competitive will surely have them listening with anticipation.

6. Say the Right things
A sales team trained to say the right things can really bring everything together. Relevancy is paramount. Quantitative results of a real-life example in a comparable industry can speak volumes (even if the success was a result of work done by a company other than your own). A good template to follow when reaching out to a potential prospect is to acknowledge an industry-specific pain-point (for example – gaining donor participation for non-profits), showcasing how a direct marketing campaign drove results (quantitative is always better), and inviting the prospect to learn more about how your company can help this prospect through your services.

7. Provide the Right Support
Finally, equipping your sales team with the necessary support will dictate their level of success. You can help by offering information on vertical markets and horizontal offerings, defining value propositions, as well as the availability of presentations with talking points. Regular best practice sharing and coaching sessions can also help improve the effectiveness of your sales team.

Do you have a better understanding of where the opportunities lay with respect to direct marketing services and your sales team? Did this create some thought-starters for you to start implementing today?

Check out these other related posts:

• Direct Marketing: Get Relevant, Get Results – Part I
• 10 Ways to Improve your Sales Efficiency
• Define Your Target Market as Tightly as Possible
• How do I Market Better and Offer Marketing Services?

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Katie Dunn is a Business Development and Sales Coach for Digital Innovations Group. For inquiries on how to start selling direct marketing services today, she can be contacted: Katie.dunn@digcreative.com, Twitter: @digkatedunn, or via LinkedIn

Written by Dharminder Biharie,
Business Development Manager Xerox Graphic Communications, The Netherlands        

Most readers of this blog have some connection with the print industry – and if you are reading from a  vantage point in sales, you’ve probably experienced rejection before. And by rejection I’m not talking about getting hung up on after making a cold call, never hearing back from that higher-education prospect, or having your LinkedIn connection request ignored – those are things that have happened to all of us.

What I’m referring to is having your most loyal customer reject your proposal. How could this have happened? You had known this customer for 5 years and you thought you had a very loyal relationship with him. But guess what? The biggest deal on the table went to the competitor. This can happen to anyone, even with small deals, RFP and tenders.

Rather than panicking and frantically sending a barrage of notes to your customer, manager and colleagues; instead take a deep breath and try to calm down.

There are several reasons why this can happen. And believe me, price is #5 on the list. It’s never the primary reason, except for situations involving commodity products that are easily compared. Remember, your organization can weather any potential storm by offering services that add value to something that may once have been seen as a commodity.

The most common reasons customers leave for another company are:

• No Attention. Customers are not treated with the attention they desire. And yes, your ability to schedule a series of meetings may be unprecedented, but paying attention also means connecting at a personable level. Sending a card when someone is ill, making a call to connect him with another business opportunity, or sending a big cake as a ‘thank you’ for their business can go a long way. And remember, compliments are free – you don’t have to pay for them!
• No Initiative. Customers want a sales rep who spends time worrying about solving their business challenges, not someone who is difficult to get in contact with because they spend their time solving the coffee problem in the break room. Time should be spent with your customer – understanding their business, their needs, their pain points, and what keeps them up at night. This will give you a good starting point for taking initiative to improve their communication plans. Don’t forget to share the successes of your other campaigns and communication plans, especially if comparable segments or strategies exist.
• Failure to Execute what you Promise. This sounds familiar. If you  can’t do it, don’t promise it. And if serious doubts linger, just avoid it altogether. Your intuition is a good advisor.
• Not knowledgeable. There are many other account managers in the print and communication industries, and sometimes it is hard to admit that a competitor knows more than you. Don’t try to pretend that you know everything. If your customer is able to compare knowledge — and it is easier than ever before thanks to social media — you will lose the contact. And remember, no contact means no contract!

Most importantly, never forget to learn from your missed opportunities. You can ask to set up an ‘exit’ interview for the lost deal. There are many ways to do this, including in-person, over the phone, or live-streamed. Utilizing survey tools on the Internet is another alternative, and may be the right choice for lost SMB deals since the value of those deals may be too small to justify the cost of face-to-face interviews.

When conducting an exit interview, some things to keep in mind:

1. The interview should never be conducted by the existing account manager or the regular contact person. It should always be carried out by a sales manager or someone higher in the organization.
2. The interview should always be done with the Decision Making Unit
3. The interview questions can encompass many topics, but should include:
   -  How was your experience with us before you were a customer of sales manager John Doe
   -  How was your experience with us during the time you were a customer of sales manager John Doe
   -  How did you evaluate our proposal?
4. If allowed, record the interview. I always use www.livescribe.com for meetings that matter.

Make this a routine component of your quality process. The interview process should always be used as a tool to learn and it should not make you defensive! Take advantage of every opportunity you have to learn – it is the only way to improve yourself, your organization, and the experiences for your customers of tomorrow.

If you enjoyed this post, you may also want to look at:

• 10 Ways to Improve your Sales Efficiency
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• Is the Perfect Storm Over? For Most, Not Quite Yet.
• How to Increase SEO and Generate Sales Leads
• How do I Market Better and Offer Marketing Services?

Written by Patrick Bont
Marketing Manager, Graphic Communications, Xerox Europe

One thing I’ve learnt in my career is that there is strength in numbers. While you may have many great ideas of your own, those ideas are often made greater by access to business trends, “insider” information on technology and solutions, and talking about new ideas to grow your business. I’ve also learnt that some of the most useful information, resources and people are dotted across the globe and often hard to find.

It’s with those thoughts in mind that Xerox decided to create the Xerox Graphic Arts Premier Partners Global Network – an exclusive, global community consisting of the world’s top digital printers.

Undoubtedly, achieving growth is on everyone’s mind at the moment. Here’s how the three essential ingredients of Xerox’s Premier Partners Network are helping the world’s top digital printers grow in today’s challenging marketplace.

Industry Knowledge – understanding customers

Backed by over fifty years of experience, we provide our Premier Partners with the right knowledge to address their target markets. Members are free to make use of our exclusive learning programmes, business development tools, print and marketing services trends and case studies targeted at specific industries like automotive, retail, medical and legal. All designed to help our Partners better serve their clients.

Peer-to-Peer Networking – learning from others

Our global network consists of hundreds of partners, and our community just keeps on growing. Partners across the world attend our exclusive events, from peer-to-peer networking sessions to social media conversations – there’s always something going on to keep them in contact with their global business peers or new customer opportunities.

Connection and Collaboration – working with others

Our online search directory connects Partner company capabilities and services with enquiries and opportunities. Partner company profiles enable them to e-market their business. Plus, whether it’s sharing ideas, responding to multi-location print needs, taking advantage of a business partner offer or sharing experienced insights, Xerox Graphic Arts Premier Partners enjoy community connections and collaboration.

For thirteen years now, the Premier Partners Programme has been opening eyes to different ways of doing things and opening minds to new ways of thinking using these three pillars – all to help grow businesses across the world. Why not join us?

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For further information on the Xerox Graphic Arts Premier Partners Global Network visit us at http://www.xeroxpremierpartners.com/ or, in Europe, contact patrick.bont@xerox.com

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Written by Howard Fenton
Senior Technology Consultant, NAPL

A few weeks ago, a new show model was introduced at the Inkjet Summit. This show brought together industry consultants, potential buyers and suppliers to share experience and ideas in an open forum which included presentations, case histories, and one-on-one meetings. Another interesting aspect of the show was the after-show communications which included a new LinkedIn forum, as well as a special section that will be part of an upcoming Printing Impressions.

One of the first conversations to emerge on the LinkedIn forum focused on paper choices, paper vendors, and paper production issues. This is because the choice of paper is more critical in inkjet production than it is in offset or electrophotographic printing. In fact, we talked about this in one of the opening sessions when we discussed the three critical components of the technology which are the inkjet heads, the ink, and paper.

One of the messages we heard from many experienced users was the need to create

their own paper testing processes. Included in this process are: selecting appropriate test images, printing metrics, subjective evaluations, and an approval criteria. This is very similar to what GATF and RIT have done in the past with new printing technologies or new paper certification programs. Generally you start by creating test targets with specific images that are sensitive to the unique issues of the different print technology and presses and combine that with the specific applications printed by that company. This becomes the “test suite.”

Once you create the test suite, you need to create the evaluation process which includes both objective measures and subjective opinions. That means using an instrument such as a spectro-densitometer and identifying people as your image quality judges.

The identification of metrics and the approval criteria emerges once you start comparing different papers, different measures, and different opinions. It doesn’t take long before you learn what is acceptable and what is not and then identify your upper and lower control limits of your metrics. This becomes the paper testing process which can evolve into a standard operating procedure, a statistical process control program, or even Six Sigma implementation of quality.

We are already seeing paper manufacturers offering to help in the selection and identification processes. If inkjet production printing continues to grow, we will see more and better paper choices come to market and the need for testing may decline.

If you are utilizing inkjet technology today, do you have a paper testing process in place? What have you found works well and what criteria do you test for?

Looking for similar topics? Check out these other Digital Printing Hotspot Blog posts:

• Evolving, Transferrable Impressions – Carbonless Paper
• Custom Media Solutions – Making the Output Look Easy
• Craving Offline Experiences: In Today’s Digital World, Do you Turn to the Physical and Tactile?
• Promoting Value of Print: Communication that is Environmentally and Socially Responsible
• What Would NASA Use? – A paper that can take it!

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Howie Fenton is a consultant and business advisor at NAPL as well as a paid contributor to this blog. Howie advises commercial printers and in-plants on benchmarking performance against industry leaders, increasing productivity, and adding digital and value services through customer research. For more information click here.

Written by Dharminder Biharie, Business Development Manager
Xerox Graphic Communications, The Netherlands                                                                                                                                           

There’s a good chance that prior to the economy taking a major hit in 2007 and 2008, you didn’t have to spend too much time pulling hairs over your sales process and strategy. Business was running well, sales were high, and your printing presses were running non-stop. And your sales rep – why would you have possibly worried about him? He was achieving the organization’s goals, customers loved him (he was always on the phone with them!), and he was a likable guy who had worked at your company for many years.

But now you have customers who don’t love him. He is not connecting with customers and prospects on his phone, e-mail, or social media. His cubicle was always vacant from being onsite with customers, but now he is always in the office. The fact is that most sales processes have changed over the last 5 years. The graphic arts industry has become a high tech business, where automating business processes to reduce costs is a key to survival. If your commercial department hasn’t grown to meet outside changes, you are probably facing challenges with sales and proposition.

Here is a list of 10 challenges in the sales process:

1. If you can’t explain the added value of digital or litho print, you will end up with customers basing their purchases solely on price comparison. Always sell using return on marketing investment (ROMI). Even business cards deliver ROMI.
2. You don’t understand the environment of your customers. Are they specialized in specific markets with specific requirements? Are there trends that you can use to offer recommendations and solutions?
3. Your proposition doesn’t match your online profiles (Facebook, Twitter, LinkedIn, etc.) or your website is old and out-of-date. Keep online information updated and use free metrics software such as Google Analytics to see how you’re doing online.
4. You don’t actually know what problems to solve. When you are offering digital print, always ask if you are solving a logistic or a marketing problem for your customer. Otherwise you will run into the same price comparison problem mentioned above.
5. You are not familiar with the changed landscape of communication. Today we have more channels to communicate with. Be prepared so you can use them to your advantage. Integration is key.
6. You do not have a system in place to calculate and discuss return on marketing investments (ROMI).
7. Maybe you have calculated ROMI, but you still present it as a proposal. Communication plans should always be presented as projects, not proposals. Help your client visualize the experience.
8. You have a top-10 list of your customers in order of % revenue in your account plan but you haven’t asked your customers who comprise their top-10 in % revenue. Also ask what kind of headaches they have in communication, marketing, sales and adding/selling value. This will help you help them.
9. Are you a sales (500 doors to cover), account manager (100 doors to cover), key account manager (5 doors to cover) or trusted advisor (customers come to you)? Knowing your role can improve the quality of engagement with your customers.
10. You don’t know what customers think about you and your company. If this is true, you almost certainly don’t know what your customer’s end-users think of them. Knowing this information can help you to improve your customer’s business, and as a result improve your business as well.

Don’t start to panic as you read all of this. Rome wasn’t built in a day, and improvement is a constantly evolving process. Try to improve your quality of sale by starting with a goal to focus on 3 of these 10 points. I am convinced that this will help you improve your relationships and interactions with customers, and in turn, impact your business.

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• Profit Leaders Automate with Print MIS Systems More
• 5 Keys to On-Call Staffing Strategy
• Four Web-to-Print Issues You need to Overcome
• Direct Marketing: Get Relevant, Get Results – Part I