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Fast-growing and profitable company offers highest integrity in personalized data fulfillment, including variable kitting, statement and match mail services. Also offers sheet-fed offset and digital color printing, CD-ROM and DVD services.
Please contact info@thecanvasmag.com for more information.
Looking for strong leadership qualities and a track record of success in commercial printing, growing sales, hiring salespeople, manufacturing and leading a workforce. Also must have strong presentation and communication skills along with the understanding of ROI and making a profit. Both companies have cutting-edge technologies and are leaders in the industry.
Please contact info@thecanvasmag.com for more information.
A communication services and print provider is seeking experienced individuals for Client Services positions. Organizational and multi-tasking skills are essential. Candidates should possess broad knowledge of print production processes. Looking for both an Estimator and Customer Service positions. Please contact Canvas Magazine at info@thecanvasmag.com for more information.
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Linda Bishop, President at Thought Transformation |
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Do you want to sell more? Stop spending time trying to get water out of wells that have run dry. By that, I mean stop spending time on customers who have communicated one of these common messages repeatedly.
1. We no longer buy what you sell. The customer stopped spending money on printing one or two years ago. So far, they’ve seen no compelling reason to start investing in these marketing materials again—or they are still suffering from the effects of a tough economy and they have no money to spend on these products.
2. We found a cheaper source and we’re perfectly happy with them. When people are happy with their current situation, they’re hard to sell. Move on! There are plenty of dissatisfied buyers in the market place.
3. We found a cheaper source. Their quality/service is not as good as yours, but we don’t care. Your competitor is good enough. This may be an opportunity—if you can find an new angle to approach the customer. If the new angle isn’t obvious right now, look elsewhere but stay in touch.
Spend your time wisely. Remember, time is money. Stop visiting customers where sales have dried up hoping for something to miraculously change. Figure out a way to make change happen or look for new wells.
Check out Linda’s blog at www.salesisnotforsissies.com.
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People close to me know that I have a few strategic idols. People like John Wooden, Walt Disney, and Michael Porter quickly come to mind. I have written about each of them or their concepts over the past few years. Another gentleman who has shaped my strong opinions on business strategy is the renowned professor from The Kellogg School of Business, Philip Kotler.
I recently was rereading some of Kotler’s stuff and thought I would pull some of his best quotes and let you know how applicable they are to our industry and our individual businesses.
“It is more important to do what is strategically right than what is immediately profitable.”
This is exactly what we have been preaching over the last few years. Make the investment in your brand and your market. It will not pay off immediately, but if you are market based, you will create long term sustainable advantage.
“The most important thing is to forecast where customers are moving, and be in front of them.”
Reread above! Do you define yourself as market based or product based? If you are selling a product or service, then you are in danger of being commoditized and marginalized. If you stand for a group of people you can succinctly define, you will find great prosperity.
“Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.”
Remember the story of my son skating around the cones? When he turned his head to watch another kid, he fell. Focus more on your constituents and less on your competitors. When you do, you take the lead and your competitors won’t be able to take their eyes off your backside!
“Don’t buy market share. Figure out how to earn it.”
Duh! I mean do I even have to put this in there? We are not about price. Regardless of the economy, our industry must be focused on creating significant value for the people we stand for. Price is simply unsustainable.
“Watch the product life cycle; but more important, watch the market life cycle.”
Love this one. Anyone who knows me knows that I grew up with a poster of the life cycle on my wall rather than Michael Jordan. Actually, that is a lie, but it might as well be true. If you are not looking at your market from the perspective of the life cycle, you are behind the curve. If you don’t have an explicit market defined that you serve, you are nowhere near the curve!
“Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.”
Double duh! This is what we, as an industry, have been building towards. Printing is already closely connected to marketing. Offering an integrated program to people who trust us is a natural. Don’t worry about the products. Just connect with the clients and let them help you define the scope of what you offer.
“The successful salesperson cares first for the customer, second for the products.”
Triple Dog Duh! It may sound remarkably simple, but it is extraordinarily difficult to weave this concept into the fabric of who you are. We all need to make some dough and truly focusing on customers is often times relegated to a secondary priority to selling products and services right now. The greatest salespeople have great empathy and an inherent trait that allows them to leave their wallet in the car and focus on what clients truly need.
I believe that wisdom is not contained in individuals. Phil Kotler cannot be brilliant unless he shares his ideas with others and they start to spread. The same can go for us. By sharing our opinions, ideas, and concepts, they start to take life and true wisdom starts to emerge.
Warmest Regards,
Mark Potter-Publisher
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VP, Winters Group & Associates |
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Ask a group of business executives how they define marketing, and you get a wide array of answers. Ask them about successful outcomes of marketing and you get even less positive feedback. Marketing today is widely miss understood. And, as we continue the drive toward making marketing more accountable and scientific, it is important to look at what has changed and what remains the same. While marketers enjoy new media and technology enabled tools, the fundamental marketing model itself has not changed. People and businesses still want useful products and services and relevant and entertaining messages.
Marketing is still about identifying needs so that people line up to buy. The change is in how consumers learn about products and services and receive the messages. We are entering a post-mass media marketing world.
Consumers have always wanted to avoid poor or overpriced products and intrusive messages, but now they are empowered to act on those feelings in unprecedented ways. These consumer-empowering technologies promise to eliminate the concept of ‘mass markets’ once and for all.
Marketers are also finding that reaching the younger consumer segment offers new challenges because they don’t easily relate to marketing. They have few favorite brands, very little brand loyalty; they fast forward through television advertising, and they view most commercial messages with cynicism, something to be avoided Reaching and influencing this wired generation with advertising messages over the course of their consumer lifetimes will be more than a challenge, it may be impossible. Forrester reports that more than half of young consumers rely on their friends and families for purchase advice, and 65% tell others about products they like.
From a marketing perspective, what’s the benefit of having 20,000 followers on Facebook, if you can’t identify and segment your audience into prospects, influencers, and casual observers. If can define them, do you have the means to communicate with them when and how they want to be reached? I think we stop modeling the financial impact of advertising, and start measuring the brand equity impact of marketing activities.
With discussions on the horizon about “do not follow” legislation (next phase of “do not call’), we need to begin to plan for marketing that reaches our audience, that invites them to want to communicate and learn more.
What remains the same now and forever – nothing can replace face-to-face selling.
For more information on The Winters Group & Associates, please visit http://wintersmg.com/.
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Risk is a funny thing. Some risks are a “winner take all” kind of gig. You plop down your chips, play the hand you were dealt and either win or lose. Many times, risks that have immediate payoffs can create some serious long term pain. You may go for the quick buck by trying your luck, but when no real skill or training is needed then you are just banking on chance. This is akin to sitting around waiting for the phone to ring for that next sale.
Investing is not the same as taking a chance. You take your hard earned money, invest it in some type of security and wait for the interest to compound into some sort of nest egg. There are trained experts in investing and most of us either rely on these people or take the time to educate ourselves about the possible investments. In turn, we know that the payoff will not occur tomorrow or the next day. We are investing to build up long term equity.
How is it that we will invest our money for the long haul, but we don’t always invest our time and energy into building personal equity? Not investing in our own personal growth and learning is the same as betting our paychecks on a hand of blackjack. It is a short term play and most likely will not pay over the long term.
Look, when we invest in new ideas and let go of tradition, it may feel like risk. However, there is no risk when you invest in yourself. You are building an asset that can pay dividends for a long time. It may be easy to focus on what you know how to do, but when you start to make deposits in new ideas, you are creating a portfolio to be proud of.
Deposits over time compound and build value. Are you making deposits in your business every day? Are you investing in your personal growth by challenging traditional assumptions, sharpening your sales skills, and investigating new concepts? And, are you investing in your relationships with your clients and your organizations?
The fact is that without making deposits, there can be no long term success. Often, we will save a dollar for a rainy day by depositing a little extra in the bank. The same can be said for your profession. A little investment today can pay off tomorrow.
Warmest Regards,
Mark Potter
Awhile back I was speaking to a print owner. The discussion was focused on all the new-fangled stuff that our industry is trying to sell and this whole concept of becoming a “marketing service provider”. As I was waxing on philosophically about the opportunities, he looked at me quizzically.
The owner said, “Mark, I really appreciate the idea of where things are headed and that there is incredible opportunity. However, I just don’t think I have the sales force who can sell these concepts.” He went on to say things like “They just don’t get it” and “I am really frustrated with the group.”
After listening for awhile, I realized that I have heard this before. I have heard a lot of people talk about reps not “getting it” or being challenged to sell marketing services. And with the utmost respect, I must say that is just baloney. What is there to get? If someone can sell, then they can sell. The problem is not that reps can’t sell the new services. The problem is that the customers and/or prospects are NOT asking.
Let me put it this way. When a significantly large client demands digital printing, most printers will invest in digital printing equipment for fear of losing that client. That is a market based approach to capital investment. It is not necessarily a great data sample of the market, but it is based on the idea that a client asked for something. So, it should follow that if you want to sell QR codes, campaign management and any other thing that resembles the nirvana of marketing services, then your clients should be asking for it. If they are not, then the problem does not necessarily lie with the reps. It may lie with the perception the market has of your organization overall.
My point is that before we all blame our traditional sales reps for not being able to sell something, we need to ask ourselves a critical question. Where should the conversation start? Should we walk into a client’s office and tell them about services that we now offer beyond print? Or, does the real conversation start when they view us as a resource to source these new ideas. My guess is that the latter is the best way to go. So, now the question is how do we generate those conversations?
Warmest Regards,
Mark
Publisher
CANVAS
At our client Colad, the business of custom packaging runs on fresh ideas and stays on the crest of digital technology. We are recruiting exceptional people whose professional and technical finesse are fueled by creativity. This is a full time, outside Account Executive position offering excellent compensation, benefits, and career growth opportunities. It is a unique opportunity for the right candidate interested in joining a high potential organization.
Colad designs & manufactures custom presentation and promotional packaging. The role of Account Executive requires promoting and finalizing the sale of our products within an assigned geographic territory and/or vertical market through existing and new customers. The individual must have excellent verbal and written communication skills. With an emphasis on professional-level interaction, this person will interface with both internal and external contacts and so the job requires a person with excellent judgment and a positive attitude. The ideal candidate is a proactive self-starter who can meet the demands of the role with both determination and flexibility.
Essential Responsibilities
• Establish and maintain a positive working relationship through direct contact with customers by providing expertise in the development of custom packaging solutions to fulfill customers’ applications
• Meet / exceed sales quotas by utilizing the prescribed methods of selling
• Provide all levels of customer service, before and after the order cycle, by acting as the company liaison between the customer and the ‘front of the house’ departments within the company
• Work closely with the Structural Design Engineers and assist the Production Coordinators during the order process
• Prepare all company reports and correspondence as required
• Maintain sales activity in SalesForce.com
• Work closely with management to develop new sales strategies, product recommendations, pricing plans
• Work independently managing assigned accounts
• Travel when required
Required Skills
• Minimum 3 years successful selling experience preferably to corporate/business accounts within the assigned territory
• Knowledge of paper-based packaging, commercial printing, and/or folding cartons highly desirable
• Ability to travel within assigned geographic territory/ limited travel outside of assigned territory
• Excellent verbal, written and presentation skills
History of Colad
Our company was founded in 1947 by two entrepreneurs who sold advertising to companies located near colleges and universities. Today, our products have evolved from simple book covers to highly creative custom packaging and presentation solutions, including paperboard, turned edge, rigid box, slipcases, and a wide variety of other types of packaging.
Our client base has also expanded. We serve the nation’s top colleges and universities, advertising agencies, publishers, Fortune 500 companies, as well as design studios, professional sports teams, and resellers.
Compensation
The compensation package is highly competitive and commensurate with experience. The commission structure for Account Executives is one of the most generous in the industry, and offers the potential for successful salespeople to earn a very high level of income.
We also offer a great health insurance plan, company paid life insurance, 401k plan with company match based on annual levels of profitability, etc.
Please send resumes to mparcells@entrequest.com.
A high-quality large format, temporary POP printing company is looking for a Director of Sales. Candidates must have a successful background in temporary POP sales and a desire to lead a sales staff. He/she will continue to sell and service their accounts while working with experienced professionals. This company is high-profile within the industry and provides a terrific work environment and financial stability. Compensation is flexible based on qualifications.
Please send resumes to info@thecanvasmag.com and subject should be “Job Posting.”
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