Well, it's official - I am now on maternity leave. I have around 7 weeks (I hope) til these babies are born which does leave me with some time on my hands. I'm not sure how much blogging I'll be doing though. If I come across something that I think will be of value to you as printers, I will log on and give you a piece of my mind. Otherwise, I think I will be taking it easy and enjoying the calm before the storm, as well as the holidays.
Which brings me to a point. It is always good to have your eye on what is really important to you in your life. And sometimes, that may not be work at all. Of course your business is vitally important to your life, and it may be the biggest thing on your mind most of the time. That being said, friends, family, your community, they may also be important to you as well. So please take a moment to make sure that those around you know that you love them, think of them, and care about their wellbeing. The happier and more safe and surrounded by love you feel, the more time and energy you should be able to use to focus on your business.
Lastly, I will make 2 last plugs. If you are not reading WhatTheyThink.com, you should be - it is the information source for anything going on in this industry.
And, if you are trying to grow your print sales, www.aspirefor.com , and Bill's 30 day sales challenge will change your life. For only $97.00, you can't afford NOT to give it a try - he should have a new one going in January.... Make it your resolution to take some action to increase sales and make your company healthier than it has been in a long time. This program is for absolutely EVERYONE.
Happy Holidays to you all, please check in periodically ( or read old posts if you haven't read them all), and stay in touch!
Tuesday, December 15, 2009
Monday, November 23, 2009
Ways to Find New Customers - Part 4
I am a big fan of collaboration. I also really like cliches. So when you hear me say "Two heads are better than one", what I mean by that is that there is a lot of value in surrounding yourself with people whose opinions you value, or people who can do something for you. One great example of this is networking groups.
I first came to a networking group very reluctantly drawn in by a customer when I was selling printing about 8 years ago. He told me about LeTip saying that they meet once a week for breakfast and to exchange leads. The exchanging leads part I liked. The once a week thing I did not. But, I bit the bullet and joined, and great things happened to me. Not only did I pick up new business - these groups often offer category exclusivity so you would theoretically be the only printer in the room, but I made great contacts. There is usually a real estate agent, a financial planner, and an attorney, and at different times in my life I have needed all of the above, so it was very beneficial.
I have already checked for groups in the south suburbs of Chicago (my apologies to my followers elsewhere, but the websites will guide you) No one and I mean NO ONE will find these groups useless. However, like many things in life, you get out what you put in. You will likely be required to produce leads for other members, and the more leads you give, the more you will get. You can often get invited to try a meeting on for size for free, so go ahead and see if it is for you.
Alternatively, there are a lot of community groups, chambers of commerce, and civic and charitable organizations that will serve the same purpose. With these groups it is more beneficial to get on a committee to gain some additional visibility - you have to spend some time and energy to get a return, but again, worth the time and effort? Most definitely. And you might just end up doing some good, too.
www.letip.com
www.bni.com
www.babblebee.com
HAPPY NETWORKING!
I first came to a networking group very reluctantly drawn in by a customer when I was selling printing about 8 years ago. He told me about LeTip saying that they meet once a week for breakfast and to exchange leads. The exchanging leads part I liked. The once a week thing I did not. But, I bit the bullet and joined, and great things happened to me. Not only did I pick up new business - these groups often offer category exclusivity so you would theoretically be the only printer in the room, but I made great contacts. There is usually a real estate agent, a financial planner, and an attorney, and at different times in my life I have needed all of the above, so it was very beneficial.
I have already checked for groups in the south suburbs of Chicago (my apologies to my followers elsewhere, but the websites will guide you) No one and I mean NO ONE will find these groups useless. However, like many things in life, you get out what you put in. You will likely be required to produce leads for other members, and the more leads you give, the more you will get. You can often get invited to try a meeting on for size for free, so go ahead and see if it is for you.
Alternatively, there are a lot of community groups, chambers of commerce, and civic and charitable organizations that will serve the same purpose. With these groups it is more beneficial to get on a committee to gain some additional visibility - you have to spend some time and energy to get a return, but again, worth the time and effort? Most definitely. And you might just end up doing some good, too.
www.letip.com
www.bni.com
www.babblebee.com
HAPPY NETWORKING!
Tuesday, November 17, 2009
A Hard Thing to Do
I'll admit it. I don't always like to say this sentence... "I was wrong." And I'm not alone. Fonzie could never say it. Politicians RARELY say it. But I got the idea to talk about this topic after I read Eric Zorn's column Change of Subject in last week's Sunday Trib. He was talking about how when he originally heard about the woman who's stroller got caught in the closing doors of a CTA train, he doubted that she was telling the truth about the way things happened. He basically accused the woman of lying, and it wasn't until later that he decided that perhaps he did not have a full understanding of what happened and how, so he had "doubts about his doubts."
I believe that it is human nature to react strongly to stories that we hear and often make snap judgements about them. However, later, when more information comes to light, some of us will actually change our opinions and thoughts about what we thought we knew. I know that I am treading on dangerous philosophical ground here, but my point is this, and it is also Zorn's point. It is a shame to have been wrong. But it's a disgrace to stay wrong just because admitting you were wrong is so hard.
Many people express themselves in absolutes... "I will NEVER get into digital printing." is one that I have heard more than once this year. So I am giving you a hall pass here. Even something that you believed whole-heartedly even 6 short months ago can look very different today. Maybe you've done more research, talked to more customers, or been to an event that is helping to change your mind.
Here is what I am here to help you discover. It is OK to change your mind. No one will fault you if you decide to do something that you have said for years you would never do. Keep in mind that flexibility is a virtue, and as my friend and product specialist Jeannie McTurner always says, "If you keep doing what you're doing, you'll keep getting what you're getting."
Look for a whole blog post on this phrase, because not only is it true, it's brilliant, and very liberating. I have been wrong about a lot of things in my life. But not this!
I believe that it is human nature to react strongly to stories that we hear and often make snap judgements about them. However, later, when more information comes to light, some of us will actually change our opinions and thoughts about what we thought we knew. I know that I am treading on dangerous philosophical ground here, but my point is this, and it is also Zorn's point. It is a shame to have been wrong. But it's a disgrace to stay wrong just because admitting you were wrong is so hard.
Many people express themselves in absolutes... "I will NEVER get into digital printing." is one that I have heard more than once this year. So I am giving you a hall pass here. Even something that you believed whole-heartedly even 6 short months ago can look very different today. Maybe you've done more research, talked to more customers, or been to an event that is helping to change your mind.
Here is what I am here to help you discover. It is OK to change your mind. No one will fault you if you decide to do something that you have said for years you would never do. Keep in mind that flexibility is a virtue, and as my friend and product specialist Jeannie McTurner always says, "If you keep doing what you're doing, you'll keep getting what you're getting."
Look for a whole blog post on this phrase, because not only is it true, it's brilliant, and very liberating. I have been wrong about a lot of things in my life. But not this!
Friday, November 13, 2009
Ways to Find New Customers - Part 3
I guess I could be biased, but I love the library. That could be because this year I was selected to serve as a trustee for my local branch. But it's also because I have been going to the library since I was 3 years old, with a huge break in my 20's - I rarely went during that decade.
Here's what I have discovered about how a library can help you from a business perspective. There are dozens of reference books at your disposal to help you identify new customers. There are two that I use frequently. One is the Business Directory by directoriesUSA.com, a division of InfoUSA. This book tells breaks down businesses by city, by yellow pages directory category, by major employers, and manufacturers by city and SIC code. So you can use this directory to look at a particular city and the kinds of businesses in that city, or you can identify a type of business (ie: medical manufacturers) and look at all businesses within that SIC code. I can assure you that as well as you THINK you know your area, you WILL find businesses that you never knew existed. You WILL find new opportunities.
The second one is the Lexis Nexis Advertising RedBooks. These books tell you the names of companies by city, their sales, the # of employees, a description of their business, key personnel, their advertising expenditures and what types of advertising they invest in, and who is their agency of record. Again, this list companies as big as Sears and as small as a 5 person shop that
makes ball bearings. You can find out who the president or Chief Marketing Officer is, what kinds of advertising they buy, and develop your talk track and approach around the research that you have done. Imagine the powerful position you can be in if you approach a president and say, "My job is to help you sell more ball bearings. I see that you invest half of your marketing budget on trade shows and industry publications. I have some ideas for direct marketing that can increase your sales by as much as 20%. Should we talk about this further?" Who is going to say no to you?
I'll go one further. I am offering to go to your local library with you and spend one hour doing research with you. You just have to make it before Christmas, as I will likely be going on maternity leave til the 2nd quarter. Drop me an email telling me you want me as your research assistant, and I'm all yours. I'll even buy lunch!
kmallozzi@solutions.canon.com
Here's what I have discovered about how a library can help you from a business perspective. There are dozens of reference books at your disposal to help you identify new customers. There are two that I use frequently. One is the Business Directory by directoriesUSA.com, a division of InfoUSA. This book tells breaks down businesses by city, by yellow pages directory category, by major employers, and manufacturers by city and SIC code. So you can use this directory to look at a particular city and the kinds of businesses in that city, or you can identify a type of business (ie: medical manufacturers) and look at all businesses within that SIC code. I can assure you that as well as you THINK you know your area, you WILL find businesses that you never knew existed. You WILL find new opportunities.
The second one is the Lexis Nexis Advertising RedBooks. These books tell you the names of companies by city, their sales, the # of employees, a description of their business, key personnel, their advertising expenditures and what types of advertising they invest in, and who is their agency of record. Again, this list companies as big as Sears and as small as a 5 person shop that
makes ball bearings. You can find out who the president or Chief Marketing Officer is, what kinds of advertising they buy, and develop your talk track and approach around the research that you have done. Imagine the powerful position you can be in if you approach a president and say, "My job is to help you sell more ball bearings. I see that you invest half of your marketing budget on trade shows and industry publications. I have some ideas for direct marketing that can increase your sales by as much as 20%. Should we talk about this further?" Who is going to say no to you?
I'll go one further. I am offering to go to your local library with you and spend one hour doing research with you. You just have to make it before Christmas, as I will likely be going on maternity leave til the 2nd quarter. Drop me an email telling me you want me as your research assistant, and I'm all yours. I'll even buy lunch!
kmallozzi@solutions.canon.com
Sunday, November 8, 2009
The Power of YES
I don't know about you, but I greatly prefer the word YES to the word NO (unless the word NO is followed by "You don't have to cook dinner tonight, honey"
So how often do you say NO to your customers and prospects? I had a conversation with one of you several weeks ago, that had to do with how digital printing can allow you to provide more of an "on-demand" service to your customers. This person told me that they had a customer ask them if she could have 100 sheets of letterhead. Instead of saying "Yes you sure can!", he told her she would have to order a minimum of 250 sheets. He said that the job just wasn't worth doing for 100 sheets. I asked him, "What if, instead of saying NO to her, you said YES, and produced the job with a price and margin that would make it worth while to you?" Even if he charged her for 250 sheets and kept the other 150 sheets on hand in case she re-ordered at some point, she gets what she wants, and he keeps a customer satisfied.
I come from a retail background, and the rules were always that you NEVER say no to the customers. That privilege is left to upper management. The purpose behind it is to always give the customer the feeling and the perception that they are getting what they want. One of the important elements of this theory is that when one side gets what her or she wants, it does NOT mean that the other side does not. When customers feel satisfied and that they are getting what they want, we all win. They should be that much more likely to stay with you than to jump ship and go to another vendor because they feel that you are not attending to their needs and giving them what they need.
Fundamentally, the point is that we should view our customers as allies, not enemies. We all have some difficult customers that always make us feel like we have to fight for every order, but that can be part of the challenge. How can we change that relationship so that we both feel like winners most of the time. I'd love to hear some feedback from any of you who have managed to turn a difficult customer into a valued one. ANYONE?
So how often do you say NO to your customers and prospects? I had a conversation with one of you several weeks ago, that had to do with how digital printing can allow you to provide more of an "on-demand" service to your customers. This person told me that they had a customer ask them if she could have 100 sheets of letterhead. Instead of saying "Yes you sure can!", he told her she would have to order a minimum of 250 sheets. He said that the job just wasn't worth doing for 100 sheets. I asked him, "What if, instead of saying NO to her, you said YES, and produced the job with a price and margin that would make it worth while to you?" Even if he charged her for 250 sheets and kept the other 150 sheets on hand in case she re-ordered at some point, she gets what she wants, and he keeps a customer satisfied.
I come from a retail background, and the rules were always that you NEVER say no to the customers. That privilege is left to upper management. The purpose behind it is to always give the customer the feeling and the perception that they are getting what they want. One of the important elements of this theory is that when one side gets what her or she wants, it does NOT mean that the other side does not. When customers feel satisfied and that they are getting what they want, we all win. They should be that much more likely to stay with you than to jump ship and go to another vendor because they feel that you are not attending to their needs and giving them what they need.
Fundamentally, the point is that we should view our customers as allies, not enemies. We all have some difficult customers that always make us feel like we have to fight for every order, but that can be part of the challenge. How can we change that relationship so that we both feel like winners most of the time. I'd love to hear some feedback from any of you who have managed to turn a difficult customer into a valued one. ANYONE?
Wednesday, November 4, 2009
Ways to Find New Customers - Part 2
As promised, I am adding to my series on how to find new business today. For this next one, I am going to encourage you to look for customers where you shop.
Each of us would LOVE to have Sears or McDonalds as a customer, but so would every other printer known to man. The smaller, more local options might be easier to land, and you will have first hand knowledge of how they are (or aren't) marketing themselves and how they merchandise.
Here's a real example. Fruitful Yield is a local health food chain that is owned by NOW Foods (or vice versa) They have several locations in the western suburbs, and do virtually NO direct mail or in-store marketing. If I were selling printing today, I would be on the phone with the president of the company (he is the one who will feel the pain if sales start to slump) and I would talk to him about how I could increase his average dollar sale as well as increase the number of times a regular customer shopped in his stores. Notice I have said nothing about printing - that comes later. I would tell him that with some great offers and a creative campaign, we could mail, use PURLS, and market in-store to help him understand his customers better, stock what they need, and get them in more often. How? With direct mail, a PURL campaign that can be launched by gathering info in the stores, etc. You see where I am going with this?
We all have regular places that we go; for food, for entertainment, clothing, etc. Have you ever noticed how SELDOM those places target you and communicate with you? Use that experience to translate that lack of attention into printing business for you, and increased sales and brand awareness for your favorite retailer.
Each of us would LOVE to have Sears or McDonalds as a customer, but so would every other printer known to man. The smaller, more local options might be easier to land, and you will have first hand knowledge of how they are (or aren't) marketing themselves and how they merchandise.
Here's a real example. Fruitful Yield is a local health food chain that is owned by NOW Foods (or vice versa) They have several locations in the western suburbs, and do virtually NO direct mail or in-store marketing. If I were selling printing today, I would be on the phone with the president of the company (he is the one who will feel the pain if sales start to slump) and I would talk to him about how I could increase his average dollar sale as well as increase the number of times a regular customer shopped in his stores. Notice I have said nothing about printing - that comes later. I would tell him that with some great offers and a creative campaign, we could mail, use PURLS, and market in-store to help him understand his customers better, stock what they need, and get them in more often. How? With direct mail, a PURL campaign that can be launched by gathering info in the stores, etc. You see where I am going with this?
We all have regular places that we go; for food, for entertainment, clothing, etc. Have you ever noticed how SELDOM those places target you and communicate with you? Use that experience to translate that lack of attention into printing business for you, and increased sales and brand awareness for your favorite retailer.
Monday, November 2, 2009
Just What is Transpromo Anyway?
It seems like there are a lot of terms out there that scare people because they are unknown. Some of you might be scared of variable data printing because you have heard that you need programmers and marketing professionals to really make it work (we'll talk more about that another time) And some of you might steer clear of the concept of "transpromo" because you really have no idea what it means and don't want to have to ask someone. I stole this sentence off a website from the UK...
"Transpromo contains two main ingredients; transactional print and proactive marketing."
What does this mean for you? It means that you can use YOUR transactional documents (invoices, boxes of shipped printed materials, etc) to promote your services and products.
For example, if you print a buckslip ( 1/3 of a sheet of 8.5x11 paper) with a cleverly designed message about how you also offer wide format printing, digital copying, or promotional products like pens and tshirts, and insert said buckslip into each invoice you send out this month, you would be utilizing the concept of transpromo.
So what are you waiting for? Print a message on your invoices, change your email signature to remind everyone you communicate with that you have a new website, or put a message in with each order stating that referrals are always appreciated and will be treated with respect, appreciation, and maybe a gift certificate to Starbucks....
One of the most valuable lessons I ever learned is that customers do not remember us as much as we remember them. You might THINK they know everything about what you do, but you'd be WRONG. Use every tool at your disposal to remind them of all that you CAN do for them, and maybe they'll actually take you up on it!
"Transpromo contains two main ingredients; transactional print and proactive marketing."
What does this mean for you? It means that you can use YOUR transactional documents (invoices, boxes of shipped printed materials, etc) to promote your services and products.
For example, if you print a buckslip ( 1/3 of a sheet of 8.5x11 paper) with a cleverly designed message about how you also offer wide format printing, digital copying, or promotional products like pens and tshirts, and insert said buckslip into each invoice you send out this month, you would be utilizing the concept of transpromo.
So what are you waiting for? Print a message on your invoices, change your email signature to remind everyone you communicate with that you have a new website, or put a message in with each order stating that referrals are always appreciated and will be treated with respect, appreciation, and maybe a gift certificate to Starbucks....
One of the most valuable lessons I ever learned is that customers do not remember us as much as we remember them. You might THINK they know everything about what you do, but you'd be WRONG. Use every tool at your disposal to remind them of all that you CAN do for them, and maybe they'll actually take you up on it!
Friday, October 30, 2009
Ways to Find New Customers - A Series
So this idea of helping you find new customers has been on my mind for a while, and I have been debating how to deliver it. Should it be a conference call series? Seminar? And then it struck me - Just keep blogging, and 2 or 3 people will benefit from your experience. So this will be an ongoing series until I run out of ideas, which should take a LONG time, cause I am full of it (ideas)
The title will always be Ways to Find New Customers, and I will number them or something clever.
So here goes Number 1
YOUR OWN MAILBOX
We all get direct mail pieces just about every day in our mailbox. So I collect mine, and I go through them, and look at each one critically. Because there are three things that need to be there in order for that piece to be effective. It has to have...
1. good creative
2. good timing
3. a good offer
If anything I receive is missing any of those three elements, I come up with what I would have done differently, and then I do some research on the company. And then I very diplomatically craft an opening dialog that will address how I can help them improve their communications, increasing the value of them, lowering cost, or increasing the ROI.
Here's an example. A major furniture manufacturer sent out postcards to a seemingly random list of homeowners. It was a nicely designed piece talking about a sale. We just happened to be in the market for a new bedroom set. What was the problem, you ask? the Website on the cards was WRONG!!! What a colossal waste of time and money, and how much damage done to a brand! So if I were selling print today, I would immediately get on the horn with a C LEVEL marketing executive in that organization, and say something like this.
"My job is to help retailers increase their profits and optimize their print spend by creating targeted and cross media campaigns that garner double digit response rates, thus increasing sales." No where did I say I was a printer. And I am NOT talking to a designer, admin, or print buyer. The one who cares about the ROI is the C Level person who loses his or her job if sales don't increase. Like my old friend Bill Farquharson says, "Solve the problem, get the order." They have a problem in that no one was paying attention to details. Others have a problem because their creative stinks, they have no strategy about who they are mailing to, or there is no offer.
By the way, this rule applies to you, too. If you are going to spend the time and money to do a mailing, PLEASE make sure your creative is good, you offer SOMETHING, and that the companies you are targeting are in a position to buy from you. I can go on and on about list procurement and where to find these folks, but that will come in another post. Or you can call me and we can talk about your situation specifically.
The title will always be Ways to Find New Customers, and I will number them or something clever.
So here goes Number 1
YOUR OWN MAILBOX
We all get direct mail pieces just about every day in our mailbox. So I collect mine, and I go through them, and look at each one critically. Because there are three things that need to be there in order for that piece to be effective. It has to have...
1. good creative
2. good timing
3. a good offer
If anything I receive is missing any of those three elements, I come up with what I would have done differently, and then I do some research on the company. And then I very diplomatically craft an opening dialog that will address how I can help them improve their communications, increasing the value of them, lowering cost, or increasing the ROI.
Here's an example. A major furniture manufacturer sent out postcards to a seemingly random list of homeowners. It was a nicely designed piece talking about a sale. We just happened to be in the market for a new bedroom set. What was the problem, you ask? the Website on the cards was WRONG!!! What a colossal waste of time and money, and how much damage done to a brand! So if I were selling print today, I would immediately get on the horn with a C LEVEL marketing executive in that organization, and say something like this.
"My job is to help retailers increase their profits and optimize their print spend by creating targeted and cross media campaigns that garner double digit response rates, thus increasing sales." No where did I say I was a printer. And I am NOT talking to a designer, admin, or print buyer. The one who cares about the ROI is the C Level person who loses his or her job if sales don't increase. Like my old friend Bill Farquharson says, "Solve the problem, get the order." They have a problem in that no one was paying attention to details. Others have a problem because their creative stinks, they have no strategy about who they are mailing to, or there is no offer.
By the way, this rule applies to you, too. If you are going to spend the time and money to do a mailing, PLEASE make sure your creative is good, you offer SOMETHING, and that the companies you are targeting are in a position to buy from you. I can go on and on about list procurement and where to find these folks, but that will come in another post. Or you can call me and we can talk about your situation specifically.
Wednesday, October 28, 2009
Who is your MENTOR?
I saw a re-run of an old Seinfeld the other day about the mentor/protege relationship, in which Jerry's girlfriend's mentor is dating Banya, one of Jerry's rivals on the comedy scene. It got me thinking about mentors and mentees, and whether those relationships exist today. I remember my first professional mentor - my boss in my first job out of college. We were working in retail and she taught me a lot about standards, professional behavior, and goals. Over the years, few of my mentors could be considered bosses. Some were headhunters, and one was a business coach who I have done some consulting for in the last year or two. Here are some things I have learned about this relationship called mentoring.
1. There are no rules or guidelines, and often nothing formal involved. Often, if you find value in the advice or listening skills of a peer, competitor, customer or friend, that person is a mentor to you.
2. The mentor does not have to be older or more experienced than you. Again, this is all about reflection, getting ideas, advice, and feedback.
3. The mentor is not always right, so it is always important to listen to that voice in the back of your mind. Your true gut is always your greatest ally.
4. You can't have too many mentors. It took me a long time to be able to say out loud, "I need some help. I need to get other's views on this topic before I make a decision." We always want to be self sufficient, but that does not always serve us so well.
5. The internet is no substitute for authentic relationships. I belong to a lot of groups in which people seek advice about equipment, services, or just about anything. Just remember, everyone has an ulterior motive on the web- the advice you seek could be coming from someone who has a vested interest in the outcome. So, finding neutral people you can trust becomes even more important. Take me for example. My ultimate goal is to help make printers more money in digital printing, but it only serves ME when they choose Canon Business Solutions. I have chosen not to sell a product to a prospect because it would not fit their application, but not everyone is as honest as me!
In a nutshell, mentors are good. Being one is good and leaves you with a sense that you are giving back. Having one is like having a free coach at your disposal. If you aren't one or don't have one, see what you can do to change that. And I'm always available!
1. There are no rules or guidelines, and often nothing formal involved. Often, if you find value in the advice or listening skills of a peer, competitor, customer or friend, that person is a mentor to you.
2. The mentor does not have to be older or more experienced than you. Again, this is all about reflection, getting ideas, advice, and feedback.
3. The mentor is not always right, so it is always important to listen to that voice in the back of your mind. Your true gut is always your greatest ally.
4. You can't have too many mentors. It took me a long time to be able to say out loud, "I need some help. I need to get other's views on this topic before I make a decision." We always want to be self sufficient, but that does not always serve us so well.
5. The internet is no substitute for authentic relationships. I belong to a lot of groups in which people seek advice about equipment, services, or just about anything. Just remember, everyone has an ulterior motive on the web- the advice you seek could be coming from someone who has a vested interest in the outcome. So, finding neutral people you can trust becomes even more important. Take me for example. My ultimate goal is to help make printers more money in digital printing, but it only serves ME when they choose Canon Business Solutions. I have chosen not to sell a product to a prospect because it would not fit their application, but not everyone is as honest as me!
In a nutshell, mentors are good. Being one is good and leaves you with a sense that you are giving back. Having one is like having a free coach at your disposal. If you aren't one or don't have one, see what you can do to change that. And I'm always available!
Monday, October 26, 2009
How Well Do you Know Your Customers?
I find it interesting that the more I reveal about myself, the more I tend to learn about other people. This is especially true when I am talking to you, my customers and prospects. As I have been travelling around and the topic somehow gets to my ever increasing belly, I share that I am expecting twins in February. This information tends to encourage people to share stories about their own children, someone they know who also has twins, or some other interesting tidbit. The point is, valuable information is being shared, and I am really enjoying it.
So my question to you is this - How much do you and your customers share when it comes to information? Now, I know this can be a slippery slope and can lead to phenomena like OVERSHARING, but I am going to encourage you to go out on a limb and get to know your clients better. Not only does this encourage a more personal (and genuine) relationship, but you never know what else you might pick up. What if your customer has a brother in law who works for a big law firm and is responsible for print buying? Or what if a customer told you when his or her birthday was a you showed up that week with cookies you made ( or bought and passed off as homemade?)
Just remember, people buy from the people they like, and if you listen to your customers and go a little deeper with them, it will inspire the kind of relationship that we all seek in the business world. One where lowest price is not the only factor in the equation, and where a genuine connection can last years or even decades.
So my question to you is this - How much do you and your customers share when it comes to information? Now, I know this can be a slippery slope and can lead to phenomena like OVERSHARING, but I am going to encourage you to go out on a limb and get to know your clients better. Not only does this encourage a more personal (and genuine) relationship, but you never know what else you might pick up. What if your customer has a brother in law who works for a big law firm and is responsible for print buying? Or what if a customer told you when his or her birthday was a you showed up that week with cookies you made ( or bought and passed off as homemade?)
Just remember, people buy from the people they like, and if you listen to your customers and go a little deeper with them, it will inspire the kind of relationship that we all seek in the business world. One where lowest price is not the only factor in the equation, and where a genuine connection can last years or even decades.
Saturday, October 17, 2009
Beat the Competition, but in a NICE Way!
Ours is a world of tough competitors (to borrow a phrase from Jerry Maguire). Today we have to worry about offshore companies, internet low cost providers, and office supply companies, not to mention the freight carriers FedEx and UPS. Our goals are to keep margin, keep our customers satisfied, and continue to find new revenue streams to keep us healthy.
But what I want to discuss today is our attitude about all of those competitors. And if I had to put it in a nutshell, in two words, I would say HIGH GROUND. Here are a few fundamentals I try to adhere to as much as possible.
1. I don’t say my competitors name out loud. Now, if the prospect or customer introduces the topic, I will follow, but I never introduce it and I try to steer away from it and keep the conversation focused on my companies’ value and how I can help solve problems for my customers and prospects.
2. I do everything I can to avoid saying anything bad. Sure I have strong feelings about my competition, and much of that might be negative. And, when they are slinging mud, it might be human nature to join them in the slop. But I don’t. I will make comments that are based in fact, such as BBB ratings, factual testimonials made regarding the performance of my competitions’ offering, or published third party assessments like The Buyers’ Laboratory. But I keep my comments clean and positive.
3. I focus on the differentiating factors. If my competitions’ price is lower, I face it head on, and can explain very clearly why what I am offering is worth more. It might be image quality, paper handling, post sales support, service, or environmental commitment. I know what the competitors “strengths” are apt to be, and can answer and rebut those supposed advantages. For example, for a printer competing with an on-line company that is a supposed low cost provider, I would focus on customer support, the ability to see a proof, the low cost (or free) shipping that comes with doing business locally, and the overall personal relationships that do not exist when you are dealing with a lights out gang run shop. I would be able to explain what gang running is and what lights out means, and tell my prospect why dealing with me brings security, flexibility, and increased value due to a long range commitment to partnership.
So the next time you feel threatened by the internet, Staples, or an offshore printer, take the high road, but be ready to turn that conversation very skillfully to what YOU bring to the table and why dealing with you has more value and is an overall more profitable experience.
But what I want to discuss today is our attitude about all of those competitors. And if I had to put it in a nutshell, in two words, I would say HIGH GROUND. Here are a few fundamentals I try to adhere to as much as possible.
1. I don’t say my competitors name out loud. Now, if the prospect or customer introduces the topic, I will follow, but I never introduce it and I try to steer away from it and keep the conversation focused on my companies’ value and how I can help solve problems for my customers and prospects.
2. I do everything I can to avoid saying anything bad. Sure I have strong feelings about my competition, and much of that might be negative. And, when they are slinging mud, it might be human nature to join them in the slop. But I don’t. I will make comments that are based in fact, such as BBB ratings, factual testimonials made regarding the performance of my competitions’ offering, or published third party assessments like The Buyers’ Laboratory. But I keep my comments clean and positive.
3. I focus on the differentiating factors. If my competitions’ price is lower, I face it head on, and can explain very clearly why what I am offering is worth more. It might be image quality, paper handling, post sales support, service, or environmental commitment. I know what the competitors “strengths” are apt to be, and can answer and rebut those supposed advantages. For example, for a printer competing with an on-line company that is a supposed low cost provider, I would focus on customer support, the ability to see a proof, the low cost (or free) shipping that comes with doing business locally, and the overall personal relationships that do not exist when you are dealing with a lights out gang run shop. I would be able to explain what gang running is and what lights out means, and tell my prospect why dealing with me brings security, flexibility, and increased value due to a long range commitment to partnership.
So the next time you feel threatened by the internet, Staples, or an offshore printer, take the high road, but be ready to turn that conversation very skillfully to what YOU bring to the table and why dealing with you has more value and is an overall more profitable experience.
Thursday, October 15, 2009
WWBFD?
WHAT WOULD BEN FRANKLIN DO? As one of the US’s fathers of the printing business, I like to think that if he were alive today, Ben would be blogging for WhatTheyThink.com, be president of his local PIA, and be a real networking force – someone to mentor the rest of us and give us guidance.
Trade associations are a great place for people and companies to collaborate, share and commiserate. Just about every industry in the world has at least one association, from professional organizers to dog groomers, to all of us in the printing industry. And we have LOTS of groups to turn to…
So do you utilize the resources available to you on the old web? Do you read WhatTheyThink? Have you ever attended an industry event or a webinar? If you have, good for you! Keep going, network, and share ideas, because the healthier our industry is as a whole, the better off we will all be.
But if you have not ever taken advantage of all that is available to you, I beseech you – Please do! There are dinners, golf events, educational seminars, as well as websites that are chock full of valuable information. You might meet an associate that could be a valuable resource or partner in the future, someone whose services are a perfect compliment to yours. Or, you might find a software provider ready to help shepherd you through a new concept like PURLS or One-to-One marketing. Or, you might meet a fabulous rep from the country’s leading press and copier manufacturer who is dedicated to helping you make more money and realize all your dreams…. I’m just sayin’
Below are just a few links to some of these associations, and there are TONS more – Ask not what you can do for an association, but what can an association do for YOU?
www.Aiga.org
www.napl.org
www.printing.org
www.npes.org
Trade associations are a great place for people and companies to collaborate, share and commiserate. Just about every industry in the world has at least one association, from professional organizers to dog groomers, to all of us in the printing industry. And we have LOTS of groups to turn to…
So do you utilize the resources available to you on the old web? Do you read WhatTheyThink? Have you ever attended an industry event or a webinar? If you have, good for you! Keep going, network, and share ideas, because the healthier our industry is as a whole, the better off we will all be.
But if you have not ever taken advantage of all that is available to you, I beseech you – Please do! There are dinners, golf events, educational seminars, as well as websites that are chock full of valuable information. You might meet an associate that could be a valuable resource or partner in the future, someone whose services are a perfect compliment to yours. Or, you might find a software provider ready to help shepherd you through a new concept like PURLS or One-to-One marketing. Or, you might meet a fabulous rep from the country’s leading press and copier manufacturer who is dedicated to helping you make more money and realize all your dreams…. I’m just sayin’
Below are just a few links to some of these associations, and there are TONS more – Ask not what you can do for an association, but what can an association do for YOU?
www.Aiga.org
www.napl.org
www.printing.org
www.npes.org
Tuesday, October 13, 2009
Time for a Re-Invention?
I’m not really sure how I feel about Suze Orman. I wouldn’t call myself a fan, but I do catch her show from time to time. I have never read one of her books. I caught her show the other night, and she had a photographer from Chicago appear via satellite. He was seeking her advice as to whether he should close his business. He had lost $23,000 this year so far after about 15 years of supporting himself, his family, and even a few employees. He felt that technology had gotten the better of him, and that in tough times people do not splurge on professional photography. His specialty is family portraiture, and he has taken a beating over the last couple of years. Everyone has a digital camera, and with Snapfish, Shutterfly, and Tiny Prints, it’s easy to upload your own photo and order cards for holidays, birth announcements and other life events. Now it would seem that only those with a lot of disposable income would hire someone to do something that they can do themselves. And how many of those folks are really left out here now?
Now I realize I am treading on dangerous ground here. I do not draw a direct correlation to this photographer’s situation and the printing industry. There are many key differences, not the least of which is that even though everyone might have a desktop printer to print a few sheets, not many companies or individuals have a 40 inch press that can produce a thousand brochures in two days. My point is this…
Suze told this guy to shut it all down and start over again. She called it a re-invention. I love this word. What this means is that this guy has the power to be anything and everything he wants to be. The key for him is to find an area of the marketplace that has demand, whether that be corporate events, art exhibitions, or nature photography. He already has the talent, the equipment, and the connections. So he can give himself the opportunity to build himself up all over again, and regain the success he once knew.
This is not to say that re-invention is easy. It requires taking a long, honest, hard look at the current situation, and the ability to admit what is not working. With some creativity, and maybe some help from colleagues, customers, and even the friendly competition, you might just find a whole new world out there that demands your expertise. Before you know it, you could be looking at a business that is renewed, re-energized, and REINVENTED.
Now I realize I am treading on dangerous ground here. I do not draw a direct correlation to this photographer’s situation and the printing industry. There are many key differences, not the least of which is that even though everyone might have a desktop printer to print a few sheets, not many companies or individuals have a 40 inch press that can produce a thousand brochures in two days. My point is this…
Suze told this guy to shut it all down and start over again. She called it a re-invention. I love this word. What this means is that this guy has the power to be anything and everything he wants to be. The key for him is to find an area of the marketplace that has demand, whether that be corporate events, art exhibitions, or nature photography. He already has the talent, the equipment, and the connections. So he can give himself the opportunity to build himself up all over again, and regain the success he once knew.
This is not to say that re-invention is easy. It requires taking a long, honest, hard look at the current situation, and the ability to admit what is not working. With some creativity, and maybe some help from colleagues, customers, and even the friendly competition, you might just find a whole new world out there that demands your expertise. Before you know it, you could be looking at a business that is renewed, re-energized, and REINVENTED.
Sunday, October 11, 2009
What's your "Image"?
When I think of my image, I think of how I look to other people – How I am perceived by society. For the purposes of this discussion, I am going to use dictionary.com’s eighth definition of “image” –“the general or public perception of a company, public figure, etc., esp. as achieved by careful calculation aimed at creating widespread goodwill.” That’s a pretty good definition to start with.
I would define my image as a professional, reasonably attractive, intelligent, Midwestern sales executive. How can you tell these things about me? The clothes I wear, the car I drive, the way I present myself, how I communicate with peers, clients and prospects. I probably wouldn’t find too many people who know me professionally that would dispute any of these adjectives. But what is the implication BEHIND these definitions? What I WANT the implications to be are that I am trustworthy, capable, resourceful, and ready and able to help business owners make more money and become more successful themselves. So, in fact, my image is crucial to my success. If I came walking into your shop with uncombed hair, jeans and a cigarette dangling out of my mouth, would you invite me to sit down and tell you all about how I can help you? Probably not. But, if I am well dressed, have a smile on my face, ask intriguing questions, and offer an anecdotal story about how working with me resulted in increased profits and sales for another business owner in your situation, you might give me a few moments of my time. Agreed? Now for the tough part.
What does your image say about your business? What does your storefront look like? Are the windows clean? Do you use the wall and window space to communicate with potential customers on the products and services that you offer? What does your delivery vehicle look like? Is your lobby or receiving area clean and welcoming? Is there an appropriate place for your clients to view proofs, select paper stocks, or consult with you on a project?
The point is this. In an economy such as the one we are currently surviving, there are very few things we can control. We can control our activity levels when it comes to interaction with clients and prospects (which is a topic for another day) and we can control our environment. I am not advocating a major renovation to add a conference room or anything as drastic as that, but if your place needs sprucing, spruce away. Take a look at your WHOLE operation with a fresh pair of eyes and ask yourself, “If I was not currently doing business with this organization, would I, based on what I see?” if the answer is anything other than “Definitely”, I would get busy, organize, clean, straighten, and turn my place into an inviting professional looking environment that is EASY to do business with. Enlist the help of family and friends – you can probably knock it out in a weekend and not have a negative impact on your daily operations. And you just might invite some NEW business your way. So what are you waiting for?
I would define my image as a professional, reasonably attractive, intelligent, Midwestern sales executive. How can you tell these things about me? The clothes I wear, the car I drive, the way I present myself, how I communicate with peers, clients and prospects. I probably wouldn’t find too many people who know me professionally that would dispute any of these adjectives. But what is the implication BEHIND these definitions? What I WANT the implications to be are that I am trustworthy, capable, resourceful, and ready and able to help business owners make more money and become more successful themselves. So, in fact, my image is crucial to my success. If I came walking into your shop with uncombed hair, jeans and a cigarette dangling out of my mouth, would you invite me to sit down and tell you all about how I can help you? Probably not. But, if I am well dressed, have a smile on my face, ask intriguing questions, and offer an anecdotal story about how working with me resulted in increased profits and sales for another business owner in your situation, you might give me a few moments of my time. Agreed? Now for the tough part.
What does your image say about your business? What does your storefront look like? Are the windows clean? Do you use the wall and window space to communicate with potential customers on the products and services that you offer? What does your delivery vehicle look like? Is your lobby or receiving area clean and welcoming? Is there an appropriate place for your clients to view proofs, select paper stocks, or consult with you on a project?
The point is this. In an economy such as the one we are currently surviving, there are very few things we can control. We can control our activity levels when it comes to interaction with clients and prospects (which is a topic for another day) and we can control our environment. I am not advocating a major renovation to add a conference room or anything as drastic as that, but if your place needs sprucing, spruce away. Take a look at your WHOLE operation with a fresh pair of eyes and ask yourself, “If I was not currently doing business with this organization, would I, based on what I see?” if the answer is anything other than “Definitely”, I would get busy, organize, clean, straighten, and turn my place into an inviting professional looking environment that is EASY to do business with. Enlist the help of family and friends – you can probably knock it out in a weekend and not have a negative impact on your daily operations. And you just might invite some NEW business your way. So what are you waiting for?
Friday, October 9, 2009
A day without a cellphone is like.....
Yesterday I was without my cellphone all day. As I drove from appointment to appointment, I would think to myself – “Oh – I need to call Shelly to firm up that demo for next week” or “I should really get on the phone with Tony to make sure he got the samples I left for him”. And I would reach for my phone. And it wasn’t there. So I was forced to sit quietly with my thoughts, (and Journey on the radio). And something pretty amazing happened. IDEAS. My brain was flooded with ideas. Ideas for blog topics (I netted SIX in six hours). Ideas for promotions to help tell prospects about how I can help them make more money. And, I’ll admit it, ideas for how I will spend the MegaMillions jackpot that I am sure to win, due to my new strategy (since I travel around the south suburbs so much, I have taken to stopping at different locations several times a week to spread the luck around and further increase my chances of winning – SOLID idea, right?)
And I got to really LIKING not having my cell phone with me. Now, I know this is not a sustainable way to operate – I simply HAVE to be accessible to clients, colleagues, and prospects. But what if I gave myself just a few chunks of time a week without the boat anchor of connectivity at my fingertips? What kinds of ideas would materialize in those stolen moments of silence and concentration? So I’m going to try it. I have my phone back now, but for 20 minutes or so a couple of times a week, I am going to silence my phone while I’m driving, blogging, or making sales calls, and we’ll see what happens. I might just come up with some solutions to some of my (or the world’s) biggest problems. Or, I might just come up with one more topic to make you go h’mmmmm.
So what if you tried it? What if you left the press floor, or closed your office door, turned off the phone, and just sat in the silence (Journey is optional). What kinds of ideas would YOU come up with? Do me a favor – Give it a try and tell me how it goes – you can just leave a comment here on the old blog – I can’t wait to hear what happens to YOU!
And I got to really LIKING not having my cell phone with me. Now, I know this is not a sustainable way to operate – I simply HAVE to be accessible to clients, colleagues, and prospects. But what if I gave myself just a few chunks of time a week without the boat anchor of connectivity at my fingertips? What kinds of ideas would materialize in those stolen moments of silence and concentration? So I’m going to try it. I have my phone back now, but for 20 minutes or so a couple of times a week, I am going to silence my phone while I’m driving, blogging, or making sales calls, and we’ll see what happens. I might just come up with some solutions to some of my (or the world’s) biggest problems. Or, I might just come up with one more topic to make you go h’mmmmm.
So what if you tried it? What if you left the press floor, or closed your office door, turned off the phone, and just sat in the silence (Journey is optional). What kinds of ideas would YOU come up with? Do me a favor – Give it a try and tell me how it goes – you can just leave a comment here on the old blog – I can’t wait to hear what happens to YOU!
Tuesday, October 6, 2009
See it. Define it. Have it.
When you think about success, what does it look like to you? Most people can come up with verbal definitions of what it means to be successful, but not what it would look like to them. I would argue that having some visual representation of success can help you define, and then reach, your success goals. I’ll tell you how.
My husband and I sat down about 6 months ago with a stack of magazines and just started pulling out pictures and words that meant something to us. There was no agenda – no real purpose other than to see what had meaning to us visually. The results, we found, were not all that surprising. Children, homes, sports, vacations and health. Those were the main themes that we found. So we got a big piece of poster board and glued all the pieces down – collage style like you might have done when you were a kid. We had a blast with it and it was reassuring to know that we were on the same page about our future (With the exception of the big picture of the Penn State Nittany Lion that he insisted on including)
Can I tell you there were concrete results? Well, we are expecting twins in February, we just completed a deck remodeling project, and are taking a vacation in 2 weeks. Did all of those things happen just because we made a poster board? Yes and no. What if having those visual cues helped us to really see what mattered to us and freed us up to make them happen? You can be a skeptic all you want, but we are well on our way to having everything on that poster board and have plans in place to move it all forward.
So what if you tried a little exercise, and tried to envision what you hope to achieve in the next year with your business? You don’t have to make a vision board like we did, but if you can see it in your minds’ eye, it is that much easier to know it when you’ve got it, or figure out ways to get it. Define your goals, your success, and you just might surprise yourself. (Plus, what else are you going to do with all those magazines?)
My husband and I sat down about 6 months ago with a stack of magazines and just started pulling out pictures and words that meant something to us. There was no agenda – no real purpose other than to see what had meaning to us visually. The results, we found, were not all that surprising. Children, homes, sports, vacations and health. Those were the main themes that we found. So we got a big piece of poster board and glued all the pieces down – collage style like you might have done when you were a kid. We had a blast with it and it was reassuring to know that we were on the same page about our future (With the exception of the big picture of the Penn State Nittany Lion that he insisted on including)
Can I tell you there were concrete results? Well, we are expecting twins in February, we just completed a deck remodeling project, and are taking a vacation in 2 weeks. Did all of those things happen just because we made a poster board? Yes and no. What if having those visual cues helped us to really see what mattered to us and freed us up to make them happen? You can be a skeptic all you want, but we are well on our way to having everything on that poster board and have plans in place to move it all forward.
So what if you tried a little exercise, and tried to envision what you hope to achieve in the next year with your business? You don’t have to make a vision board like we did, but if you can see it in your minds’ eye, it is that much easier to know it when you’ve got it, or figure out ways to get it. Define your goals, your success, and you just might surprise yourself. (Plus, what else are you going to do with all those magazines?)
Sunday, October 4, 2009
How Green is Your Pressroom?
The environment seems to be top of mind for many people and companies these days, but where does that leave small and medium sized printers? Forest Stewardship Council and all the other certifications are great for huge printing companies that have the resources to investigate and ensure compliance, but the mom and pops? Not so much.
Many of your buyers, though, want to utilize more responsible practices when it comes to producing their printed materials. Even small companies. So what should you do?
Develop your own green policies, procedures and philosophies, and be prepared to tell that story to existing or prospective customers. Do they ask for soy based ink but you have not been willing to procure it for them? Do YOUR OWN research, find a place to buy it, and build a pricing structure and subsequent value proposition around it. They expect to pay more for it – but give ‘em what they want.
Do you have a selection of recycled papers for them to choose from? If not, MAKE time in your day and find them, and at least be ready to order them if they are requested. I’m not suggesting you make a capital outlay and double the house stocks on your pressroom floor, but have it available. Make it easy for buyers to do business with you. Be able to say, “YES I can get that for you, instead of NO – I do not offer that.” Customers like to hear the word yes, and soon, you’ll be hearing it too, when they say yes to your bids.
Aside from materials like ink and paper, what other “green” practices to you use? Have a list of recycling programs, causes you support, hybrid vehicles your business uses, and any other environmental stories you can tell. You may even want to compose them all in a document that you can include in invoices, post of your website, or mail to your customers and prospects. If you are doing something different than your competitors, don’t be shy – TELL YOUR STORY!
Green – It’s the other white meat!
Many of your buyers, though, want to utilize more responsible practices when it comes to producing their printed materials. Even small companies. So what should you do?
Develop your own green policies, procedures and philosophies, and be prepared to tell that story to existing or prospective customers. Do they ask for soy based ink but you have not been willing to procure it for them? Do YOUR OWN research, find a place to buy it, and build a pricing structure and subsequent value proposition around it. They expect to pay more for it – but give ‘em what they want.
Do you have a selection of recycled papers for them to choose from? If not, MAKE time in your day and find them, and at least be ready to order them if they are requested. I’m not suggesting you make a capital outlay and double the house stocks on your pressroom floor, but have it available. Make it easy for buyers to do business with you. Be able to say, “YES I can get that for you, instead of NO – I do not offer that.” Customers like to hear the word yes, and soon, you’ll be hearing it too, when they say yes to your bids.
Aside from materials like ink and paper, what other “green” practices to you use? Have a list of recycling programs, causes you support, hybrid vehicles your business uses, and any other environmental stories you can tell. You may even want to compose them all in a document that you can include in invoices, post of your website, or mail to your customers and prospects. If you are doing something different than your competitors, don’t be shy – TELL YOUR STORY!
Green – It’s the other white meat!
Thursday, October 1, 2009
Small Steps Get BIG Results
Sometimes I think that the hardest thing about trying something new is taking the first step. I’ve talked to a lot of prospects who tell me that they WANT to start making sales calls, or they know they NEED to, but it’s not something they’ve ever had to do before. But where to begin? I know some people will buy a list with hundreds or even thousands of companies on it, companies that they suspect might have a need for their services. And they might send a postcard or a brochure to some or all of the people on that list. And then, they sit back and wait for the orders to pour in. And when they don’t come pouring in (those orders) , they decide that they should try something else, and that business development just does not work. And they give up. Sound familiar?
Well let me tell you why that kind of reasoning is very faulty, and why a different approach COULD work. I submit that success in finding new clients lies in starting with a manageable list of suspects and working that plan. Here’s what I have been doing lately. When I come up with one of my brilliant plans for how to attract new customers, I start VERY small. The last two promotions I launched had 32 and 20 recipients respectively. I had a 20% response rate on my poker promotion. And I am in phase one of my madlib scheme, and I already have a 5% response rate with 3 weeks left to go.
This brings me to my next point about trying a new program. It is never enough to send out one postcard and say that you have a marketing plan. For a campaign to be really effective, you need a multi-touch, preferably cross media approach. I know that cross media sounds like a scary concept, but all I mean by that is that you use more than one method of reaching prospects. Phone, email, direct mail, newsletters, blogs – these are all different ways of touching a prospect, and combined can be a very strong recipe for success.
So here is what I suggest. Make a list of 20 clients that you haven’t heard from in 6 months. Send a letter one week, an email 3 days letter, and call 3 days after that. If you recover one customer from your efforts, it will have been more than worth the time, energy and stamps that you spend. So what do you say? If you need new customers, go and get em, just a few at a time. You can make the time and it will be worth it.
Well let me tell you why that kind of reasoning is very faulty, and why a different approach COULD work. I submit that success in finding new clients lies in starting with a manageable list of suspects and working that plan. Here’s what I have been doing lately. When I come up with one of my brilliant plans for how to attract new customers, I start VERY small. The last two promotions I launched had 32 and 20 recipients respectively. I had a 20% response rate on my poker promotion. And I am in phase one of my madlib scheme, and I already have a 5% response rate with 3 weeks left to go.
This brings me to my next point about trying a new program. It is never enough to send out one postcard and say that you have a marketing plan. For a campaign to be really effective, you need a multi-touch, preferably cross media approach. I know that cross media sounds like a scary concept, but all I mean by that is that you use more than one method of reaching prospects. Phone, email, direct mail, newsletters, blogs – these are all different ways of touching a prospect, and combined can be a very strong recipe for success.
So here is what I suggest. Make a list of 20 clients that you haven’t heard from in 6 months. Send a letter one week, an email 3 days letter, and call 3 days after that. If you recover one customer from your efforts, it will have been more than worth the time, energy and stamps that you spend. So what do you say? If you need new customers, go and get em, just a few at a time. You can make the time and it will be worth it.
Wednesday, September 30, 2009
Going Beyond YOU
When times are tough as they are now and have been for a while, it is easy to get mired in your own problems and how they affect you on a daily basis. However, finding a cause to support can be a great way to help you remember that while being concerned about your own problems is understandable, there is lot of suffering out there that you can help alleviate, if even in some small way.
I’ll give you a couple of examples, one personal and one business.
One day about a year ago while walking back to his office from lunch with co-workers, my husband was stopped on the street by an earnest college student trying to get people signed up for Children’s International. He pledged to send them $22 per month to sponsor a child in a third world country. I’m sure a lot of people, myself included, wonder if those street solicitations are for real. A month later, we found out that they are.
We got a picture of Brian, who just turned 11 and lives in Ecuador in abject poverty. A couple of months later, we got a letter from him, in his handwriting, with an English translation. I sent a gift of a coloring book that I got at Walgreens and received a very sweet thank you letter from him. For his birthday, we sent extra money and discovered that we had bought him a much needed pair of new leather shoes. While we dream of one day going to meet him, we feel pretty good about what our very small donation each month does for him and his family. The old clichés are true – doing good for someone else can really make your own problems seem smaller and make you feel good in general.
I know a small design and marketing company in the city that commits to supporting one charitable non profit per year, or sometimes for many years. They clearly state that their policy is that they support one charity at a time, which makes is easier to decline the many requests that they receive. Now the amount of support that they give is considerable – it is a true partnership and they assign a value to the services rendered so that everyone on both sides understands what is at stake. At one of the last printing companies I worked for, each salesperson was allotted an amount of money that they could “spend” on free or discounted work. They could spend it all on one project, or separate it into smaller increments. It also worked really well, because with an established policy about charitable work, it was easy to explain to people how it worked. And, people who had well established clients could offer the allotments ahead of time to encourage people to plan ahead. It helped strengthen and enhance relationships. And, bottom line, it did a lot of good.
So, if you are already doing something philanthropic, good for you! Keep it up. If not, you might want to consider it, either on a personal level or with your business. You’ll be glad you did.
I’ll give you a couple of examples, one personal and one business.
One day about a year ago while walking back to his office from lunch with co-workers, my husband was stopped on the street by an earnest college student trying to get people signed up for Children’s International. He pledged to send them $22 per month to sponsor a child in a third world country. I’m sure a lot of people, myself included, wonder if those street solicitations are for real. A month later, we found out that they are.
We got a picture of Brian, who just turned 11 and lives in Ecuador in abject poverty. A couple of months later, we got a letter from him, in his handwriting, with an English translation. I sent a gift of a coloring book that I got at Walgreens and received a very sweet thank you letter from him. For his birthday, we sent extra money and discovered that we had bought him a much needed pair of new leather shoes. While we dream of one day going to meet him, we feel pretty good about what our very small donation each month does for him and his family. The old clichés are true – doing good for someone else can really make your own problems seem smaller and make you feel good in general.
I know a small design and marketing company in the city that commits to supporting one charitable non profit per year, or sometimes for many years. They clearly state that their policy is that they support one charity at a time, which makes is easier to decline the many requests that they receive. Now the amount of support that they give is considerable – it is a true partnership and they assign a value to the services rendered so that everyone on both sides understands what is at stake. At one of the last printing companies I worked for, each salesperson was allotted an amount of money that they could “spend” on free or discounted work. They could spend it all on one project, or separate it into smaller increments. It also worked really well, because with an established policy about charitable work, it was easy to explain to people how it worked. And, people who had well established clients could offer the allotments ahead of time to encourage people to plan ahead. It helped strengthen and enhance relationships. And, bottom line, it did a lot of good.
So, if you are already doing something philanthropic, good for you! Keep it up. If not, you might want to consider it, either on a personal level or with your business. You’ll be glad you did.
Tuesday, September 29, 2009
A Different Way of Seeing
When something doesn’t work for me, I try to change it as quickly as I can. Which brings me to my territory. For a lot of my territory, I have to take 294 south to get there. And as many of you know, 294 is a gut wrenching nightmare of construction right now. To top it off, my GPS device does not have the 355 extension upgrade yet. So you know what that means. I had to use an (gasp!) ATLAS to take a look at my territory and find better ways to get around. So I went to Target, upgraded my 11 year old atlas and discovered taking 355 to 80, and my life has been better ever since.
But something even better happened. A couple of years ago there was a bridge collapse in Minnesota that has left me with a pretty crippling fear of big bridges. It takes a lot of trust in a lot of engineers and cement workers to cross a 1.3 mile bridge that spans the DesPlaines River Valley at a height of over 90 feet. The first few times I crossed it, I fought back tears and almost hyperventilated til I could see solid earth beneath my four tires again. Now, I cross that bridge many times each week, and I sometimes don’t even notice that I’ve crossed it til I’m over it.
So I guess you could say there’s a silver lining (or many) to the 294 construction project.
1. I challenged myself not to put up with things as they are when they did not work for me.
2. I overcame a deep seated fear
3. Eventually, 294 will reopen better and stronger than it was before
4. I ASSUME that this and other road projects are employing lots of people who might otherwise be out of work
The bridge is actually really beautiful and considered to be an engineering marvel (and also the 4th largest bridge in Illinois) God Bless Google (which taught me all these interesting tidbits)
What are some ways that you can look at current challenges you face and try to see them in a new light? If you think I’m sounding a little new-age-y right now – you’d be correct. I love me some books, articles and websites that focus on self improvement. They make me a happier person. No doubt about it!
But something even better happened. A couple of years ago there was a bridge collapse in Minnesota that has left me with a pretty crippling fear of big bridges. It takes a lot of trust in a lot of engineers and cement workers to cross a 1.3 mile bridge that spans the DesPlaines River Valley at a height of over 90 feet. The first few times I crossed it, I fought back tears and almost hyperventilated til I could see solid earth beneath my four tires again. Now, I cross that bridge many times each week, and I sometimes don’t even notice that I’ve crossed it til I’m over it.
So I guess you could say there’s a silver lining (or many) to the 294 construction project.
1. I challenged myself not to put up with things as they are when they did not work for me.
2. I overcame a deep seated fear
3. Eventually, 294 will reopen better and stronger than it was before
4. I ASSUME that this and other road projects are employing lots of people who might otherwise be out of work
The bridge is actually really beautiful and considered to be an engineering marvel (and also the 4th largest bridge in Illinois) God Bless Google (which taught me all these interesting tidbits)
What are some ways that you can look at current challenges you face and try to see them in a new light? If you think I’m sounding a little new-age-y right now – you’d be correct. I love me some books, articles and websites that focus on self improvement. They make me a happier person. No doubt about it!
Monday, September 28, 2009
ROI Hits Main Street
In the past few days I have noticed 2 consumer goods companies, (TIDE and a washing machine manufacturer) that have focused their TV ad campaigns on the concept of ROI for their customers. Tide has a released a new cold water product, and the claim is that you can save $10 in energy costs for each 100 oz bottle that you use. Essentially, they are positioning themselves in such a way that if you buy their product, you will save money elsewhere, so essentially their product will be free to you. They don’t come right out and say it, but it is certainly implied, and by the way, I think it’s BRILLIANT!
Same goes for the washing machine manufacturer. Buy their new energy star appliance line, and over the course of the lifetime of the product, you will save more than the original investment you made. I suppose companies have been talking about money savings for decades, but somehow these ads seem very different – very specific, and very focused on a consumer recovering the original amount of the investment they made. There is, too, an obvious reference to the environmental impact of these decisions, but I have a whole other blog post cooking on that topic – so we’ll wait to go further with this.
So how does this apply to you? You call know that ROI is a hot topic among marketers (your customers) and you know that everyone seeks to achieve higher sales and profits whenever they spend money on advertising and marketing. This has been the challenge for printers since the advent of digital media. Your customers think it is cheaper and more effective to email their customers or friend them on facebook than to mail them something. And I say, if you can’t beat ‘em, join ‘em. And that’s where concepts like personalized URLs and one to one marketing come into play. When you bring these ideas to your customers, no matter what business they are in and how small or large they are, you can talk to them about how YOUR ideas and services can help them increase their ROI. They may cost more, but the lift they see from campaigns using these concepts can be exponentially greater than a simple blast email. I can talk about this more specifically on an individual basis and help you come up with applications that apply to YOUR customers. Reach out!
Same goes for the washing machine manufacturer. Buy their new energy star appliance line, and over the course of the lifetime of the product, you will save more than the original investment you made. I suppose companies have been talking about money savings for decades, but somehow these ads seem very different – very specific, and very focused on a consumer recovering the original amount of the investment they made. There is, too, an obvious reference to the environmental impact of these decisions, but I have a whole other blog post cooking on that topic – so we’ll wait to go further with this.
So how does this apply to you? You call know that ROI is a hot topic among marketers (your customers) and you know that everyone seeks to achieve higher sales and profits whenever they spend money on advertising and marketing. This has been the challenge for printers since the advent of digital media. Your customers think it is cheaper and more effective to email their customers or friend them on facebook than to mail them something. And I say, if you can’t beat ‘em, join ‘em. And that’s where concepts like personalized URLs and one to one marketing come into play. When you bring these ideas to your customers, no matter what business they are in and how small or large they are, you can talk to them about how YOUR ideas and services can help them increase their ROI. They may cost more, but the lift they see from campaigns using these concepts can be exponentially greater than a simple blast email. I can talk about this more specifically on an individual basis and help you come up with applications that apply to YOUR customers. Reach out!
Sunday, September 27, 2009
On the Other Hand....
Thursday I talked all about brand loyalty (or lack thereof) and getting creative with re-branding some of your offerings. Today I am going to talk about when a person or company will pay a premium no matter what.
I love Aveda makeup and haircare products. I spend a lot of money on them. When I was out of work for 4 months before I took this job with Canon, I never stopped buying Aveda products. Here’s why:
About 10 years ago I was invited to a series of free seminars hosted by The Aveda Institute on a variety of topics – Skin care, make-up, the effects of aromatherapy. During each event, an industry expert, (and Aveda employee) gave very informative talks about the products and why they were worth the investment. They covered issues like the environment (all plant based – read GREEN), the fact that they are never tested on animals, and let’s face it, they make you look and feel good.
After each seminar I made a modest investment in whatever topic they were covering. A year later, there was nothing else in my bathroom but Aveda. But let me tell you what else I learned….
These products last FOREVER!!! I honestly believe that I buy makeup a third as often as people who buy the kind of makeup you can get at Walgreens. So the question really becomes this, “Does it really cost me more to use Aveda?” And I can honestly answer that, no I do not believe that it costs me more. I believe there is a perception in the marketplace that Aveda is a splurge, but examining it close up, I come out ahead. And I feel good too.
Oh – And I forgot the best part. They have a rewards program that gives you points for every dollar you spend. In the last 2.5 years, I have enjoyed 2 spa days at local Aveda salons compliments of Aveda. Free facials, massages and body scrubs – all for free, all because I am a fiercely loyal customer.
I would challenge you to find ways to make this concept apply to your business. How can you acquire more clients who are so dedicated to your services, so loyal to YOU that they would never conceive of using another vendor, regardless of your prices or anything else? Let’s talk about this some more. My brain is always available to you.
I love Aveda makeup and haircare products. I spend a lot of money on them. When I was out of work for 4 months before I took this job with Canon, I never stopped buying Aveda products. Here’s why:
About 10 years ago I was invited to a series of free seminars hosted by The Aveda Institute on a variety of topics – Skin care, make-up, the effects of aromatherapy. During each event, an industry expert, (and Aveda employee) gave very informative talks about the products and why they were worth the investment. They covered issues like the environment (all plant based – read GREEN), the fact that they are never tested on animals, and let’s face it, they make you look and feel good.
After each seminar I made a modest investment in whatever topic they were covering. A year later, there was nothing else in my bathroom but Aveda. But let me tell you what else I learned….
These products last FOREVER!!! I honestly believe that I buy makeup a third as often as people who buy the kind of makeup you can get at Walgreens. So the question really becomes this, “Does it really cost me more to use Aveda?” And I can honestly answer that, no I do not believe that it costs me more. I believe there is a perception in the marketplace that Aveda is a splurge, but examining it close up, I come out ahead. And I feel good too.
Oh – And I forgot the best part. They have a rewards program that gives you points for every dollar you spend. In the last 2.5 years, I have enjoyed 2 spa days at local Aveda salons compliments of Aveda. Free facials, massages and body scrubs – all for free, all because I am a fiercely loyal customer.
I would challenge you to find ways to make this concept apply to your business. How can you acquire more clients who are so dedicated to your services, so loyal to YOU that they would never conceive of using another vendor, regardless of your prices or anything else? Let’s talk about this some more. My brain is always available to you.
Friday, September 25, 2009
The Funniest Thing I've Seen All Year
There isn't really a lot I need to say about this YouTube video. Again, I think it speaks to creativity in an industry that serves the creative community (yep - that's YOU)
I love the fact that this print shop in Montreal used comedy and an alternate channel (the web) to help get its' message out there. One of the ways that they describe themselves on their website is Printing With Personality. Most definitely.
Check it out!
http://www.youtube.com/watch?v=VpAuDrs5ocg
I love printing. And I LOVE this video!
I love the fact that this print shop in Montreal used comedy and an alternate channel (the web) to help get its' message out there. One of the ways that they describe themselves on their website is Printing With Personality. Most definitely.
Check it out!
http://www.youtube.com/watch?v=VpAuDrs5ocg
I love printing. And I LOVE this video!
Thursday, September 24, 2009
Where Did Up & Up COME from?
I consider myself to be a reasonably loyal consumer when it comes to certain brands. Dish soap, shampoo, dog food – only the best brands for me and my beloved pets. Yet, others, maybe not so much. I also like bargains and have been known to clip coupons after I have read my Sunday Trib. However, I’ve never been a real consumer of store brands. I just seem to feel more comfortable with the stuff you see on TV; the PREMIUM brands. Which was why I was stunned to look around my house and see Up and Up everywhere. Up and Up aspirin, and fiber pills. Up and Up tissues, dryer sheets and contact lens solution. What happened?
For those of you who don’t know, up and up seems to be Target’s new store brand. But, instead of calling it Target brand, which they used to do, they RE-branded and launched Up and Up sometime in the last few months. And I fell for it hook, line, and sinker.(and WALLET!)
In these tough times, value wins out. And the Up and Up brand boasts prices that are 30% lower than premium brands. So for some things, I am willing to forgo my ego and save the dollars. I’m not saying I’m switching hair care products, but for lots of the day to day stuff, I say welcome Up and Up.
So what is my point? I guess it’s this. A little re-branding can go a long way. For some of you, that may entail creating packages for small business called, “Start Up Kits” that include business cards, envelopes, door hangers, and brochures. As I always say, get creative. Brand a few of the items that you sell every day, but in a new way, and you might just see new clients coming through your door. Or, you just might discover a new application for a service you’ve been offering for years. Want to discuss this further? I’m all ears!
For those of you who don’t know, up and up seems to be Target’s new store brand. But, instead of calling it Target brand, which they used to do, they RE-branded and launched Up and Up sometime in the last few months. And I fell for it hook, line, and sinker.(and WALLET!)
In these tough times, value wins out. And the Up and Up brand boasts prices that are 30% lower than premium brands. So for some things, I am willing to forgo my ego and save the dollars. I’m not saying I’m switching hair care products, but for lots of the day to day stuff, I say welcome Up and Up.
So what is my point? I guess it’s this. A little re-branding can go a long way. For some of you, that may entail creating packages for small business called, “Start Up Kits” that include business cards, envelopes, door hangers, and brochures. As I always say, get creative. Brand a few of the items that you sell every day, but in a new way, and you might just see new clients coming through your door. Or, you just might discover a new application for a service you’ve been offering for years. Want to discuss this further? I’m all ears!
Wednesday, September 23, 2009
Can It Really Hurt?
My husband and I were shopping for a new TV \two nights ago at Best Buy. We selected the TV after a little exploration, proceeded to the checkout, and paid. At the checkout counter there were flyers that read, “Become our FaceBook fan and get a 10% discount.” I said aloud, really to no one in particular, “I’ll be their fan for 10% off!” and the cashier told me that I could save my receipt, go home and get the coupon once I had become a fan, and bring it back in for a credit. So I did.
My husband I debated whether it made sense for our local Best Buy to have their own page, and what we could stand to gain from being fans…. Aside from the 10% off of the TV we just bought? Really, the possibilities are endless, and the point is that the social networking phenomenon illustrates how differently we seek and find information these days. In the past, I would rely on television, radio, a newspaper ad, direct mail piece, or word of mouth from friends to learn about new album releases, sales, or other newsworthy shopping opportunities. Today, all I have to do is log on to FaceBook, or follow a favorite retailer on Twitter to get deals and information that the general public may not find out about for hours, days or weeks - if ever.
Here is my point. Facebook, Twitter, blogging. All free. All you have to invest is your time and your creativity. And all you have to gain is new customers, or new work from existing customers because, it turns out, they don’t know you as well as you think they do.
So what do you say? Give it a try. If you don’t know where to start, I’ll help you get started. I use Facebook, Twitter, Constant Contact, and most recently, blogger.com for blogging. It won’t hurt. I promise!
My husband I debated whether it made sense for our local Best Buy to have their own page, and what we could stand to gain from being fans…. Aside from the 10% off of the TV we just bought? Really, the possibilities are endless, and the point is that the social networking phenomenon illustrates how differently we seek and find information these days. In the past, I would rely on television, radio, a newspaper ad, direct mail piece, or word of mouth from friends to learn about new album releases, sales, or other newsworthy shopping opportunities. Today, all I have to do is log on to FaceBook, or follow a favorite retailer on Twitter to get deals and information that the general public may not find out about for hours, days or weeks - if ever.
Here is my point. Facebook, Twitter, blogging. All free. All you have to invest is your time and your creativity. And all you have to gain is new customers, or new work from existing customers because, it turns out, they don’t know you as well as you think they do.
So what do you say? Give it a try. If you don’t know where to start, I’ll help you get started. I use Facebook, Twitter, Constant Contact, and most recently, blogger.com for blogging. It won’t hurt. I promise!
Tuesday, September 22, 2009
Should you send samples?
If you are the kind of owner or salesperson that makes outbound calls, you may often run into the following statement from a prospect. "Send me some samples and if I like what I see, maybe I'll give you a try." Sound familiar?
Listen to me.... This is a PUT OFF! How many times have you landed a new account based solely on the samples that you sent to someone you have never met before? How does sending samples help you understand his/her business, and help you solve his/her problems? The answer is probably very seldom if ever. And, without being there to tell the story of the project that resulted in the samples that you send, how will you know how those samples are perceived?
If you are proactive enough to be calling prospects to try to land some new business, first of all - good for you! and secondly, I would advise that you come up with a powerfil opening statement that will steer the conversation away from your equipment and your prices, and TOWARD how you can help them. Here's a great one that I got from Bill Farquaharson of Aspirefor.com...
"My job is to help you either reduce the cost of your documents or increase their value" Simple, compelling, and provacative. Now you just have to be able to deliver on that promise.
Stay tuned for more on sales and how you can change from a person who calls asking if you can bid on the next print job (and having them request samples that ultimately will get thrown out) to becoming a trusted advisor to your clients.
Listen to me.... This is a PUT OFF! How many times have you landed a new account based solely on the samples that you sent to someone you have never met before? How does sending samples help you understand his/her business, and help you solve his/her problems? The answer is probably very seldom if ever. And, without being there to tell the story of the project that resulted in the samples that you send, how will you know how those samples are perceived?
If you are proactive enough to be calling prospects to try to land some new business, first of all - good for you! and secondly, I would advise that you come up with a powerfil opening statement that will steer the conversation away from your equipment and your prices, and TOWARD how you can help them. Here's a great one that I got from Bill Farquaharson of Aspirefor.com...
"My job is to help you either reduce the cost of your documents or increase their value" Simple, compelling, and provacative. Now you just have to be able to deliver on that promise.
Stay tuned for more on sales and how you can change from a person who calls asking if you can bid on the next print job (and having them request samples that ultimately will get thrown out) to becoming a trusted advisor to your clients.
Friday, September 18, 2009
Inspired by...
So between seeing Julie and Julia and finally getting to meet one of my mentors, Bill Farquharson of Aspirefor.com, (who asked me, "why are you not blogging?" ) I guess it was inevitable. My intention here is to inspire my readers, who are hopefully clients, prospects, and others who want to become more successful in the world of digital print. I'm not going to commit to posting with any kind of regularity, but what I WILL do is write when I am moved by someone or something that I think will help you or your company be more successful. I will share success stories, items that I come across in my daily travels talking to print providers about their challenges and wins, and whatever else hits me. Thanks for reading. Here's to Success.In.Print!
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