Chapter One - Three Goals: Achieve Them and Win
Business success derives from the ability to say what you do in the
marketplace and then do what you say in the shop.
Competent sales activity can be divided into 2 categories:
o Event purchases such as buying cars, dinning room
furniture, refrigerators, and other durable goods depend
upon the successful conclusion of infrequent sales
o Because they are not frequently bought. Maybe once every
o Sales success depends on the salesperson closing deal right
o They dont rely on business relationships between individuals.
o They rely on critical things like brand names, location, and
o The first transaction between a print buyer and a sales
representative should be only the beginning of a relationship.
o Because there are far more potential exists in the future than
in the present.
o Note: if the competition makes a mistake on a customers
job, it may be to your advantage.
o Losing the battle is never fun, but winning the war is the real
o Printers must win repeat business or face dire consequences
in the future.
o Print buyers are attracted by sales and promotional activities
that emphasize reliability and value over the long haul.
o Goal 1: Win Top-Of-Mind Position
o This means that if a key influencer needs what you provide,
and your name immediately comes to mind, then you have
won Top-Of-Mind market positioning.
o Useful communication regularly delivered to key business
people at carefully targeted companies is essential to win top-
o Deploying a variety of marketing vehicles in conjunction with
on-the-money sales efforts will keep your name on the tips of
the tongues of important people in your marketplace.
o Out of sight, out of mind is NOT good and can only be
combated through regular contact. o Because many printers compete in job-shop environment, its
difficult to forecast exactly when customers will have business
o The world has always been bombarded with marketing
advertisements and unless you market your companys
services effectively, you and your company will be quickly
o Fallen angel one that was once a market leader and now
has fallen to a wannabe or has-been.
Goal 2: Move the Battlefield Away From Price
o Competing against other companies without moving the
battlefield away from price means your printing services have
achieved nothing more than commodity status.
o In commodity product industries, tactics such as regular price
specials, loss leader pricing, dumping, gimmick marketing,
tie-ins, and discounting are the weapons of choice.
o The business is founded on relationships and trust. If a print
buyer trusts you enough to rest easily after giving you an
important job, then youre succeeding.
o Over the long run, price is rarely the true motivator driving
o Even though most print buyers pay a lot of lip service to low
prices, their security depends on reliability, quality, and
expertise not price.
o If you move the sale away from price, earn a better margin,
and develop more customer loyalty, then you can position
your company as the safe choice.
Goal 3: Create Irresistible Customer Relationships
o You do not want your customers to buy out of habit but to
buy out of loyalty.
o A thriving service oriented business should have many
customers saying things like:
o Theyre the best printer we have
o They bail me out of though jams
o Theyve never let me down
o When you win top-of-mind positioning, move the battlefield
away from price, and become irresistible to your customers,
o Keep these goals in mind as you develop your sales and
o Remember: in the graphic arts industry, success isnt an
event; its a relationship. Chapter Two: Is There Any Loyalty Out There? Information is more than half the battle.
Your customers may be less loyal than you would like but, at least you
can take steps to shore up your profitable accounts before a competitor
identifies them as low-hanging fruit.
Since it is cost effective to increase business with existing accounts, focus
Increase your share of customers (SOC) by offering spectacular
Ask what you can do better and, as long as the requests are remotely
reasonable, comply with them.
For example: If a top customer want your pre-flighting process to
be smoother, listen to them and act.
Its better to make improvements while theyre customers instead o
Improvements is a multifaceted and never-ending process.
o As your plant improves its services and quality, improve your
o Shower your customers with useful information.
o Be a Teacher!
o Catch your competitors napping: While the try to pry your
Ideas and questions
8 guiding principles
o overcoming adversities
awkward to present
o be optimistic
successful people are usually optimistic
o accepting change