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Beginning The Search

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The owner of your company has decided to install a digital press. You really know very little about “digital.” And like many commercial print sales people, you have always thought of digital as ...

The owner of your company has decided to install a digital press. You really know very little about “digital.” And like many commercial print sales people, you have always thought of digital as “copying.” Then you receive your latest sales quota and realize you’d better learn…and fast. How are you going to go about finding customers who want and need digital printing?

Take a deep breath. This presentation will guide you in starting your search for digital print customers.
Brought to you by Mohawk MakeReady, this presentation can be used by your printing business for internal training initiatives.

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  • The owner of your company has decided to install a digital press. You really know very little about “digital.” And like many commercial print sales people, you have always thought of digital as “copying.” Then you receive your latest sales quota and realize you’d better learn…and fast. How are you going to go about finding customers who want and need digital printing? Take a deep breath. This presentation will guide you in starting your search for digital print customers. Brought to you by Mohawk MakeReady, this presentation can be used by your printing business for internal training initiatives.
  • Finding digital customers takes a carefully planned approach. But first things first. Learn as much as you can about digital printing. Your equipment, your competitors’ equipment. See the Digital Basics topic at www.mohawkmakeready.com for more information. Now you’re ready to tackle some strategies for finding digital opportunities. There are six basic strategies…the first starts with your own customers.
  • We all know it is easier to generate new business from existing clients than to find new ones. Why? Because typically you have deeper and more meaningful relationships with your existing customers. And relationships are the key to business growth opportunities. Sales studies show that the number of contact or touches needed with prospective customer to close a digital sale can be up to 12. If you are calling on a customer, you already have a relationship—so that number can be cut in half, making the sales cycle that much shorter. One of the biggest mistakes sales people make is they simply assume their customer knows or understands everything they do. Some existing customers may not be familiar with the benefits of digital. Take on the responsibility of educating them, and they will become loyal followers. To start: consider your top three existing clients. What do they have in common? The answer to that question will get you going.
  • There is such a stigma about salespeople. Some are gushing, insincere, and shallow people who remember you until they walk out the door. Then, they are gushing, insincere and shallow to the next person who walks in. Sleazy!  No wonder customers avoid the ones who act like this. But without sales—we are without business! We need to sell our goods and services. We need to find out what our customer needs and make sure we have the knowledge and expertise in the necessary areas to fulfill those needs. Can we do this without gushing, being insincere or shallow? Of course we can. With good people developing the right skills, it is easy. We can be professional and knowledgeable about our business. We can sincerely desire to match the needs of the customer with the right choice. We can consider each individual customer a friend after they leave. Do you have good selling skills? Are you comfortable and flexible with those skills? Can you adapt your selling style to the personality of the customer? Your customers expect this from a good resource. They want professionalism, knowledge, sincere concern and maybe even long-term friendship. Give it to them. 
  • To gain an edge on the competition, we suggest you look for a vertical market. Become an expert in it and develop strategies to serve that given market. Obviously to excel in a given vertical, you must you must first determine what your focus should be.  As you consider all the verticals, MakeReady suggests some basic fundamentals to consider. Size and profitability are both important factors. A vertical must be sizeable enough so there are enough potential clients to make your business work and margins large enough to generate adequate returns. Evaluate the competitive nature of the market as well as your realistic ability to sell into that vertical.  Last, make sure it is a vertical that you either know already or are prepared to engross yourself in. You will be spending a lot of time with these businesses, make sure you enjoy it. (Hobbies are a great place to start.) A hint that works for many—look at your existing customer base, our best choice vertical focus may be in your existing base.
  • Next, it is imperative that you get a great (and we mean great!) understanding of the needs of the vertical market. You need to know everything about the chosen segment. Spend time with the industry players, businesses and decision makers. Conduct focus groups and spend time in the field. You’ll want to understand not only the needs of the vertical, but also the overall business needs and pain-points. You can only be a consultant in a vertical if you can walk the walk and talk the talk. Attain a full and total comprehension of the profit models and metrics that make your segment work; understand the top tier organizations and the new technologies; and, finally, engage the segment trade associations and networking groups. As Yoda would say, “become one with your potential customers.” We have selected 6 high-value vertical markets to help get you started. Visit www.mohawkmakeready.com and go to the Vertical Market topic for the tactical powerpoint presentations. Now that you have a thorough understanding of the segment’s needs, it is time to work on the solutions that fit the segment.
  • Let’s say you’ve selected Higher Education as a key vertical. Most colleges and universities have a department which handle fund raising. They’re looking for ways to raise money, thank their donors and build loyalty for their school. It may be called The Annual Fund, or a Capital Campaign for The President’s Fund. All of these are opportunities to use your digital press to provide a solution to a common pain point for this vertical—specifically, a VDP campaign.
  • Expand your offerings. Finding digital printing business for pressure sensitive labels, synthetics, embedded or magnetic products is not difficult. These high value, high margin products are everywhere. Once you start looking for them, you will be amazed where you find them. Learn more about the new Mohawk Bravo Digital Substrate line at www.mohawkpaper/bravo
  • Territory can mean much more than a geographic description. As a salesperson, your territory can be self imposed. You probably drive past hundreds of companies a day that you have never thought of as potential customers. Be alert, take note of all the companies you have never stopped in at. Open your eyes, get involved with your local Chamber of Commerce, trade organizations. Potential customers are everywhere.
  • Home and office mailboxes are filled with great prospects. Recently, we received a piece in the mail at Mohawk. It was a direct mail piece for a company selling their services to us. It was a variable piece, 4 color, well designed, well written – except for one thing – a typographic error in the two word headline. Three people in the company received this variable mailing, all three incorrect. This is a huge opportunity. Could your company do a better job? Do you have the systems in place to make sure this would not happen at your shop?
  • One of the most important sales tools are well written letters. Write some basic company “boiler-plate” copy and then customize the balance of the letter for the specific sales opportunity.
  • You are the key to be able to find digital customers and sell digital printing effectively. If you follow the steps and are persistent, you will become a successful digital sales person.
  • Digital printing is changing…and fast. That’s why we created Mohawk MakeReady. A go-to place for guidance, insights and tools to keep you prepared for what’s next. There’s a reason we named this service MakeReady … a little irony, too. Taking a familiar industry term in a new direction, Mohawk MakeReady offers ways for you to make more efficient use of your time, material, people and entrepreneurial energy. To grow your digital printing business, you need to be prepared — with actionable information and tools — so your team can implement best business practices, craft effective sales strategies, and create opportunities to use and promote new high-value products. That’s what you’ll find here: an ever-expanding site , rich with content built on the experiences of digital printers like you. As a leading manufacturer of digital substrates, Mohawk brings you practical wisdom gained from our experience in sales, marketing, production, and operations. With how-to articles on marketing your business, videos on topics like precision sheeting, and PowerPoint presentations showcasing how to identify sales opportunities. All strategies you can put to work today. Talk to us. Let us know what’s on your mind. Mohawk MakeReady. Dedicated to making you ready for the exciting future ahead.

Beginning The Search Presentation Transcript

  • 1. Finding digital print customers September 2011
  • 2. 6-Step Strategy for Finding Digital Opportunities
    • Review existing customer base
    • Develop vertical segmentation
        • Markets you have/do not have experience in
    • Expand your territory
    • Review your mail, home and office
    • Craft an effective personalized sales letter and voicemail
    • Talk about what you do for living
  • 3. Existing Customers – You’re Halfway There
    • Stay in contact, even when you’re not trying to sell something
    • Get to the right person, have multiple contacts per customer
    • Show your appreciation
    • Educate them on the benefits of digital
  • 4. “ Slick” sales people are OUT! We’ve all seen those movies where the slick, fast-talking salesman is trying to push a product or service that nobody wants. You don’t want to be like them. You might even go out of your way not to be “sales-y” just to avoid any affiliation with (snake oil) and used car sales people.
  • 5. Vertical Segmentation Which vertical markets do you already know?
  • 6. Vertical Segmentation How do you gain experience with a unknown vertical?
  • 7. Higher Education: Strong digital campaign opportunities Variable Data: Great data, receptive to a consultative sale
  • 8. Labels, window cling, posters: High value products
  • 9. Expand your territory Whether geographically or not… In order to find new opportunities in digital printing, expanding your “territory” is an effective way to identify potential new customers.
  • 10. The mailbox reveals the good, bad and the ugly digital opportunities. Keep anything with your name on it Save everything with some type of personalization on it. See if the data is used effectively. Is your name spelled correctly? Does the piece have a “call to action”? Would you buy or use the product or service they are offering?
  • 11. Write a great introductory letter. Taking the time to write a compelling letter is a great start to winning a customers attention. This is a great way to establish a more personal connection with your potential client. Hand-written thank you cards go a long way, too!
  • 12. Steps to Success = You
    • Review existing customer base
    • Develop vertical segmentation
        • Markets you have/do not have experience in
    • Expand your territory
    • Review your mail, home and office
    • Craft an effective personalized sales letter and voicemail
    • Talk about what you do for living
  • 13. Mohawk MakeReady provides practical tools and actionable information for digital printers like you. We can help… Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.