Years ago, a print company in Vancouver bought one of the first black-and-white digital print pieces of equipment. It was a big deal. The equipment manufacturer made a lot of noise about the purchase. There was an open house, complete with balloons and confetti and wine and cheese, and all new marketing materials were sent out to announce the availability of this new technology.
As a marketing professional you’re always looking for ways to retain and up-sell the customers you have, find prospective new customers, and break into promising new markets. But here’s the problem: You need to know the lay of the land—who’s buying and selling what, where, and why—to construct a marketing program that really kills it!
"Who buys your digital/inkjet print?" If there was one question that we would eliminate from your sales portfolio of opening lines, it would be this one. Why? Let's follow the scenario through and see where it leads us…
You: "Who buys your digital/inkjet print?"
Customer: "That would be me."
You: "I sell print. I sell digital and inkjet print, too. Do you have anything that I can quote on for you?"
Customer: "Sure. Give me a price for 5000 of these."
You’ve heard us say this before. NINETY percent of salespeople do not have a regular prospecting process that they follow with any kind of regularity. So, odds are, if you are reading this, you fall into that ninety percent. You are reading this blog and that’s a good start.
Whether you have just finished training and are getting started in your sales career or you’ve been selling for decades, finding new business can be daunting. So, we’re gonna try to make this as easy on you as possible. Before you do anything else, you must know who you are going to call on. We’ll lay this out for you in, say, 12 easy steps.
In its simplest terms, vertical marketing means tailoring an organization’s sales, products, and marketing efforts to a specific industry. This specialization allows you to focus your marketing efforts and production resources so that they can have the greatest impact. Targeting vertical markets is an important strategy for driving sales and efficiently using resources. In fact, as highlighted in the Keypoint Intelligence - InfoTrends’ study, Winning in an Evolving Print Market, 63% of Print Service Providers (PSPs) demonstrating high growth have a vertical market focus.
Click-click-click… that’s the sound of the increasing amount of e-commerce activity in the printing industry (especially during the holidays). Today’s consumers love having the ability to customize, and even personalize, printed products online whenever and wherever they choose. Thanks to the proliferation of digital printing technologies, the number of products within consumers’ reach is simply remarkable. Everything from personalized clothing to home décor and photo products can be customized and ordered online. In industry lingo, this is a trend toward mass customization.
Are your sales and marketing teams working with synergy, or in silos? The most successful organizations I’ve worked with all recognize one simple truth: sales and marketing share the same general goals and are better off working together.
Today’s enterprise priorities are strongly propelled by improving customer experience (CX). According to recent research from InfoTrends, about 80% of enterprises have a CX strategy in place, but only 67% say they have the right technology to properly execute on it. CX involves of all parts of a business, from sales and marketing to operations and customer service. Businesses are challenged with taking a cohesive approach that unites individual engagements across the entire customer journey.
It’s hard to believe, but another year will soon be coming to an end. As 2018 draws to a close, you’re likely doing one of two things—focusing on meeting/exceeding your sales goals for the year or reflecting on why your goal has proven to be unreachable. For many firms, it isn’t the revenue growth goal that is unrealistic but that the process used to achieve the goal fails to deliver the desired results. We’re about to enter another new year, so this is the perfect time to rethink your strategy!