Sales

Here's Why You're Not Selling More Inkjet Printing

Submitted by Bill Farquhars… on October 24, 2019

This is the 12th of 12 blogs written for Canon on the subject of selling inkjet printing. In addition, we wrote for White Papers. Let’s bring this plane in for a landing.

The very first line in the very first White Paper asked a question: Why aren't you selling more inkjet printing?

The answer, and the Paper itself, is based on fundamentals. We told you success in print of all kinds comes down to four factors:

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Mowing Lawns and Selling Inkjet Printing

Submitted by Bill Farquhars… on October 17, 2019

"Son, I'd like you to mow the lawn today."

Uttering those words to a groggy teenage boy who was just waking up, you climb into your car and drive to the office. Arriving home that night, you are disappointed to see amber waves of grain flowing back and forth in the wind, a sure sign that your instructions were not carried out. Seeking out your child, you are barraged with a long list of excuses, followed by a promise: "I'll get to it tomorrow, Dad."

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The Inkjet Print Sales Cycle

Submitted by Bill Farquhars… on October 10, 2019

It's springtime, finally.

All winter long you have waited for the opportunity to plant your garden and your first thought this morning was, "Today's the day!" So, you drag a shovel in a straight line across the soil, carefully drop in seeds, replace the dirt, add some water, and voilà, you are done. Replacing the shovel in the garage, you return to the garden to look at your work. Nothing has happened and you frown. You were hoping for more.

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The Essential Roles in Modern Digital Marketing

Submitted by Christopher Hosford on September 10, 2019

Digital marketing has dramatically changed the kinds of jobs necessary for a modern marketing operations team. It takes the right people to develop the strategy and processes to successfully promote your digital printing business, win new customers, and keep the ones you have. Whether your company experiences digital marketing success or failure will be determined by having the right people on your side.

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Vertical Markets and Red Cars

Submitted by Bill Farquhars… on August 28, 2019

Imagine driving down the road and someone in the back seat says, “Wow, there sure are a lot of red cars on this highway.” For the rest of the day, you’d probably pay special attention to every red car you see, as if they didn’t exist before it was mentioned.

The same can be said, nay, needs to be said about verticals.

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Your Best Vertical Market Is...

Submitted by Bill Farquhars… on August 20, 2019

Bill has three daughters, Kate, Emma, and Madeline. 

When Kate graduated from high school, she stepped into college in Boston. That expensive mistake was also Bill’s first experience with the college admissions process. Kate’s criteria for a school was fairly simple: Is the school far away from her parents? Her college of choice welcomed Kate with open arms, the check cleared, and her college career was off and running.

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How NOT to Sell to a Vertical Market

Submitted by Bill Farquhars… on August 05, 2019

The term, “Vertical Market” is used to define categories of prospects, such as banks, hospitals, colleges, restaurants, construction, and so on. The thinking is, if you can learn to sell to one, you can merrily crusade to another and find a similar situation, offer a similar solution, and make a second sale. Then another. And another.

That’s how it works on paper, anyway.

But there’s a right way and a wrong way to sell to verticals. Here it is in short:

“It’s not about what they buy. It’s about why they buy it.”

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Boxes to Benefits

Submitted by kkimerer on May 31, 2019

There has been much discussion about the “If you build it, they will come” philosophy, which was made famous by the 1989 movie Field of Dreams. Although this is not a sound approach to achieving solid business growth, the best practices of our industry’s leaders suggest that there may be a grain of truth to this message.

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LinkedIn Sales Navigator: A Powerful Way to ID Customer Prospects

Submitted by Christopher Hosford on May 16, 2019

As an inkjet printing company, your search for new customers needs to be pretty specific. Your prospects should be using printed materials, of course, or at least considering it. And there are probably many other qualifiers you’re using to identify hot leads.

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Aligning Sales and Production for Greater Growth

Submitted by kkimerer on May 03, 2019

Smart print service providers (PSPs) align their products and services to the needs of the markets that they serve. Investing in a new technology like production inkjet often results in improved productivity and reduced operating costs, enabling PSPs to better serve their clients. Even more importantly, each new generation of technological investments will likely bring increased innovation and a wealth of new capabilities that can create market differentiation.

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