New to the industry...Looking for advice

[UniversalPrinting]

Hi Everyone,

Just joined this forum in order to learn more about the industry.

Basically I am looking to make the transition to working with my father's printing business within the next year or so (currently a software salesperson) in New York and wanted to seek any advice some of you experienced professionals could give as I try to start developing a marketing plan to take the business to the next level.

What type of marketing may be recommended, is cold calling a typical industry selling tool, a quick one liner about what I should avoid, anything of the sort.

I currently sell software to service industries like lawn and pest control, two industries who have very active forum communities so I am hoping to receive the same benefits here.

Thank you in advance for any advice you can give.

Frank Caracciolo

 

[Bretman]

Going print'in

Going print'in

Hey Frank,
Welcome to the wonderful world of printing.
Your questions are kinda generic. There are too many varieties of printing business's to give you any kinda accurate answer. More details, if you actually want something you can use; would be helpful.

What kind of print business does your Dad have?
What type of printing do you do, equipment, product, size, sales, how long has it been around, etc.
Kinda would help in determining what next level you're looking at.

Cold calling is highly overrated in my opinion. Unless your inta that kind of rejection. i've always liked the sharply printed mailer maybe Variable print personallized, with a new customer intro offer that's appeal'in, followed up with an intro "stop by" a smile, and a card. Not to mention if they want a quote.

Don't get offended now... But first thing I recommend is you get in there, get your hands dirty, and learn how to print !! I belive a good salesman "knows" his product and belive me... your "crew" will much appreciate if you know what they're make'in when you sell it. Ya know??

If your Dad is sensible he's gonna make you a rookie helper maybe even a press op. before he cut's you loose sell'in anyway.
So I'm kinda think'in before we can get your first questions answered, your gonna be asking how to balance your conductivity under "hard water" conditions or maybe how to get Magenta out of your "best dress" jeans.
Naw only kidd'in... Don't wear your best dress jeans on "press day".

Have a good one and someone will be around here to help when we can.

Best of luck,

Bretman

 

[UniversalPrinting]

Bretman-
Thanks for the info.

As far as more information, I can certainly get some details but here is what I know offhand.

The company has been around about 35 years. My father bought out the owner about 8 years ago. They have about 5-6 presses mostly 2 color, and one new 4 color.

Since my family took ownership the company has made great strides but needs to take the next step and establish itself a true sales approach to gain new business. Thats where I come in. I am a regional sales manager for a software company but want to make the leap in the next year or two.

I am not offended whatsoever, I completely agree with learning the business from the bottom up or inside out, however you choose to put it. I do have experience in running presses as I have worked there for extra money since I was a teenager for extra money in the summers and weekends, aside from being around it my whole life really. But I have a lot more to learn and as a salesperson now, understand the importance of knowing about the products/services you are selling.

Thanks alot of the insight. Look forward to speaking again.

 

[otherthoughts]

For what it's worth?

For what it's worth?

Frank,

Opinions from my interaction's with salesmen from the production/customer perspective.

Negative
Many salesmen would ask me what we were looking for. After I answered them, they would say "That's exactly what we do!". Then the salesmen would ask me what we dislike about our current service provider. After I answered them, they would say "We never do that!". In the end they were no different from any other provider.

Good Ole Boy salesmen/yes-men that didn't have enough knowledge to comprehend my concerns or act on them.

Salesmen that would continue the same sales pitch effort immediately following my sharing some concerns/questions with them, brushing aside my concerns seemingly as if I had been talking to myself, either that or insinuating that my concerns were less than trivial and would be (magically?) handled by his far superior product.

I once measured some sample press sheets an Ink Salesman had brought in to impress me with. I measured "Ink efficiency, Ink Trapping and Hue Error" right in front of him with my densitometer. I showed him where his inks were better than the ones I was currently running and where his inks came up short. On the whole, his inks were inferior to the ones I was currently running. The Ink salesman's reply to me regarding the densitometer/"Thing", "You can't trust that Thing".

Positive
Salesmen that made my life easier by listening carefully and analyzing my concerns and then educating me respectfully to some aspects that I was ignorant of.

Salesmen that stay on top of and follow up on any issues raised.

Salesmen that stop in once-in-a-while(adapt stopping-in to include all today's methods) just to see how things are going and let you know he's pulling for you. When a salesman stops by like this, it conveys the sentiment that he views you more along the lines of friend than a $ sign.

​

Opinions about our own sales-staff's efforts while employed for a large print supplier as a customer training specialist.

Negative
Answering questions that you do not know the answer to! Making up BS serves only your own ego, not the company or the client.

Promising things to a customer that you do not control. Promising things that reside outside your own control serves only your own ego, not the company or the client.

Positive
Keep firmly in mind that you are the bridge between the customer and your own production staff. Stay in close contact with each, they will help guide you if you let them.

If you don't understand something originating from either end of the bridge, have the humility to ask for clarification and schooling if needed. Both sides will see it as your outstretched hand in friendship, not a shortcoming. Even if it seems to be an ignorant question, those who helped you will see you in a better light than if you repeatedly make the same mistakes again and again resulting from not asking.

Learn as much as you can from all sources available so that you can return the favors and lend your own hand.

​

The last bits of advice more related to marketing?

Determine where your organization is most outstanding and focus your marketing efforts in that arena.

Make communication skills a priority, whether it be the IT arena or elsewhere.

If you implement a FTP and Web-site, create the best FAQ pages you can possibly compile by asking for the input of your entire production staff. Consider creating a Forum for your own Registered Customers only and your Non-Belligerent production staff to hash things out on.
​

Thanks for asking
Otherthoughts

 

[Bretman]

You can do it young Jedi

You can do it young Jedi

Hey Frank,

How's it going? From your response I see that you have some solid background in your Dad's shop. Thats good. I think you will do well if you follow your gut and some of the things that otherthoughts mentioned. Focus on the product that your company does well, push that product and work with your crew to provide the best possible service to your customers. Your Father and you may want to look to stay up with technology such as digital, Variable data, mailing etc. I say review it carefully, look at how you would impliment and then test, refine and improve before jumping into huge sales that you may not be ready for.

I'm still a bit curious as to what your Dad's company provides now?

Bretman

 

[Ritter]

Don't make the typical mistakes that almost every salesperson in printing I have met thus far makes: LEARN, READ, ASK QUESTIONS, UNDERSTAND, TAKE INTEREST, LISTEN! Don't terminate connection and get apathetic once you've bagged the sale.

Almost every salesperson I have met so far terminates and just kind of drops out of the picture once the sale is bagged. These are your projects and you have sold them. Follow the job through the production process and make sure that it meets your customers expectations. Yeah you may have a CSR/Job Planner/Project Manager that is your connection at the manufacturing end but 99.9999% of the time they don't know your customer or their expectations.

Learn about things like how folding/binding works, how prepress works, coating, die-cutting, custom envelopes. Be the bridge! And the best way to do this... on those Friday afternoons or Monday mornings when you don't have anything to do skip the suit and go back and offer to get your hands dirty. Load paper on a press, catch on folder, feed a pocket on a binder, run a cutter.

I can't tell you how positive it is just to hear a salesperson ask!!!!

 

[UniversalPrinting]

Bretman-

Things are going alright. Again, this is a slow transition I will make over the next year or so as I try to help organize and improve the business from afar for now. Once the economy allows revenue to pick up somewhat and he and I can BOTH afford my position, I will move over. I am spending my time now putting together a website for the business. Nothing too fancy but a web presence I think is necessary this day in age.

Once it is up I will let you know the site and you can learn a little more about the company.

Ritter & Otherthoughts-

I appreciate the feedback. My first plan once I start there is to spend a few weeks if not more focusing my time more on the production floor and learning the processes, products and workflow than on the road or phones. I understand the need to have not only know what you are selling and be able to identify what the customers expectations are but also to manage a sale from start to finish. Ritters point that you need to see it all the way through is a great one that I try to impress on my current sales staff. As a salesperson I need to be able to stand behind the finished product not just the quote.

Thanks guys. Speak to you soon.

 

[grm0007]

Nowadays many of the people are doing online jobs...
People need to stay home and raise a family is a key reason this choice is regularly made. Also, people starting up in their own businesses often choose to work from home because it provides a cheaper option.
You can also try home based business...

Gentlerainmarketing - Marketing ideas,Marketing strategies,lead generation,new clients

 

[Jose Gonzales]

You're experienced in selling software! See what kind of software solutions are out there to help you generate more business. IMHO a decent web2print solution could help with this.