Taking stock of your fulfillment company is an important part of achieving and maintaining success. You rely on your fulfillment company to fill orders, and to do so with a high degree of speed and accuracy. Even if things seem to be going well, it’s always a good idea to take some time to assess… Read More »
Selling marketing services may seem like one of those “pie in the sky” endeavors at times. There is more of an emotional component to selling services (versus products), because the intangible is involved. And the results desired (after your awesome services have been utilized) may mean different things to different people. You aren’t selling an… Read More »
The term “Solution Selling” has been around for a while. Frank Watts laid claim to the term as early as 1975 at Wang Laboratories and started a series of “Solutions Selling” workshops in the early 1980s. One of his major clients for the workshops was Xerox. Subsequently, various spin-offs have emerged, each with its own… Read More »
I just returned from the PODi 2011 AppForum in Las Vegas. It was a great event and my colleagues and I had an opportunity to meet with many of our customers in addition to many Print Service Providers (PSP’s) trying to find the “silver bullet” for new revenue growth. During my flight home I was thinking… Read More »
According to an October 2010 InfoTrends in-depth study entitled Capturing the Cross Media Direct Marketing Opportunity, the study reported a shift toward not only using more electronic and online marketing, but also more channels. The survey results indicated that marketers are using an average of 2.7 media channels per campaign. Another revealing data point was that 53.1% of marketers are using 3-5 marketing touches per campaign! This data clearly illustrates how quickly marketers are evolving their tactics to leverage the improved results of more personal and relevant communication across multiple touches. Study data indicates that 55% of marketers today don’t have a “formal” tracking and measurement program in place. The number one reason is it is difficult to accomplish and they lack the resources to get it done.
Many companies acquiring new solutions fail to develop a comprehensive plan before going to market. They go right from training on the solution into the field with exactly the same approach that they used for their traditional offerings. This is a doomed approach. With that in mind let’s discuss the new skills for new services that are required for success with a new solution.
We are currently experiencing a dynamic shift in the print industry which is creating a number of implications for all service providers. Cross Media and Web-to-Publish services will impact traditional printing and Web-to-Print. Businesses will form partnerships or acquire the new skill sets to participate in data analytics and behavior modeling. No service provider will be successful if they can’t quantify and communicate their value proposition and provide the ability to measure their effectiveness for their customer.
As our industry continues to evolve as a result of internal and external factors one message is clear – Evolve or Die! A service provider cannot afford to remain static and continue to offer the same services if they expect to grow their revenues in a world where customer needs are changing at a very rapid pace.
If you haven’t already checked out Twitter and created a profile, what are you waiting for? Twitter is an excellent micro-blogging platform for you to spread the word about company news, special events, discounts and more. Want to connect with prospects? Want to display your expertise? In 140 characters or less you can “tweet” tips,… Read More »
Many of us are still really commercial printers that are selling more services such as design, digital, mailing, and fulfillment, and aren’t ready to be Marketing Service Providers or Cross-Media Publishers. What do our sales reps do now?