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Digital Directory
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AUGUST 2014

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INK: Don't Sell It Alone
Add Dollars to the Sale with Add-Ons
The life blood of the printing industry is PRINTING INK. Yet, inks are often considered a minor cost factor, about 10% or less of the total cost of a job. In the grand scheme of things, ink is the crucial product that brings a profit for every print job. The ink business is a sizable and growing market with direct and indirect opportunities for graphic arts dealers. You may not know this, but it is reported by IBIS World in a market research report that ink is a 6 billion dollar market with an annual growth through 2014 of 6.9%. (more)

FINISH UP -
by Tim Greene

Print finishing is an important part of wide format digital print production, it is what makes any banner, floor graphic, or store display more useful. This is something you (as an industry distributor) ought to be telling your printing customers. AND, you need to know that among print shops wide format print finishing is often overlooked as part of the revenue stream because it is just part of completing jobs. You could increase sales by telling them that things like tensioning solutions, the poles and scaffolding that hold up wide format signage to display them optimally, are part of wide format print finishing. (more)


If Your Service Department Fails, SO WILL YOUR SALES! -
by Bob Licari, DevLex International

Think about your own every day experiences. It's happened, no doubt at least a few times! You go to your auto dealership's service department with a problem. The salesperson was professional and knowledgeable, which is why you made the decision to purchase their goods or services in the first place. They have been consistent in keeping in touch with you on birthdays and holidays; in general you have been a happy customer. Until one day you require service. (more)

Take a Persistence Inventory -
by Linda Bishop, Thought Transformation

The book, "Think and Grow Rich" by Napoleon Hill has sold more than 50 million copies since it came out in print. It's a great read with a lot of practical advice on how to mix up your own magical formula for success. I'm a sales professional, and I'm well aware that my paycheck is directly linked to my willingness and ability to persist. Hill's "Persistence Inventory" is a useful way to take stock of what I'm doing, and what I need to do better. Or as Hill puts it, "These are the weaknesses that must be mastered by all who accumulate riches." (more)

It's Back to School Time, When Sales Closing Ratios Drop -
by Mary A. Redmond

September is back to school time. Is it time for you to get back to the basics in life? The Sales and Negotiation Basics, that is. Stop blaming the economy, bad karma, your spouse, the boss or a manufacturer that delays product shipments to your dealership. If you are in sales slumps, you are in the best position to diagnose your illness and heal thyself. To accomplish this, you'll need to be honest and dig deep. Are you in such a rush to get to the first appointment that you take Sales Short Cuts? (more)

Your Customers Are Saying, "Get to Know Me!" -
by Ed Rigsbee, CSP, CAE

It was at their first-ever vendor summit, hosted by a large holding corporation of about 75 very successful companies. Mr. Big, the CEO, is speaking from the lectern to the audience of several hundred, mostly suppliers and he says, "Please, get to know us!" His entire talk was around this idea. He said to the vendors, in many different ways, "Please, get to know us!" Why would such a large, successful, and privately held organization put so much energy into simply saying, "Please, get to know us!" to their vendors? (more)

Rules Of Engagement - You Should Be Talking More -
by John Foley, Jr.

Your business has established a social media presence. You keep pushing out content you've created or found on social networks with little to no response rate and your following is beginning to stall. The case is clear: you are missing out on one of the major pillars of social media, engagement. To continue to produce great conversation-starting content is one thing, but it really means nothing if you have nobody to share or discuss it with. Brands with a stronger social media presence are usually the ones that not only produce great content that's targeted and executed correctly, but are also heavy on engagement. (more)
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