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Digital Directory
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AUGUST 2013



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Digital Version
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Why should distributor sales people, CSRs and yes, you too, Mr./Ms. Manager want to learn more about Digital Signage?
by omike Fichera .. Dealer Communicator

Here's why. An article headline in a computer magazine caught my attention: "Tapping Into Digital Signage" And the writer's closing remark was this: "Signage is no longer shrouded in black magic, and resellers that are prepared and understand the technology can take part in a rapidly growing, global multibillion dollar industry."

If you've kept up with the technology you sell, then you know that industries outside of the graphics industry have their eyes on your business. Can they take it away from you….YEP. But only if they know more about solutions than they do about how to sell product.

What it all boils down to is and will always be is that your businesss is in danger of being taken away from companies "in" our industry...or by those "outside" our industry. So, the question remains...what is your greatest asset? Knowing all you can about the products you sell, an d Particularly About The Software that drives every machine your sell and/or service.

HOW DO YOU SEE YOUR ROLE IN THE DISTRIBUTION INDUSTRY?
America's independent distribution network….your dealership included….reflects hundreds, no thousands, of jobs for people in the graphics/signage industry filled with people who manage, market, sell, and service products. Some distributors work tight, and local - others regional and several sell internationally like Grimco, Sabic, and Laird Plastics.

Is there competition within any given market between larger distributors and locals? Yes There Is. The word competition freezes the blood in the veins of many smaller dealers. BUT….. not for those dealers that provide one-on-one service to their customers and who have knowledge of the products they sell. They "work-their-territories", choose products that offer good margins and buy from manufacturers that care about their partnering-relationship.

There's Another side of the Coin.
Manufacturers that need distribution but think they can do the job with two or three salespeople in the field to cover 13,200 salespeople that work at 2,640 dealership locations across North America.

Looking at it from a positive point of view, there are a number of Independent (to be blunt) Smaller Manufacturers that sell to distributors. They know the value those dealerships bring to the sales-table. Take for example New Force Magnetics. The company began its operation in 2009 with 20,000 rolls of magnetic material inventory. Utilizing every marketing means of reaching the channel, they're business has grown to where they are considered to be in the leadership position as relates to the sale of flexible magnetic materials sold through the distribution channel.

So…what form of communications are they using: Print Ads, EmailBlasts, Website Banners, Monthly NewsLetters and a team of Manufacturer Reps. The company has left no stone unturned to reach the channel of distributors with messages about product, sales ideas, story telling concepts as relates to magnets. But most of all…… they let nothing stand in the way of reaching out to help their distributors sell magnets.

As an unabashed admirer of America's so-called small-business economic core strength, I believe the ability of these independent enterprises (both dealers and manufacturers) is what's keeping the U.S. imaging industry economy functioning better than anywhere else in the world.

Want to challenge that? Write me: omike@ dealercommunicator.com

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