The importance of selling/marketing directly

2010 FSEA ConventionNew Orleans, La

Is your print client your competitor?• Some print partners are putting in their own equipment as they

horizontally integrate• Print salesman can dissuade clients from seeking services outside their

core offerings—too slow, expensive or unreliable– “Value added” sales compensation plans have made outside services a

pain for print reps.– As printers seek to fill their presses, they undoubtedly might propose a

metallic silver ink pass instead of using us for a silver foil.• In some cases, they might be taking part of your margin

– Don’t begrudge your partner’s markup—they sell, they arrange shipping, and they do prep work. But they control the markup.

– Extravagant mark ups can dissuade the outside foil or emboss purchase, and give the designer a false sense of cost.

• Despite all that, printers remain a good, viable route to business– They have large sales staffs, and staffs trained in overseeing large

projects and buyouts.– Ultimately, they want to sell the business, so they can only dissuade a

client so much.

Are you ready to sell direct?• 1. Do you have salespeople, or is the owner or other staff people

ready to sell?• 2. Can you handle electronic files? Produce timely proofs?• What can you produce? Are you willing to outsource?• Avoiding conflicts

– For ethical reasons, don’t approach your customer’s clients unless invited to.

– We are sometimes asked by print reps to sell directly to a client who wants projects that only use foil stamping or embossing.

• Identifying clients who you can service directly• Target industries that use finished items—folders, business cards,

packaging.• Are you ready to manage subcontractors to extend your offerings?

Designers and Ad agencies are your allies

• They make the design decisions of print versus foil or emboss– Get them samples– Do promotions– Have them into your shop– Use press ok’s as an opportunity to sell

• • They are more persuaded by the unique aesthetics we

offer• Our “crafts” are new to a whole generation of designers.

They did not study this in their secondary schools as they learned Computer Aided Design concepts

Advantages of Selling Direct

• Better control of production timelines• Better margins• Clients that you can persuade to do more

projects with your specialties.

Disdvantages of Selling Direct

– Higher sales and marketing costs– Significantly more hand holding and consulting

Notes from Kevin Bennett at Fine Arts Engraving on how to get your

name in front of more direct clients.• Trade Associations

– Host or sponsor a meeting– FSEA– Ad Clubs

• National (American Advertising Association) http://www.aaf.org/• American Association of Advertising Agencies http://www2.aaaa.org• Art Directors Club http://www.adcglobal.org/• American Institute of Graphic Artists http://www.aiga.org/

– Printing Trade Associations• Printing Industries of America (PIA) http://www.printing.org/• In-Plant Print & Mailing Association http://www.ipma.org/

– Social Groups• Church• Chamber of Commerce• Clubs: Golf, Athletic, Book, etc.

• Universities, Colleges and Technical Schools– Plant Tours– Internship

• • Demand that suppliers buy from you

– Bank– Insurance Agent– Accountant– Offer discounts to printers who foil or emboss their material

• • Samples, Samples, Samples

– Sample or Product of the Month– Invoice and Statement stuffers– Save over runs, free marketing material– Electronic presence.