Print Organizations Neglect To Demonstrate What Smart Customers Know

By Sid Chadwick, Chadwick Consulting, Inc.
https://www.linkedin.com/in/sid-chadwick-163a1a12/

“I think I learned more from my different bosses by watching them make mistakes….than watching them do things correctly…we just finished our second year in business, and I’m startled by how much profit we generated”……Mitchell Bratton, Partner, Performance Print Services, Durham, NC

INTRODUCTION:

We’ve just finished our 3rd…. Inside Sales Rep/Project Mgr. Education & Training Program…..in five weeks…..there are two more scheduled…. in the next two months…...

Generally…..Outside Sales Reps….are not …..getting the job done….. (…there are a few exceptions….in well-run organizations…).

None of the Attendees….. at these 3 Programs….. had in their company --- a “written description”…. of who they should pursue…..and who they should not pursue…..The upshot of that condition is that customers will inevitably be developed…who should not be developed.

None of our Attendees… at those three Programs….. had employer/company literature…. to share with current target customers…or target prospects……that tells the Buyer --- “Here’s what we can produce for you and your organization…and why that service and/or product…. can improve your company’s economic performance. “

Yet…customers of these Attendees… are spending hard-earned dollars…..and buying…..Print….!

Do our customers know more about…. the importance of print….to effectively communicate an important message…..than many (most…?)… of our industry’s members…..?

Here’s a question I can’t get out of my head:  Do our Associations… need to educate their members….. on opportunities… to demonstrate….. “The Value of Print”….?

Is lack of “Effective Company Literature”…. and training on how to discuss…..that literature’s content….to  discuss with and leave behind with target, intelligent buyers…. and decision-makers….a contributing reason ….that Outside Sales Reps….. are not making Sales Calls…?

SUMMARY:

I consider these observed conditions…. to represent:

1. That too many Associations… have forgotten their mission…and too much become more like social clubs…where members can have a drink…. play a round of golf….tell tall tales……and give each other awards…..as membership…and company performance…. for too many members……declines.
2. That under our noses…..frustrated middle-managers are stepping out….and buying…or starting-up…..new  print organizations……that represent our industry’s future.

"People don't know what they want.....until we show them"........Steve Jobs