Selling Print is a Great Career

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We know you are out there. There are thousands of students and professionals capable of selling print within the graphic communications industry.  

Our industry, like many others, is undergoing a major transition. What makes the graphic communications industry a good choice for a career in sales is that we are accustomed to change and innovation. Offset is giving way to exciting new production inkjet technology. New consumer and industrial applications are being developed every day, and many print providers are a driving force in cross-media communications.

We continually hear from print providers across the US who are looking for confident and creative salespeople to help drive new revenues and profits. For many printing companies, sales and marketing is their number one priority. Having the ability to produce great products and services is not enough.

Sales jobs currently available in the printing industry range from direct sales positions presenting complex printing solutions to customers, to inside telemarketing salespeople who generate leads for new products and services. We have trained thousands of printing salespeople. We are always impressed with their commitment not only to make high commissions, but also their commitment to customers and their pride in the printing industry.

Here are some reasons why selling printing is a great career:

Print is a huge business. If you consider print and related industries such as paper, ink and industrial printing, there are close to one million workers currently employed within the industry. Almost all of the 45,000 print locations nationwide require salespeople. It is among the largest manufacturing industries in the United States.

Print is exciting. The industry is a technology-driven business. Imaging innovations, along with the constant stream of new advancements and uses of print, will keep salespeople very busy for a very long time. Whether a new packaging application or a beautiful personalized direct mail piece, printing salespeople always have something compelling to talk about with their customers.

Print works well with others. Most marketing and business executives agree that no one channel can gain awareness and generate business. New communication marketing platforms and data analytics allow customers to track which factors drive customers to buy. Emails, social media and digital marketing alone are not enough. Print can be personalized, customized and effective for each recipient when combined with other forms of communications.   

Print is green.  Industry champion, Two Sides (www.twosidesna.org) has done a great job overcoming the myths surrounding print’s negative impact on the environment. It is a great story for salespeople to share with the many millennials who have misconceptions about print. Print is sustainable and is unique among communication channels.

Print selling builds skills. In addition to deep knowledge of printing and customer buying models, successful printing salespeople possess great listening, negotiating, presentation and closing skills. Developing these and other selling skills makes a professional salesperson a vital component of any printing organization and can ensure a long term career.

Print selling is a great profession. Print selling is a perfect fit for those who have the self-discipline to work both independently and on teams. Many have moved from sales to management and executive positions throughout the graphic communication industry.

Print is profitable. Through the ebb and flow of economic upturns and downturns, we see changing fortunes for many print providers. At any time, there are countless graphic communications companies and salespeople achieving great financial rewards. Through hard work and skill, salespeople can earn a substantial income commensurate with their sales and achievements. Selling has been in the past, and will continue to be, a lucrative career.

Print selling is the future. There will always be a job for a great printing salesperson. Though customer buying cycles and attitudes may change, the selling process and the skills required to close sales do not. As our industry continues to change and transform, successful salespeople learn and adapt. They are the ones who will take the message about the exciting changes in our industry to their customers.

Finding opportunities for a print selling job is not very difficult. There are thousands of openings. Every national and local print industry trade association has a “job bank” with ample opportunities. In addition, public web sites and executive recruiters are constantly on the lookout for new and existing salespeople.

The best news is there are positions for any level of salesperson. Recent graduates or those desiring to enter sales can launch their careers as inside salespeople, customer service reps or front counter workers. More experienced salespeople can work in a very large variety of sales positions selling products, services and software. Also, vendors who sell equipment, paper, ink and software are always looking for new salespeople. For someone like me, who has been in a sales and sales executive role for many years, I cannot think of a better career than selling in the Graphic Communications Industry.

Joe Rickard is the founder of Intellective Solutions. Intellective Solutions (www.intellectives.com) is a consulting and printing industry training company. They work with printing, STEM and technology organizations to improve their operational effectiveness.  Joe can be reached at 845 753 6156. This article was published in the February edition of the Printing News (http://www.printingnews.com/magazine}