Joe Rickard of Intellective Solutions asked its clients what are the key factors in determining the success of their company. In all cases, they included the challenge of managing change.
To generate additional revenue and profit, many print providers and marketing services organizations are selling additional and more complex offerings beyond just print.
In this environment, organizations must take a more active approach in getting the message out to customers about their new products and services.
How effectively the company markets itself, and in turn, how successful the organization is, is directly related to the effectiveness of their strategy, sales organization, marketing and operations.
Graphic communications companies continue to look for ways to improve the return on their investment in their salespeople and marketing programs.
In short, they want measurable results. Unfortunately due to costs, many companies are taking a closer look on the impact and effectiveness of their programs. And yet, delivering high quality sales and marketing programs is more important than ever.
Building on their experience and deep industry knowledge, Intellective Solutions offers a unified, blended and tailored training, consulting and marketing services specifically targeted to the graphic communications market.
Case Study - Blended Training
Large Printing Company
The client was experiencing a loss of sales volume due to changing technology, a tough economy and the negative effect of electronic documents on traditional printing. The client launched new digital services and solutions to complement their existing offset printing capabilities to gain additional revenue within existing and new accounts.
The client's sales force was having difficulty selling complex digital products, Web-to-print software services and transitioning to a customer focused sales approach In addition, the client needed print foundational training for many of its employees. Fortunately, for the client, Intellective Solutions wrote the curriculum used by the printing industry.
Intellective Solutions provided a blended and tailored training program consisting of webinars and instructor-led training experiences to implement a consultative and financial selling methodology. Each sales representative and sales manager received print operational training, sales training, tools, reinforcements and exercises to position the client as a one-stop print services company.
The Benefits to our Client:
- The sales force and management learned crucial performance skills focused on their new services, printing production and targeted markets
- Gained common graphic arts-based sales and sales management metrics and methodology
- Received job aides and tools to shorten the order cycle.
- Gained new sales and customers
Case Study - Consulting
Small Commercial Printing Company
Our client purchased a new digital press to support one of their large accounts. Though the owner and sales people were knowledgeable about traditional printing services and products, they did not have the necessary knowledge to market and sell new digital applications and services. The company lacked a strategic marketing plan and a consistent, repeatable sales and sales management methodology for selling new solutions to new decision makers and accounts.
This lack of knowledge, skill and process caused them to miss market opportunities available to them.
Intellective Solutions worked with the client on a consulting basis to determine the markets, applications and digital products best suited for the company. After setting revenue and profit objectives, a sales marketing plan was developed for the purpose of building a roadmap to include sales/marketing priorities, assigned territories, quotas, compensation and tactics. Marketing tools and resources were provided by Intellective Solutions.
The plan provided a common sales process and language. Within 45 days after the initial meeting, the strategic marketing plan we developed and the marketing and sales team were working together to target and engage new customers..
The Benefits to our Client:
- Trained and coached company leaders to be able to articulate the companies "value proposition"
- Activity and performance metrics were developed to help the owner quickly review the effectiveness of the sales team and gain control of the sales pipeline.
- Time was given back to the owner to focus on running the business.
- Provided sales team and owner with consistent methodology and language for solution sales.
- Significant new business, new applications and new customers were gained
Case Study - Marketing Services
University In Plant Print Shop
The client had experienced declining revenues and print volume. Added to their problems, was the increasing number of users moving their work to office printers, local commercial printers and digital media. Consequently, the client was tasked to reduced expenses and headcount.
To combat this trend and to modernize the shop, the client acquired new equipment, software and finishing capabilities. In addition, the old print shop was re-branded and moved to a new and more accessible location.
Intellective Solutions provided a turn-key open house event solution for the client to launch the new Digital Print Services Center at their new location. Intellective Solutions worked with the client team to re-brand and create powerful new print and digital marketing materials and print samples. The strategy and key activities for the Open House was organized and developed.
Part of the solution was a cross media event invitation process that included a branded "save the date" Email, personalized Email and direct mail invitations, a landing page, registration site, and follow up communications to those who were contacted. Through detailed analytics, the client knew immediately who was contacted, read the invitation, who was coming and who was not.
On the day of the Open House, Intellective Solutions provided files for samples, presentations and take-a-ways.
The Benefits to our Client:
- Cost effective turn-key program to relaunch the shop and new services
- Received content, programming and graphic design from experts who know the Graphic Communications business
- Client has been able to re-use materials, graphics and samples that could be used for ongoing web site development and customer engagement
- The Open House was a huge success with over 300 in attendance
- Many new customers were developed