Joe Rickard is quoted in Graphic Impressions
The Critical Role of Sales and Marketing in the Transition to Graphic Communications Services Provider
January, 2007— How important is a good sales effort? “I can’t find an outstanding print company that doesn’t have outstanding sales people,” said Joe Rickard, founder, Intellective Solutions, who moderated a panel on sales. In addition, he said, most industry surveys almost always list “How to hire and manage the right sales force” as a top-three concern. One panel member, George Coriaty, chief executive officer and owner of the Sir Speedy in Whittier, California, described the company’s disciplined approach to sales management. “We try to create opportunities for our sales staff with a relevant product offering and a concept of developing long-term customers,” he said. “We focus on as few clients as possible and try to get as much work from them as we can. The truth is that digital printing is far more profitable than offset.”Hiring is another matter. “How do you make our industry sexy?” one attendee asked. Rickard pointed out that one-to-one marketing is an exciting program that many marketing managers don’t know enough about.