P4 The Pendulum P8 Selling in Tough Times CANVAS DEVELOPING HIGH ACHIEVEMENT IN PRINT SALES P17 Product Spotlight P28 Are You Wo
AUGUST 2008 P2 Publisher’s Thoughts Why Having a Chip on Your Shoulder is a Good Thing P4 The Pendulum Is it time to look at a n
Why Having a Chip on Your Shoulder is a Good Thing CANVAS I I’ve got a chip on my shoulder, and it’s getting larger every day. T
Is it time to look at a new approach to selling? E ver get a call from a salesperson, and you can tell that they are a little to
CANVAS P5
The Pendulum Time will tell David Sandler, the late sales trainer, illustrated this new perspective by using a visual of a pendu
identify his pain, and you’re not doing it for them! You’re acting as a bystander, someone they can complain to. If you were ins
P8 CANVAS AUGUST 2008
Selling in Here’s how to communicate your value to potential customers in a tough economic climate. tough times By Linda Bishop
Selling in Tough Times “You told me our price looked good.” Joe knew he sounded upset, but he couldn’t disguise his emotions. Th
Selling in Tough Times from competitors. They construct their own unique package of functional benefits relating to product perfo
Using positive emotion Positive emotions connected to salespeople play significant roles in minor purchases and reorder items. On
Selling in Tough Times Ear to the ground When your price is higher than the competition’s, the amount of the difference has sign
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Product Spotlight Neenah Paper’s CLASSIC ® Linen is a Sensible Luxury As one of Neenah Paper’s popular heritage brands, CLASSIC®
Product Spotlight KODAK MARKETMOVER Business Development Services Print service providers looking to expand and grow their digit
e o y n M The P20 CANVAS AUGUST 2008
When Jeff Major is working on an estimate for a customer on an intricate project, he’ll often call on the services of a mock up.
The Money Train “Really, this is where you can help the customer [save] money, by looking at how you can produce that job,” he s
“Estimating is a repeatable process, a scientific process,” he says. “Pricing is an art. Different customers may warrant differen
The Money Train “With knowledge of cost, pricing will be based on plant load (schedule), amount of value added (manufacturing le
Confused on pricing? Call an expert. Nothing is set in stone – especially pricing. But understanding that concept and accepting
The Money Train Price Factors Need some wiggle room in the bottom line? The following are cost cutters you can offer your budget
You P28 CANVAS AUGUST 2008 Are
What print buyers think is good as gold in a sales call. Worth It? By Graham Garrison There was probably a moment during the cal
Are You Worth It? “Fortunately, I have had few bad sales calls – just ones that were not a good fit for the type of work I do,”
The same goes for the Penn State Alumni Association, which needs jobs produced that can range anywhere from 8,400 to 259,000. It
Are You Worth It? Peterson says she has met plenty of reps who are knowledgeable and passionate about their products. What makes
tions, but doing one’s homework on the print buyer is a must. “I don’t want presentations on services that don’t apply to my nee
P34 CANVAS AUGUST 2008
M How a Special Forces officer used TLC on some difficult prospects. Major Ed Croot, part of the Army’s elite Special Forces, does
Winning the Hearts and Minds Croot did such a good job in his territory that he was promoted to a middle management role and was
I asked Croot to give me one big lesson he has learned during his time in Iraq and Afghanistan “I have learned a lot, and our na
Winning the Hearts and Minds A “kill, capture, destroy, disrupt and deny” attitude in dealing with colleagues and customers only
sales and leadership university (U.S. Army Command and General Staff College) where he will learn to teach others the art of sel
Book Recommendation Selling is Dead What salespeople must do to prosper in the future By Marc Miller & Jason Sinkovitz underperf