Who’s Responsible for Sales and Marketing at Your Company?
Hint: Everyone!
By: T.J. Tedesco
For: High Volume Printing
Published: April, 2006

“The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell.” – Jay Abraham, noted sales & marketing expert.

When we think of sales and marketing in the graphics industry, we think of individuals we hire to make sales calls, or outsourced agencies that specialize in creating marketing materials. But the truth is your entire staff is selling and marketing your company on a daily basis.

Sounds dubious? Consider that every contact your clients have with your company is a marketing or sales opportunity. Every phone call, every email, every customer visit and every delivery can create or strengthen a positive impression of your company. This is important to recognize: Positive interactions can lead to repeat business or, better yet, referrals — the most cost-effective way to harvest new revenues.

Details Make a Difference

When a customer relationship goes sour, big deal factors such as a blown deadline or poor quality on a shipped job are typically identified as the culprits. But even the smallest of details can cause irreparable damage and missed opportunities. A surly, abrupt phone manner by an estimator or customer service rep can cause a prospect to take their business elsewhere. A dirty, disorganized customer waiting area can lead clients to wonder about the cleanliness of your shop as well.

In the printing business, sales people love taking customers and prospects on tours of the plant. Use caution, though. Loud talk and inappropriate behavior by machine operators when guests are escorted through the plant could sully your company’s reputation.

Remind employees of their roles in selling and marketing your company. Encourage them to identify—and fix—any small business details that can get in the way of winning and retaining business. Add discussion of this topic to staff meeting agendas. Employees will get on board when they understand how everyone’s actions contribute to or take away from the company’s success and their earning potential.

Feedback

Do you know what your employees’ actions and service are saying about your company? Don’t take a guess; solicit honest, anonymous feedback from customers. Here are few ways to get the customer’s perspective on your company’s staff and service:

• A “suggestions” box located prominently near your front desk or waiting area allows customers to offer feedback when their impressions are most vivid.
• Email a brief survey to customers to gauge various elements of your business, including your staff’s helpfulness and knowledge. Use open-ended questions that generate thoughtful responses.
• After completing a project for a new client, send them a hand-written thank you note that also inquires, “How’d we do?” Most customers are happy to provide feedback.

Competition is fierce. So take advantage of every sales and marketing opportunity. Look around your company to identify areas of improvement. Then take action to ensure that every customer interaction with your company is positive.

T.J. Tedesco is president of Grow Sales, Inc., a full-service marketing firm that has been serving the graphic arts industry since 1996. Grow Sales services include marketing, public relations, website design and sales support. T.J. has authored or co-authored three books, including “Win Top-of-Mind Positioning.”