By: T.J. Tedesco, Mike Stevens, Henry Mortimer
Publisher: GATFPress
Published: 2000
Pages: 248
Binding format: Hard cover
Price: $75

Publisher's Description
This book is truly your key to graphic arts sales and marketing excellence. It has been designed to help you sell more printing by teaching you how to move the battlefield away from price and create irresistible customer relationships.

Win Top-of-Mind Positioning shows why it is essential to be thought of first in this relationship-based business and how to create successful sales and marketing efforts. Concrete, real-world examples are provided throughout, making it perfect for all graphic arts professionals wanting to increase their company’s bottom line, including owners, managers, sales and marketing professionals, customer service representatives, account managers, estimators, operators, and production managers.

Table of Contents

Part I. The Graphic Arts Landscape: Three Goals: Achieve Them and Win • Is There Any Loyalty Out There? • Are We a Commodity? • It Begins with a Vision • Guiding Principles • Marketing Today • Adopt an "Everybody Sells" Attitude • Never Skimp on Promotion

Part II. Sales/Customer Service Excellence: Relationship vs. Event Sales • The Immutable Characteristics of Great Salespeople • Individuals Score Points, but Teams Win Games • Information Is Everything • Cold Calling with a Mini-Marketing Pre-Approach • Grand-Opening Attitude • A Road Map to Getting Personal • The Art of Listening • Overcoming Objections • Always Ask for the Order • Voice Mail: Your Best Friend • Price--The Final Word • The Future of Customer Service • The Value of Time • Appearances Count • Losers Don't Keep Score • Networking and Industry Friends

Part III. Marketing Excellence: USP: Do You Know Why You Are in Business? • Which Industries Should You Target? • AIDAR: Awareness, Interest, Decision, Action, Reorder • Low-Cost Shotgun Marketing Vehicles • Low-Cost Rifle Marketing Vehicles • Develop a Sound Marketing Plan and Stick to It • Quality Doesn't Sell Printing • Marketing Spotlight: Customer Nurture Programs • Marketing Spotlight: Direct Mail • Marketing Spotlight: Postcards • Marketing Spotlight: On-Hold Music • Make It Measurable • Be a Consistent Marketer • Is Your Company in Trouble?

Part IV. View from the Top: Good Leaders Are Like Good Architects • Keep Your Company's Image Clean • Pre-Employment Screening • The Front Lines • The $4,000 Can of Soda • What Kind of Employee Are You? • Develop a Number-Two Attitude • Avoid Seasonal Slumps • David vs. Goliath • Protect Your Good Name • Printing Is Like Baseball • Wrap Up: Business Rules to Live By

To purchase Win Top-of-Mind Postioning, click on link:WTOMP: GATF Press or WTOMP: Amazon.com. If either link is broken, click www.gain.net (go to bookstore, then click on direct mail) or www.amazon.com (search on "TJ Tedesco.")