Printing Business Case Study
The Printing Business Challenge
The printing business has both an opportunity and challenge. The business has grown to become
a successful business and
has made significant investments in new technology to keep up with the markets demands. The expansion of new
services has increased the capabilities for the business. However, the demands for new clients has changed with
stronger and different competition from other areas. On one hand, there is so much to sell, they don't know where to begin.
The printing business believes the best way to grow the business is through outside sales. However, the limited sales
experience concerns the business owner. They question their ability to manage a salesperson or a sales team. The business
owner has no problems with managing the workflow of the business, they simply need more business to generate a profit.
GROWING THE BUSINESS IS THE ISSUE!
The Clients Growth Objective:
The printing business wants to develop
outside sales in the areas where the financial investment is the greatest.
They believe that a targeted sales growth will speed the return on the investment and generate more profits.
Outside sales seems to be the correct way to accomplish this.The Clients Sales Growth Challenges:
Because the business owner has limited sales or sales management experience, they have not developed a sales action plan to accomplish the goals for the business. In previous attempts, the salespeople who have been hired have not met sales quota expectations. Unless a clear change is made, the next salesperson will receive a similar fate. The business owner needs a sales model that will work for them.The Case Study Background:
The Instant Printing Industry has changed significantly over the past few
decades. The word "instant" isn't used and most printers have blended together
with small commercial printers. In this example, our business printer has
invested in three key areas designed to strengthen its competitive advantage.
Mailing services, large format and digital printing. Each of these investments
will enhance an existing profitable business. The business also has two
salespeople who are struggling to find new accounts and maintain the existing
accounts. The annual sales is about $800,000 with a total of 8 employee's.
Because the marketplace is mature and customers have changed their pattern of buying printing outside sales seems to be the best and only investment for sales growth. their pattern of doing business with printers. Customers are no longer seeking printers, they expect printers to service them at their locations and provide a wide array of services.
The Selling Magic Solution:
First, Selling Magic doesn't always agree that a NEW salesperson is
the best solution to a situation. In some cases another salesperson isn't needed
because "the sales process is more important than the salesperson."
We begin with an interview of the client and survey an appropriate sales and marketing action plan. The goals and objectives of the
business are built into a complete sales and marketing action plan. Selling
Magic teaches the sales team and support personnel how to implement an Automated
Sales Process Management system (ASPM). This system provides the business owner
with a complete sales action plan based on the best practices of sales. Selling
Magic also provides sales management support for the owner to accomplish the
sales goals of the business.
The Selling Magic Solution Results:
The business owner and the sales team are trained on a
sales action plan, the sales team is managed to objectives. The ASPM solution
doubles and triples the sales activities of the sales team and sales increase
significantly. Additionally the business grows in the targeted manner based on
the sales plan and the emarketing program also increases sales substantially.
This combined formula for success leads to increased profits. The sales team is
also happier because they are being managed better and making more money.
Overall, everyone involved is happier since the sales plan is targeted to match
the print operations capabilities. Production runs smoother and customers are
happier.
The Clients Sales Growth Challenges:
Because the business owner has limited sales or sales management experience,
they have not developed a sales action plan to accomplish the goals for the
business. In previous attempts, the salespeople who have been hired have not met
sales quota expectations. Unless a clear change is made, the next salesperson
will receive a similar fate. The business owner needs a sales model that will
work for them.
The Client's Return on Investment:
The owner spent less than half the annual salary of a salesperson and eliminated
the traditional headaches of sales management. The business sales more than
generated a handsome return on the ASPM investment. Additionally, the quality of
life impact from having a sales force that is targeting the right business mix,
cannot be measured.
The Client Lesson:
When the client first learned of investing in an ASPM solution the cost of entry
seemed high. However, the solution details and benefits of having a complete
sales management action plan made sense. When the owner evaluated the cost
versus the benefits, the expected value from automating the sales process made
it an easy choice.
Steve Martinez
Sales Management Growth Strategist
www.sellingmagic.com
