Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Hunkeler Innovationdays     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Joe Truncale on growing sales by studying your customers

Published on May 3, 2010

Hi.  I'm Joe Truncale, President of NAPL and I'm pleased to be able to talk to you here today about a new technique NAPL has developed called the Customer Analysis Process.

It begins with this proposition: suppose there was a way for you to increase your sales by anywhere from 10 to 15 percent without adding one new salesperson, one new customer, or one new piece of equipment.  Would that be something you'd like to know more about?

Well, the fact is there is a way to do just that and we call it the NAPL Customer Analysis Process.  Here's how it works:  we start out with your top 20 accounts, based on sales volume, profitability, or value added, we look at those accounts and we determine what they're buying from us now.  We may have a mix of offering, we may have offset, digital, variable, data, design services, mailing fulfillment; we list all of those out and we identify, of our top 20 customers, which ones are buying which product and service lines from us and which customers are ignoring us in those areas.  So we create a visual, a graph, a worksheet, if you will, of where all the gaps are between our product and service offering and where our best customers and our best relationships are buying from us and where they're not.  That creates a very compelling visual as a starting point.

The next step is we take a cut a little bit deeper.  We go back and say okay customer A is buying offset printing from us, what percentage of their spend are we getting.  You might not know.  It's forth finding out, even if you estimate it.  Are we getting 20 percent?  Are we getting 30 percent?  Could we get more?  If we're not getting more, why not?  Again, you create this visual.

The next step in the process is to lay out a plan working with your sales team and this is where it gets a little bit more challenging, to develop the full potential of these existing relationships.  We've been doing customer surveys for years.  We've bought a research group called EKG some years ago.  Almost every time we do a customer survey for one of our accounts and we present the results, one of the questions on that survey is we ask print customers, "If there were one more thing we could be doing for you, what would it be?"  Many times the customers will say, "Well, it would be great if you guys did mailing services."  And what happens we review the results with the company ownership and the management team and they say, "I don't understand that.  We've been offering mailing services for years.  How come our best customers don't know?"  Good question.  What if they did know?  Better yet, what if you had a plan for really maximizing your best relationships to develop the full potential of your top 20 accounts?

Our guess is that you would grow your sales somewhere between 10 and 15 percent without adding one new salesperson, one new piece of equipment, or one new customer.

The NAPL Customer Analysis Process, watch for more or go to NAPL.org for more information.

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: The Future Of Customer Communications In The Financial Services Industry

The Future Of Customer Communications In The Financial Services Industry

Published: March 22, 2017

Matt Swain, Senior Director at InfoTrends, talks with Senior Editor Cary Sherburne about the latest trends in customer communications, some of which is driven by financial technology that is enabling more voice-driven communications. Consumers have increasingly demanding expectations about how they interact with financial services providers, including optimized print communications.

 

Video preview: Ghent Workgroup PDF Study aims to Identify Gaps in the Standard

Ghent Workgroup PDF Study aims to Identify Gaps in the Standard

Published: March 21, 2017

David Zwang, WhatTheyThink's Technology Editor and Chairman of the Ghent Workgroup, explains why the organization is conducting a landmark PDF study. The last study was conducted in 2008 and is not representative of todays workflow demands. They want to understand how people are using PDF and identify gaps in the standard that the Ghent Workgroup can help address for better process integration in commercial print and packaging production. Visit http://www.gwg.org/gwg-2017-pdf-survey/

 

Video preview: View the latest production inkjet news from Screen

View the latest production inkjet news from Screen

Published: March 20, 2017

Aron Allenson, Sales Support Specialist for High Speed Inkjet at Screen, talks about how new SC inks from Screen allow inkjet printing to commodity offset stocks without pretreatment. The ink is used in the Truepress JET 520 HD. He also explains the next generation of Truepress JET presses, the Truepress JET 520 NX, just released.

 

Video preview: Print: The Strongest Component of an Omnichannel Campaign

Print: The Strongest Component of an Omnichannel Campaign

Published: March 20, 2017

Charyl Kahanec, President of Marketing Solutions at EarthColor, always has interesting insights to share, and this video is no exception. She talks with Senior Editor Cary Sherburne about the role of print in today's marketing mix. She points out that marketing is not just one channel, but rather the overall conversation with the customer; and print is the strongest component of that conversation. Hear more.

 

Video preview: Frank on Newspaper Business Practices

Frank on Newspaper Business Practices

Published: March 17, 2017

We need newspapers and they need us. But some of their business practices could be improved. With declines in ad revenues, newspapers are raising subscription rates to stay in business.

 

Video preview: The Software Technology Stack of Your Print Business

The Software Technology Stack of Your Print Business

Published: March 16, 2017

our print software is as important as your print manufacturing equipment. Software enables you to get to new customers and automate your workflows to enable you to do more with less effort. Software is becoming your most strategic resource.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved