Log In | Become a Member | Contact Us

Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     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: Production inkjet brings scalability, improved uptime to DMS Ink

Production inkjet brings scalability, improved uptime to DMS Ink

Published: October 27, 2016

Christine Soward, President and Owner at DMS Ink in Ohio, has grown the business from $2 million to $20 million since 2005. The company introduced inkjet as a means to continue to scale the business and increase uptime. Two Canon roll-to-roll production inkjet presses and a Canon VarioPrint i300 sheetfed inkjet press replaced 7 toner devices, delivering more than 90% uptime.


Video preview: GMC: Working to bridge the print/digital gap

GMC: Working to bridge the print/digital gap

Published: October 26, 2016

Rich Lloyd, VP of Sales for GMC, shares the company's strategy to help customers bridge the gap between printed and digital communications and to service the enterprise on multiple levels. He cites the industry skills that ideally position service providers to be a single source communciations services provider.


Video preview: Digital Direct-to-Corrugated: Disruptive Technology On The Way

Digital Direct-to-Corrugated: Disruptive Technology On The Way

Published: October 25, 2016

Mike Schliesmann, Senior Vice President at Wisconsin-Based Great Northern Corporation, talks about why the company is interested in digital direct-to-corrugated printing and how this will bring disruptive technology to corrugated.


Video preview:

"We believe in the printed word"

Published: October 23, 2016

"We believe in the printed word". So declares Claus Bolza-Schünemann, president of KBA, as he reviews the state of the industry as a whole and his company's position within it. He says that the success of drupa 2016—an event he traveled the world to promote as chairman of its executive committee—proves that there is no longer any excuse for "whining and crying about how bad the industry is." He also discusses how KBA regained its strength and forward momentum after several tough years of post-recession restructuring.


Video preview: The Largest Printers in 1992. Where Are They Now?

The Largest Printers in 1992. Where Are They Now?

Published: October 21, 2016

Frank found a list of the largest printers from 1992. It documents the significant changes in the industry through merger, acquisition, and bankruptcy.


Video preview: To Inkjet Or Not? The thINK Conference helps in the decision process

To Inkjet Or Not? The thINK Conference helps in the decision process

Published: October 20, 2016

Jen Mitchell, Marketing Director at Harding Poorman, talks about the value of the thINK conference in terms of staying abreast of industry developments and being able to network with peers. The company has not yet invested in inkjet and views the thINK platform as an excellent part of the education and due diligence process.


View More Videos


Become a Member

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

Copyright © 2016 WhatTheyThink. All Rights Reserved