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: Increased Multi-Vendor Integration Featured at Hunkeler Innovationdays 2017

Increased Multi-Vendor Integration Featured at Hunkeler Innovationdays 2017

Published: February 22, 2017

Daniel Erni, Sales Director at Hunkeler, speaks with Senior Editor Cary Sherburne about the new products the company has on display at Hunkeler Innovationdays 2017. He highlights the increased integration among Hunkeler, Horizon and Muller Martini for better end-to-end finishing productivity.

 

Video preview: A Look Inside the Kodak Booth at Hunkeler Innovation Days

A Look Inside the Kodak Booth at Hunkeler Innovation Days

Published: February 22, 2017

Randy Vadagriff, VP of R&D for Enterprise Inkjet at Kodak, gives us an overview of the Kodak booth at Hunkeler Innovation Days. Featured are the Prosper S-Series Imprinting System, the Prosper 6000C Full Color Press, as well as Ultrastream technology unveiled at drupa.

 

Video preview: Hunkeler Innovationdays: Off to a Great Start

Hunkeler Innovationdays: Off to a Great Start

Published: February 21, 2017

Senior Editor Cary Sherburne and Technology Editor David Zwang discuss highlights of Hunkeler Innovationdays, where a number of new products were announced. Attendance at the show is expected to be about 6,000 people over four days in beautiful Lucerne, Switzerland.

 

Video preview: Take a Tour of the Ricoh Booth at Hunkeler Innovation Days

Take a Tour of the Ricoh Booth at Hunkeler Innovation Days

Published: February 21, 2017

Ricoh's Mike Herold, Eric Staples, Nick Fiore, and John Blyth take us on a tour of the Ricoh booth at Hunkeler Innovation Days. They discuss the VC60000, Pro C9110, and software solutions.

 

Video preview: 12th Hunkeler Innovationdays Kicks Off with New Product Announcements

12th Hunkeler Innovationdays Kicks Off with New Product Announcements

Published: February 20, 2017

For a quarter of a century, Hunkeler Innovationdays has been a preferred venue for new product announcements, and 2017 is no exception. Hear what Hunkeler President and Innovationdays Project Director Stefan Hunkeler has to say about what to expect at this year's event, which is expected to draw nearly 7,000 visitors.

 

Video preview: Interview with Crit Driessen on Canon's Launch of the Océ ProStream

Interview with Crit Driessen on Canon's Launch of the Océ ProStream

Published: February 20, 2017

Crit Driessen, VP Strategy and Alliances at Canon Océ sat down Senior Editor David Zwang to talk about the launch of the Océ ProStream. The ProStream is a continuous feed production inkjet system targeting the mid-to-high volume commercial printing market. The device leverages Océ technology from its previous continuous feed systems as well as the its sheetfed Océ VarioPrint i300.

 

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