Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     SGIA EXPO     Production Inkjet     Installations and Placements Tracker

Becoming a thought leader with Think Patented's David McNerney

Published on April 17, 2012

Think Patented's Director of Sales David McNerney discusses why their clients look to them for answers first as the area thought leader.

My name is David McNerney.  I am the director of sales and marketing for Think Patented in Dayton, Ohio and a real initiative for us and really just an overall goal for the organization is to develop ourselves in our client’s minds, in our marketplace as a thought leader and to become that thought leader doesn’t happen overnight and it means hiring some key people, educating some key people in certain positions.  As our company has expanded and become this MSP integrated direct marketing company that we’ve talked about in the industry for a number of years now we can’t have the same sales rep go back into a client that’s been talking for 10 years and has been a gung-ho ink on paper print guy, come in the door and say boy I'm now an expert in mailing or I'm now an expert on cross media campaigns.  It just doesn’t work.

So for us we’ve had to make some key investments in people, in education, so bringing in someone that’s a director of mailing where all they do and know and live and breathe is mailing and regulations and response rates or in our integrated solutions group bringing someone in that really understands web design and how that interacts with people’s maybe eyesight and following a page down or social media or again personal URLs.  So for us we’ve really had to bring in these, I'll call them almost brand managers, that their job is to be an expert in certain fields and so for us it has really become pivotal over the last few years to team sale and work with our clients and our organizations with a team of experts in various fields.

Why we think it’s so important to become a thought leader in our marketplace is if I don’t then I'm like everybody else and then I'm a commodity and at the end of the day if I'm doing the same thing as the next five organizations they’re going to look strictly at price, but if I can walk in the door and impact our client’s business whether that’s increasing sales, whether it’s helping them get more efficient then I've become a partner and more likely than not I have a client for life and so for us it’s worth the investment of hiring these experts for us to transition into a thought leader because then the marketplace, the  clients look to Think Patented first for those answers.

         Email Icon Email    Reprint Icon Embed/Reprint

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Global Graphics On the New PDF 2.0

Global Graphics On the New PDF 2.0

Published: October 22, 2018

Martin Bailey, CTO of Global Graphics, talks with Dave Zwang about the exciting new PDF 2.0 and what it means for the printing industry.

 

Video preview: The Present and Future of SGIA

The Present and Future of SGIA

Published: October 22, 2018

Ford Bowers, President and CEO of SGIA, talks about this year's final SGIA Expo—as well as the future of the association and the expo, as both change with the industry.

 

Video preview: Who's Making Money at Digital/Inkjet Printing?

Who's Making Money at Digital/Inkjet Printing?

Published: October 19, 2018

Frank reviews “Who’s Making Money at Digital/Inkjet Printing...and How” by noted sales consultants Bill Farquharson and Kelly Mallozzi. They do a great job presenting useful information on markets and methods for selling digital/inkjet printing, and how selling digital differs from traditional print sales.

 

Video preview: HP’s Alon Bar-Shany on Trends in Labels and Flexible Packaging

HP’s Alon Bar-Shany on Trends in Labels and Flexible Packaging

Published: October 18, 2018

Dave Zwang talks to Alon Bar-Shany, General Manager for HP Indigo, HP Inc., about the growth he has been seeing in both the label and flexible packaging markets, as well as how the industry can learn from past commercial printing experience to avoid pitfalls in the future.

 

Video preview: UV-LED Curing Helps Bring Jobs Back to Offset

UV-LED Curing Helps Bring Jobs Back to Offset

Published: October 18, 2018

Chris Manley, President of Graphco, which represents RMGT in the U.S., talks about how the advantages of UV-LED curing are driving customers to "unplug" their digital presses and move more jobs to offset to increase profitability.

 

Video preview: CloudLab's Tailor-Made Web-to-Print Solutions

CloudLab's Tailor-Made Web-to-Print Solutions

Published: October 17, 2018

Marc Horriar, CEO and Founder, talks about CloudLab, one of the largest web-to-print vendors in Europe, and whose U.S. branch opened in 2017. CloudLab has more than 200 customers in 25 countries. Some of the largest online print businesses in the world use CloudLab, which focuses on solutions tailored to each business rather than a one-size-fits-all approach.

 

View More Videos

 





Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved