Bob Davies of Segerdahl Group on Selling Print
Published on September 6, 2012
Bob Davies, Vice President of Sales at Segerdahl Group, a commercial printer out of Wheeling Illinois talks about the trials and tribulations of selling print in today's market.
HI, I'm Bob Davies. I'm with Segerdahl Group, Wheeling, Illinois. I'm here today just to kind of talk to you a little bit about the trials and tribulations of being a print sales person. We’re all out there looking at print. The market is shrinking. Astronomical changes in the marketplace and we’re all looking for ways to survive if we will. There is not a lot of young blood coming into the print sales team if you will. Many of us know a lot about print. We have some great capabilities that we can offer. People are less and less interested in that. People are more interested in how you can solve their problems and we try to solve people’s problems and we also try to reach out and gather in other services that we can offer these people that are more valuable to them than just the print and maybe by providing those services we can expand upon the amount of print that they’re actually doing by showing them the successes that print can bring them and how it can actually drive maybe more traffic to their website than an email might take place.
So let’s say some of the services that we might want to offer fulfillment capability. Maybe we build a storefront and we offer all these services and they’re a distributive type organization and they have a sales force they need to support. Were able to customize the literature for those particular sales people and then distribute it in a timely fashion and quite often what actually becomes the profit center is the kitting of the literature, the packing of the literature, the mailing out of the literature as well as the digital print itself. If we had to survive on just digital print alone that would be a real challenge in today’s market because obviously digital print is a much lower volume. That’s why at Segerdahl we offer greater services like full variable digital web. So we may be printing on a web press printing three million pieces, but we can still offer full variable on every single piece.
So we’re trying to tie everything together, the full long run, digital, inline, variable web, the sheet fed work where we’re able to maybe not inline variably print it, but we’re able to print it and then variably imprint it offline or printing on a digital machine and offering the whole solution there with the variable content and of course all the services that surround it whether it be you know storefronts or pearl campaigns or lead generation programs or loyalty programs. We can offer all of that and when you’re able to broaden your penetration into your customer base and offer them all these other services you become less of a service provider and more of a partner and that’s what we try to accomplish at Segerdahl.
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