THE EAGLE has written thousands of words about the use of value-added relationships/programs to fuel the profitability and growth of Graphic Arts Dealers. You can only survive in the low cost/low price commodity business for so long, unless you become a dominantly sized player. But it is also possible to build a smaller profitable product or geographic niche business by creating value for your clients.

Perhaps, it’s time to take this concept one step deeper and look in a different direction for additional guidance. Normally The EAGLE writes about the company-based solutions, programs, training, integration and other technical issues, at the heart of the value-added that can be brought to the client base. In this article, we want to discuss the impact on perceived value of Sales personnel and recognize that selling is all about relationships. No, we don’t want to go back to the relationships fostered by the bi-weekly inventory count and donut run, but in how sales personnel can develop and nurture good client relationships by developing their own competencies.

In the past, The EAGLE has discussed how client knowledge is power. We’ve suggested that it is much easier to sell more to the client if you understand their business strategies, plans and needs and can help them decide how to best meet those needs through the products and services offered by your dealership. What we’re suggesting herein is that you needn’t wait for management to tell you how to do this; all it takes is a little learning and perseverance on your part to become a worthy partner, not just a pesky sales person.