PARAMUS, N.J., APRIL 22, 2005 – As customers turn more and more to multimedia to communicate their message, printers recognize that capturing a greater share of customer spend requires offering cross-media solutions. But selling cross-media solutions calls for a customer-focused approach that is often quite different from selling traditional print.
“To be successful and profitable with cross-media, printers must learn the processes, strategies, and tactics to best leverage these services in the marketplace,” notes technology and publishing expert Mark Evans, co-author with industry veteran Laura Gale of Cross-Media Cookbook: A Sales Primer, just released by the National Association for Printing Leadership (NAPL).
The 208-page volume, the third in a three-part series that includes Cross-Media Cookbook: A Strategy Primer and Cross-Media Cookbook: A Start-Up Primer, leads readers step-by-step through cross-media selling best practices. Included are strategies printers can use to position their companies as preferred cross-media partners, present new services to clients and prospects, and develop high-profit cross-media solutions that meet customer needs.
Cross-Media Cookbook: A Sales Primer provides insights into:
• Transitioning to consultative selling
• Marketing cross-media services
• The dynamics of the sales process
• Developing a sales strategy
• Conducting a customer needs assessment
• Developing a compelling proposal
• Delivering high-impact presentations
• Closing the deal.
The book provides sample marketing and sales plans, a needs assessment document, and a proposal that illustrate how best practices are implemented in the sales process.
Cross-Media Cookbook: A Sales Primer (NP 356) is $29.95 for NAPL members; $39.95, non-members. To order, call (800) 642-6275, Option #3; email [email protected]
; or go online to NAPL’s bookstore at www.napl.org/store/.
NAPL is committed to helping the graphic arts community succeed within today’s highly competitive communications environment. The level of information provided in Cross-Media Cookbook: A Sales Primer is a prime example of that commitment.