The Compliment ~

The biggest compliment you can give to a sales person is to recommend them to another person.

I once heard one of John’s clients telling another man, if you’re not working with John then you’re not working with the best.

Another sales person at Ussery is also on the receiving end of a lot of kudos from her clients. She’s fussy and particular and her clients love her for that. They know she is watching out for their high standards.

I was just told today by a long-standing client…”good eye” for the typo I caught. Four people proof-read the final copy, but, there it was, plain as day ~ two different dates for the same event.

Who have you recommended lately?


Your Commercial ~

I’m paying a lot of attention lately to television commercials. It’s gotten me to thinking…if I had to create a commercial for Ussery Printing, what would it be?

Allstate Insurance cleverly uses a man in their ads called mayhem. “Mayhem” gets into all kinds of trouble to illustrate the idea that if you comparison shop for insurance you might want to make sure you’re comparing apples to apples in coverage. Boy, that sounds familiar. Printing specifications are typically open to interpretation that could mislead a client to choose a cheaper option, only to discover they are not happy with their results. What a great way to illustrate the difference in costs.

Yesterday I watched a commercial for Bassett Furniture show-casing their designer fabrics and their design team assistance while choosing furniture. In the same hour was another commercial for The Dump (also a furniture company); their pitch was for low-interest rates and no payments for three years. I’m confident Bassett also offers great interest rates but the focus of their ads was on the custom fabric options and designer assistance. Both sell furniture and both know the client base they are after.

Some printers focus very well on niche markets and this is good strategy until their niche market experiences a decline. Some printers are project driven and will print just about everything and anything. This is a good strategy too since they are able to handle the various declines in different markets, but then, they’re not investing in work-flow efficiencies as well as the niche printer.

We’ve struggled the last few years developing new markets…just like most printers. Some have gone the MSP route, and that’s an excellent choice for those printers who can add data management staff and marketers to their current printing staff. What about the rest of us? Do we continue to wait until the buyers return to their pre-recession buying levels? I don’t think we should because, as a 30-year veteran of printing, I don’t believe we will ever return to those levels.

So, getting back to my original musing…what would a commercial for Ussery Printing look like? Maybe that’s the creative thought-process we should talk about, if only to rediscover who we are and what we want to be in the future.

Insanity ~

It’s been said that the definition of insanity is thinking you can do the same things over and over and then expect a different result. Let’s think about this.

What to lose weight in the new year? Of course you do. But realize you can’t lose weight if you keep eating, drinking and exercising the same as before. Something has to change.

What to have more stamina, become more toned and flexible? Well, you have to move your body differently someway, somehow, or nothing much will change.

Want to be better at your job, increase your sales, or find satisfaction at work? Then, you can’t behave the same way you did last year.

What are you willing to change to make 2012 different from 2011?