Marketing Partnership Program (MPP)

Transcription

1 G RAPHIC ARTS INDUSTRY Marketing Partnership Program (MPP) Marketing Partnership Program Build Your Business and Digital Knowledge with MPP Learn More, Earn More Course Outlines Customer Comments Instructor Biographies

2 Selling Digital Print Services (SDPS) Teaches sales professionals how to effectively and efficiently sell digital printing. 1 day class, 8 AM 4:30 PM 2 Who Should Attend Sales, customer service, marketing, management and owners of commercial printing companies, service bureaus, or other graphic arts establishments transitioning to digital and/or seeking to enhance their digital selling skills. Key Benefits Build profitable volume. Identify new applications. Differentiate your business. Expand your customer base. Maximize your digital sales opportunities. You Will Learn Digital Trends and Customer Needs Understand industry and market trends that are driving demand for digital printing. Compare digital to the traditional offset printing process and learn how to communicate the benefits of digital printing to your customers. Identifying Digital Opportunities Develop identifier list to help target documents best suited for digital printing. Target new applications by examining black and white, color, large format and variable data sample documents. Explore the value of digital printing and develop an economic model to help sell digital solutions. Having Technical Know-how Build technical confidence by reviewing basic digital concepts and vocabulary. Identify key questions to help your customers prepare electronic files properly. Implement tools that will accelerate the customer educational process. Consultative Selling Strategies Identify digital opportunities by following a nine-step consultative selling process and understanding who to contact and what questions to ask. Target digital solutions that will make an impact in your customer s business and learn how to communicate the value of your services. Create competitive barriers that will differentiate your business. Earn higher profit margins and get repeat business by moving from order-taker to consultant. Value Adds Sales Kit electronic sales, marketing and customer education tools. Items include a digital sales presentation, account development guide, promotional materials and file formatting procedures. Personal Action Plan identifies target accounts, documents, departments and buyers. Interactive Role Plays practice selling digital solutions by performing sales calls. Comprehensive training workbook with quick reference card. Training facilitated by printing industry sales specialists. $ Per Person 8R10963

3 Expanding Your Markets With Variable Data Printing (EYM VDP) Teaches sales and marketing professionals how to effectively market and deliver added-value services with their customers through variable data printing. 1 day class, 8 AM 4:30 PM Who Should Attend Sales, marketing, management and owners of commercial printing companies, service bureaus, or other graphic arts establishments transitioning from basic digital applications into variable data markets. Key Benefits Where are the Customers? Learn vertical and horizontal marketing techniques. Identify high potential industries, departments and key contacts to call on. Become aware of opportunities in both existing accounts and with new potential buyers. Build higher profit volumes. Discuss characteristics of variable data applications. Expand your customer base. Identify variable data markets and applications. New Revenue Opportunities Identify additional revenue opportunities. You Will Learn Identify new revenue opportunities that variable data can offer to the printing company and its sales staff. Gain the confidence needed to present new services. Identify the steps in a variable data solution. Discuss the importance of a database, the different types, their role, and challenges. Selling Digital Printing What is consultative selling? Learn how variable data impacts Customer Relationship Management (CRM). Critical Success Factors Make a plan for success. Understand the role documents play in a customer s business. Identify your company s capabilities and range of services. Identify key questions to ask prospects for variable data print services. Learn how to become a partner of services not just a commodity printer. The Power of Variable Data Understand how powerful variable data can be to influence buying decisions and to create customer loyalty. Differentiate various types of variable data printing, from simple to complex. Identify different kinds of variable data applications, from simple to complex. Discuss the powerful impact variable data printing has on marketing and direct mail campaigns. Understand and articulate what you re selling. Value Adds Exercises that help identify target accounts, key documents and vertical markets. Comprehensive training workbook with benchmark applications and case studies. Training facilitated by printing industry specialists. $ Per Person 8R

4 Expanding Your Markets Selling Digital Color (EYM SDC) Teaches sales and marketing professionals how to effectively market and sell digital color applications. 1 day class, 8 AM 4:30 PM Who Should Attend Sales, marketing, management and owners of commercial printing companies, service bureaus, or other graphic arts establishments transitioning from basic digital applications into digital color offerings. Key Benefits Build higher profit color volumes. Expand your customer base. Identify digital color markets and applications. Set the proper color expectations to your customers. You Will Learn Why Digital Color? Learn the importance of digital color to you and your customers. Articulate to your customers the specific benefits of using color. Become familiar with key color applications. Understand the importance of combining variable data and color. Selling Digital Color What is consultative selling? Learn vertical and horizontal marketing techniques. Identify high potential industries, departments and key contacts to call on. Become aware of opportunities in both existing accounts and with new potential buyers. Learn how to become a partner to your customer, not just a commodity printer. Understand the role color documents play in a customer s business. Identify strategic questions to ask prospects for digital color print services. Setting The Proper Color Expectations To Your Customers Learn the differences between desktop, offset, and digital color printing. Identify tools that will help to communicate your color capabilities to your customer. Identify tools that will help your customers to manage their color. What is color management, and should you be using it? What influences color reproduction? Critical Success Factors Make a plan for success with digital color. Identify your company s capabilities and range of services. Understand and articulate what you re selling. Value Adds Exercises that help identify target accounts, key documents and vertical markets. Comprehensive training workbook. Training facilitated by printing industry specialists. $ Per Person 8R

5 Working With The Digital Customer (WWDC) Teaches Graphic Arts professionals to understand and manage the delivery of digital files and how to eliminate gotchas through effective communications with customers. 1 day class, 8 AM 4:30 PM Who Should Attend Sales, customer service, sales management, prepress technicians, desktop publishers, and owners of commercial printing companies, service bureaus, or other graphic arts establishments transitioning to digital and/or seeking to enhance their digital selling/ technical skills. Key Benefits Reproducing Graphics How to get the best reproduction of illustrations and photographs. Understanding how color is reproduced and how to set the proper customer quality expectations. Working in a PostScript Environment Gain technical knowledge of digital production. Prepare pages that print the first time. Enhance communication between customer and printing company. Ask the right technical questions. An explanation of why PostScript is used in a printing company. Common PostScript errors and how to avoid them. Communicating correct PostScript driver settings. Discuss the use of Adobe PDF format. Preflight for the Customer and Printer You Will Learn Avoiding output errors. Establishing a system to check incoming files. The New Digital Customer Understand industry and market trends that are driving increased customer created digital pages. Identify the different needs/expectations of the corporate versus the professional design customer. The Techniques and Tools of Creating a Page An explanation of the steps involved, from creation to the printing of a digital page. The different classes of software that are used to build a digital page. What files are needed from the customer to successfully print a page. File transfer techniques. Value Adds Tool Kit Reproducible booklet that describes how to prepare files, glossary of technical terms, reproducible checklists/forms. Comprehensive training workbook. Training facilitated by printing industry specialists. $ Per Person 8R

6 Digital Sales Recruitment and Retention (R&R) Teaches Graphic Arts owners and managers effective techniques for finding and maintaining top notch sales professionals. Half day class Who Should Attend Sales management and owners of printing companies or service bureaus with digital printing capabilities. Key Benefits Develop an efficient process for hiring digital salespeople. Maximize your recruitment investment. Minimize the unknowns. Set the stage for top performance. You Will Learn How to define the job and the profile of a digital salesperson Determine the requirements of the job and the job expectations. Identify the characteristics or ideal behavioral competencies which are important to selling a print-on-demand solution which requires a consultative sales process. Recruiting methods Explore various methods of recruiting new salespeople. Learn how to develop an effective ad and select the most appropriate media. Interviewing process What to look for in a resume. How to screen candidates to quickly establish whether an applicant has the skills and knowledge required as well as the interest. How to conduct a focused interview that will enable you to evaluate a candidate s skills and personality characteristics and compare against the digital salesperson profile. Hiring decision Develop a system to evaluate the strengths and weaknesses of a candidate. Retention strategies Learn about the key aspects of an orientation program that will set the stage for the new salesperson s positive and productive contribution to your company. Establish performance evaluations that will enable you to provide feedback to the salesperson and enable you to provide training and guidance to correct problems or enhance positive activities. Examine various compensation methods. Value Adds Comprehensive Guide to Digital Sales Representative Selection and Retention that includes: Digital Sales Hiring Profile Digital Sales Job Description Behavioral Interview Questions Forms to Facilitate the Screening and Interviewing Processes Skills and Knowledge Tests, Job Simulation Orientation Checklist Samples of: Letter of Offer Employment Terms and Conditions Application For Employment $ Per Person 8R

7 MPP Customer Comments Voice of the Customer What past attendees have said after attending an MPP class This outstanding MPP class gave me help in understanding the practical aspects of digital printing and the consultative selling concepts of selling digital printing. It also provided the markets and opportunities to be successful. Tallahassee, FL It helped me identify my target markets/industries and present all the applications available in them. New York, NY Helped me understand the skills I need. It gave me the tools and solutions to help my customers understand the value and needs of digital printing. Washington, DC Gave me the important questions to ask my customers about their business and document needs. It also provided me with further solutions to possible concerns that I may encounter. Helped me understand digital workflow. Tampa, FL I ve learned the value of identifying my customers Hot Buttons. How to identify them and turn them into win/win/win opportunities. Sacramento, CA The information discussed and distributed will help me better understand the values of digital printing and as a result, enhance my presentations to my clients (i.e., samples, knowledge, techniques, case studies, success stories). Chicago, IL. It gave me information to identify unique and creative approaches and uses for digital color applications for customers who typically only think of offset solutions. It also provided excellent transition into proven variable data solutions. Detroit, MI This class has given me the direction I needed to go in, as well as the tools that are necessary to approach our customers with an aggressive strategy. Excellent. Kansas City, MO PIA Member As a PIA member, you not only save big on Xerox products, you can learn new ways to grow your business. Lease or buy selected Xerox products before 12/31/01 and Xerox will sponsor one person from your business to attend one of the scheduled Marketing Partnership Programs for free* a $495 value. And, get 10% off tuition for other employees. For more information about the MPP class, call and mention that you re a member of PIA. To be eligible for the free class, you must purchase or lease one of the following: Xerox DocuTech 6135, 6180, 6100 or 6115, DT65, or DocuPrint 92, 96, or 180, DocuColor 40, 2045, 2060, 100, or 130 under the PIA contract before December 31, A customer representative must participate in the class no later than six months after installation of the machine. To learn more about Xerox s digital presses and proofing solutions, call ASK-XEROX, extension PIA. Remember to reference contract # * All travel and incidentals are extra It will allow me, as a consultant, to speak intelligently regarding variable data solutions that will help my customers increase their response and hit rates and show value to their customers. Also, not to leave money on the table. Syracuse, NY It showed me how the process directly relates to increasing sales and broadening the sales volume for current customers. Also, how to develop a Customer Relationship Management (CRM) opportunity. Oklahoma City, OK It helped me see the bigger picture in providing value. It showed our people the value of being their customer s partner and to create a lasting relationship. Miami, FL Enlightened our sales force about the opportunities within their present customer base. Deeper and wider marketing efforts to all departments within a company. More business with less customers, 1 to 1 Marketing. Philadelphia, PA 7

8 MPP Instructor Biographies The MPP team are seasoned, industry veterans who know how to help you become more successful! We know the challenges of managing a printing company we ve been there Mickey Call has 30+ years in the Graphic Arts Industry and is retired from the US Air Force where he held positions as superintendent of two of the largest printing plants in the world. While in these positions, he was instrumental in helping reduce overall costs and waste by over 20%. Mickey has held successful sales, sales management, and sales training positions with AB Dick Co. as well as Director, New Product Development, responsible for worldwide press product distribution. Mickey has been an industry speaker for Printing Industries of America (PIA) and many other National Graphic Arts Organizations and Associations. His understanding and knowledge of offset and digital technology, along with his outstanding communication and consultant skills are noteworthy. He has helped many Graphic Arts companies become successful in the Digital Print Industry. We know how to implement digital printing profitably we ve been there Rigo Gomez is the Graphic Arts Major Account Services Marketing Manager for Xerox Customer Education Services. He joined Xerox Corporation in 1975, and has held a variety of selling, marketing, training, and management positions. He has successfully sold digital and offset printing as a sales representative, sales manager and corporate trainer. Tom has personally trained over one thousand sales professionals and is the author of several corporate sales training manuals. We know what it s like when a customer supplied file doesn t print we ve been there Frank Kanonik has a 25 year industry background and recently joined Xerox from the Graphic Arts Technical Foundation (GATF) where he was the Associate Director of Training with responsibilities of developing and delivering a wide range of training classes pertaining to the graphicarts industry. Frank s background is in digital prepress and digital printing and has developed and delivered numerous training sessions both at GATF s Pittsburgh location and at other locations worldwide. Frank has also delivered multi-day training programs devoted to digital printing, supplying both marketing and technical instruction to several Fortune 500 companies. We know what it s like to sell a print job to a difficult customer we ve been there For further Marketing Partnership Program information please call One of his key responsibilities is making customers aware of the power of training, and the impact that effective training can have on a their productivity and revenue. Whenever he can, Rigo enjoys conducting skill based customer training sessions in which he teaches consultative approaches on how customers can build their businesses and enhance their employee s skills. He is also responsible for development of the sales and business process consulting business for Xerox. We know what it s like to find and keep good salespeople we ve been there Tom Baumann has worked with hundreds of printing companies helping them develop, implement and manage their operational and sales processes, build value into customer relationships and grow profitable revenue. For highest quality results, use genuine Xerox-branded supplies. To order, or for more information, call or visit the XSG website at Xerox Corporation. XEROX, The Document Company, the digital X and all Xerox product names and numbers mentioned herein are trademarks of XEROX CORPORATION. All non-xerox product names and numbers are trademarks or registered trademarks of their respective companies. This collateral was printed on a Xerox Digital Printing Production System. All rights reserved. 610P707900