Too Often Lost (or Never Learned) .....But Not Forgotten

By Sid Chadwick, Chadwick Consulting, Inc. – 04/02/2026

Published in American Printer : “One forgotten letter sparks a bigger truth about our industry: some of the most valuable skills in print are fading from daily practice. Sid Chadwick walks through a real moment that reveals what strong teams still do and why it matters.”

“Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful…that’s what matters to me.”……..Steve Jobs

INTRODUCTION:

This column has several major, evolving points – so I’m asking your patience.

I was reminded recently, like anything we pass by several times every day – that Print is seldom recognized for the many benefits Print provides, that no other form of communications provides – including Digital…!

Late last Sunday I received an inquiry from a smart Print company owner, who had, after four months, worked his way down on his desk to a personal letter – we sent – in early December 2025. 

He had just read our letter….filled with short descriptions about (1) our CEO Peer Group – and its long-term (some with us almost 20 years) profitable Members, and (2) our 14-Week Inside Sales Academy, and how it is teaching successful engagement of Target Prospect Buyers - by trained Inside Sales Reps.

His email said he wanted to learn about both…! (After four months…buried on his desk…!) (Note: after a 30-minute follow-up phone discussion Monday, we’re moving forward – on both…!)

Note: As a “sidebar” global overview, we’re increasingly reading about… and seeing – big promotion budgets – moving – back to Print…!

From our discussion, our Prospective Client has an aggressive company development Plan. During this 1st 30-minute discussion, he asked, “Tell me about your 14-Week Inside Sales Academy.”

SUMMARY:

In the interest of time on this 1^st Call, I requested to only discuss two important elements of this unique Program – but promised much more to follow.

First, we emphasize learning each Target Prospect’s (a) priorities, (b) major sources of revenue and (c) multiple strategies for learning that critical information. Knowing those critical pieces of information allows your Inside Rep to be Proactive – with discussions and proposals – for positioning your organization, and not just Reactive – for providing a quote, and hope. 

Being able to be purposefully Proactive with a Prospect supports your Reps being - much more select and purposeful – in who they pursue (which is much more profitable for your company than a Rep pursuing – anyone who he/she believes they can sell.)

Second, we Introduce and teach the use of Databases – for uncovering and researching Target Prospects, and Researching information – that gets the Buyer’s attention (regardless of the Buyer’s title) – though your Rep and company – up until that moment – may not be known to your Buyer.

Every Class has Homework Assignments (requiring 3 to 5 hours before the next Class), and many of those Homework Assignments require the use of multiple Databases – to support learning (a) Target Prospects – often previously unknown, and (b) what’s most important to each Prospect, and their markets – skill sets generally forgotten and/or not being taught – at this time…!

“My favorite things in life don’t cost any money. It’s really clear the most precious resource we all have is time.”……Steve Jobs