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By Sid Chadwick, Chadwick Consulting, Inc. – 04/16/2026 Published in  American Printer   :  “Print executives are aware of the slowdown in the industry but hope that it is temporary. Sid's article highlights the "double trouble" currently affecting print and explains why postponing action is steadily leading companies toward a crisis. The teams that are taking early steps are not lucky; they are well-prepared.”   Your time is limited, so don’t waste it…Don’t let the noise of others’ opinions drown out your own inner voice…And most important, have the courage to follow your heart and intuition.” ……………… Steve Jobs  INTRODUCTION : It should be hard to not  listen to that inner voice –  telling you: “ We’re headed toward real Trouble…Are you listening…? ”   A great Client described today’s evolving business conditions, if you aren’t making needed changes –  as , “ A slow glide – eventually – into the side of a mountain… !”     The growing list of Troubling Conditions includes: Major new Customers are harder to find, and win, as Customers cut-back on Print investments. Many Reps are living off commissions from the last 10 years of Customers gained – but in recent years – those commissions are shrinking…! Appointments with new Prospects are almost impossible to get – especially  follow-up appointments.  No one sponsored by an association, or who is familiar with our Industry, seems to have an effective Sales Training Program…! Hiring an experienced Rep, who actually delivers what they claim they can bring – is “pure fool’s gold.” Customers don’t seem to believe in Print as an important Promotion anymore…though growing Research tells a very different story…! (And too many Commercial Printers neglect Self-Promotion – with any sense of commitment.) Buyers don’t seem to have time – to see Reps (telling observers it’s a waste of their time, which they don’t have, if they want to keep their jobs…!)     All this background – and much, much more – went into our Inside Sales Academy Curriculum .     For Inside Sales Reps, The Inside Sales Academy Curriculum includes :   Understanding why  (and how) a Rep should pursue Prospects that represent better margins, and their company’s Differentiation. How  and What  to Research for a Target Prospect. How to use Research Databases – for uncovering Top Prosects – within 1,000’s of miles of their Plant. How to use Databases – to uncover Research – that gets the Target Prospect’s attention – always..! How to Research a Target Prospect’s “sources of revenue” – for elevating their Quotes…far beyond “low price wins”…! How to create Superior Quotes, for increasing profitability….their Buyer wants to pay…! How to use their company’s expertise – and Production Experts – to win both new Customers, and major Projects…! How to Renew previously neglected Customers…! How to regain – previously lost Customers..! How to regain a job – even at a higher price – that appeared to be lost to a competitor. How to conduct a Plant Tour – that has your Target Prospect moving work to you – almost immediately. How to have Target Customers consolidate suppliers, and create multi-year Customer Agreements – that increase the value of your company. How to get follow-up Appointments – Guaranteed…!   Etc., etc., etc.   And… The 14-Week Process   for The Inside Sales Academy  - is also critical: No Class with more than 9 Students. Classes are Wednesday afternoons, from 2:30 till 4:00 EST. Weekly Reading & Work Assignments are given-out Thursdays (requiring 3-5 hours before the next Wednesday Class). Every Class is Recorded, and the Recording sent to all Students & their Supervisors – Thursday morning. Thus, creating an Invaluable Resource for each Student – and their company…! Instructor is available 24/7 (and does receive about one evening email or call – each week). SUMMARY : We have Clients – whose Inside Sales Reps – are their Top Producers .   We Have Clients, who took a marginal Outside Rep, moved him Inside, and radically increased his productivity.   Inside Sales Reps training “opens-up your Sales Team” – to more available Talent.   Inside Sales Reps – cost less…!   Why are you waiting – to test – what others have demonstrated & learned…!   Next 14-Week Inside Sales Academy Class Begins: May 20, 2026 !

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

By Sid Chadwick, Chadwick Consulting, Inc. – 03/19/2026 Published in  American Printer   : ”Executives are taking a hard look at how they guide their teams through constant change. Sid lays out the mindset shifts and practical habits that help steady, resilient executives stay ahead while others fall behind.”   “If you don’t think you can afford continuous Education & Training, you probably don’t realize… you are already paying for it…!” ............Allie Hutchison, CEO, Hutchison-Allgood INTRODUCTION : Our  CEO Peer Group Meeting  was last week – perhaps (…by good fortune…) the only week in March we would be able to reliably travel with Members coming from both the East and West Coasts…..! Our packed Agenda had  two  “ knock-your-socks-off ” Plant Tours – provided by our Host Member…plus three Speaker Presentations. One Speaker is nationally recognized for Reporting Monthly Market M & A – and Plant Closing Trends. 83% of our Members’ 2025 bottom-lines  exceeded their profit results  – in 2024…! But that is where parallels of our Members – and Industry Trends – seemed to diverge. Our Members – through 2024 and 2025 – never stopped hiring  Inside Sales Reps  & Outside Sales Reps…. never stopped Sales Training …never stopped sharing and comparing with each other their productivity improvements…and never stopped buying new and excellent reconditioned equipment…never stopped offering and testing Sales Contests and Bonuses…or comparing MIS Workflow Systems…!   Three of our Members are Publication & Book Printers – and  reported  banner  performance improvement years , as larger competitors closed multiple Plants, freeing-up experienced employees to hire….and newly abandoned customers with good-to-excellent credit – looking for solid, reliable, private new suppliers they could count-on. Our last day of our  4-Day Meeting  –  focused on The Future , new resources and strategies, and more opportunities expected, including  multiple Plant demonstrations  at the Meeting – for our smaller but ambitious Members to personally observe, and brain-storm “next steps.” SUMMARY (…and Next Chapters) : It is not by accident or dumb-luck that –  four of our Members  have  next generation sons  – already moving into majority ownership. ( Note : a 2 nd  Generation Member has two terribly bright and ambitious daughters – being groomed to hopefully represent their 3 rd  generation ownership.) For our  Inside Sales Training Academy , three of our CEO’s, after watching our  Weekly Class Videos  – and talking to Students they had sent to our  1 st  Inside Sales Academy Class  – sent additional Students to our Second and Third subsequent Classes. (And then this morning, one of our CEO’s called and asked me to reserve two more seats for two more of his Employees – for  our next Class  –  starting-up June 6th .) Note:  Our CEO Peer Group Members – are  not  the only CEO’s sending multiple Students to multiple  Inside Sales Academy Classes …! Your employees probably already know:…. “Are you preparing your organization… for Success – or Failure….?”

By Sid Chadwick, Chadwick Consulting, Inc. – 03/05/2026 Published in  American Printer   : ”Are your teams chasing specs instead of strategy? Sid Chadwick breaks down the unseen questions that make-or-break project success.” “It’s not so much what is said, but what is not said …”….Source Unknown Sales Reps – both Inside & Outside Reps – we are having to “ Deprogram. ”   Most come to us believing the most important and primary skill sets are to get an Appointment and  to “Record The Specifications Correctly” – for their Estimator to develop an accurate Estimate – for development of a Quote.   Not necessarily…!   Unanswered Questions – beyond Specifications - that can Torpedo your Project, if unknown, may include : What are the objectives of this Project…? What are your Prospect’s Performance Priorities for this Year... and this Project…? Is there a Budget…? Are there other Collateral Pieces that certain Color(s) need to Match…? Are the Color and Image Instructions, correct…? (Are you sure…?) Any special Instructions for Proofing and Delivery…? (e.g., Advance notice of when to occur..?) What is the most important part for this Project…? (e.g., Press Conference at a Trade Show…?) Has this Project, or similar Projects – had problems in the past? (Priceless information.) How often does a Project like this occur…? (Priceless, but seldom asked.) Is this a Prospect that we can improve their business performance…?   Should these issues be requested on your Estimate Requests ?     Contact Us for a Seat  at Our Next 14-Week   Inside Sales Academy : June 6…!

By Sid Chadwick, Chadwick Consulting, Inc. – 02/25/2026   “It’s not so much what is said, but what is not said …”….Source Unknown Sales Reps – both Inside & Outside Reps – we are having to “ Deprogram. ”   Most come to us believing the most important and primary skill sets are to get an Appointment and  to “Record The Specifications Correctly” – for their Estimator to develop an accurate Estimate – for development of a Quote.   Not necessarily…!   Unanswered Questions – beyond Specifications - that can Torpedo your Project may include : What are the objectives of this Project…? What are your Prospect’s Performance Priorities for this Year... and this Project…? Is there a Budget…? Are there other Collateral Pieces that certain Color(s) need to Match…? Are the Color and Image Instructions, correct…? (Are you sure…?) Any special Instructions for Proofing and Delivery…? (e.g., Advance notice of when to occur..?) What is the most important part for this Project…? (e.g., Press Conference at a Trade Show…?) Has this Project, or similar Projects – had problems in the past? (Priceless information.) How often does a Project like this occur…? (Priceless, but seldom asked.) Is this a Prospect that we can improve their business performance…?   Contact Us for a Seat  at Our Next 14-Week   Inside Sales Academy : June 6…!

By Sid Chadwick, Chadwick Consulting, Inc. – 02/19/2026 Published in  American Printer   : ”Sid highlights the tools, strategies, and intelligence gaps that slow organizations down. He also points out the underused resources that could change the game.”     “Tell me and I’ll forget….Show me and I may not remember…. Involve me, and I’ll understand.” ………………………..Native American Saying INTRODUCTION :   In our 14-Week Inside Sales Academy , we introduce students to Public Databases residing in our local central library.   These publicly available Databases are incredibly powerful for revealing details  about approximately 115 million businesses – just in the U.S. , organized by Industry, SIC Code, NAICS Code, geographical location, et al., with details re. contact information, competitors, and key personnel.   Would you like to know what target prospects are within 5 miles, 25 miles, 50 miles, 100 and 150 miles of your plant, that “mirror your best customers” – who love your company…?   The “Wow-Affect” doesn’t slow down as the Class progresses….  Another Database contains “Lifestyle Details” of over 320 million consumers, including home value, personal income ranges (up to and over $1 million/yr.), patterns of personal expenditures, charitable giving, hobbies and recreation. (We introduce multiple Databases, with Homework Assignments, and rich follow-up Class discussions.)   If you want to make an impact with a prospective publisher – looking for additional distribution, or charities wanting to identify interested supporters….well, there’s no charge for the names and addresses of your target lifestyle profile , that can be printed out from your office or home.   We tell our Students in their first class, “ We will change your professional life  – including providing multiple strategies for getting the attention of key prospective personnel, whom you’ve never met, and who have never heard of you or your company.”   Four companies have sent Students to more than one 14-Week Inside Sales Academy .   Three of those four companies have sent Students to each 14-Week Class – we are now in the middle of our 3rd 14-Week Class.   Our next 14-Week Class starts up June 6th (There’s a 90 Minute Class every Wednesday, with a Reading & Written Assignment for the next Wednesday Class – issued every Thursday - that requires between 3 and 5 hours, depending on the Student’s personal engagement with their Assignment.) Note : The Instructor is available for questions – 24/7, re. Class Assignments.   Every Wednesday Class is video recorded, and forwarded to each Student and their Supervisor, next day. This not only provides incredible value to the Student and sponsoring company, but that recording is why most of our Student Sponsors want more personnel – in our next Class.   SUMMARY : This Class was developed when a treasured, long-term Client told me, without reviewing my initial Curriculum, that he would not send any struggling Reps or ambitious CSR’s to the Class, because “It wasn’t sponsored by a national association.”   That hurt – a lot – and prompted me to ask, “ How much do I know that possibly, just possibly, no one in our industry teaches – that I consider valuable…that seems to no longer be taught (if it ever was) …?”   That CEO Client’s President and son, Rette Collins, sent a “last-minute” Student to our 1st Class….After viewing 3 Casses of Videos, that CEO Client called me and said:   “I want two Students in your next Class start-up, and you may use my company and me as a Reference, including my Letterhead. ”  (Wanzie Collins, Panaprint, Macon, GA)   My observation is that the environment outside our Great Industry is changing faster than most of our industry is changing. As a result, unknowingly , “ we are eating our seed corn .”   Our Students attend Class from their office or home (e.g. ideal for external Reps), by Zoom. And… we access Databases, from my local Central Library…plus…archived Articles from our website – (that are accessed daily – including from foreign researchers) where we produced over 800 published Articles, most of which are courtesy of our publisher, American Printer .     “ If you think education is expensive, try ignorance. ” ……………………….Derek Bok

By Sid Chadwick, Chadwick Consulting, Inc. – 02/10/2026   “I am excited to hear of people’s success with ProQuest Database Articles” …….Feedback from Student in The Inside Sales Academy     Why … three organizational Presidents… sent Students…to multiple Classes of… The Inside Sales Academy ….?   Why …  multiple Presidents sent multiple  Students… to three – full Class Sessions of… The Inside Sales Academy ….?   Why … a growing number of Presidents are finding… that motivated Inside Sales Reps …attending The Inside Sales Academy ….are significantly   more productive … at lower cost … than Outside Sales Reps.   There is “ No other Sales Training Program ” – for our Great Industry that : Instructs the Use of Multiple Databases …for uncovering – 100’s of Top Prospects … previously unknown…and over  1.5 Billion Catalogued… Published Articles …! Provides a Confidential Recorded Video… of each 90-Minute Class , next day…to both Student & Supervisor …! Makes the Instructor available 24/7 …to both Students… and Supervisors…! Give “ Trade Show Stories, Examples & Ideas ”….. students said were most useful…! Requires Written Feedback Evaluations … from Students…after each of the 14 Classes…! “ Everything for me is valuable ……!” – An Inside Sales Academy Student   Next 14-Session Class starts :…… May 6, 2026 …! UPCOMING MEETINGS : March 8-11, 2026: CEO Peer Group in Illinois

By Sid Chadwick, Chadwick Consulting, Inc. – 02/05/2026 Published in  American Printer   : ”Sid's article reviews how more companies are locking in long‑term customer agreements, and the financial impact is hard to ignore. The result is steadier revenue, tighter cost control, and stronger valuations. If you’re not exploring these conversations with your top accounts, you may be leaving money on the table.” “Action is the foundational key to all success.” ………………………..Pablo Picasso INTRODUCTION :   Recently, as we reviewed a Peer Group Conference Call Discussion , one Member, with his company heading toward $30 million in Sales (projected for this year), revealed that – ‘44% of their revenues were anchored in “Long-Term Agreements”….!’   Finally …after two decades of Client Survey Results , we see “The Market” tipping toward “ Long-Term Customer Agreements .” As you look for proof, ask your Banker’s opinion of the effect of such Customer moves on your company’s value.   Better …ask your Top Ten Customers - if they would like to “think about – and discuss” – a “Long-Term Agreement” to “ anchor their Consolidation of Suppliers? ”   Benefits from Supplier Consolidation – and Long-Term Agreements – for your Customer – can include:   Elevated consistency of Quality – and Communications – received. Improved consistency – and standardization – of Supplier performance. Reduced Time invested in Purchasing. Improved opportunities to reduce Supplier costs. Improved Value as a Customer to your Supplier. Improved opportunities to request Education & Training Services. Benefits from Supplier Consolidation – and Long-Term Agreements – for you  – the Successful Supplier, can include: More predictable production scheduling – which tends to lead to… lower production costs (e.g., less waste, less spoilage, and less overtime costs). Improved understanding of the Customer’s performance expectations. Improved leverage for obtaining lower material costs from Suppliers. Higher frequency of work for the same customer tends to lead to opportunities for ongoing – improved production times. Less time required for quoting, order-entry, and communication errors (No Small Achievement…!). Improved predictability of revenues, leading to improved bottom-line performance.   Not all that long ago, we persuaded a Client to allow us to ask a question re. his “Customers’ Interest in a ‘Long-Term Agreement’ for the purpose of reducing purchasing costs, consolidating suppliers, and improving consistency of quality received. “   Eleven Customers  responded in the affirmative….Three of the eleven were major accounts….!   SUMMARY : A few Suggestions and Observations :   Such discussions and decisions are ultimately decided at your Customer’s Management level, but also require the involvement of Supplier Sr. Management and/or ownership. Many Customers avoid the use of the word “Contract.”  “Memo of Understanding,”  however – is usually much more acceptable, for multiple reasons. Given the importance of such a change in working relationships, allow for six or more months of discussions - to reach a Final Agreement. History shows that if such an Agreement has worked well for the Customer Organization, Renewal of the Agreement after three or more years is nearly automatic. Finally, CPI’s for managing price changes do not necessarily work well in periods of dynamic commodity or tariff price changes. But from the Customer’s position, managing price changes from one supplier can more easily be accomplished than from three or more suppliers. We strongly recommend Quarterly Reviews – at least in the 1st year of your Agreement – for opportunities to correct and fine-tune both organization’s contributions. The success of your 1st Long-Term Agreements – can provide invaluable References – for your next desired Long-Term Customer Agreements. Be sure to keep your Banker and key Suppliers – apprised of your Progress – and Lessons Learned…! (They will want to contribute – to your future success.)   “It is no use saying, ‘we are doing our best.’ You have got to succeed in doing what is necessary.” ……………………….Winston Churchill

By Sid Chadwick, Chadwick Consulting, Inc. – 01/22/2026 Published in  American Printer   : ”Sid's article reviews how a print team found unexpected growth by focusing on repeat orders, measuring what mattered, and giving employees room to improve the work themselves. Their steady gains show how small operational habits can reshape customer loyalty and monthly revenue.”     “There are two levers to moving men – interest and fear” .. …….Napoleon Bonaparte INTRODUCTION :   W began our “Monthly Plant Managers’ Conference Call” – with a Review of, “AI is being used to… improve Athletic Performance”….and then, “How some Manufacturing Environments are adapting – what is being learned from AI – to Improve Athletic Performance….!”   Then, one of our Plant Managers (who is also the company owner) began to explain that about three years earlier he developed several large Customers, who send him regular, monthly work requests – that are often identical to previous requests.   He began recording in a “separate book” – the productivity and efficiencies of these “repeat orders.” His personnel who work on these projects – watched him record these numbers in that book. “They asked permission, and then began reviewing those records, and discussing ways to improve productivity of these repeat orders” (within earshot of our Plant Mgr.), which he allowed, and did not interrupt, unless their discussion was going in a non-productive direction.   At the time, he had all of five employees producing these repeatable projects, billing out about $20,000/mo. (plus their other job duties and billings).   Over the last three years, his major Customers were slowly increasing their repeat orders (as long as he met their delivery and quality standards), but he refused to hire anyone extra who did not have the right work ethic and attitude. (Eventually, a sixth employee was found and hired.)   Today, those six employees, along with “other work being produced, are producing over $35K/mo., much of it “repeat, profitable work!”   This Plant Mgr./Owner recognized early on that “ownership of Performance Improvement” contained a powerful incentive for his employees – if there was a reward for them, as a result of what they were developing.   We asked our Plant Mgr./Owner, “ What’s next ?” He said he believed he had a great Team of employees, and he wanted to apply  the same principles of Employees’ Performance Improvement Incentive  –  to Customers work that was not repeat work .   Everyone on our Monthly Conference Calls looks forward to tracking and learning from that development.   Our Conference Call then turned to  Opportunities for gaining and improving Customers’ Work  – that Sales Reps – and their Companies tend too often – to overlook.   Our discussion included : (a)  Product Diversity  needed by certain “profile Retail Customers” – who are committed to growth (often needing combinations of Wide-Format, Fulfillment, Direct Mail, Trade Shows, Packaging),  and (b) Top-performing Sheet-fed Presswork – for successful pursuit of short-run Publications (the “Mother-Load” of Publications is available at the Gale Database,  organized by state , that offers website, address, phone no., publisher/editor – and includes frequency of production).     SUMMARY : Great Teamwork needs to be nurtured.   Great Teamwork, clear on its objectives, requires (a) mutual respect, and (b) ownership of the processes and results – by participants. “I suppose leadership at one time meant muscles, but today it means getting along with people.” ………………………..Indira Gandhi

14-Week Start Date for: “ The Inside Sales Academy ”   January 21, 2026….!   “ The Purpose of a Company… is to Create A Customer”……. Peter F. Drucker Multiple company owners… keep sending their Brightest and Most Important Business Development Team Members – Including CSR’s….to our “ Inside Sales Academy” ….! They’ve seen upfront…personally…that Inside Sales Benefits include : Higher, More Predictable Results & Productivity….! Lower Costs….! Higher Margins….! New Account Introductions – from our Training …are Successful…! Multiple…. New Resources  – never before introduced ….! Reading Assignments  – and Class Discussions – that benefit ………………. their whole organization ….! Multiple New Materials – for Dynamic Self-Promotions …..!   14 Weeks of Curriculum Content – available to Review  – it’s AWESOME….!   90 Minute Classes – every Wednesday …! Every Class is recorded …and both Students & Supervisors receive a Copy – Next Day …!  (Priceless…!) In our last Class, three Students were senior, experienced, successful Outside Sales Reps …who personally wanted a “Refresher”…......They left us with great Testimonials….and attended every Class ….!!   Assignments for the January 21 st  Class – go out this week….!   Several Organizations are sending – Multiple Attendees …..!   Maximum Class Size : Eleven Students (To ensure Quality for Attendees)   Instructor available 24/7 for Questions – and Private Discussions…!   One Attendee:……………………………… $65/Class…! Two or More Students:……………………. $55/Student….!   Contact For Registrations or Questions : Sid Chadwick President C: 336-558-4939 sidchadwickcc@gmail.com chadwickconsulting.com

By Sid Chadwick, Chadwick Consulting, Inc. – 01/08/2026 Published in  American Printer  :  “ Sid's article is a reminder that drifting from customer fundamentals quietly erodes value. Sid highlights simple habits like proactive outreach, client reviews, and deeper listening that top performers use to stay ahead. This article may spark a fresh look at what your team is overlooking.” “There’s always something new to chase…But the funny thing is, the basics never really change…Sometimes I catch myself getting swept-up in the next big thing. It’s easy to forget that the real magic is in the fundamentals. The way the spine holds together. The way colors pop off the page. The way a piece of mail makes you pause before tossing it in the recycling bin…I guess what I’m saying is, innovation is great, but it’s not everything. There’s a reason the classics stick around…And honestly, sometimes I wish we talked about that more. Not just what’s new….” …....Steve Bearden, CEO, Linemark, Upper Marlboro , MD   INTRODUCTION :   Neglect of Customer Fundamentals…can come… at a frequency …that we often have stopped….noticing…!   However…. your Customers… can tell the difference….!   One supplier CSR works to call  All  her assigned customers, monthly, and while sharing what’s new or improved – (and the benefits) - from her company, she also asks, “ What’s new this month with you ?”… or, “ What was the response rate to your most recent Direct Mail project…? ... We’d still like to review your mailing list, to possibly raise your response rate, if now is a good time…!”   Another supplier’s CSRs have their favorite Customers, whom they might call if business is slow, believing their other, smaller assigned accounts will call on their own, if they need anything. (Sound familiar…?)   There are two fundamental problems with the second supplier’s approach : (a) your Customers generally only know what they buy from you (and NOT what you  could provide or solve ),  and  (b) most suppliers don’t know their Customers’ business objectives, their frustrations, their sources of income, or their sources of pain….! (They only know what and how much those Customers buy…!)   Too many suppliers really  only know  - what their Customers - have learned to ask for…!   Fundamentals …..!   A progressive company recently reported that they had developed  Quarterly Strategic Planning Sessions  for their Senior Mgmt. – that were proving helpful…even productive – for improving costs, and productivity.   With a pause - and some hesitation, I asked,  “Do you have similar discussions with your Top Ten Customers re. ‘What do we need to change or improve?’...and… ‘What are your major upcoming changes…?’…and… ‘Is there any interest in hearing what we’d like to explore changing, that we believe might benefit you and us?’”   Their hesitating answer:….. “ No….we don’t ......!”   Fundamentals …!!     SUMMARY : Fundamentals…!!! One of my favorite company owners once told me, in an electrifying tone of voice:   “Our Major Account Reviews with our Top Ten Customers are our number one source of improved profitability…When the Customer buys-in to a suggested minor change that affects our planning, staging, and productivity, pricing seldom needs to be discussed, and our competitors still ask, ‘How do they do that…?’”   “ Because its purpose is to create a customer …the business enterprise has two - and only these two – basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs.” ……….Peter F. Drucker, Author, Consultant, Lecturer

By: Sid Chadwick   “Because its purpose is to create a customer, the business enterprise has two - and only these two – basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs.”……Management – Tasks, Responsibilities, Practices.: …….Peter F. Drucker, Author, Consultant, Lecturer   The unanimous consensus of Students  in our 2nd 14-Week Class – may be understood through the following: Mr. Chadwick is an excellent Instructor. I have learned so much in this Class and hope to continue to hear from you both. Lots of New Material – All Vital….! Databases – were totally new…! Exploring the uses of AI – and coming together to make awareness of the flaws that come with AI, though it can be a useful tool. The article, “Using AI to Power-up Prospects Research and Outreach,” will be used several more times, and I plan to help find prospects with the examples listed. Discussing the benefits of going to Tradeshows with clients. I enjoyed learning about Trade Shows – and the value that can be brought from them. Very much looking forward to learning how to create Spreadsheets for tracking both individual customers, and vertical customer groups. How and Why to offer multi-year Agreements…! Priceless…! The List of “Low-Cost Self-Promotions” – was very helpful. I’m much more confident talking to customers….! With a 35-year career in this industry, I’m learning something of value- every week….! “Thank You” – Notes…! Learning better Questions to ask…! January 21st – Date of Next Class Start-up…! Every Wednesday at 2:30 EST Reading & Class Assignments – Every Thursday Video of Class Discussions – Sent Every Thursday….!   Discounts available for Multiple Students from same Company….! Sid Chadwick, President Chadwick Consulting, Inc. 336-558-4939 sidchadwickcc@gmail.com