Search Results

By Sid Chadwick, Chadwick Consulting, Inc. – 01/15/2021 Published in American Printer “Digital media is the creative convergence of digital arts, science, technology, and business for human expression, communication, social interaction, and education.”……U. of Houston, College of Technology, Digital Media Program INTRODUCTION: Your company….your Customer Contact Personnel…need to be educating customers… and particularly your most valuable customers and target prospects…on the Superior Value of Digital Media…..plus…. How… Digital Media Increases the Value — of almost all other combinations of media…… Of course, your Sales Literature… has Digital Media Case Studies …for your Customer contact personnel to: Personally read…study….and reread…. Discuss…. in your Sales Education Sessions…. Send to…and then discuss with Customers…and Target Prospects… Yes…? In effect….there are “mass mailings”….and then there are targeted… personalized… mailings…. There are “Personalized Communications”……and then….there are Personalized Communications to those… whose personal profile “fits”…. highly interested recipients….. Whether I’m selling high-end cars… or low-end cars…or used cars and trucks….there’s a profile…. of who is most likely interested…..and… The U. of Houston’s Digital Media Program… has a 12 Week….Dynamic Data Mining Case Study Certificate Course….that’s “On-line”….that’s available…for only your Top Performing Reps….as a Bonus…..based on performance… from your organization….. There are…… a few seats left…………! SUMMARY: Go to: https://youtu.be/pbvatLKdVQM Our industry….our major and regional Associations….could be leading this charge….could be relentlessly…. following-through…..! I have to ask…..why aren’t they…? “Be a yardstick of Quality….Some people aren’t used to an environment where excellence is expected.”………………….Steve Jobs

By Sid Chadwick, Chadwick Consulting, Inc. – 01/08/2021 Published in American Printer “…I want to put a ding in the universe….”…………………Steve Jobs INTRODUCTION: Don’t worry about what might happen…… Worry about… what you need to make happen…. for your customers….They are your lifeline…..your future….and….they need you. Stay focused on: What we don’t know…that we should know…. What we need to do better…and can do better….if we but would… Relentlessly search for every aspect that has a minor error or miscue in it….and then improve it…. Recently, we had James (Jim) Workman of Printing United talk to our Plant Managers Peer Group… about “Lean Manufacturing”…. It was awesome…. One of Jim’s suggestions was for every employee…every day…. to find “Two Seconds”…. that could be saved….multiple times….and to work to keep those two seconds saved….The increase in through-put…. and costs savings – would be significant…. Then…one of our attending V.P.’s of Operations acknowledged that this principle had been applied to her Sales Reps and CSR’s….and that their increased productivity…was measurable…and significant. SUMMARY: Wanzie Collins, CEO of Panaprint in Macon, GA — was once overheard to say, “Ultimately….we are all teachers…!” If all you do for 2021 is create a relentless Education and Training Program… for your Team, you most likely will have set in motion a force – where they individually know: — They are worth more to their employer… — They have more pride in who they are, and what they do… —They are setting the pace for your marketplace….that your customers recognize, and deeply appreciate…. As no small observation…we have multiple clients with 2-3 weeks of backlog…that are not getting smaller…that have been that long – for months…..They are relentless in pursuit of what can be improved….what the next innovation might look like…..and they are scattered… throughout the U.S…! “I’m convinced that about half of what separates successful entrepreneurs from the non-successful ones is pure perseverance.”……………..Steve Jobs

By Sid Chadwick, Chadwick Consulting, Inc. – 10/16/2020 Published in American Printer “Only the paranoid… survive…”……Andrew Grove, CEO of Intel INTRODUCTION: We are now approaching… The Annual “Snooker The Boss” Season…in the middle of Covid-19……it’s budget for next year time…. “What are we going to sell next year…by Quarter….by Customer…..?” But let’s take a moment, and “look beneath the covers”….……something smells different….. Is there … a sense of urgency… in your Business Development Team,….in your Business Development Team’s efforts……in their Business Development decisions….? Recently, I offered that most companies had far more records re. their top customers job specifications…purchases….and pricing…..than knowing what their top customers wanted to: (a) accomplish….their (b) priorities….(c) their sources of pain……..their (d) ambitions…..! There’s not a single customer you have…whose market and operating conditions have not changed…..radically….yet….your Senior Management… is not in serious, intimate discussions re. how your organization….can lift your top customers’ future……. It’s far easier to stay in your plant…in your office…..and at the desk…..rather than in your top customers plant(s)…and offices…. I’ll never forget the client president who said, “Now’s not a good time for us to have you conduct a Customer Survey for us….we won’t get good, complimentary marks and responses… at this time……(!)”…….(When will you know…?) Then there was the client Customer Survey we produced two years back, which according to their V.P. of Sales — generated well over $500,000 in additional business opportunities — at current customers. Why wouldn’t they conduct another Customer Survey… this year….? So this past week, the top performing Sales Rep, for the client we’d just finished-up 3.5 weeks of Inside Sales Team Education and Training — was assembling several “Packages of Top Samples” — to send to his Top Prospects — Samples selected….that were appropriate — for each Buyer’s company….! You see…though he was a star in that 3.5 week class, doing research homework every night — he still is on course to sell $7 million – this year…and the Reps around him…are watching… and parroting…almost everything he does….everything he learned in those 3.5 weeks….everything he endorsed….! SUMMARY: Human nature hasn’t changed much over the last 2 million years. Comfort beats change and discomfort…nine out of ten times…..until….conditions reach the breaking point. Our industry is getting “close”…..to that breaking point…. And some believe the worst is still in front of us….we just can’t see it yet….. You can’t fake “fire in the belly”….you can’t make great, new things happen in the midst of a once in a lifetime pandemic…with the same approach….and lack of urgency. “With all that’s happening on the world stage, are we in the beginning of a long-term war…and just don’t see the reality of what’s coming….?” “The most compelling story for us should be the naked truth…the reality…At the end of each day, I told my team what I’d learned and asked what they had picked-up at the outposts we’d visited. They often came back with information I hadn’t heard…We kept one another informed ”……Secretary of Defense, General Jim Mattis, Call Sign Chaos

By Sid Chadwick, Chadwick Consulting, Inc. – 10/16/2020 Published in American Printer “Only the paranoid… survive…”……Andrew Grove, CEO of Intel INTRODUCTION: We are now approaching… The Annual “Snooker The Boss” Season…in the middle of Covid-19……it’s budget for next year time…. “What are we going to sell next year…by Quarter….by Customer…..?” But let’s take a moment, and “look beneath the covers”….……something smells different….. Is there … a sense of urgency… in your Business Development Team…. in your Business Development Team’s efforts ……in their Business Development decisions….? Recently, I offered that most companies had far more records regarding their top customers job specifications…purchases….and pricing…..than knowing what their top customers wanted to: (a) accomplish….(b) their priorities….(c) their sources of pain……..(d) their ambitions…..! There’s not a single customer you have…whose market and operating conditions have not changed…..radically….yet….your Senior Management… is not in serious, intimate discussions re. how your organization….can lift your top customers’ future……. It’s far easier to stay in your plant…in your office…..and at the desk…..rather than in your top customers plant(s)…and offices…. I’ll never forget the client president who said, “Now’s not a good time for us to have you conduct a Customer Survey for us….we won’t get good, complimentary marks and responses… at this time……(!)”…….(When will you know…?) Then there was the client Customer Survey we produced two years back, which according to their V.P. of Sales — generated well over $500,000 in additional business opportunities — at current customers. Why wouldn’t they conduct another Customer Survey… this year….? So this past week, the top performing Sales Rep, for the client we’d just finished-up 3.5 weeks of Inside Sales Team Education and Training — was assembling several “Packages of Top Samples” — to send to his Top Prospects — Samples selected….that were appropriate — for each Buyer’s company….! You see…though he was a star in that 3.5 week class, doing research homework every night — he still is on course to sell $7 million – this year…and the Reps around him…are watching… and parroting…almost everything he does….everything he learned in those 3.5 weeks….everything he endorsed….! SUMMARY: Human nature hasn’t changed much over the last 2 million years. Comfort beats change and discomfort…nine out of ten times…..until….conditions reach the breaking point. Our industry is getting “close”…..to that breaking point…. And some believe the worst is still in front of us….we just can’t see it yet….. You can’t fake “fire in the belly”….you can’t make great, new things happen in the midst of a once in a lifetime pandemic…with the same approach….and lack of urgency. “With all that’s happening on the world stage, are we in the beginning of a long-term war…and just don’t see the reality of what’s coming….?” “The most compelling story for us should be the naked truth…the reality…At the end of each day, I told my team what I’d learned and asked what they had picked-up at the outposts we’d visited. They often came back with information I hadn’t heard…We kept one another informed ”……Secretary of Defense, General Jim Mattis, Call Sign Chaos

By Sid Chadwick, Chadwick Consulting, Inc. – 10/09/2020 Published in American Printer “…you introduced these research resources to me about a decade ago…and… they’re even better today…at our company, we use these resources – to uncover target prospects we need to be developing…and…to uncover target prospects for our customers…these resources are invaluable…we use these resources…every day.”…..Rob Narron, The Print Source, Wichita KS INTRODUCTION: Some Business Development organizations are striving forward…However,  too many are not, without much of a plan to improve how to develop….and better serve customers. Last week, to our Business Development Directors Peer Group, I reported that three top-performing members, for 2020, had already developed: (a) 25 additional new customers….(b) 28 new customers…and (c) well over 100 new customers… All three are noticeably up in revenues (over double-digits)…all three are up in profitability….and all three have bought —and are buying — additional equipment. All three (…but not just these three Members of our Business Development Directors Peer Group)… are using…. and/or learning to more effectively use — “Public Databases”….for more correctly identifying who they should develop… as customers. To my awareness, only the University of Houston’s Digital Media Program — and their Dr. Jerry Waite… from their College of Technology… spearheaded their implementation of a dynamic course, focusing on… How to use Public Databases…To Solve Business Problems…for generating additional revenue…for customers…of Print companies…. Impact of the course on elevating student’s understanding… of the importance of solving customers’ and Print companies business model issues through use of public Databases…has caused U. of H…. to move the course to a 2nd Year Course — in order to impact an additional year of technical course learning… for their Digital Media students. (Note: U. of H. is up to 5 classes… of that single curriculum — each academic year….with demand still outstripping their supply capability…taught by Adjunct Professor….Mr. Mark Hargrove.) My observation is that…. better than 90%+ of our great industry’s Business Development professionals….still…do not know the Databases available…or how… and when… to use them….! As a side-note, we just finished-up three plus weeks of Inside Business Development Team Performance Building — for a West Coast organization…via Zoom…..There were Research instructions, and Research homework assignments — every night…! Short version: “We changed their Business Development Team’s view – of their personal future options and expectations…for success.” SUMMARY: Those organizations who have a burning interest in going forward successfully…need to get instruction on using public Databases…for solving customers’ needs for revenue…that inevitably leads to their own revenue increases. This year…more than any other year in memory…represents a world that is changing…radically….and quickly…..And the old world we used to recognize…… “Do you have something you need a quote on…?”…and….“Quote and Hope” ..…represent a formula… for inevitable disaster…. Identification…and selection… of New Accounts… for development …as possibly the most important decision that occurs…. in your organization…needs to be…. intentional…! Think of Public Databases… as a “Fulcrum Point”…for leveraging-up performance…for your customers….for your suppliers…and for you…! Who really cares… about our great industry’s future…that includes your organization….? “…Freedom is never more than one generation away from extinction. We didn’t pass it on to our children in the bloodstream…. It must be fought for, protected, and handed on for them to do the same…”…Ronald Reagan, from Nikki Haley

By Sid Chadwick, Chadwick Consulting, Inc. – 12/18/2020 Published in American Printer “God’s favorite language…is silence…”………..St. John of The Cross INTRODUCTION: I can’t learn much…if I’m talking….’probably can’t observe much that’s important…if I’m talking… Most folks seem to be listening….more….listening is more than a courtesy….listening says…“You’re important….” Everyone probably looks a little different….sounds a little different… at least… I’m noticing them….more…. Someone wrote that when a person hears our voice…they think of us as smarter….I hope that’s true… I’ve noticed that I’m finding fewer opinions from others that I take direct issue with….including… surprisingly…..election outcomes….I plan to work on those contentious issues…. in… “the next round”…. There just seems to be more important things to pay attention to… in “this season”…..like “staying safe”…and those I care most about….”keeping them safe”… If I talk less…and ask better questions….does what I say… have more of an impact…….?….I hope so… A few dear… long-term friends…of friends….diagnosed with Covid…may not make it…..a few… already haven’t made it… So as I am pulled into this “Holiday Season”…. I want to pay attention to what’s really important…family…friends… children….grandchildren ….my wife….top-notch associates… and suppliers…and customers… I count on…and admire…because…. Suddenly…none of us knows how long we might still have…to treasure…. What…and Who’s….. really important…. SUMMARY: Let’s all meet back-up next year….in 2021…and do a better job of…listening….becoming more proactive with our customers…and their challenges…somehow… finding inflection points… to elevate our associations’ leadership…and vision…while supporting our treasured publishers…who put their economic welfare on the line..with the rest of us…committed to serving their sponsors and readerships’ hunger…for what’s important. Keep yourself SAFE…keep those you treasure….SAFE…as much as you can…and pay attention….many…most… of those we’ve lost…were not aware they were in harm’s way……………when they were. “Do not neglect to show hospitality to strangers, for by doing that some have entertained angels…without knowing it.”……Hebrews, 13:2

By Sid Chadwick, Chadwick Consulting, Inc. – 12/11/2020 Published in American Printer “The most important thing in communications… is to hear what isn’t being said…”….Peter Drucker, Writer, Consultant, Educator INTRODUCTION: It’s year end. Let’s conduct a review of important business and Top 20 Customer issues….since our ability to distinguish our organization to our Top 20 Customers….and Top 20 Prospects….depends much on what we correctly know about their Priorities…and needs. Sidebar: Who’s checking…with our Business Development Leaders…on what is new and updated information they’ve gained….and how they are using that information… to improve our contributions to our Top 20 Customers business performance….? A Few Observations and Questions… To Generate… Discomfort: We are either “Proactive”… or… “Reactive”… with our top 20 Customers. Who has not been contacted in the last 30 days? (We’re talking about our Top 20…!) We either document our understandings of important issues…and each customers’ Priorities…for follow-up….or… we count on our “memories and “perfect recall”… to be available… with information…when we need it… If we know our Top 20 Customers’ Priorities…and Sources of Pain….we can be proactive…..so….How many Proposals and written Suggestions were sent out — over the last 60 days…..? What Questions have we trained our Business Development Leaders…to ask…and what were their results….? What are our strategies… for getting the attention of our Top 20 Prospects…? (“Are we using our most relevant, dynamic Samples”…and…”What do our Presentations look like…and sound like….?”) We live in a world of significant information, that’s practically free. What useful, relevant published articles have we sent to Top 20 Customers…and Prospects…? Are there standards of “New Business Pipeline Development”…that are reviewed… every 30 days… with our Business Development Leaders…and for which they are held accountable…? How often do we introduce…in “Joint Sales Calls”…our Top Personnel – to our Top 20 Customers…and Prospects? (Do our actions say, “We’re a Team”….?) Are we educating our personnel…and…our Top 20 Customers…and…our Top 20 Prospects….on how to use our capabilities…including Print…to improve their performance…? (Isn’t this an unending process…that includes …the use of Print….?) SUMMARY: For too many Customer Surveys we’ve conducted… over 25+ years… too many customers testified that they: (a) did not know much…. about their Survey Sponsor’s capabilities, (b) did not believe their Survey Sponsor understood their company’s priorities… and (c) wanted a meaningful follow-up to Survey feedback…which too often… did not occur. Our industry is being “pruned”… by the marketplace….customers won’t tolerate casual suppliers…or mediocrity….and many are… consolidating their suppliers…such that remaining suppliers…can be counted on to take better care of their customers…and are certainly…better communicators. “Pandemic Fatigue”… is no excuse for lack of accountability…lack of review…lack of recognition…and lack of improvement… Is your organization better…especially with your customers communications…(which includes listening…and asking questions)…than a year ago….Do you know what needs to improve…Do your personnel know what needs to improve…? What did your Customers tell you…or your number one Competitor…on their Survey…? (And “yes”…we have multiple clients… with 2 and 3-week backlogs… of work….!) “The best way to predict the future….is to create it…”…Peter Drucker, Writer, Consultant, Educator

By Sid Chadwick, Chadwick Consulting, Inc. – 12/04/2020 Published in American Printer “All great achievements…require time…”…..Maya Angelou INTRODUCTION: Too many organizations have little to no sense of who they should be pursuing, or why some prospects are far more valuable than others. Their Business Development Mission could be summed-up: “Sell More” — which denies the fact that all dollars going through their organization — are not equal. My long-term bias is that every company still in business — already has… a market-customer-based differentiation. Some examples: This morning, I received a note from a client, testifying that he had just hired an “Expert” in “Advertising Promotions”, that he recognized he needed, from reading a recent column in American Printer. He ran his ad on “Indeed”, and was at the number of quality responses. His company focuses on serving Charitable Fundraising organizations and is moving into supporting corporate “Gift-Giving”. Both customer markets need Advertising Promotions. (They’re located just outside the D.C Beltway, probably THE center for Associations and Non-Profits.) One client has grown about 22% a year — for the last 13 years, with the market reputation, “We can produce whatever your reproduction needs are, or we can get it produced – within your budget—when you need it”. Their profitability is over 10%, year after year (– until Covid-19). They’ve used the last 10 months to open up a totally new division – for labels. Their corporate focus for new business: major corporations, with projects that – must — be correct, and on-time, all — much dependent on a Plant Manager — whose work ethic — did not originate in our great industry. We have two clients focused on “Kitting, and Storage & Fulfillment”. Both organizations testify that they tend to win customers “Print Work” — and not necessarily based on price — after taking-on Storage & Fulfillment needs. They shared that today’s conditions provide customers and prospects — looking for ways to cut costs — and Storage & Fulfillment provide multiple layers of costs — that was not immediately evident to their prospects — until they talked with the CFO’s of those organizations. Both organizations are growing — looking to lease another 20-25,000 sq. ft. — in the next six months. A local client acquired a premier but modest company, whose owner was quietly looking for an “exit plan” he could “live with”. Through the acquisition, the parent company enhanced their ability to improve charitable fund-raising, plus their ability to service organizations needing excellent Advertising Promotions. These capabilities led to their developing a Fortune 500 customer, who’s providing them with not only significant additional revenues — but also a new awareness of who they are capable of becoming important to. Revenues up. Profitability up. Identity and Self-Image – Up. Please note: these Differentiation examples — are grounded — in key personnel, and talent. My observation is that most organizations — who know and pursue (with discipline) their Differentiation — include doing so — through the personnel they hire….! SUMMARY: At a recent CEO Peer Group Session, Members were comparing their KPI’s (Key Performance Indicators). Each Member had a different set of KPI’s. A question, seemingly important during discussions — was posed: “Which KPI’s do you use to guide your pursuit of future business you want to develop…to improve your company’s performance….?” Not everyone had an answer…but some did…. “Direction… is far more important…than speed”…Dick Gorelick, Consultant, Industry Speaker & Writer.

By Sid Chadwick, Chadwick Consulting, Inc. – 11/20/2020 Published in American Printer “The people who are crazy enough to think they can change the world… are the ones who do…”……………..Steve Jobs INTRODUCTION: Last week, this column reported on an organization — whose Sales Leadership had begun preparing the organization, over three previous years (— through elevated performance goals, education & training, and elevated professional standards) — to capture and nurture – dramatic new sources…and opportunities….for business. From that background, at the outset of this pandemic, an unexpected and dramatic opportunity appeared – from recent customer development efforts. That organization’s senior management — with front-line support — stepped-up and…. took on a project that: (a) they believed was possible to accomplish — but only with everyone’s best efforts, (b) they had never before performed…to that level…., (c) brought them dramatic new streams of (surprisingly repeat) new revenue, and that… (d) changed…. their self-identity. Now here’s Your… potential surprise: It’s my opinion that same opportunity… exists… today — for almost every organization reading this column… from American Printer: Today’s Opportunities – and – Repeating…. Business Conditions…include : Our country is in the midst of a “once in a century” pandemic (with over 1,000 dying – each day) — that calls for almost everyone — to be socially distanced….and to adopt strict public health recommendations …especially at work…at home…and… as we travel day-to-day. Most organizations, of all sizes, traditionally — host holiday events during upcoming holidays. Those events tend to be “expressions of appreciation” — from senior management — for the work and dedication of Employees — contributions of Customers — and Suppliers. This year, with this pandemic — those group events… are predictably — canceled. Yet…. A few insightful, thoughtful organizations are…at this moment…. discussing “Unique Gift Packages”…as alternative expressions of appreciation… to their Traditional Holiday Events….. Additionally, if you “Research your public Databases”… how many Advertising Promotion Organizations — are within 10 – 15 miles of your plant, the answer often… is….Dozens….! Note: Those Advertising Promotion Organizations have precious resources — that you probably don’t have: A Customer Database….and… Supplier Resource Experience….! And….at least one-third of those Advertising Promotion Organizations… have senior management, looking for an “Exit Plan” — without a Succession Plan…in place at this time…..! SUMMARY: Most of your customer organizations……… want fewer suppliers. Most customer organizations want suppliers who can provide… Resources… and Solutions… including talent, creativity… and… proactive… thoughtfulness….! This pandemic is loaded with opportunities…..if you’re asking, “Who’s crying in pain… and wants Solutions…..to previously unsolved needs…and pain….?” “People don’t know what they want…until you show it to them….and….I’m convinced that about half of what separates successful entrepreneurs from the non-successful ones… is pure perseverance.”………Steve Jobs

By Sid Chadwick, Chadwick Consulting, Inc. – 11/13/2020 Published in American Printer “Management had to be there – on the floor – Sunday – at 7:30 am…all day….partly to encourage and support our front-line Troops….with a clear message…….‘We’re all in this together’…Otherwise, we couldn’t meet the deadlines we were given….nor could we possibly know the size and frequency of orders….that would follow….We were changing how we saw our future potential…”………Scott Rempe, Sr, V.P., Sales & Marketing, Excalibur Direct Marketing. INTRODUCTION: I’ve had the honor of knowing and working with this Sales Leader — for just over 25 years…we share our experiences…and our perspectives. Question: What would you be willing to do…for significant, additional new business…..if you didn’t know who that business would ultimately come from, or when…? (Would you wait until you need that business…?) When this talented Sales Leader chose his current position and evolving role, about four years ago, he probably had an intuitive awareness that he’d been preparing his entire career…for his upcoming, evolving role. He’d learned from previous front-line leadership positions — that ongoing education and training requires many facets… and that… too many organizations… do little more than a half-way minimum job of preparing their “storm-troops”… to be highly competent — even fearless — in representing their organization — to both current customers — and target prospects. Note: This story’s chapters — are still unfolding…. Starting four years ago, this Sales Leader focused …with his customer contact team — on developing numerous dimensions of “sales competency” — and standards…including developing Referrals, which included teaching customers about his organization’s capabilities….for customers’ proactive development of Referrals…for his organization…! When Covid-19 hit, his Sales Team did not… radically change their customer and prospect contact schedule….or their goals. One of his Sales Reps – is an “expert” in Promotional Products. His Sales Team works to make sure that though they have numerous core competencies — that customers need, expert Promotional Products guidance …and sourcing– are part of what is known…that they offer. Through reliable and authentic personal contact and attention to customers and target prospects during Covid-19, customers had come to more intimately appreciate his organization. New accounts have continued to be gained. Referrals have continued to be received, followed-up, and converted. And then… the unexpected happened…. A loyal, caring customer…. Referred one of their treasured…Fortune 500 customer relationships… to his company. This Sales Leader, through excellent questioning dialogue, learned that this major, target prospect — needed “Promotional Products” — for their employees…..located throughout much of the U.S. This project was to recognize this target prospect’s employees — for how important they are — while many of those employees are quarantined at home, often working under stressful, sometimes isolated, depressing conditions. By any measure, this was a strategic project — for this target prospect…with complexity and demands — that were significant. (We’re not allowed to give the name of that target prospect – so let’s just say — everything needed for this project — required the total commitment of this Sales Leader’s organization…including… his turning over the majority of development and management of this Project — to his Promotional Products Sales Leader….while personally staying close…to ensure that all needed resources, preparations… execution…and support — were in place.) Turning over such a project — to an associate…when this project… and subsequent projects — are multiple-six figures….requires… “everyone to be all-in…all-hands-on-deck….” Subsequent windfalls: Filming of the project’s assembly, in their plant, allowed them to ask permission — from their Fortune 500 customer — to place that film on their website. Not only did this Fortune 500 company say “Yes, of course” …but…their customer took a copy of that film, and put it up, internally, for their employees to see how much a new supplier — cared about them. SUMMARY: Promotional Product Projects – are probably needing to occur — in 1000’s of companies across our country, as employees are privately performing important work, often from home, while dealing with adverse personal conditions — that their employers can only speculate about. Such a new customer — was only able to be properly served — when needed…by an organization who was improving their competencies — before they were needed…from experienced Sales Leadership. Such a new customer — also changed how this organization sees itself…in terms of its future potential. Is our great industry…or… our organization… setting our standards… and goals….too low…? “…Value creation is a highly collaborative, interdisciplinary activity… no individual will have all the necessary knowledge, relevant mental models, or insights…Value creation begins when someone has an insight about how to solve an unmet need…and is motivated to turn that insight into a product or service.  I call these people…champions… because the term captures the spirit of what is required….”……Harvard Business Review, November-December, 2020, Innovation for Impact, p. 124.

By Sid Chadwick, Chadwick Consulting, Inc. – 11/13/2020 Published in American Printer “Management had to be there – on the floor – Sunday – at 7:30 am…all day….partly to encourage and support our front-line Troops….with a clear message…….‘We’re all in this together’…Otherwise, we couldn’t meet the deadlines we were given….nor could we possibly know the size and frequency of orders….that would follow….We were changing how we saw our future potential…”………Scott Rempe, Sr, V.P., Sales & Marketing, Excalibur Direct Marketing. INTRODUCTION: I’ve had the honor of knowing and working with this Sales Leader — for just over 25 years…we share our experiences…and our perspectives. Question: What would you be willing to do…for significant, additional new business…..if you didn’t know who that business would ultimately come from, or when…? (Would you wait until you need that business…?) When this talented Sales Leader chose his current position and evolving role, about four years ago, he probably had an intuitive awareness that he’d been preparing his entire career…for his upcoming, evolving role. He’d learned from previous front-line leadership positions — that ongoing education and training requires many facets… and that… too many organizations… do little more than a half-way minimum job of preparing their “storm-troops”… to be highly competent — even fearless — in representing their organization — to both current customers — and target prospects. Note: This story’s chapters — are still unfolding…. Starting four years ago, this Sales Leader focused …with his customer contact team — on developing numerous dimensions of “sales competency” — and standards…including developing Referrals, which included teaching customers about his organization’s capabilities….for customers’ proactive development of Referrals…for his organization…! When Covid-19 hit, his Sales Team did not… radically change their customer and prospect contact schedule….or their goals. One of his Sales Reps – is an “expert” in Promotional Products. His Sales Team works to make sure that though they have numerous core competencies — that customers need, expert Promotional Products guidance …and sourcing– are part of what is known…that they offer. Through reliable and authentic personal contact and attention to customers and target prospects during Covid-19, customers had come to more intimately appreciate his organization. New accounts have continued to be gained. Referrals have continued to be received, followed-up, and converted. And then… the unexpected happened…. A loyal, caring customer…. Referred one of their treasured…Fortune 500 customer relationships… to his company. This Sales Leader, through excellent questioning dialogue, learned that this major, target prospect — needed “Promotional Products” — for their employees…..located throughout much of the U.S. This project was to recognize this target prospect’s employees — for how important they are — while many of those employees are quarantined at home, often working under stressful, sometimes isolated, depressing conditions. By any measure, this was a strategic project — for this target prospect…with complexity and demands — that were significant. (We’re not allowed to give the name of that target prospect – so let’s just say — everything needed for this project — required the total commitment of this Sales Leader’s organization…including… his turning over the majority of development and management of this Project — to his Promotional Products Sales Leader….while personally staying close…to ensure that all needed resources, preparations… execution…and support — were in place.) Turning over such a project — to an associate…when this project… and subsequent projects — are multiple-six figures….requires… “everyone to be all-in…all-hands-on-deck….” Subsequent windfalls: Filming of the project’s assembly, in their plant, allowed them to ask permission — from their Fortune 500 customer — to place that film on their website. Not only did this Fortune 500 company say “Yes, of course” …but…their customer took a copy of that film, and put it up, internally, for their employees to see how much a new supplier — cared about them. SUMMARY: Promotional Product Projects – are probably needing to occur — in 1000’s of companies across our country, as employees are privately performing important work, often from home, while dealing with adverse personal conditions — that their employers can only speculate about. Such a new customer — was only able to be properly served — when needed…by an organization who was improving their competencies — before they were needed…from experienced Sales Leadership. Such a new customer — also changed how this organization sees itself…in terms of its future potential. Is our great industry…or… our organization… setting our standards… and goals….too low…? “…Value creation is a highly collaborative, interdisciplinary activity… no individual will have all the necessary knowledge, relevant mental models, or insights…Value creation begins when someone has an insight about how to solve an unmet need…and is motivated to turn that insight into a product or service.  I call these people…champions… because the term captures the spirit of what is required….”……Harvard Business Review, November-December, 2020, Innovation for Impact, p. 124.

By Sid Chadwick, Chadwick Consulting, Inc. – 11/06/2020 Published in American Printer “We too often… can’t seem to see beyond what we’ve always done…”…….Debbie Nicholson, President, Think-to-Ink INTRODUCTION: Some of us are old enough… to recognize how “dumbed-down” our great industry has become. Blame it on software…… Blame it on a younger generation that expects to be “spoon-fed”….or…have someone else on the Team….. pay the early-on price for success… from Innovation….. Last week, Jess MacCallum, President of Professional Printers in Columbia, SC, ….accepted my Invitation to review — with our Plant Managers Peer Group — the effectiveness of their Sample Library — which we had introduced to Jess — about 5 years earlier. Well….just to awaken your curiosity…..: Professional Printers (a.k.a. “PPI”) has 18 Outside Sales Reps…. (while recruiting several more…. at this time)….and…has…. Several….. Inside Sales Reps….plus… Is the largest privately-owned commercial printer… in South Carolina…. Has two sizable Plants….in Columbia, SC…… Has no Long-term debt…. Added Die-Cutting, Packaging, Storage & Fulfillment…. and Creative…over the last few years…. And….has a powerful….Sample Library…with approximately 90 different Sample Categories…organized by: (a) Vertical Customer Market, and cross-referenced by (b) Product Description. Note: For use by PPI’s Sales Reps, each Sample is required to have a description card that contains: (1) Customer’s Name (and written permission to share the sample with PPI’s customers and prospects), (2) Project Specs, (3) Project objectives, and (4) What surprises occurred in producing the Sample…! Satellite Sales Reps in particular may request a specific Sample be sent to a target Prospect, who then receives a personalized “Sample Package” of the Sample, description of the Sample, PPI’s company history and description, a Graphic Communications-related book, and personal introduction letter — signed by their Sales Rep. Their Sales Team has Two – Sales Education & Training Sessions — each month — and that’s where new Samples are reviewed in-depth (along with other Sales Training Skits…. and SOP’s)….! When Buyers — and especially Buyers of major prospects – know that their visiting prospective supplier Rep — has something worth their time (i.e., “Useful Information”) — that Buyer makes time to see that prospective supplier Rep…..from PPI….! SUMMARY: In October, I was honored to engage a 13-Day Inside Sales Rep -Sales Team Education & Training Program — with a West Coast client. Two – to three hours on Zoom — each day. A homework assignment each night. At the end of the Program, one of their newly hired Trainees asked – if he could become the Sales Training Administrator (first to the Team – where he got a big “YES”) — and then to the President — where he also got a big “”YES”. (Note: he still has Business Development responsibilities — he was hired, with a background in finance — coming out of investment banking — with big ambitions — and those ambitions have not abated….!) At that company, in the San Francisco area, they seem to only know — “We’re either better or worse — from the changes we just made — and if not better — we can change it — immediately….!”) “As our great industry slowly has fewer organizations… that are Customer-and Performance driven…… we’re getting better at Education and Training Customer contact personnel — who want to learn — what’s important….We’re also less tolerant………….. of those who don’t follow instructions…and give us their ‘A’ effort!”…………………….Sid Chadwick, Chadwick Consulting, Inc.