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By Sid Chadwick – 08/29/19 Published in American Printer “We work to take a long-term view…of prospects we pursue…. as much as 6 to 12 to 18 months…..and we approach these opportunities as a Total Team…..particularly including our Production personnel…which is much why we don’t need an outside Sales Rep…..and gained over 30 new Customers in the last 12 -18 months”…………………..Steve Crowe, President, Oregon Web Press INTRODUCTION: Why take …a long-term view….a strategic view…..of everything you’re about…..based on… “Value created for target customers”……”Value recognized by target customers”…… What that opening quote didn’t say…..is that they, OWP…..as a company…. are in the market…. for significant….additional Press capacity….in the next 6-12 months…….. How many web printers do you know….who tripled their revenues…..over the last 11 years……? SUMMARY: What’s required for………..long-term prosperity…..? Does your next-generation ownership….really understand….all those pieces….and especially critical values… that are not on your balance sheet……? Are we honestly in business to develop and serve customers……as a Total Team………..? Does your Production Team really feel it’s a critical part…. of the success of the company…..receiving genuine, frequent acknowledgment….and collaboration……or does someone else…usually….often…… stand-up….. and thump their chest….? Doesn’t that level of sustained performance….require us to develop a……culture….. including…. all departments….and… especially Production…. for looking after your customers….and …..keeping your promises…. …….look at that opening quotation….which is what that President….in a Conference Call to one of our Association-sponsored (PICA) Programs, with no coaching from me….candidly said……to attendees……. Why is it NOT a surprise…that 25 of their current customers……offered to provide….. a Referral — on their most recent Customer Survey…..! Doesn’t clarity of a long-term vision…..including… critically supporting values……assist with every decision made…(truthfully….you can’t fake development of….. “mutual respect”…. within an organization)….. There’s so much more to this evolving story……there always is……….. “…Who does not thank for little, will not thank for much…”…Estonian Proverb

By Sid Chadwick – 08/21/19 American Printer “When we finally recognize we need more business…it’s often…. too late…”…… ……………Anonymous INTRODUCTION: Almost every organization that reads this column… has “Neglected Customers”…. …..have not been contacted…in months…by your organization. …. have not requested a quote…..in months. ….do not know what’s new at your company, and how to use that capability. ….do not know… all that your company can produce….. ….probably have a “relatively new buyer”…..who’s never visited your plant. “Neglected customers”….include customers whom your organization does serve.  In Survey after Survey….customers tell us that their “Survey Sponsor” receives: ….Less than 11%… of their business…. ….Less than 21%… of their business…. ….Less than 31%… of their business…. While Sales Reps…and CSR’s… tend to believe…and report….that they are receiving 2-3X that percentage of those customers’ business. …they don’t receive much……”Value from your Sales Calls”… …they also don’t receive enough Sales Calls…but would rather receive no Sales Calls…. until the “Value of the Sales Calls” — improves. … they would like to discuss a Long-Term Agreement….but only if you – the supplier — are willing to contact them…..to follow-up……you see…..many customers are wanting to “consolidate their suppliers”……(wouldn’t you like to know which ones…..?)…! SUMMARY: Would you like to know which customers have that much more opportunity for you…that they are willing to tell you in their Survey….that they are wanting you to know about……? With that kind of feedback…where you go to get an additional ….5% to 10%….more business….from “current customers”….is available for you to learn…..if you really want to know….. Of course, not everyone wants to know that level of actionable information…..because when you know that level of actionable, current customer information….you then have to… act on it….and many organizations would rather wait…..and do nothing — that’s so much more exciting….eventually….! “There is a tide in the affairs of men,  Which taken at the flood, leads on to fortune,  Omitted, all the voyage of their life Is bound in shallows and in miseries…”……………..William Shakespeare

By Sid Chadwick, Chadwick Consulting, Inc. – 08/16/19 Published in American Printer “I’m in good company…in this paradigm shift….from Outside Sales… to Inside Sales…with a Plan to Move Forward”….Assoc.  Sponsored Program Attendee INTRODUCTION: Whenever in doubt regarding what to do next, look closely…at the marketplace, and how it is changing. ……and especially regarding buyers’ needs…….. Here goes………. Buyers…generally….don’t have time to waste…e.g., “entertainment of buyers for gaining business”…today…. is not what it was — 30 years ago……20 years ago….or 10 years ago….! “New Buyers”… especially….. don’t have time to waste….there’s too much to learn….and get done….with almost no written instructions…. Sales Reps…experienced or new….. without… “useful information” to share with their buyers….tend to waste their buyers’ time….and tend to not receive follow-up appointments. Experienced Sales Reps…without useful information to share…tend to recognize that they should not waste their buyers’ time….so many of them… avoid making needed Sales Calls….. New buyers — tend to move to those few suppliers, who are most helpful…..(From our Customer Surveys, we see approximately 35% – 45% new buyers — every 12 -24 months… at major accounts.) Sales Reps, who take a “protective position” re. their customers, are all but guaranteed to lose those accounts, in time. (They tend to not allow needed, prompt… CSR support — directly to the buyer.) When Sales Reps invite CSR support, your CSR tends to become THE “Inside Sales Rep” — to that buyer. Those buyers know they get more accurate, prompt information — from their “Inside Sales Rep”/CSR — sooner. Also: “Inside Sales Reps” — can effectively, proactively contact at least…5X the number of customers — each day…..as an Outside Sales Rep. “Inside Sales Reps” — when trained to be proactive, can be effective — developing new business — from both current customers, and new customers. SUMMARY: At the end of yesterday’s Association Sponsored Program….I had three clients –call-in… to talk to Program attendees on a speaker phone  – three clients — with successful “Inside Sales Rep Programs”. They each had a slightly different story to tell, because each company — has a different equipment configuration, and different culture, in a different geographical location. Next Step for Program Attendees: Deliver an Education &Training Program — for Inside Sales Reps --- to quickly become successful --- developing business, that outside Sales Reps --- are not developing. As fate would have it, today, about 12:00 noon, a long-term client called and said, “I need an effective Inside Sales Rep — who can deliver $20,000 to $40,000/ month — of additional business….Can you make that happen for me?” My response, “We can find and train that person for you….and within 90 days of hiring, with your company’s capabilities — that person should be hitting the $20,000/month target.” My opinions include: That our industry’s overall soft revenues reflect — NEGLECT — of Customer Education…and…. Proactive, Meaningful Customer (Service) Contact — of Current Customers. In other segments of our economy….when an important product does not receive great, reliable performance… and especially SERVICE…. that Product Brand Name — becomes Trash…a Pariah…..It’s true of autos…. it’s true for computers…. it’s true for food companies… it’s true of appliances. And it’s true for Commercial Print…………. “Beware the fury of a patient man”………………………..John Dryden

By Sid Chadwick – 07/19/19 Published in American Printer “What ROI should I expect on this project investment..?”….President, Client INTRODUCTION: Indications were that her company was ready for the next stage of development. Her Director of Business Development was on record, saying, “I’d only develop Inside Sales Reps……. if I had my choice.” But her Inside Sales Team — was not what her ROI question was about. My response: “I don’t really know how to answer your question…. I’m proposing that you invest between $7,000 and $8,000 in our Customer Survey Process, which requires about 90 – 120 days….with a guarantee…. of well over $300,000 in new, repeat business — from current customers…at “current customer” margins. How would you calculate that ROI…?” SUMMARY: Of course, we learn much, much more — in addition to — what else your customers would like to buy…..that they didn’t know you could supply…… What’s it worth to learn which of your customers are only awarding you 11% of their business…? What’s it worth to learn which three of your top 10 customers are willing to tell you that you aren’t very important to them….? What’s it worth to learn which two of your customers carry grudges over previous disputes, which explains why you don’t receive much business from them recently (and there’s always intense pricing pressures)….? What’s it worth to learn which customers want to see your Sales Rep more often….if…..he/she improves the value of their Sales Calls….? What’s it worth to learn which seven customers want you to take over their “Storage & Fulfillment”……?    (Really…? Yes… really….!) Of course, there’s much, much, much more to be gained…….If this beginning “Introduction”….. doesn’t get your blood running hot….whatever else I could say wouldn’t be worth your time. Our economy is expected to run strong….for another ten years….yes…? “Desire is half of life……indifference is half of death.”…….Kahlil Gibran

By Sid Chadwick – 07/19/19 Published in American Printer “What ROI should I expect on this project investment..?”….President, Client INTRODUCTION: Indications were that her company was ready for the next stage of development. Her Director of Business Development was on record, saying, “I’d only develop Inside Sales Reps……. if I had my choice.” But her Inside Sales Team — was not what her ROI question was about. My response: “I don’t really know how to answer your question…. I’m proposing that you invest between $7,000 and $8,000 in our Customer Survey Process, which requires about 90 – 120 days….with a guarantee…. of well over $300,000 in new, repeat business — from current customers…at “current customer” margins. How would you calculate that ROI…?” SUMMARY: Of course, we learn much, much more — in addition to — what else your customers would like to buy…..that they didn’t know you could supply…… What’s it worth to learn which of your customers are only awarding you 11% of their business…? What’s it worth to learn which three of your top 10 customers are willing to tell you that you aren’t very important to them….? What’s it worth to learn which two of your customers carry grudges over previous disputes, which explains why you don’t receive much business from them recently (and there’s always intense pricing pressures)….? What’s it worth to learn which customers want to see your Sales Rep more often….if…..he/she improves the value of their Sales Calls….? What’s it worth to learn which seven customers want you to take over their “Storage & Fulfillment”……?    (Really…? Yes… really….!) Of course, there’s much, much, much more to be gained…….If this beginning “Introduction”….. doesn’t get your blood running hot….whatever else I could say wouldn’t be worth your time. Our economy is expected to run strong….for another ten years….yes…? “Desire is half of life……indifference is half of death.”…….Kahlil Gibran

By Sid Chadwick – 06/07/19 Published in American Printer “It is not enough to be busy…..The question is: what are we busy about?”…………Henry David Thoreau INTRODUCTION: Recent columns focused on understanding better what individual customers want from their suppliers…and how to escape being a “Commodity Supplier” — winning on Price. Here’s one approach in which I would use “Customer-specific” and “Buyer-specific” – information — in my Quoting Process. Have you ever had the opportunity to notice how most suppliers Quote Letters — look very similar? Traditional Quote Letter: Quote Recipient: (From Commodity Supplier – including date, Customer’s name, Buyer, Quote No., etc.) Dear Ms. Smith: Project Name and Specifications Specs Specs Specs Price:  $$$$ Non-Traditional Quote Letter: Quote Recipient: (From Non-Commodity Supplier, incl. date, Customer’s name, Buyer, Quote No. etc.) Dear Ms. Smith: We understand the following issues to be important to you and your organization — for this project: You would like to receive an email in advance of receiving the Proof, notifying you when to expect the Proof for this project. (This serves you and us — for coordinating the Proof review, and a speedy Proof return.) You would like to receive an email in advance of Delivery, notifying you when to expect Delivery, with Delivery – preferably before 3:00 pm. You would like our Invoice to reference your P.O. and to not contain additional charges without prior notice, that you approve, in writing. Project Name and Specifications Specs Specs Specs Price: $$$$ I ask you when putting theses two Quote Letters side-by-side, which one grabs your attention, and which one elicits the generally unknown Dept. Director's comment to the Buyer, "Looks like only one supplier understands what we want....!" I’ll never forget the doubting Sales Rep who, hesitatingly — used this process with a major jewelry chain Buyer. She called him the next day, asking what the new, additional information on his Quote — was about. He explained that he was trying to gather more and better information, and those new items on his Quote Letter were part of what he’d learned about what she really wanted — in addition to the project’s specifications. Her Response:   “Well………those items caused me to think of two more I’d not told you….and I’m writing those two on the P.O. I’m sending you.” SUMMARY: How well we gather and use Customer information (and especially Buyer-specific information) — determines what we accomplish. Every customer has biases, grievances from insensitive suppliers —  and nuances — about how they want things done……….and not done. Only a few smart Suppliers, working to overcome “Low Price Wins” — puts those principles into day-to-day communications practice — supported by their Customer Profiles — of information gathering. “I am always doing that which I cannot do….in order that I may learn to do it.”…………..……Pablo Picasso

By Sid Chadwick, Chadwick Consulting, Inc. – 05/30/2019 Published in American Printer “You don’t really know which suppliers to use, going forward….until something goes wrong”………………………………Experienced Graphic Designer INTRODUCTION: Are we reduced to competing on “Price”— if we (and our industry),,, are seen as “commodity suppliers”….? If we don’t know much about our customer(s) — other than specifications of their projects…..the answer… may be…. “YES!” One of my favorite tests is to review what a company’s Quote Letters look like, what they contain re. information about what the Buyer wants — and doesn’t want – beyond specification…. and price. Too many Quotes — show nothing other than specs, and price, when there’s an inventory of issues our Buyer wants — that go far beyond Specifications — that we never learned….and/or…didn’t know how to integrate into our Quote Letter. Most organizations today have what I’ll call a “Customer Profile” software — for capturing important information about each customer organization. Yet, most of the information in that software space that gets recorded — seems to deal with basic contact information, such as (a) who to call, (b) what number(s) to call, (c) who and where to send an invoice, and (d) who to call for an invoice — that’s not been paid. Here are a few issues that… if used in managing day-to-day communications ……could move you out of the Commodity Supplier ranks, asking: What are your department’s "performance priorities" — for this year (and even next year)..? What do you wish your suppliers would do, that they don’t do, or don’t do consistently? How do you wish “communications” from your supplier(s) would improve? Are there certain shipping companies you prefer we use…? (Don’t use…?) What “qualities” do you like most, from your preferred suppliers…? How do you define “Excellent Service” — from your best suppliers…? How do you define “Excellent Quality” — from your best suppliers….? When is the best time for me to follow-up, and how do you prefer I follow-up (e.g., with your Assistant, by email, by phone)…? Without telling me who, would you describe for me what caused you to last — change your suppliers…? If treated as “confidential information,” would you want me to have your personal contact information, for us to use if an important question develops over a weekend, holiday, or at night….? SUMMARY: In our fast-paced world, we seem to invest too little time, learning what’s expected. The proper purchasing of print is not easy…With performance expectations rising, Buyers lose their jobs, when projects go wrong, not as expected….. In previous decades, the purchase of print was compared to “Healthcare”…You can’t really test what to expect from a supplier, until it may be too late…. My observation is, little has changed. At an early morning breakfast, a very smart Graphic Designer said, “I don’t know if I can use a supplier, long term — until something goes wrong…How that supplier acts at that critical moment in time….tells me almost everything I need to know….going forward….I need a supplier who always has my back….that I can count on……” “What counts is not necessarily the size of the dog in the fight — it’s the size of the fight in the dog,”…………..Dwight D. Eisenhower

By Sid Chadwick – 05/17/19 Published in American Printer “A dead thing can go with the stream……but only a living thing can go against it.”………G.K. Chesterton INTRODUCTION: The Accrediting Council for Collegiate Graphic Communications, Inc….. is a.k.a. ACCGC. Since the formation of ACCGC in 1998, seventeen Programs in the U.S….. have been accredited by ACCGC. I have permission from Dr. Ervin A. Dennis, ACCGC Managing Director, to share this information. During October 15 – 19, 2018, a select ACCGC Site Accreditation Visit Team, visited the: “Print Media Technology Program” “Department of Printing and Packaging Engineering, Shanghai Publishing and Printing College, Shanghai, China.” What they learned, what they observed — over four long days of intense interviews with faculty, administrators, students, and curriculum examination — at SPPC — is not for this column — as at this time the ACCGC Board is reviewing our Site Visitation Team’s  detailed SPPC Site Visit Report and Evaluations — for Approval/ Disapproval. What I can share: The Chinese government — unequivocally — sponsors this school. Facilities and faculty support — was impressive — and extensive. Students are talented, and committed to their careers. 99% of each graduating class are hired. Internships — are a critical part of their academic development. Lab equipment available to instructors and students — was extensive. Over 20,000 publications are current and available, online, at the school’s library, which is open 24/7. Faculty are required to participate in industry, at least every five years. Interpreters provided, hospitality, and open, candid discussions — were exceptional — in all regards. “It’s exciting that ACCGC has now gone international with our collegiate graphic communications services. We believe this successful venture will lead to additional requests for program accreditation reviews from within the U.S.A. and beyond.” (Erv Dennis, ACCGV Managing Director) SUMMARY: “The mission of ACCGC is to provide viable, credible, and defensible accreditation standards that can be used to promote and encourage sound associate, baccalaureate, and graduate level education programs in graphic communications. In the accreditation process, …ACCGC strives to stimulate the exchange of ideas between administrative and instructional personnel in academia, and personnel in the graphic communications industries.  Professional educators and industry personnel, as representatives of ACCGC, review both qualitative and quantitative evidence obtained through an institution’s self-study and facts substantiated by a three or four-member site visitation team in determining the accreditation status of the graphic communications program within a college/university.” There are multiple opportunities for industry organizations to serve on accredited program Advisory Committees, that can lead to opportunities for student Internships, and better future employee hiring options —  for your organization. Some of these ACCGC accredited academic programs — are offered — online. “It is not only for what we do that we are held responsible…. but also for what we do not do.”………………..Moliere

By Sid Chadwick – 04/18/19 Published in American Printer “Keep away from people who try to belittle your ambitions. Small people always do that….but the really great make you feel that you too, can become great” ……………………………..Mark Twain INTRODUCTION: For example, “What are you doing to prepare and develop your potential Business Development resources into becoming an effective “Inside Sales Team…?” (If you aren’t…..may I ask, “When was the last time you hired…and retained…. an effective Outside Sales Rep?”) For an Inside Sales Team, Several Instructional Options: Do you track, report — and expect — that every “Quote Letter” is personalized, explaining in your Quote letter why you should win the work, including what you know that is important to your buyer — beyond specifications? (Or….do your Quote Letters….look terribly similar to your competitors…?) Is every Quote letter followed-up with either a phone call or email, asking, “Did you receive our Quote for Project (name of Project)?” Do you have your CSR’s/Project Mgrs/Inside Sales Team… following-up on all still-outstanding major Quotes…for purposes of “Winning more profitable work”…? Do you have your CSR/Project Mgrs/Inside Sales Team… calling “Neglected Customers”, conveying what’s new in your company, re-introducing your company to new Buyer personnel, and asking about “What’s new”…at the Neglected Customer’s Company? (My guess: you have well over 150 Neglected Customers, if we go back only two years, to identify who no longer buys). Do you move into an immediate “New Buyer Program” — whenever there’s a change in Buyers? Do you “reintroduce” your New Buyer, with an invitation to visit your plant, and what you are capable of producing? (Our smallest client sends a personalized “New Buyer’s Guide” — to profound results.) Do you follow-up with the Buyer — who left, for developing a new customer? (Do you track this follow-up requirement, to insure it happens..?) Do your CSR/Project Mgrs/Inside Sales Team notify by email your Buyers — in advance — when to expect their proof …in order to coordinate and accelerate “Proof Reviews”….? Do you ask your CSR/Project Mgrs/Inside Sales Team — to document, “What are this customer’s performance priorities — for this year, or this quarter…so that you can be proactive in future contacts…..?” Do you ask your CSR/Project Mgrs/Inside Sales Team — to call all major customers and non-profits in the 3rd month of every quarter, asking if they have funds they might lose if not spent, and can you assist with “Advance Invoicing”? If you don’t win a project, are your CSR’s/Project Mgrs/Inside Sales Team expected to send the Buyer a “Thank you Note” — either hand-written or by email, thanking them for the opportunity, and again assuring your Buyer that you are available if the project, its proofs, or delivery date — run into trouble. Do your CSR’s/Project Mgrs/Inside Sales Team — call or email your customer with “project updates”, and an advance notice of when to expect delivery…? Do your CSR/Project Mgrs/Inside Sales Team — email your customer on when delivery occurred, and who signed for the delivery…? Do your CSR/Project Mgrs/Inside Sales Team notify the Customer, in advance, when delivery will be delayed, explaining why. (Do you track when this occurs, to insure it doesn’t happen again, anytime soon..?) Do you track how often your CSR’s/Project Mgs/Inside Sales Team — make contact with assigned Customers…? Do you review, at least Quarterly, each Customer’s purchases, compared to the previous year, same period….asking, “Why?” SUMMARY: “Change”….. outside our great industry….is happening faster than inside our great industry.  (Other industries have been developing their Inside Sales Team…for more than a decade.) As an opinion, the #1 and #2 reasons for losing customers are: (a) Changes in Buyer personnel (with no proactive introduction of the new Buyer — to your company), and (b) Lack of proactive contact, with meaningful information. Are there “Standards of Service and Conduct” — in serving Customers in your organization? Are those Standards reviewed, monitored, and respected….? Do you pay a modest but meaningful commission, in addition to a fixed wage, to those willing to step-up and represent your Inside Sales Team — contacting Neglected Customers, contacting target prospects, and negotiating and winning profitable work — that’s meaningful to your organization’s future….? The best Inside Sales Team Reps I know, are more profitable to their organizations….even outperforming…. their Outside Sales Rep counterparts. “You can be discouraged by failure — or you can learn from it. So go ahead and make mistakes. Make all you can. Because, remember… that’s where you’ll find success. On the far side.”………..Thomas Watson, Sr.

By Sid Chadwick – 02/28/19 Published in American Printer “Excellence is…not the opposite of failure….Study disease and you will learn a lot about disease…and precious little about health. Eradicating depression will get you no closer to joy. Divorce is mute on the topic of happy marriage….If you study failure, you’ll learn a lot about failure but nothing about how to achieve excellence.”…..The Feedback Fallacy, Harvard Business Review, March/April 2019 INTRODUCTION: We’ve focused working with our client’s Pressroom… for four months. That’s not why we were asked by a key supplier to get involved. We were asked to get involved — to organizationally, raise revenues, and margins. Early-on, I recognized that’s not where we needed to start. We’ve….correction….“They’ve”….squeezed about $2,000 a day in excess materials (sometimes referred to as “Waste”) — from their Pressroom.  (And my opinion is there’s at least that much more — including “increased productivity” — to be gained.) The short version of this story is that their Pressroom’s performance was neglected…..from multiple perspectives. Very little….was being critically measured, reported, or followed-up. (Each Presscrew…. was pretty-much…. “on his own”.) There were a few early heroes in this unfolding story. The owner….gave the Plant Manager direction, of what he wanted done. (The Plant Manager realized he’d neglected performance — on numerous levels — and went to work.) However, The Plant Manager did some things that I considered important, which is partly why this company I believe…… has a great future. They were encouraged to collaborate with each other, to work with each other — on the other’s shift (….and they did). When you realize how much you’re losing, cost-wise, that your best competitors are not losing — that’s a tough period of time — to be patient, for progress to take hold…. and develop. Because of his working relationship with his Pressmen, when he began letting them know what he really needed, and expected from each of them, as part of the process— they responded. SUMMARY: Progress was not a straight line….but it started……gained momentum…..and continues. That Plant Manager was respectful to his personnel….he was patient….and he was clear — about what was needed. (In my opinion, that approach, was a critical part of where we are, and where we’re going.) He listened to them at critical moments…..(including when there were outbursts of frustration), and…… Today, on their Pressroom Log, every Make-Ready’s time, and number of clean sheets (and “Overs”) — are measured, recorded, and reviewed…… Summary Footnote: This company’s level of progress is such that…. the owner last week asked the Plant Manager to hire a third Pressroom shift….while also starting to run social media Ads…for experienced Sales Reps, willing to work…”45 – 60 hours per week…in a Team atmosphere”. “Focusing people on their shortcomings doesn’t enable learning; it impairs it”……..The Feedback Fallacy, Harvard Business Review, March/April 2019