With all the change around us in our daily lives, it’s no wonder we resist it whenever we can. Hardly a week went by last month where I didn’t read an article which indicated that people “think” Variable Data Printing is here to stay. As a 23-year veteran of this industry, my mother is very pleased to hear about her son’s career choice.

Prices at the gas pump change every day. It seems that every time I find some food I like, when I go back to the grocery store, it’s changed. Now it only comes in the super-size can or sugar-free. My toaster (which lasted me over 25 years) used to toast bread quite nicely, simply dark or light on two sides. My new one, does one side or two, on a scale of 1 through 8, can do 4 slices at once, braise and broil and the timer gently “dings” which now allows me up to 30 minutes of toast burning.

Little did I believe back in October of 1983 that I would make the change of selling web offset and setting lead type from a California job case, to understanding merge/purges, ASCII formatting and non-impact printing. But I did – and to be honest, it’s no different (or scarier) than installing a new 8-colour inkjet wide format printer or a faster folder. Remember the Ditto Machines and Gestetner?

If you look at CRM, the driving force behind most of this change for the past 23 years (get the connection?), the reports and articles on why it fails, insist it’s because the employees and managers don’t buy in. Not the customers – it’s your staff! They’re resisting change. To them it’s easier not to do it.

It took almost ten years before the salespeople went to the marketing gurus – and only then did they realize that people didn’t even understand the principles, let alone the terminology and technology. It was sold as “this is what it can do to build loyalty with your customers.” It’ll give you the information to keep your customers.

No one included the employee people factor. It’s technology run by your people. People that are already working 12 and 14 hours a day, have little time for themselves and feel unappreciated and neglected. It’s not that they’re not loyal, but when did the company do a little extra for them?

They look around and see salespeople taking customers out to lunches and giving them golf shirts. The same customers who complain to you about late orders. When was the last time a sales rep came up and said thanks, or even gave you a company pen or notepad.

Your employees are your best form of advertising. You’ll get more mileage out of an employee wearing your logo on his or her golf shirt, than a client that might wear it once and then throw it in the back of his car.

Why do you think every Fed Ex or Kinko’s employee has that corporate shirt or hat? You know they work there. Corporate apparel is still the number one advertising specialty. When you go to a trade show, count the number of companies that have booth staff all wearing corporate logos. They are recognizable. They’re a walking, talking billboard.

Last year I received a golf shirt from a supplier at a trade show. Since I was travelling and it was appropriate, I wore it at the show the next day. When I went by my booth, they were so excited, they took my picture with a couple of their reps. While I was standing with them, several customers stopped and asked how I like it. Of course, it was a positive response and their interest was immediately rewarded with samples of their own.

Our customers are changing every day. We can no longer just be their caretakers. The same with our employees. We have to motivate both of them and show that we appreciate their loyalty. Think of the companies that you deal with that go that extra mile to get your business.

Every time I go to a lunch or meeting, I carry a pocket full of premiums. Some days I give out a pen, calendar or pack of custom imprinted gum. Some days I don’t. Sometimes it goes to a new contact, sometimes to the President’s assistant. Every day is different. Every day is changed from the day before.

There’s no denying it; change is all around us, and now it’s a simple matter of survival. Most of us were brought up to plan: “where do you want to be 5 years from now”, and “what are your financial goals”. For most of us, sheer momentum and unexpected opportunities led us somewhere else, via the path of least resistance. For a number of years those have been the major forces driving this business, but did you notice that things have started to slow down? There aren’t enough business closures, retirements, or client vacations to account for it any more.

Unfortunately our industry has become complacent, with more reliance on order-taking than order-making. It’s easier to wait for that phone call to come in, than to go out and knock on doors. There’s expanding reliance on “networking”, but it’s not very reliable without follow-up and continuity. Customers aren’t known for leaping out of the woodwork, so while handing someone your card at a luncheon might get your name into his pocket, it won’t go much further. When I gave out over 50 business cards to companies at the Toronto Graphics show recently, I only received 4 follow-ups.

There is no question that marketing is a science and with today’s technology there are a plethora of tools you can use. You have your choices of email, telemarketing, direct mail, radio, promotional products, magazine advertising, the list is long. Your goal is to use those tools to promote the fact that your company’s unique skill set can absolutely be relied upon to meet the unique needs of your customers, hence the emergence of Customer Relationship Management/Marketing (C.R.M.) and Employee Relationship Management (E.R.M.).

Firstly, all your employees - not just your sales staff - are your front line when dealing with customers and building your reputation. From the receptionist (or voice mail), to the shippers and receivers on your dock, contact with the customer shapes his experience, so it’s important to keep your staff onside.

Providing employees with company logo wear, like shirts and caps, is a good idea. Most employees like to proclaim the team name, and it presents a team image to the customer, boosting confidence in the company.

One company I worked with had a problem keeping their operators alert on the phones in the early morning. They didn’t allow coffee at work stations for fear of it spilling on the orders. But once I provided them with spill-proof drink ware for their coffee, the number of unanswered calls, as well as response time, was happily reduced by more than 60%. It’s simple: give your workers a boost, and they’ll pass it on.

The premise of CRM is give the customer what he wants, when he wants it, the way he wants it, in order to garner his business, and keep it. You might have customers ordering letterhead, envelopes, even brochures, but the big question is, what percentage of their print budget are you getting? Could you be getting more?

Do they know everything you can do for them, and do they have a sample kit or current brochure of your full service range? How do you keep your name in front of them? There are over 1 million promotional items available to keep your name in front of customers every day. Choose something appropos, and make something with your name on it an important part of their day. Pens, calendars, writing pads, any practical item, will remind them that you are there to make their life easier. Make your promotional gift appropos to the client’s stature: you don’t want to give a $.99 plastic pen to a customer that spends tens of thousands of dollars with you, but a guy buying a few business cards might appreciate it.

Marketing is an art, a science, and a great tool. You need sales people to sell, but you also need a plan. Remember - if you don’t know where you are going - how will you know when you get there?

Ever go to a reception or event and immediately notice how there always seems to be one or two individuals who are always surrounded by people? How about an individual at a trade show booth where there always seems to be a gathering around him or her?

Effective selling starts with personal marketing... creating your own image... standing out from the rest of the “crowd” so to speak. For men, it’s a little more difficult to dress for success than for women. Not to be particularly biased here, but women can wear all kinds of colours and outfits that immediately attract attention.

Men, in spite of all our attempts, business protocol still dictates that we wear the conservative dark suit. Sports jackets are relatively conservative (unless you’re willing to push the envelope like the television character Herb Tarlick).

Let’s be realistic guys. How could we compete with a lady in a red-hot blazer when trying to network or work a trade show booth? We are relegated to possibly a two-tone shirt or a somewhat outlandish tie at the best of times.

When “business casual’ was introduced, like anything else, people pushed it too far, and now many companies supporting the “relaxed” look are providing golf and dress shirts with company logos. While many employees may scoff at wearing some outfits, it does create a professional company image, and when designed and presented properly, will create demand from prospects and customers asking for “one of those red golf shirts.”

Placed and worn strategically, they become a walking, talking billboard for you, possibly even a referral. I can’t begin to count the number of times I’ve been approached by a complete stranger who has started a conversation with “So what does company X (the logo on the shirt) do?” I wear them to trade shows, on golf courses, networking, everywhere.

Most people still seem to stumble in marketing themselves when planning for the event. What? You should have a plan simply to go to a networking breakfast or reception? Why not? Shouldn’t you go there with an objective - maybe, to get some leads or close some sales? So, if you have an objective, why not a plan on how to reach it?

Recruiters will tell you that ideal resumes should be no longer than 2 pages, or about 800 words. But when the interviewer asks you to encapsulate your career, you have to condense that into 2 minutes. Similarly, when introducing yourself, the 60-second “commercial” is the way to go.

Who are you and what can you do for me? Simple? Well I guess it must be rocket science, because only one person in about 50 can actually do it!

We have become so diverse in our capabilities and what we have to offer, that it’s really possible to explain everything you do on a 3.5” x 2” business card? However, it can be a door opener. What you do after that door opens, well that’s where the schmoozing starts.

Remember my previous article where I recalled a former sales manager’s credo “listen with your ears, not with your mouth.” Think about the number of times someone has given you his or her business card and before you have even finished reading it over, they break into a rhetoric of being the biggest and fastest – and they go on and on without even knowing more than your name and the company you work for.

Take a lesson from someone that’s produced an estimated 5,000 VDP Direct Marketing programs. The premise of Direct Marketing - a.k.a. One to One – is the right offer to the right person at the right time.

Here’s your opportunity to shine. Develop a relationship right there, on the spot. Get him or her to tell you about what they do, their company and their challenges. When they finish, you explain 2 or 3 ways how you can help. Keep it short, 30 to 60 seconds, and before you finish they’ll ask you for your card!

There are possibly hundreds of solutions to our customers’ problems, but how we put our own personal touch on it, is what builds and strengthens the relationships with them. How often do people around you come to you with problems? Now think carefully, how many come to you with solutions? Which people are you going to remember?

One last thought: Don’t forget your business cards, or whatever you hand out with your name and company on it. Yes, business cards are the standard, but what’s wrong with a stylish pen with your contact information engraved on it? Fridge magnets, note pads, golf balls – there are more than 750,000 promotional products than can be personalized. Just remember to have an extra one tucked away for that hot prospect at the very end of the evening.         

Greg Fitz is Vice President - Interactive Community Development for AARM and a 23 year veteran of variable data printing. He can be reached at www.aarm.org

On January 1 2004, Canada's new privacy rules take effect that will change the way your business collects, uses and discloses customer information.

The existing federal privacy law – or provincial legislation that is substantially similar to the federal law – will govern all commercial transactions in the country. However, the law does allow an exemption for the collection, use and disclosure of business card information.