Critical Skills Needed
In our previous post “Increasing Our Value to Clients: A Must” (04/08/13), we discussed how in an industry as highly competitive as commercial printing increasing our value to clients is no longer a luxury; it has become a necessity. And, we can longer count on client loyalty or excelling at the status quo. However, in order to create value, companies also realize that certain skills will be critically important to their success going forward.
When we asked State of the Industry research participants which skills were going to be most important to their success over the next 2 to 3 years, sales, marketing, and customer service topped the list by a wide margin. (See the chart below.) This is not all that surprising in that these skills all play key roles in increasing value and client relationships.
It is difficult to envision how value to clients can be increased without solid efforts in sales, marketing and customer service—even more so when you introduce diversification into the mix. Are your reps able to sell non-traditional services? Moreover, do they want to? Are your clients or prospects aware of your capabilities, and what you can do for them? In other words: How effective is your marketing? We will discuss these and other critical skills needed for success in greater detail in the upcoming NAPL State of the Industry Report, 11th Edition, to be unveiled this September at PRINT 13 in the KBA booth.
Andy Paparozzi Joe Vincenzino