© Bill Farquharson. I wrote this at the end of the year in 2003. I was surprised with the amount of email I received as a result.

Hello again and welcome to that very special part of our monthly one-sided conversation called, "Ask Bill." During the year, it is sometimes a challenge to come up with a column topic worthy of the 800-900 words that Super Editor David Lindsay gives me. Some of the subjects I conjure up can be covered in just a few lines (like ìGet out there and sell more!î and "Managers are crazy!"). But rather than toss them out entirely, Iíve decided to pretend that dozens of people actually email me questions and then answer them with a clever and pithy manner. This way, I can appear to be popular, intelligent, and a man of the people all at the same time. Who knows? Maybe you will learn something or enjoy the column along the way. Okay, letís go.

Question: "Bill, I need to hire a sales person. How important is experience?"
Bill: I have no raw data on this, only personal observation, but that combination has never stopped me in the past from rendering an opinion. I have found that the rep that comes with a book of business comes with a book of baggage as well. They never seem to work out. I canít remember ever hearing of a rep that jumped from one printer to another, kept the business intact, and kept growing. If they are looking for a new printer, it is for a reason. The Newbies are so cute and cuddly, all young and experienced and coachable and ready to learn. I realize everyone wants a sales person who doesnít need managing, but thatís like expecting your 13 year old daughter to be appreciative. Youíre dreaming. My advice is to find them young, train them well, and keep your sons away from my girls.

Question: "Whatís the deal with variable data printing? Is this something I need in my shop?"
Bill: I am not a fan of VDP. While its benefits are amazing, I donít like the way it is being marketed by the vendors. It is NOT easy and it is NOT turnkey. I think you will need to first ask your customers what their future looks like and how important the benefits of VDP are them prior to the purchase of the equipment, not the reverse. Too many printers read about it, see it on a show floor and buy without ever speaking to their client base. Wrong. It costs nothing to think and talk first.

Question: "You travel around, Bill. What are the biggest issues in our industry?"
Bill: Iíd say most printers are looking for ways to increase revenues as quickly as possible, interested in finding the promised profits in digital printing, and trying to do more with less. The smart ones are also transforming themselves from being reactionary (just printers) to proactionary (new word, you heard it here first). That is, they are helping their clients to grow their business. Further, they are moving deeper into a mastery of the digital file. Finally, there remains a great deal of uncertainty and caution, causing many to seek advice and the wise to profit from it. Man, I should write fortune cookies.

Question: "If you could make one recommendation that would make me a better sales manager, what would it be?"
Bill: Sit with each of your sales people and ask the following two-part question, ìWhat is your plan for growing your business in 2004 and what do you need from me to get you there?î The answer(s) you hear in return will tell you everything you need to know about improving your sales management skills on a rep-by-rep basis. They are your customers; listen to them. There, you will find your answers.

Question: "If you could make one recommendation that would make me a better sales person, what would it be?"
Bill: Without question and without hesitation, the single greatest thing you can do to improve your sales skills and sales volume is wrapped up in the word, ìpreparation.î I am of the opinion that every sales failure (from not gaining the appointment to losing an order) has its roots in a lack of preparation. You have only moments when the prospect picks up the phone to get their attention. Not doing research prior to placing the call leaves you without a powerful statement to make, one that differentiates you from the last three knuckleheads that called already that day. Likewise, losing an order (be it a repeat order or lost bid) might have avoided had you done a better job of learning everything you could about the job, the buyer, or the circumstances surrounding the piece in question. Donít believe me? Make a list of your recent failures, big and small. Next, think about what you could have done to prevent them and see if better preparation in one form or another would have made a difference.

Question: "What question would you ask your readership if you could?"
Bill: Why donít you email me with your questions or your ideas for a column more often? I mean, it is tough to come up with ideas every month and I never know if the point of view I offer is read as outrageous or outright fact. Having Graphic Thoughts every month shouldnít be this difficult. Come on! Send me an email. I can be reached at billf@printtec.com or through my web site www.printtec.com.

Bill Farquharson is the president of Print Tec Network, based in Duxbury, Massachusetts. Given the fact that he lives with four women, rest assured that plenty of people ask him questions every day. The problem, however, is that no one listens to his answers. Billís Get Sales NOW!Æ program works with printing sales people to drive sales performance through accountability. He can be reached at 800-587-7022 or through his website www.printtec.com.

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