1. September 2011 | Finding digital customers and selling digital printing Finding digital print customers September 2011 0

2. September 2011 | Finding digital customers and selling digital printing 6-Step Strategy for Finding Digital Opportunities Review existing customer base Develop vertical segmentation Markets you have/do not have experience in Expand your territory Review your mail, home and office Craft an effective personalized sales letter and voicemail Talk about what you do for living 1

3. September 2011 | Finding digital customers and selling digital printing Existing Customers – Youre Halfway There Stay in contact, even when youre not trying to sell something Get to the right person, have multiple contacts per customer Show your appreciation Educate them on the benefits of digital 2

4. September 2011 | Finding digital customers and selling digital printing Slick sales people are OUT! Weve all seen those movies where the slick, fast-talking salesman is trying to push a product or service that nobody wants. You dont want to be like them. You might even go out of your way not to be sales-y just to avoid any affiliation with (snake oil) and used car sales people. 3

5. September 2011 | Finding digital customers and selling digital printing Which vertical markets do you already know? Vertical Segmentation 4 Every sales person has a niche they are comfortable selling to. This would be a vertical you have experience in. Use the information you have to build a program for that vertical. Example: Look at the higher education vertical; they have the same cycle in most departments, every year, over and over. All colleges have an annual fund. They all produce printed recruitment materials, (a high percentage, variable). Take what you do for a vertical you are experienced in and replicate it for others.

6. September 2011 | Finding digital customers and selling digital printing How do you gain experience with a unknown vertical? Vertical Segmentation 5 Start with what you love. If you love to travel, start with travel & tourism. If youre a foodie, look at retail grocery, food service or restaurants. Look at the various publications which support the specific vertical for business updates or trends within the industry. Remember, every vertical can use more than just digital printing on paper. Think outside the norm – synthetics, pressure sensitive, embedded products, magnets are all high value – high profit products you can offer.

7. September 2011 | Finding digital customers and selling digital printing 6 Higher Education: Strong digital campaign opportunities Variable Data: Great data, receptive to a consultative sale

8. September 2011 | Finding digital customers and selling digital printing Labels, window cling, posters: High value products 7

9. September 2011 | Finding digital customers and selling digital printing 8 Expand your territory Whether geographically or not… In order to find new opportunities in digital printing, expanding your territory is an effective way to identify potential new customers.

10. September 2011 | Finding digital customers and selling digital printing The mailbox reveals the good, bad and the ugly digital opportunities. Keep anything with your name on it 9 Save everything with some type of personalization on it. See if the data is used effectively. Is your name spelled correctly? Does the piece have a call to action? Would you buy or use the product or service they are offering?

11. September 2011 | Finding digital customers and selling digital printing 10 Write a great introductory letter. Taking the time to write a compelling letter is a great start to winning a customers attention. This is a great way to establish a more personal connection with your potential client. Hand-written thank you cards go a long way, too!

12. September 2011 | Finding digital customers and selling digital printing Steps to Success = You Review existing customer base Develop vertical segmentation Markets you have/do not have experience in Expand your territory Review your mail, home and office Craft an effective personalized sales letter and voicemail Talk about what you do for living 11

13. September 2011 | Finding digital customers and selling digital printing Mohawk MakeReady provides practical tools and actionable information for digital printers like you. 12 We can help… Visit: www.MohawkMakeReady.com for more tools, to request a meeting, or to join the community.www.MohawkMakeReady.com