1. SOLUTIONS
THE NEXT-GENERATION
SALES PROFESSIONAL
Jerry Scher, Principal, Peak Focus
The Magazine
10
So much has been written about the state of the printing industry and
what our future could look like. As a result of significant declines in
print volume, thousands of companies have shut their doors or merged
with others and countless jobs have been lost. In many instances jobs
have been eliminated and added due to technological advances that
have significantly improved productivity and/or added new innovative
products or services. And while print continues to be one viable media
choice for many, it has clearly become commoditized, resulting in a
decline in attractive margins. As companies continue to struggle with
designing and building profitable, sustainable businesses, the role of
the sales professional—those responsible for generating new revenue
streams—has aggressively come under review.
Why Is a Change Required?
8.2013
As many other industries experience a similar fate, a great deal of
research is being conducted to better understand how B2B and B2C
buying and selling is evolving. As a result of the proliferation of valuable
information made available through multiple channels, consumers and
professional buyers have access to most of the information they require
to make sound buying decisions without actually engaging a salesperson; and in many cases they actually make their purchases online.
This extraordinary change in how we learn about products, services, and
solutions has clearly altered the role of the sales professional.
In years past salespeople actually provided us with most of the
information necessary to make good choices, which is not the case
anymore. And as communication is enhanced through social media,
personalized direct mail, mobile engagement, and other hybrid forms
we have not experienced yet, the role of the sales professional must
continue to evolve. As our industry moves toward cross-media
solutions, the day of the product-focused, transactional relationship
seller will be gone. Selling and buying will continue to be more complex, and sales professionals must become truly consultative.
Challenging the status quo, bringing creative solutions to the “C” Suite,
and making strong financial justifications will be the order of the day.
As in the past, sales professionals must possess a high degree of
technical expertise. However, in this environment their knowledge
must go way beyond technical print knowledge. If they are to provide
assistance in creating multimedia marketing campaigns, then they
should be well-versed in marketing. They should have a high degree
of expertise in areas including data analytics, online and offline
communication strategies, digital and offset printing technologies,
wide-format inkjet sign production, and even the fast-growing
utilization of video production and content creation. Of course, if
they are to engage in discussions regarding cross-media campaigns,
then they should have expertise in assessing the financial challenges
facing their clients. The marketers within organizations are faced with
significant challenges brought on by these technology advancements,
and knowledgeable and talented business developers can and should
become valued resources to them.
What Do They Look Like?
The next generation sales professional must be laser focused on their
clients’ businesses. They must have the knowledge and understanding
of the financial challenges their clients face—they should be able
to read and understand a balance sheet. Knowledge and experience
within the vertical markets they serve is essential, and they should
preferably have marketing experience. Competence and expertise in
all of the media modalities is critical. The desire and willingness to
continue learning and the eagerness to take personal responsibility for
their learning are a must.
The ability to engage others in dialogue by asking thoughtful questions, listening actively to responses, and further clarifying through
follow-up questions is essential. Diagnosing complex challenges and
aligning sensible solutions with these challenges are critical. Creative
approaches to solving problems will be required, and one’s ability
to influence a client’s thinking while negotiating the most favorable
terms is a set of competencies that will result in a great deal of success.
How Do We Find These Folks?
Attracting, recruiting, and hiring the next-generation sales professionals
will be a great challenge. Too frequently we look for employees when we
have a job to fill. Quite often this results in settling because we have to
fill a position. Attracting and recruiting talented business developers is a

2. SOLUTIONS
24/7 process, not an event. You must
look outside our industry. Most often
the best candidates will not bring
a “book of business.” Consider the
vertical markets you serve and search
for folks who have the marketing and
consultative skills that are required.
You’ll have to provide technical training in the print area, but, quite frankly,
that’s easier to teach and support than
the consultative selling skills that are
needed.
FOR MORE INFORMATION
Sample Chapter from Future of Print Sales
(PDF Download—Member Login Required)
http://prnt.in/ZbR
Sample Chapter from Playbook for Selling
Success in the Graphic Arts Industry
(PDF Download—Member Login Required)
http://prnt.in/ZbD
The processes necessary to build that great team will require you to
invest the time to carefully define the job of the next-generation sales
professional. Seriously consider the past experience, education, technical expertise, and any other criteria you deem necessary. Determine
what soft skills will be required, including their interpersonal skills,
diagnostic and problem-solving capabilities, influence and assertiveness, organizational competence, desire to negotiate, collaborative and
team work preferences, and any other behavioral competencies that
will come into play.
And once you have defined what/who you are looking for, absolutely
install the process Ad August 13 - CDT.pdf 1 the right candidates.
PIA to objectively select 7/9/2013 10:02:10 AM
Incorporate a validated assessment tool that will compare each
candidate against the behavioral
competencies that you have defined
for each specific job. Make sure you
can assess their work preferences so
you can predict an appropriate fit for
your company’s culture. And without
a doubt ensure that everyone
engaged in the interview process
has been well trained to conduct the
all-important interview.
Throughout this article I have been challenging you to take attracting, recruiting, and hiring sales professionals to a higher level. Don’t
rebuild, rebrand, retool, or invest heavily in new technologies without
dramatically changing the way in which your company sells. And the
way to do that is to staff your sales organization with the nextgeneration sales professional.
Peak Focus, specializing in the graphic communications industry, assists
in identifying and assessing talent, developing people and strengthening
management teams. Engaged in the communication industry for over
thirty-five years, Jerry’s primary goal is to make those around him more
successful. Visit www.peakfocuscoach.com for more information.
The Magazine
11
8.2013
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3. PEOPLE. PERFORMANCE. PROFITABILITY.
About Peak Focus, LLC
People. Performance. Profitability.
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a mix of resources that we’ve created ourselves, as well as several powerful tools
we’ve carefully assessed and believe in, we combine our passion and experience to
guide companies and individuals toward optimized performance. Select your team
members with confidence, help your key players develop their soft skills, and learn
how to coach your entire team more effectively by engaging the experts at Peak
Focus.
For more information and access to free resources, please visit our website at
www.peakfocuscoach.com
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