When it comes to selling digital print, Joe Rickard, president of Intellective Solutions, says there's no better way to shorten sales cycles and improve digital sales than targeting and selling into vertical markets. In a recent Xerox Graphic Arts Premier Partners webinar, "Selling to Vertical Markets," Rickard discussed a sales approach to accelerate penetration into high-value digital printing vertical markets.
Eighty industry professionals attended the webinar, which was exclusive for members of the Xerox Premier Partners, a global network of leading print providers dedicated to developing new business opportunities with digital technologies.
According to Rickard, there are four high potential, but often overlooked, digital printing vertical markets: healthcare, education, professional services and legal. In identifying vertical market opportunities, performing adequate research, such as finding the company's decision maker, identifying buying patterns and critical issues facing the company are essential, Rickard said.
"There is unlimited potential in these vertical markets, and doing the proper research before making the call will increase selling success," he said. "If you don't know, don't go."
Rickard's presentation was the third in the 2008 Premier Partners Webinar Series. Previous presentations in the Premier Partners-exclusive program covered such topics as customized cross-channel marketing, and pricing digital and variable information print.
Founded in 2000, the Xerox Graphic Arts Premier Partners program has more than 730 members in 48 countries on six continents. Graphic communications companies are invited to join based on their commitment to meeting their customers' needs through innovative use of digital technologies, including Xerox digital printing systems and services. Print buyers can access this global resource via the Premier Partners Web site, www.xerox.com, which enables criteria-based searches of the entire, worldwide network of Xerox Premier Partners.