september 2011
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September 2011 ISSUe 96
USP
charIty begInS at work Selling for a good cause during Breast Cancer Awareness Month
reSt SecUredWhy now is the time to discuss security with clients
a brave new worldSales guru Sean McPheat reflects on the changes in the world of sales
CONTENTS
ON THE COVER04 REST SECUREDWhy now is the time to discuss security with clients
10 CHARITY BEGINS AT WORKSelling the potential of charity for Breast Cancer Awareness Month
14 A BRAVE NEW WORLDSales guru Sean McPheat reflects on the changes in the sales industry
NEWS03 PITCH INVADERS
All the products and news to help you deliver the perfect pitch
MARKETPLACE04 FRAUD IS A BOOMING BUSINESS
The sales potential for protecting large business against ID fraud
07 TALKING ABOUT A REVOLUTIONHow dictation is changing the working environment
10 CHARITY BEGINS AT WORKSelling the potential of charity for Breast Cancer Awareness Month
SALES ACADEMY12 BREAK TIME
Fun and games and a pocket projector up for grabs
14 A BRAVE NEW WORLDSales guru Sean McPheat reflects on the changes in the sales industry
LIVE IT16 HOW TO SPEND IT
Goodies from films to gadgets – spend your break right here
04
THE EDITOR’S LETTER
As I write this, the World Athletics Championships have been in full flow and have served up
the usual damp squib of disappointment, particularly for the British team, with Jessica Ennis
and Mo Farrah both falling short. This year, even part-man, part-cheetah Usain Bolt got in the
act by jumping the gun for the 100m finale, ruling himself out. One event in particular always
carries the promise of failure for the British: the relay race. It would seem that British people
have an innate inability to pass a little pole from one runner to the next.
Unlike British athletes, the team here at USP Towers hope we have better success at
passing on the baton, as indeed I must do this month. From next month, there will be a new
face on this column in the form of new editor Nina Rosandic, who promises to bring a new
vigour and enthusiasm to these hallowed pages.
I have enjoyed my time at the helm of this leading office supplies sales magazine, but alas
all good things must come to an end. I will still be knocking around for a little while yet
though, so don’t be surprised if my name crops up in the magazine from time to time, but I will
be taking a step back to allow Nina her time to shine.
Also like all good things, I am going out on a bang. We have a bumper issue for you to
enjoy this month, with everything from features on dictation to ID fraud, a fantastic projector
up for grabs and some cracking sales advice from one of the best sales gurus in the business –
there is plenty for everyone.
See you around!
USP magazine is published by...Intelligent Media Solutions | Suite 223 | Business Design Centre | 52 Upper Street, London N1 0QHtel: 0207 288 6833 | fax: 0207 288 6834 | email: [email protected] | web: www.uspmagazine.com
Follow USP on Twitter at Twitter.com/uspmagazinePrinted in the UK by Buxton Press www.buxtonpress.co.uk
MATT JANE
EDITORMATT JANE | [email protected]
MANAGING EDITORJULIA DENNISON | [email protected]
COMMERCIAL DIRECTORVICKI BALOCH | [email protected]
SENIOR ACCOUNT MANAGER – MEDIA SOLUTIONSMATTHEW MOORE | [email protected]
ACCOUNT EXECUTIVE – MEDIA SOLUTIONSKRYSTLE DAVIS | [email protected]
DESIGNERSARAH CHIVERS | [email protected]
PRODUCTION ASSISTANTSINEAD COFFEY | [email protected]
PUBLISHING ASSISTANT/ CIRCULATIONS MANAGERNATALIA JOHNSTON | [email protected]
PUBLISHERDAVID COLLINGBOURNE | [email protected]
DIGITAL MANAGERDAN PRICE | [email protected]
USP
Matt JaneEditor
USP
NEWS PITCH INVADERS 03
SEPTEMBER 2011
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PENTEL
PRODUCT Mid-August saw the launch of the second stage of Pentel’s integrated consumer
marketing campaign in support of its EnerGel brand. The initial phase of the campaign ran in the
spring, focusing on the main exam and pre-summer holiday period, and this second burst runs
through October.
The campaign, which targets millions of potential liquid gel pen users, including office
workers, students and parents, once again incorporates national press and online advertising, a
viral advertisement and sampling activity.
Through the campaign, which highlights the superior features and benefits of EnerGel ink,
Pentel invites consumers to ‘see the story unfold’ via a viral advertisement on its website, YouTube
and Facebook.
More than three million commuters a day would have seen an EnerGel ad that ran in the
Metro newspaper in August and will run again this month. Advertising on social networking sites,
with the potential to reach 80% of the UK’s online audience, will run until October.
Pentel sent samples to students, parents and teachers at UK universities, Manchester’s
Trafford Centre and the Touchwood Centre in Solihull. The company is also using its presence at
the Office Show at Earl’s Court, 15-16 September, to demonstrate the pens to office managers.
PRODUCT Midwich has agreed to distribute LG’s CF3D
passive 3D projector, the world’s first single-lens full-HD
3D cinema projector. Alongside the CF3D, Midwich’s
portfolio of LG products includes large format displays,
video conferencing products, and TVs.
Employing the same 3D polarised light technology
used in cinemas, the CF3D offers all the same thrills but
in more intimate environments. A projector that can
comfortably stretch to 200” wide, the CF3D boasts a
brightness rating of 2,500 ANSI-lumens and a 7,000:1
contrast ratio, producing superb pictures. Thanks to the
TruMotion 120Hz, the CF3D practically eliminates blurring
from even the fastest action sequences, which also helps
produce the sharpest possible images for 2D content.
“The CF3D is an outstanding projector in every
respect – convenience, brightness, resolution and even
design,” said LG’s Warren Lewis. “Along with our Cinema
3D TVs and Blu-ray players, LG is on course to become a
global leader in 3D entertainment that can help transform
social and leisure venues throughout the UK... The latest
entertainment technology can be the differentiator that
really draws in the business.”
PEOPLE IT distributor Steljes has promoted Mark Mason
from regional business manager for Scotland and the
north of England to national sales manager.
Prior to his promotion, Mason helped make Scotland
and the North the top performing territories for the
company. He will continue to be based in Scotland,
making use of the Steljes offices in Edinburgh, Leeds,
Bagshot and shortly Greater Manchester.
Mason will be spending much of his time helping to
accelerate customers’
adoption of Steljes
technologies. “Based in
Scotland and holding a
national position, I am living
proof that you don’t have to
travel to all meetings to be
truly effective,” he said.
PRODUCT With flexibility and usability a priority for
today’s demanding corporates, the Office Cool range of
displays from NEC is designed to be ergonomic, versatile
and lightweight to complement the modern office
environment. The EX201W 20-inch-wide LED backlit panel
delivers good picture quality with a low power
consumption, further supported by eco features, including
a human sensor, ambient light
sensor and an auto-brightness
function. The EX201W delivers a
25,000:1 dynamic contrast ratio
and 250cd/m2 brightness for
crisp text and bright colours.
NEC
MIDWICHSTELJES
USP september 2011
04 securitymArKetpLAce
With recent high profile security breaches in large organisations, salespeople have the perfect opportunity to discuss security options with their bigger clients. Matt Jane looks at some of the options
The recent cyber-attacks by computer hacker
consortium LulzSec have highlighted the fact
that nobody is safe when it comes to invasions
of privacy and corporate security. The hacking
group claimed responsibility for taking down
Sony’s website, and even found a way into the
CIA, proving that even the biggest organisations
can leave a door open somewhere. Fortunately
these attacks provide the perfect platform for
office supplies salespeople to discuss security
solutions with clients and to ensure everything
is done to ensure their ship is as watertight as
can possibly be achieved.
Every organisation will be keen to avoid the
embarrassing invasions suffered by Sony and
the CIA, and, while international ‘hacktivists’
will be unlikely to target the average office
supplies salesperson’s customers, it is well
worth using these incidents to highlight the
potential risks and suggest key solutions to
the threats. “Organisations are more willing
to invest in counter-measures as no one wants
to be the next in the headlines,” says Marc
Legge from Duplo International. “Companies
realise that securing IT systems is now just
as important as more obvious measures like
shredding old documents. A CD is not much
heavier than a sheet of paper, but can hold
thousands of pages of data and so the demand
for multi-purpose paper/CD/credit card
shredders is on the rise.”
Given current trends for mobile working,
cloud computing and advances in technology,
the places that data is accessed are growing.
“On the one hand, companies need their staff
to work on the data as flexibly as possible, but
on the other hand, the security implications
are vast,” says Barry Robbins, national sales
manager for office technology at HSM. “The
best protection organisations of all sizes can
buy is electronic protection, such as robust
firewalls, to protect data from external
hackers while the data is in use. At the end
of its life, data stored on disks or paper needs
to be shredded, which is the only way to be
absolutely certain that the data is destroyed.”
of fraudBig Business
USP
05
september 2011
securitymArKetpLAce
SAFE PRINTINGOne area of technological innovation that
large companies need to be increasingly aware
of is printing. Chris Hale, product marketing
manager for document and print solutions at
Sharp, suggests that with printers and multi-
function devices (MFDs), there is a concern
that documents could be left uncollected
in output trays or data is vulnerable during
the print process. “For example, in transit
to the printer, stored on the printer (either
temporarily or more permanently) or left
in the printer electronics as working files
deposited as part of the print process,” he
says. “Files and papers like these can contain
sensitive information, including personal
and banking details and the exposure of this
information may place the organisation in
difficult commercial or legal circumstances.”
There have been considerable advances in
printing security features as the importance
of protection in this area becomes better
understood. For example, Phil Jones, sales
and marketing director at Brother, points to
‘secure print’ features, which mean valuable
or private documents do not print until the
user enters a password on the machine. “SSL
encryption is another function that is widely
used in e-commerce to prevent unlawful
access to customer’s bank and credit card
details,” he says, adding that this is now being
incorporated into laser printers. “It encrypts
data sent over the network so that it can’t be
captured by anyone during printing unless
they have a unique digital key. It can be
configured on both wired or wireless networks
and works with other security, such as WPA
keys and firewalls.”
With a wide range of printing solutions
available, Jones says it is important that
salespeople are confident with the latest
technology advancements and understand how
they can benefit different sectors. “For example,
a doctor’s surgery may have very different
security requirements to a school but each
will have their own needs, whether it is data
protection of patient records or restricting pupil
access to various printer functions,” he says.
ALL BASES COVEREDAlongside watching out for new electronic
threats, large organisations also need to ensure
the basics are covered. Unless companies
protect their everyday data, all the high-tech
solutions will count for nothing. Research
conducted by Fellowes shows that only 56%
of businesses have actually put a clear policy
on how to handle documents with sensitive
information in place, which can perhaps be
explained by the fact that 29% of employees
admitted to always throwing sensitive
documents into the bin.
While companies will need to consider
how they destroy their data, it is also
important that they have a robust system of
data storage. “With a 14% rise in burglary in
2010, companies need to make sure items with
personal and business details are safely secured
away from potential theft,” suggests Mark
Hawkins from Sentry Safe. He recommends
a safe or secure fire and water resistant filing
cabinet as the best way for businesses wto
store any data that does not require shredding.
When selling security solutions,
salespeople need to firstly consider their target
audience. With large companies taking data
protection increasingly seriously, procurement
of solutions is increasingly moving away from
the traditional stationery buyer. Robbins
suggests arranging meetings with the best
person to discuss security. “Talk to them about
the dangers and cost of off-site data destruction
compared with having suitable shredders and
a document shredding policy in place across
the whole organisation – not just at the main
site, but at people’s home offices and branch
offices,” he says.
It is also important to avoid the suggestion
that a single product will be the sole solution.
“As with all security systems, for it to run
well and achieve its aims it requires the full
cooperation of the people who use it and rely
upon it,” says Hale. “Products with secure
features are the cornerstone of security in an
organisation, but will always depend upon
correct set up and operation to well established
policies and procedures operated day in, day
out by the staff.”
Only 56% of businesses have actually put in place a clear policy on how to handle documents with sensitive information, with 29% of employees admitting to always throwing sensitive documents in the bin
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USPseptember 2011
07mArKetpLACe diCtAtion
Talking abouT a revolutionDictation equipment has advanced significantly recently and it is now easier than ever to record note, memos or entire meetings. Matt Jane considers why this is good news for both salespeople and clients
Digital dictation equipment has transformed
many working environments, eliminating the
need for endless minute taking in meetings,
removing the need to transcribe medical
notes and making secretarial duties far more
efficient. For office supplies salespeople, it has
also provided a valuable and highly desirable
product range to explore as well as allowing for
dialogues with a new customer base.
While digital technology has increasingly
become accepted as the only viable option
for dictation solutions, the market for digital
dictation is increasingly one for analogue users.
Jordy Onrust from Ordiginal believes that 75%
of the business in this area comes from analogue
users switching to digital solutions, proof that
there is still a large business base for selling
digital hardware.
One change that is occurring in this market is
the customers themselves, as they become more
astute, demanding and knowledgeable on how
they wish to use digital dictation solutions within
their organisations. Onrust suggests a range of
topics that customers are seeking solutions on.
Firstly, the security of files is a key concern.
With the well-documented punishments for
companies that fail to take adequate steps to
ensure data protection, customers will be keen
to hear how digital dictation files can be moved
over the network, PIN/PUK and file encryption.
This demand for robust and secure solutions
is also important when considering the changing
working patterns, which have seen many
employees working across mobile platforms or
remotely. “Mobility, linking with smartphones
and even recording on smartphones has been
the innovation,” says Onrust. “With this way of
working, the author can easily send dictations to
wherever he or she is.” In terms of functionality,
many customers are also seeing the benefits
USP september 2011
mArKetpLACe diCtAtion08
of speech recognition as a means of speeding
up the dictation process.
There is also a demand for better quality
recordings and customers are no longer willing
to have to decipher poorly recorded meeting
notes, and this demand for quality has
repercussions throughout the sale. “Users are
far more demanding on not only the quality
of the recorder or microphone, but also on the
quality of the pre-sales and after-sales care,”
says Onrust. “Installation, project planning
and user training need to be at the highest
quality level.”
The latest dictation solutions have
superior recording quality and can be tailored
specifically to the environment to optimise
performance. Jessica Baldry from Philips
points to equipment designed for meetings
and small conferences, which can eliminate the
need for traditional note taking. “Specialist
microphones allow 360° pick-up around the
meeting room, and the advances in digital
dictation mean that the recorded meeting file
can be encrypted, emailed, transferred via
local area network (LAN), or processed for
transcription,” she explains.
Within certain sectors, there have been
advances in technology that is allowing
dictation equipment to be used in a variety
of settings. For example, Baldry highlights
the incorporation of the SpeechMike product,
which is specially designed for medical
environments such as general practices and
hospitals. “Its antimicrobial coating reduces
bacteria in areas where hygiene is paramount,”
she explains.
DIFFERENT DEMANDSWhile the advent of the digital revolution
brought with it new innovations and
technological breakthroughs, the demand
for reporting information is not a new
phenomenon. This new technology has merely
allowed for more efficient working practices.
For example, workers in the field have always
needed reports, but traditionally these may
have been typed out. “Now they can dictate
their reports and send it easily via email to the
backoffice or to a speech recognition tool,”
explains Onrust. “This saves them a lot of
time and gets more accurate information. With
cassettes this was not even possible.”
In light of these changing practices,
salespeople must ensure they are providing a
service that is relevant to customer requirements.
This begins with an initial assessment of the
customer’s needs before presenting the available
solutions and their relative merits. “In instances
where the author or secretary require, or may
require, more flexible ways of working, then a
digital solution with emailable job functions
and customisable transcription solutions would
be recommended,” says Baldry. “Where a site
has a traditional office set-up, then transferring
of work via LAN may be preferred. Similarly,
in an environment where PCT stations are not
typically used, then the LAN docking station,
which transfers dictation files for typing files for
typing without the use of a PC, would be ideal.”
ONGOING SERVICEWith current dictation trends, it is important
for salespeople to understand that the service
is not just related to providing the hardware, as
was the case with analogue devices. “Here we
see a need for consultancy, additional services,
and even support and maintenance contracts,”
says Onrust. “For resellers, it is more interesting
to sell digital solutions, upgrades and support,
than it is to sell analogue.”
Dictation equipment and the changing
technology and requirements associated with
it offer salespeople the perfect opportunity
to develop long-term relationships with
customers and engage in regular dialogue.
With a move to a more consultative approach,
customer contact becomes easier than it
has ever been. “Together with support and
maintenance contracts the customer is also
committed to stay with his reseller instead of
shopping on the web,” suggests Onrust.
Salespeople should be prepared to
monitor customers’ ongoing needs, not just
those identified at the initial sale. “Change
of working legislation and advances in
IT technologies mean that customer’s
requirements can become more become
specific, or they are now able to take advantage
of some of the more advanced areas of digital
solutions,” says Baldry.
Whatever industry a customer is involved
with and whatever their current dictation set-
up, there is a great deal of scope for salespeople
to explore new opportunities and offer a
service that will improve current working
practices. By ensuring ongoing dialogue in this
area, salespeople can ensure they enjoy long-
term custom, while clients will be able to take
advantage of this rapidly evolving market.
Users are far more demanding on not only the quality of the
recorder or microphone, but also on the quality of the pre-sales
and after-sales care
USP SEPTEMBER 2011
10 BREAST CANCER AWARENESSMARKETPLACE
CHARITY BEGINS AT WORK
USP
11
SEPTEMBER 2011
BREAST CANCER AWARENESSMARKETPLACE
Every 10 minutes, someone in the UK
receives the devastating news that they have
been diagnosed with breast cancer, which
equates to 50,000 people each year. This
shocking statistic emphasises the importance
of increasing public awareness of the illness
and the warning signs for women to look out
for, as well as offering support and reassurance
to those battling cancer.
Office supplies salespeople are well placed
to get involved in this year’s Breast Cancer
Awareness Month, which runs throughout
October. There will be a host of products
and initiatives for people to get involved
with, all aimed at raising publicity of the
organising charity, Breast Cancer Care, with
the traditional pink theme promising to inject
a flash of colour into offices across the country
and ensure the charity receives the valuable
publicity it deserves.
“Breast Cancer Awareness Month
offers a very special opportunity for dealers
and retailers to make sure their marketing
plan includes products from
manufacturers donating to charities
to continue to fight against breast
cancer,” explains Wendy Vickery
from Pentel, which is hoping to
raise £500,000 for Breast Cancer
Campaign in time for October. “If
they only engage in one piece of
activity, this is the time of year to
do it.”
Pentel’s campaign has seen
the company raise £464,000 so
far through sales of pink pens and
correction fluid, with a percentage from every
pen sold going to Breast Cancer Campaign.
Vickery explains that the partnership with the
charity has continued to flourish, even in the
difficult economic environment. This is as a
result of three essential criteria, which she says
include the product position in-store, which
should be as close to till point as possible or
next to complementary products; the price
of the product, which needs to be affordable
enough to facilitate an impulse purchase; and
the relevance of the charity itself to the target
audience for the product.
“Sadly, despite ever improving levels of
detection and treatment, far too many families
are still affected by breast cancer, which means
there’s a great deal of awareness of initiatives
to raise money to support charities such as
Breast Cancer Campaign,” says Vickery.
POWERFUL PRODUCTSBy aligning products with a charitable
promotion, salespeople can also take
advantage of the commercial benefits that
this delivers. For example, if customers are
given the choice between two products, with
one promoting a recognisable charity, the
consumer is likely to be far more inclined
towards the charitable offering. This is a
particularly strong sales incentive during this
time of year when awareness around breast
cancer is at its peak and companies will be
keen to prove their support for the cause.
There is a huge range of products for
salespeople to explore, all designed to raise
the pink profile. Pink pads and pens of all
varieties will provide a good sales opportunity,
while more unusual items also promise to be
in high demand, such as Highland Spring
Breast Cancer Awareness Month offers a very special opportunity for dealers and retailers to make
sure their marketing plan includes products from manufacturers
donating to charities to continue to fight against breast cancer
With Breast Cancer Awareness Month approaching, offices will be gearing up for a pink makeover. Matt Jane looks at the opportunities for salespeople to get involved with this charitable cause
water bottles in a shade of pink and specially
designed Nestlé confectionary.
As well as the products, salespeople and
companies can get involved in activities to help
promote the good cause. For example, earlier
this year a team from Antalis McNaughton,
Grupo Soporcel and a group of customers took
part in the gruelling Three Peaks Challenge to
raise money for Breakthrough Breast Cancer
and raised £14,000, as well as showcasing their
commitment to corporate social responsibility.
“Supporting charitable causes such as
Breakthrough Breast Cancer has a number
of benefits including raising money for an
important cause, whether that be through
staff team building and fun activities or
customers purchasing an item knowing that
they are contributing to a worthy charity,” says
Samantha Brown from Antalis McNaughton.
In order to get the most benefit from
charitable promotions such as Breast Cancer
Awareness Month, salespeople should have a
focused push and try to generate a buzz around
the activities and products that run
through the event. Brown suggests blitz
days with internal sales teams and also
hosting events at customers premises to
help “highlight the importance of breast
cancer, have some fun, sell product and
also raise much needed funds”.
With such a wide range of activities
and a huge product range, there is plenty
for salespeople to choose from in order
to help their customers showcase their
pink credentials. With breast cancer
survival rates improving all the time,
largely as a result of earlier detection and
improved treatment, the human benefits of
supporting Breast Cancer Awareness Month are
plain to see. With a whole month to get involved
with the activities, salespeople would be well
advised to plan ahead to ensure they are ready
to help their customers, and more importantly,
the worthwhile charity.
SALES ACADEMY BREAK TIME
USP SEPTEMBER 2011
12
timeBreak
USP
DO YOUR NUMBERSFancy taking a break from the sales calls, client meetings and proposal writing? Put your feet up and switch your brain on to our break time puzzle. No prizes, just the satisfaction in beating the grid.
Delivering presentations that inspire your audience is crucial, which is why we have teamed up with 3M to offer one lucky reader the chance to win a 3M MP180 pocket projector, the perfect tool for salespeople on the go.
This compact gadget delivers 32 lumens of brightness and a full two hour battery life and also has 4GB built-in memory, a micro SD card slot, and USB port. It will easily display photos, video and PowerPoint images at the touch of a button – although you don’t actually need buttons with the built-in touch screen control panel. There is also integrated Wi-Fi connectivity and Bluetooth compatibility and you can connect it to any device with a video output, including laptops, smart phones, digital cameras, camcorders, DVD players,
games consoles and MP3 players.
It also has two, three-quarter-watt embedded speakers and an additional audio output jack and comes with an integrated flip stand, tripod and a variety of input cables.
Send your answer with the subject line ‘Projector’ to [email protected]. Closing date for entries is 23 September. Winners will be chosen at random. Only successful candidates will be notified. Judge’s decision is final.
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WIN A POCKET
PROJECTORWe may not be able to provide the beer or nuts, but this little teaser should keep you entertained during your morning briefing.
1 - Who is the king of the gods in Greek mythology?
2 - What is a squirrel’s nest called?
3 - Which football club has the nickname ‘The Blades’?
4 - What was the name of the snail in ‘The Magic Roundabout’?
5 - Something described as ‘tactile’ relates to which of the senses?
6 - In US law enforcement, what do the initials in SWAT team stand for?
7 - London’s Ritz Hotel overlooks which park?
8 - The pipistrelle is Britain’s smallest what?
9 - In which country is the Harz mountain range?
10 - Who was the religious member of Robin Hood’s band of outlaws?
11 - Who was known as ‘The Lady with the Lamp’?
12- The alcoholic beverage kirsch is made from which fruit?
PUBQUIZ
ANSWERS1: Zeus; 2: Drey; 3: Sheffield United; 4: Brian; 5: Touch; 6: Special Weapons and Tactics; 7: Green Park; 8: Bat; 9: Germany; 10: Friar Tuck; 11: Florence Nightingale; 12: Cherries
EASY HARD
5 89 8 1 31 2 5
9 6 2 1 7
8 5 6 7 92 1 6
7 5 4 87 3
To be in with a chance of winning this fantastic prize, simply answer the following question:
Projectors use which element to display images?
A: WitchcraftB: LightC: The fifth
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For more information about the new laminators from Fellowes please contact your Account Representative or call 01302 836835
Fellowes is proud of its track record of constant consumer based product development, and this year it launches 15 new laminator models.
Fellowes first major innovation was the development of their 100% Jam Free system, giving consumers the confidence to use laminating creatively without the worry of jamming.
HOME OR HOME OFFICEThe new Lunar A4 and Lunar A3 is ideal for home users and offers the 100% Jam Free* promise, at a very attractive price.
The new Cosmic2 machines are the latest version of Fellowes award winning home range. There are a host of great features including HeatGuard, Fellowes revolutionary patented heat protection system that reduced surface temperature.
MORE FOR THE OFFICE USERS, LARGE AND SMALLThe new Saturn 2 offers all the features of the Saturn, plus push button controls for cold, 75, 100 and 125 micron settings. Used in combination with Fellowes high quality pouches, the Saturn 2 offers stunning results.
There is also a new two roller laminator, the Callisto, available in A4 and A3, which offers the benefits of the Saturn with the added feature of Hotswap, allowing users to swap between 75 to 125 micron in seconds.
For more frequent users, the Vega2 A3 and Neptune2 A3 bring a new level of performance in a compact design. The four roller machines offer speed and quality, plus an auto reverse feature that stops creased or mis-fed laminates from going too far into the machine, ensuring the rollers are not damaged and maintaining Jam Free* performance.
MACHINES FOR THE MOST DEMANDING ENVIRONMENTSFellowes has also launched a range topping model called Proteus A3, designed with large office and copy centres in mind. This six roller model is ultra-tough, ultra flexible, offering a wide range of heat and speed settings.
*100% Jam Free when used with Fellowes brand pouches
MORE FOR THE OFFICEMORE FOR THE OFFICEMORE FOR THE OFFICE
USP september 2011
14 sales evolutionsales academy
Sean McPheat is a bestselling author, sales authority and international speaker. He heads up a team of 20 trainers at MTD Sales Training (www.mtdsalestraining.com). For more information on his book, eselling, visit www.e-selling.com.
AuTHor Bio
USP
15
september 2011
sales evolutionsales academy
If you’re anything like most of the sales
professionals I’ve encountered over the past
few years then you’re in desperate need of
a lifeline. The economy has taken a massive
beating, the type and usage of technology has
seen a rapid increase and buyers seem to want
more and more and want to pay less and less.
There’s much more in play than the
‘economy excuse’ of why you’re not meeting
your sales targets. The nature of relationships
between salespeople and customers has
shifted. Your clients are busier than ever before
– calling them during business hours sets their
teeth to a grind.
The environment for selling has also
changed to a radical degree. The internet
has put unprecedented amounts of data and
information at the fingertips of everybody.
Today’s buyer (buyer 2.0 if you like) is
a lot more sales savvy and knowledgeable
than their predecessor. They can conduct
research online about your products and
services, your company, your competitors
and can even find out information about
you (so be careful with those stag do pictures
you posted on Facebook).
They come armed with print outs, price
comparisons, and online brochures. Couple
this enhanced version of the modern day
buyer with the current state of the economy,
and they feel that they are firmly in control,
commanding the very best that you have to
offer and expecting you to practically give it
away for nothing.
It wasn’t always like this though and to
redress this balance of power it’s useful to look
at the evolution of selling.
The show up and Throw up eraThis was when salespeople got a bad name. The
objective was to sell, push, cajole – do almost
anything to close a sale. In what was more
like a monologue, someone always seemed to
“win” and someone always seemed to “lose”.
There was no way to check up on what the
salesperson was saying and a lot of sales were
really down to whether you connected with
the salesperson or not.
ConsulTaTive selling revoluTionAs people got more wary of the old sales
processes and tactics, some moved into a more
consultative two-way dialogue between the
salesperson and the prospect. Some began
to think of customers more as clients, which
comes from a word meaning a person who is
under the care and protection of another.
A client-oriented sale is more collaborative
and focused on the needs of the client rather
than the quota of the salesperson. Consultative
selling should still be used as a basis for selling
but until the advent of the internet, the buyer
was still largely at the mercy of the salesperson
for accurate information about their products
and services, and those of the competition.
The researCh ageWith the development of the internet,
prospects and salespeople alike began to use
the internet to research any and every subject,
which led to the research age. Conducting
research via search engines was proving to be
very fruitful to the modern day buyer as they
could at last inform and educate themselves
on products and services, prices, features,
company information – you name it.
Suddenly the buyers were taking more
control over their buying decisions. Then
social media came on the scene and this added
another dynamic to how research is conducted.
FuTure oF sellingWhile a client or prospect may have gaps
in their knowledge about a solution, they
are still likely to be well-prepared. They
will research a basic lay of the land for
their problem, possible solutions, and your
products, and they will also check up on
you as well. They will use social media sites
to speak with friends and acquaintances, or
find discussion groups where your customers
are already talking about your products, or the
products of your competition.
No longer will your clients and prospects
wait for you to tell them about how your
product will help them. Your meetings will be
about how you, and your business, will deliver
on those solutions.
They may not be correct in their
identification of what they want and why, but
it does mean they are further along in the
thought process than before and they may have
a bias to what they already believe to be true.
A brAve new worldSales guru Sean McPheat guides us through the evolution of selling and how the internet has kept salespeople on their toes
No matter what industry you’re in, you are no longer the gatekeeper for information about your products and services
USP september 2011
live it The best way to spend your free time and money
16
ChurChAnyone who has sat through Sunday mass will know religious services can be a bit dull. One Polish priest has found a unique way to keep parishioners happy – by opening a full-sized bouncy castle church. Father Krzystof Kowal came up with the idea after his plans to build a conventional church were turned down. While it must make for a more entertaining service, I imagine inflatable bells would be a nightmare for the bell-ringers.
good
bad
WarriorThe recent success of The Fighter ensured that the genre of pugilistic movies remained on the public’s radar. This latest offering in the long line of fighting films is a fair addition to the scene, taking on the increasingly popular sport of mixed martial arts (MMA).
Warrior is the story of two estranged brothers, Marine Tommy Conlon (played by BAFTA-winner Tom Hardy) and Brendan (Joel Edgerton), whose paths come into a collision course during SPARTA, the biggest winner-takes-all event in MMA history. Tommy, trained by his father (played by a snarling Nick Nolte), blazes a trail through the competition and is soon facing the prospect of taking on his brother, who is an ex-fighter turned teacher who is making his ring return in a desperate bid to save his family from financial ruin.
The film is described as a “rousing ode to redemption, reconciliation and the power of the human spirit”, which is one way of describing this no-holds-barred emotional and physical rollercoaster. While The Fighter’s success may have been down to the real-life drama of boxing, Warrior forges a dramatic trail through the realms of sporting adventure. While it may not hit the heights of other films based on the sport of the square circle, it is an enjoyable watch and helps keep the enjoyable genre on the tip of movie-goers tongues.
Released 23 September
Loney dear
Film
music
Kirin iChibandrink
BiT OF BAnTEr
With another disappointing summer behind us, we can look forward to the delights of winter – and this sixth full-length album from Swedish multi-instrumentalist Emil Svanän-gen, aka Loney Dear, is the ideal soundtrack to usher in the cold. The haunting orchestral harmonies, combined with Svanängen’s mysterious vocals give this album a unique quality, described by the record label as “in between joy and darkness”, which is perfect for watching the falling autumnal leaves to.
Released October 17
When we think of the great exports from Japan, we often think of cars and electronics. However, having sampled this delightful beer from the land of the rising sun we should ensure that drinks are added to that list. Using a unique ‘first press’ process, Kirin Ichiban delivers a pure, crisp finish, with a taste that is luxuriously rich, yet beautifully smooth, making it the ideal ac-companiment to Eastern cuisine and European flavours alike.
Available from www.beersofeurope.co.uk
SnaKeSJustin Timberlake has been referred to as ‘Trousersnake’, a testament to his insatiable libido. However, one serpent lover may be more suited to the nickname after he was arrested at Miami International airport with seven exotic snakes and three tortoises stuffed down his trousers. The unusual secret was discovered as he went through a body scanner, but officials refused to give an explanation for his companions.
i don’t like where this is
going
TERMS & CONDITIONS
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