Saturday, August 16, 2008

Textbooks, Digital Printing and the Dog Food Business

This is a lightly edited version of a column that I wrote in 2006 for
"You have to remember that the market for textbooks is like the market for dog food because purchasing decisions are not made by the ultimate consumer" - Barbara Levitt, Clifford Nass; Administrative Science Quarterly, Vol. 34, 1989
Most printers are in the dog food business. Read the rest

Friday, August 15, 2008

A marketing pro thinks I said something useful

Every once in a while, you get lucky.
The following comes from A Beautiful Experience . It's a blog that is maintained by a marketing firm in Canada.
A couple of days ago I blogged about how to decommdify in a commodity industry (commercial printing). The post was picked up by "The Print CEO Blog" here and it started a healthy discussion. One of the comments was from Michael J, and he drove home a great point -- great service and taking care of the small details is a definite must to decommodify:

From 30 years of selling printing, these are my rules of thumb. read the rest

Tuesday, August 12, 2008

What is selling, anyway?

Whenever I am trying to think through what's going on, first stop is wikipedia. Here is a thing that caught my eye:
Contrary to popular belief, the methodological approach of selling refers to a systematic process of repetitive and measurable milestones, by which a salesperson relates his offering of a product or service in return enabling the buyer to achieve his goal in an economic way. - Wikipedia
So. . . read the rest