Gimbel & Associates Blog

Your Mindset and Approach

You need a strategic mindset and approach to establish

• Making customers, rather than finding This means earning more time with the customer, with an open invitation to continue a dialogue, and with a sincere commitment on the customer’s part to take action.

Though people in the printing industry are in the communication business, they aren’t always personally skilled in the art of information exchange. A brush-up on communication skills can      make a big difference in how customers and others perceive company executives and other personnel, and how effective they are in their print business jobs.

Every aspect of our lives is driven by data. The need to protect and secure this data is becoming increasingly critical.

Privacy is becoming a core market differentiator for companies. Businesses need to prove to their customers that they handle data securely and ensure the protection of privacy. 

What constitutes a violation of privacy? It’s not always obvious, and interpretation can vary based on the application, industry, etc. 

A vertical market is a group of similar businesses that has a common set of needs for products and services.  Customers in the same vertical market have the same types of applications, and they often have the same business issues.

Getting to know a vertical market helps you sell because you:   

Focus on the Customer Needs

We can often get so focused on producing the job itself, that we lose sight of WHY a customer is getting the job produced. It’s not because they don’t have enough work to do or that they have extra money to spend. It’s because the job supports a business need.  As you have your consulting conversations with the customer, talk about more than just the job. After all, the “job” is never going to shop with you again… but the customer and the company will.