g raphic arts industry marketing partnership program...

Build Your

Business and

Digital Knowledge

with MPP

Learn More, Earn More

Course Outlines

Customer Comments

Instructor Biographies

M a r k e t i n g P a r t n e r s h i p P r o g r a m

G R A P H I C A R T S I N D U S T R Y

Marketing Partnership Program (MPP)

Having Technical Know-howBuild technical confidence by reviewing basic digital conceptsand vocabulary.

Identify key questions to help your customers prepare electronicfiles properly.

Implement tools that will accelerate the customer educational process.

Consultative Selling StrategiesIdentify digital opportunities by following a nine-stepconsultative selling process and understanding who to contactand what questions to ask.

Target digital solutions that will make an impact in yourcustomer’s business and learn how to communicate the value of your services.

Create competitive barriers that will differentiate your business.

Earn higher profit margins and get repeat business by movingfrom order-taker to consultant.

[Value Adds ]Sales Kit – electronic sales, marketing and customereducation tools. Items include a digital sales presentation,account development guide, promotional materials and file formatting procedures.

Personal Action Plan – identifies target accounts, documents,departments and buyers.

Interactive Role Plays – practice selling digital solutions byperforming sales calls.

Comprehensive training workbook with quick reference card.

Training facilitated by printing industry sales specialists.

$495.00 Per Person 8R10963

Call 1-800-445-5554 To Register Today![2]

Selling Digital

Print Services (SDPS)

Teaches sales professionals how to effectively and efficiently sell digital printing.

1 day class, 8 AM – 4:30 PM

[Who Should Attend ]Sales, customer service, marketing, management and owners of commercial printing companies,service bureaus, or other graphic arts establishments transitioningto digital and/or seeking to enhance their digital selling skills.

[Key Benefits ]Build profitable volume.

Identify new applications.

Differentiate your business.

Expand your customer base.

Maximize your digital sales opportunities.

[You Will Learn ]Digital Trends and Customer Needs

Understand industry and market trends that are driving demandfor digital printing.

Compare digital to the traditional offset printing process andlearn how to communicate the benefits of digital printing toyour customers.

Identifying Digital OpportunitiesDevelop identifier list to help target documents best suited fordigital printing.

Target new applications by examining black and white, color,large format and variable data sample documents.

Explore the value of digital printing and develop an economicmodel to help sell digital solutions.

MPP Course Outlines

Where are the Customers?

Learn vertical and horizontal marketing techniques.

Identify high potential industries, departments and key

contacts to call on.

Become aware of opportunities in both existing accounts

and with new potential buyers.

Discuss characteristics of variable data applications.

New Revenue Opportunities

Identify new revenue opportunities that variable data can offer

to the printing company and its sales staff.

Gain the confidence needed to present new services.

Identify the steps in a variable data solution.

Discuss the importance of a database, the different types,

their role, and challenges.

Critical Success Factors

Make a plan for success.

Identify your company’s capabilities and range of services.

Understand and articulate what you’re selling.

[Value Adds]Exercises that help identify target accounts, key documents

and vertical markets.

Comprehensive training workbook with benchmark applications

and case studies.

Training facilitated by printing industry specialists.

$495.00 Per Person 8R12327

Call 1-800-445-5554 To Register Today!

Expanding Your Markets With

Variable Data Printing (EYM–VDP)

Teaches sales and marketing professionals how to effectivelymarket and deliver added-value services with their customersthrough variable data printing.


[Who Should Attend]Sales, marketing, management and owners of commercial printing companies, service bureaus, or other graphic artsestablishments transitioning from basic digital applicationsinto variable data markets.

[Key Benefits]Build higher profit volumes.


Identify variable data markets and applications.

Identify additional revenue opportunities.

[You Will Learn]Selling Digital Printing

What is consultative selling?

Learn how variable data impacts Customer Relationship

Management (CRM).

Understand the role documents play in a customer’s business.

Identify key questions to ask prospects for variable data

print services.

Learn how to become a partner of services not just a

commodity printer.

The Power of Variable Data

Understand how powerful variable data can be to influence

buying decisions and to create customer loyalty.

Differentiate various types of variable data printing, from simple

to complex.

Identify different kinds of variable data applications,

from simple to complex.

Discuss the powerful impact variable data printing has

on marketing and direct mail campaigns.

MPP Course Outlines

[3]

Understand the role color documents play in a

customer’s business.

Identify strategic questions to ask prospects for digital

color print services.

Setting The Proper Color Expectations To YourCustomers

Learn the differences between desktop, offset, and digital

color printing.

Identify tools that will help to communicate your color

capabilities to your customer.

Identify tools that will help your customers to manage

their color.

What is color management, and should you be using it?

What influences color reproduction?

Critical Success Factors

Make a plan for success with digital color.

Identify your company’s capabilities and range of services.

Understand and articulate what you’re selling.

[Value Adds]Exercises that help identify target accounts, key documents

and vertical markets.

Comprehensive training workbook.


$495.00 Per Person 8R08006


Expanding Your Markets –

Selling Digital Color (EYM–SDC)

Teaches sales and marketing professionals how to effectivelymarket and sell digital color applications.


[Who Should Attend]Sales, marketing, management and owners of commercial printing companies, service bureaus, or other graphic artsestablishments transitioning from basic digital applicationsinto digital color offerings.

[Key Benefits]Build higher profit color volumes.


Identify digital color markets and applications.

Set the proper color expectations to your customers.

[You Will Learn]Why Digital Color?

Learn the importance of digital color to you and your customers.

Articulate to your customers the specific benefits of using color.

Become familiar with key color applications.

Understand the importance of combining variable data

and color.

Selling Digital Color

What is consultative selling?

Learn vertical and horizontal marketing techniques.

Identify high potential industries, departments and key

contacts to call on.

Become aware of opportunities in both existing accounts

and with new potential buyers.

Learn how to become a partner to your customer, not just a

commodity printer.

[4]

MPP Course Outlines

Reproducing Graphics How to get the best reproduction of illustrations and photographs.

Understanding how color is reproduced and how to set theproper customer quality expectations.

Working in a PostScript EnvironmentAn explanation of why PostScript is used in a printing company.

Common PostScript errors and how to avoid them.

Communicating correct PostScript driver settings.

Discuss the use of Adobe PDF format.

Preflight for the Customer and PrinterAvoiding output errors.

Establishing a system to check incoming files.

[Value Adds]Tool Kit – Reproducible booklet that describes how to preparefiles, glossary of technical terms, reproducible checklists/forms.

Comprehensive training workbook.


$495.00 Per Person 8R12626


[5]

Working With The Digital

Customer (WWDC)

Teaches Graphic Arts professionals to understand and manage thedelivery of digital files and how to eliminate ”gotchas” througheffective communications with customers.


[Who Should Attend]Sales, customer service, sales management, prepress technicians,desktop publishers, and owners of commercial printing companies,service bureaus, or other graphic arts establishments transitioningto digital and/or seeking to enhance their digital selling/technical skills.

[Key Benefits]Gain technical knowledge of digital production.

Prepare pages that print the first time.

Enhance communication between customerand printing company.

Ask the right technical questions.

[You Will Learn]The New Digital Customer

Understand industry and market trends that are drivingincreased customer created digital pages.

Identify the different needs/expectations of the corporate versus the professional design customer.

The Techniques and Tools of Creating a PageAn explanation of the steps involved, from creation to theprinting of a digital page.

The different classes of software that are used to build a digital page.

What files are needed from the customer to successfully print a page.

File transfer techniques.

MPP Course Outlines

Hiring decisionDevelop a system to evaluate the strengths and weaknessesof a candidate.

Retention strategiesLearn about the key aspects of an orientation program that willset the stage for the new salesperson’s positive and productivecontribution to your company.

Establish performance evaluations that will enable you toprovide feedback to the salesperson and enable you to provide training and guidance to correct problems or enhancepositive activities.

Examine various compensation methods.

[Value Adds]Comprehensive Guide to Digital Sales RepresentativeSelection and Retention that includes:

Digital Sales Hiring Profile

Digital Sales Job Description

Behavioral Interview Questions

Forms to Facilitate the Screening and Interviewing Processes

Skills and Knowledge Tests, Job Simulation

Orientation Checklist

Samples of:

– Letter of Offer

– Employment Terms and Conditions

– Application For Employment

$450.00 Per Person 8R08017


Digital Sales Recruitment

and Retention (R&R)

Teaches Graphic Arts owners and managers effective techniquesfor finding and maintaining “top notch” sales professionals.

Half day class

[Who Should Attend]Sales management and owners of printing companies or servicebureaus with digital printing capabilities.

[Key Benefits]Develop an efficient process for hiring digital salespeople.

Maximize your recruitment investment.

Minimize the unknowns.

Set the stage for top performance.

[You Will Learn]How to define the job and the profile of a digital salesperson

Determine the requirements of the job and the job expectations.

Identify the characteristics or ideal behavioral competencieswhich are important to selling a print-on-demand solution whichrequires a consultative sales process.

Recruiting methodsExplore various methods of recruiting new salespeople.

Learn how to develop an effective ad and select the mostappropriate media.

Interviewing processWhat to look for in a resume.

How to screen candidates to quickly establish whether an applicant has the skills and knowledge required as well asthe interest.

How to conduct a focused interview that will enable you toevaluate a candidate’s skills and personality characteristics andcompare against the digital salesperson profile.

MPP Course Outlines

[6]

PIA Member

As a PIA member, you not only save big on

Xerox products, you can learn new ways to grow

your business.

Lease or buy selected Xerox products before 12/31/01 and Xerox will sponsor one person from your business toattend one of the scheduled Marketing Partnership Programsfor free* – a $495 value. And, get 10% off tuition forother employees.

For more information about the MPP class, call 1-800-445-5554 and mention that you’re a member of PIA.

To be eligible for the free class, you must purchase or leaseone of the following: Xerox DocuTech 6135, 6180, 6100 or 6115,DT65, or DocuPrint 92, 96, or 180, DocuColor 40, 2045, 2060, 100,or 130 under the PIA contract before December 31, 2001. Acustomer representative must participate in the class no laterthan six months after installation of the machine.

To learn more about Xerox’s digital presses and proofingsolutions, call 1-800-ASK-XEROX, extension PIA.Remember to reference contract #0707168.

* All travel and incidentals are extra

[7]

[Voice of the Customer]What past attendees have said after

attending an MPP class

This outstanding MPP class gave me help in understandingthe practical aspects of digital printing and the consultativeselling concepts of selling digital printing. It also provided themarkets and opportunities to be successful.

Tallahassee, FL

It helped me identify my target markets/industries and present all the applications available in them.

New York, NY

Helped me understand the skills I need. It gave me the toolsand solutions to help my customers understand the value andneeds of digital printing.

Washington, DC

Gave me the important questions to ask my customers abouttheir business and document needs. It also provided me withfurther solutions to possible concerns that I may encounter.Helped me understand digital workflow.

Tampa, FL

I’ve learned the value of identifying my customers’ “Hot Buttons”. How to identify them and turn them intowin/win/win opportunities.

Sacramento, CA

The information discussed and distributed will help me betterunderstand the values of digital printing and as a result,enhance my presentations to my clients (i.e., samples,knowledge, techniques, case studies, success stories).

Chicago, IL.

It gave me information to identify unique and creativeapproaches and uses for digital color applications for cus-tomers who typically only think of offset solutions. It alsoprovided excellent transition into proven variable data solutions.

Detroit, MI

This class has given me the direction I needed to go in,as well as the tools that are necessary to approach ourcustomers with an aggressive strategy. Excellent.

Kansas City, MO

It will allow me, as a consultant, to speak intelligentlyregarding variable data solutions that will help my customersincrease their response and hit rates and show value to theircustomers. Also, not to leave money on the table.

Syracuse, NY

It showed me how the process directly relates to increasing sales and broadening the sales volume for current customers.Also, how to develop a Customer Relationship Management(CRM) opportunity.

Oklahoma City, OK

It helped me see the “bigger picture” in providing value.It showed our people the value of being their customer’spartner and to create a lasting relationship.

Miami, FL

Enlightened our sales force about the opportunities withintheir present customer base. Deeper and wider marketingefforts to all departments within a company. More businesswith less customers, 1 to 1 Marketing.

Philadelphia, PA

MPP Customer Comments

The MPP team are seasoned, industry

veterans who know how to help you

become more successful!

We know the challenges of managing a printing company…we’ve been there

Mickey Call has 30+ years in the Graphic Arts Industry and isretired from the US Air Force where he held positions as superin-tendent of two of the largest printing plants in the world. While inthese positions, he was instrumental in helping reduce overall costsand waste by over 20%.

Mickey has held successful sales, sales management, and sales training positions with AB Dick Co. as well as Director, NewProduct Development, responsible for worldwide press productdistribution. Mickey has been an industry speaker for PrintingIndustries of America (PIA) and many other National Graphic ArtsOrganizations and Associations.

His understanding and knowledge of offset and digital technology,along with his outstanding communication and consultant skills arenoteworthy. He has helped many Graphic Arts companies becomesuccessful in the Digital Print Industry.

We know how to implement digital printing profitably…we’ve been there

Rigo Gomez is the Graphic Arts Major Account Services MarketingManager for Xerox Customer Education Services. He joined XeroxCorporation in 1975, and has held a variety of selling, marketing,training, and management positions.

One of his key responsibilities is making customers aware of thepower of training, and the impact that effective training can haveon a their productivity and revenue. Whenever he can, Rigo enjoysconducting skill based customer training sessions – in which heteaches consultative approaches on how customers can build theirbusinesses and enhance their employee’s skills. He is alsoresponsible for development of the sales and business processconsulting business for Xerox.

We know what it’s like to find and keep good salespeople…we’ve been there

Tom Baumann has worked with hundreds of printing companieshelping them develop, implement and manage their operational andsales processes, build value into customer relationships and growprofitable revenue.

He has successfully sold digital and offset printing as a salesrepresentative, sales manager and corporate trainer. Tom haspersonally trained over one thousand sales professionals and is theauthor of several corporate sales training manuals.

We know what it’s like when a customer supplied filedoesn’t print…we’ve been there

Frank Kanonik has a 25 year industry background and recentlyjoined Xerox from the Graphic Arts Technical Foundation (GATF)where he was the Associate Director of Training with responsibili-ties of developing and delivering a wide range of training classespertaining to the graphicarts industry.

Frank’s background is in digital prepress and digital printing andhas developed and delivered numerous training sessions both atGATF’s Pittsburgh location and at other locations worldwide. Frankhas also delivered multi-day training programs devoted to digitalprinting, supplying both marketing and technical instruction toseveral Fortune 500 companies.

We know what it’s like to sell a print job to a difficult customer…we’ve been there

For further Marketing Partnership

Program information please call

1-800-445-5554

For highest quality results, use genuine Xerox-branded supplies.

To order, or for more information, call 1-800-822-2200 or visit

the XSG website at www.xerox.com/supplies

©2001 Xerox Corporation. XEROX®, The Document Company®, the digital X® and all Xeroxproduct names and numbers mentioned herein are trademarks of XEROX CORPORATION. All non-Xerox product names and numbers are trademarks or registered trademarks of theirrespective companies. This collateral was printed on a Xerox Digital Printing Production System. All rights reserved. 610P707900

MPP Instructor Biographies

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