AUGUST 2012USP

FIRST PICK Seven secrets to creating a stellar sales team

CHAIR THE BOARDKitting out a killer boardroom

HOW TO SPEND ITThe latest film, music and technology goodies

DISEASE CONTROL Get ready to tip over those keyboards...

THE EDITOR’S LETTER

Welcome to the August edition of USP magazine. If ‘back to school’ was the theme

of last month’s issue, you could call this month’s ‘back to work’, as we bring you

helpful articles on what you can do to help your client have the best office in town.

On pg4 we focus on the presentation market, with advice on what to look for in the

perfect boardroom – from projectors to flat-screen TVs, with the economy being

what it is, businesses are reliant on making that great first impression and can’t

afford to be let down by inadequate AV products. Then on pg6 we look at how to

protect them from unsavoury bugs and viruses by alerting them to good computer

cleaning techniques and the products needed.

After our Marketplace section, we look inwardly to find out what OP dealerships

can be doing to make sure their teams are in the best condition. On p12 we give you

seven secrets to recruiting the best sales team.

So if that’s not enough to get you going, I don’t know what is. Here’s to the end of

summer and, as always, please get in touch with any news stories or updates on

editor@dealersupport.co.uk. Bye for now!

Managing editor

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: info@intelligenmedia.co.uk | web: www.uspmagazine.com

Follow USP on Twitter at Twitter.com/uspmagazinePrinted in the UK by Buxton Press www.buxtonpress.co.uk

MANAGING EDITORJULIA DENNISON | julia.dennison@intelligentmedia.co.uk

REPORTERGEORGE CAREY | george.carey@intelligentmedia.co.uk

PUBLISHERVICKI BALOCH | vicki.baloch@intelligentmedia.co.uk

SENIOR ACCOUNT MANAGER – MEDIA SOLUTIONSMATTHEW MOORE | matthew.moore@intelligentmedia.co.uk

ACCOUNT EXECUTIVE – MEDIA SOLUTIONSKRYSTLE DAVIS | krystle.davis@intelligentmedia.co.uk

DESIGNERSARAH CHIVERS | sarah.chivers@intelligentmedia.co.uk

DESIGNER ,PRODUCTIONPETER HOPE-PARRY | peter.hope-parry@intelligentmedia.co.uk

CIRCULATIONS MANAGERNATALIA JOHNSTON | natalia.johnston@intelligentmedia.co.uk

USP

CONTENTS

NEWS03 PITCH INVADERSThe latest news and products to help you deliver that perfect sales pitch

MARKETPLACE 04 CHAIRING THE BOARD How to kit out a killer board room

06 DISEASE CONTROL Get ready to clean those computer keyboards

SALES ACADEMY08 CHOOSING YOUR TEAMSeven secrets to stellar salespeople

LIVE IT10 HOW TO SPEND ITThe latest film, music and technology to spend your commission on

04

PITCH INVADERSAll the products and developments you need to deliver the perfect sales pitch

PRODUCT NEC Display Solutions has launched the NEC Training

Academy aimed at sales and technical staff of NEC’s specialist partner

network including system integrators, VARs and distributors. Attendees

will gain an increased level of product

and technical knowledge helping them

to meet the more advanced needs

and demands of their customers and

increase the general effectiveness and

performance of channel sales and

technical support functions. The

Training Academy will help these

partners become experts and

ambassadors of NEC hardware and

software solutions, building the

industry knowledge and expertise

which is required in today’s

increasingly complex display industry.

Call NEC on 08701 201160

NEWS Mitsubishi Pencil Co. is to champion the written word with a little

help from BBC Outnumbered star Daniel Roche.

The leading stationery brand has enlisted the help of the

charismatic youngster as it enters the back-to-school selling period with

a range of new products.

The campaign will promote the benefits of the new uni-ball Insight;

a smooth writing rollerball that’s available in six colours and sold both

loose and in a variety of pack formats. It will require children to provide

a handwritten insight into their school life with one overall winner

rewarded with a bundle of technological treats including a HD

camcorder and compact camera.

Clare Gibbard, marketing manager for Mitsubishi Pencil Co., said:

“We hope to prove to school children that despite the classroom break

it’s important to keep the art of handwriting alive. It’s a vital skill that

can reinforce achievement and brings so many benefits to youngsters.

“We hope to receive high profile support for the campaign and will

fully utilise our social media channels to target and engage with children

from across the UK.”

Other back-to-school products available from

Mitsubishi Pencil Co. include

erasable rollerballs

such as the new

uni-ball Magik Girl and

uni-ball fanthom

alongside all round

favourites like the

Jetstream, Vision

Elite and

Signo 207.

MITSUBISHI PENCIL THE TALK OF THE PLAYGROUND

NEC PRODUCT TRAINING AVAILABLE FOR CHANNEL PARTNERS

DUPLO LAUNCHES FASTBACK THERMAL BINDERS

PRODUCT Duplo International has become the official UK distributor for

the Fastback range of desktop binding machines. The simple table-top

machines bind loose sheets into presentable documents using thermally

activated binding strips. The technology is 3.5 times faster than a

conventional punch and bind system, documents lay completely flat, are

suitable for posting and at the end of their useful life the bound

documents are fully recyclable.

Duplo will be stocking a comprehensive range of binding strips

made of different materials and 16 eye-catching colours. In addition,

customers can order strips branded with their own graphics, images and

logos to make their documents really stand out.

For clients looking to add durability and real prestige to their

documents, the Fastback machines can even produce paperback books.

With a small further investment it is even possible to create library-style

hardcover books with a unique cover of your own choosing. This is ideal

for corporate business proposals or quotations.

Angela Osborne, sales manager at Duplo, commented: “The major

advantage of this technology is versatility – with a Fastback machine you

can produce all your internal and external documents and present them

in an appropriate way. People are amazed when they see everything the

machine can do and are even more stunned that it takes less than 30

seconds to bind, even with

documents running into

hundreds of pages.”

Duplo will be showing

the Fastback range at the

Office* Show on 12-13

September at Olympia

in London.

For more information, contact Marc Legge, dealer marketing manager,

Duplo UK on 01932 263 905 or marc.legge@duplouk.com

To find out more about Mitsubishi Pencil Co., visituniball.co.uk, follow

twitter.com/uniball_uk or like facebook.com/uniballfanpage

PROTECT YOUR DATA WITH 256 BIT ENCRYPTION

PRODUCT Olympus digital dictation is now more secure with 256-bit

encryption available for professional dictation products.

Following the launch of the DS-7000, Olympus has developed a

firmware update that allows you to secure your voice files using features

like a four-digit pin or encryption to prevent unauthorised access,

important in professional environments where confidential data must be

kept secure.

Basic digital recorders and analogue (tape) machines are difficult to

protect, leaving your data at high risk of getting into the wrong hands.

Having 256-bit encryption is the highest level of security available to

date, compliant with the Advanced Encryption Standard.

Developed for use within professional environments, such as medical

and legal audiences, Olympus’s professional dictation range

encompasses features to support workflow, cost savings and efficiency.

Features such as bar code scanner to support medical dictation and

biometric fingerprint scanner (DS-5000 ID model) to ensure your

dictations don’t fall into the wrong hands help to provide necessary

support for these dictation-heavy environments.

USP AUGUST 2012

4 AUDIO VISUAL MARKETPLACE04

VISUALISING SUCCESS

Audio visual technology is achieving impressive things in the

boardroom and can lend an extra sheen to sales pitches. GEORGE CAREY looks at

the state of the AV-for-business market and the technology

that your customers want

At the start of the economic crisis, sales of

AV equipment suffered because many

businesses saw the technology as a luxury

item, rather than something integral to their

business, but it seems that the market is on

its way back up. Graeme Davidson, business

manager, visual imaging for Epson UK,

explains: “Since the economic downturn, the

total projector market has seen a slowdown,

but we are now seeing strong growth in the

business market, both in ultra-short-throw

projection and higher brightness meeting

room solutions. In 2011, according to

Futuresource, the market saw a volume

increase of 19.8% in year-on-year sales of

3,000+ lumen projectors, which is typically

what businesses will be using in their

meeting rooms.”

Another reason the market has picked up

is the multi-purpose nature of many AV

products, which can lead to big savings.

Daniel Gibson, regional sales director for

InFocus, explains: “In the past people bought

a projector because they needed one and

then [they bought] an LCD TV separately and

a Smartboard because they wanted the

interactivity. Now they’re looking for

something that does all three of those things

because the market is able to offer products

that will cover that in one solution.” He

continues: “It’s allowing different, smaller

companies to engage in the AV market,

whereas before they were probably priced out

of it. Now it’s much easier for them to

integrate that into their organisation.”

Martine Dodwell-Bennett, sales and

marketing director at Steljes, thinks the

change in fortunes is down to new business

practices: “The number one priority for

directors is organisational efficiency and this

is helping the AV market boom. As

organisations are working harder to reduce

their costs and transform business operations,

collaboration technologies are now becoming

part of a unified communications strategy and

business process remodelling.”

ADDING VALUEWhen talking to your customers about these

products, it’s important to emphasise how

they can add value to their business. Neale

Williams, business development manager,

digital media and cinema products, NEC

USP

05

AUGUST 2012

AUDIO VISUAL MARKETPLACE

Display Solutions, comments: “Businesses can

create larger and brighter images for

presentations, helping to impress and keep the

attention of audiences. Advanced features, such

as edge blending and stacking, further help to

create bigger, panoramic images with very high

brightness levels. Future-proof connectivity and

high reliability backed by good warranty and

service levels will appeal to buyers.”

As well as impressing clients, the latest

technology can be used to save that most

precious of commodities: time. As Gibson

explains: “It’s improving the productivity of the

staffing, and the change in terms of product

types improves the return on investment Not

just from a product return but also the savings

they’re gaining in terms of travel, changing the

way that they make their meeting

arrangements. Productivity is improving and

that is the value added to their business. They’re

not wasting time and they can use that time to

provide more value to their own business and

their customers.”

SHOPPING LIST So do your customers need to keep up with

the Joneses? Austin Freshwater, Canon UK

channel manager, professional imaging group,

thinks that all this new technology can

sometimes overshadow more traditional, but

equally important, elements of an AV set-up:

“What many dealers often forget is that a

projector’s performance is only as good as its

lens. Quality lenses are designed to ensure

minimal reduction in brightness, even over

long-throw distances. They also ensure that

blurring, distortion, and chromatic aberration

(a type of distortion in which the lens fails to

focus all colours to the same convergence

point) are virtually eliminated.”

Eithne Keenan, senior corporate marketing

executive for Optoma Europe, focuses on newer

technology: “People are turning to lamp-free

LED+ technology, which combines the benefits

of both higher efficiency and higher brightness.

Also, ultra-short-throw interactive projectors,

which can be used to transform a flat wall or

tabletop into a 3D interactive surface without

the need for a screen or electronic whiteboard.”

Williams thinks customers will focus more on

the opportunities to get clients involved:

“Techniques such as augmented reality and the

use of QR codes is helping to bring interactivity

into the meeting space via smartphone

technology. Interactivity is a good way to keep

your audience engaged, for instance,

participants can scan the QR code to discover

the answer to a question.”

Darren Lewitt, AV director for Midwich,

considers travelling without moving a big

priority for businesses: “Video conferencing is

gaining in popularity and can really open up

communication channels. It allows businesses to

increase communication with clients and

remote workers while reducing the time and

costs associated with travel. The technology has

evolved to not just allow one-to-one

communication but to allow meetings between

many to take place, on multiple locations too.”

UPSKILLINGIt’s important to keep up-to-date with the

technology and understand how it fits into

existing set-ups. Davidson says: “Epson

focuses on developing this knowledge by

offering dealers the opportunity for training

and it’s those dealers that invest time in

training that will benefit in the long-term.”

Brian Grogan, sales manager EMEA at

Vivitek, agrees that there are tangible benefits

to technical knowledge: “It definitely helps,

although it will depend on the size of the

installation. The skills required for a single

projector installation are a world away from

those required for a fully integrated meeting

room, for example. One advantage dealers

have is their close working relationships with

their customers. Using this for business

advantage and possibly outsourcing skills that

aren’t available in house may be the best

approach for those new to AV.”

It looks as though the future is bright for

AV sales, and those with the right skill set

and product offering can continue to grow

their sales. As Gibson puts it: “The market’s

had some difficulties in the last year and

we’re not out of it totally but the signs are

that consumers are willing

to spend some money

again, albeit more sensibly,

which is no bad thing.

There’s positivity behind

the channel and the

integration of technology

into workplaces that’s now starting to pick up

again and that’s important for everybody.”

Video conferencing is gaining in popularity and can really open up communication channels

USP AUGUST 2012

06 COMPUTER HYGIENEMARKETPLACE06

PRISTINE PCs

Dirty IT equipment can cause an unpleasant working environment and spread some positively nasty bugs. GEORGE CAREY finds out

the problems involved and the solutions available

As many worried parents have opined in recent years: the internet is

filthy. Mary Whitehouse would be spinning in her grave. Unfortunately

there’s nothing we can do about that, but you can at least ensure that you

access the great sin emporium on a nice clean computer.

NANO NASTIES As people spend an ever-increasing amount of time at work and most of

that time tied to their desks, the potential for poor hygiene is greater

than ever. Nathan Dawes, Vasanta Group hardware product manager, has

suffered for his art when pointing out the problems involved to the

unenlightened: “With more and more office workers eating at their desk,

I ask people to upturn their keyboard and tap it, they are always amazed

at what comes out: crumbs, mucus, hair and worse.”

Apart from the aesthetic issues involved there can be health risks

associated with such an unsightly work station. Karen Harrison, group

marketing manager of AF International, points out the dangers involved:

“The way we work has changed significantly in

recent years. Many companies have open-plan

offices with the shared use of desks and

equipment.” She continues: “As a result, office

environments are much more polluted with

bacteria, viruses, dust, dirt and germs than previously. Various micro-

organisms can be found in offices: bacteria such as staphylococcus

aureus and escherichia coli; moulds like aspergillus niger; and all sorts of

yeasts and fungi.”

SOLUTIONS Despite the challenges that computer cleaning can throw up (and the

risk of throwing up yourself), there are plenty of products on the

market to deal with those hard-to-reach places and delicate surfaces.

Dawes says: “Managing cleanliness on electronics has special

considerations of course but nowadays, there are products that

overcome pretty much all of those challenges; from specialty

keyboard cleaning kits with a unique tool for getting between the

keys, to air dusters that can be inverted to reach almost any area.”

As Harrison points out, cleaning products are changing all the

time to deal with the challenges that new equipment can cause: “The

product range changes with technology, so as we change from a

laptop over to a tablet, for example, the cleaners available also

change. It’s important that people clean their equipment with the

right product. As you know the keyboard has often been linked with

the cleanliness of a toilet seat, the toilet seat being far cleaner. We all

clean the toilet with the right product – why not

the keyboard?”

With a clean and germ-free working

environment comes a healthy and happy

workforce, and therefore a more productive

business. The advantages for your customers are there for all to see,

and the wide range of specialist computer cleaning products, means

there’s no end of choice for you to offer them. So get out there and

clean up this dirty world; do it for Mary.

We all clean the toilet with the right product – why not

the keyboard?

February 2012 Issue 200

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THE BIG ISSUE200th edition of Dealer Support

MANAGING PRINTTaking on MPS – part 1PAPER PLANESPaperworld 2012 in review

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FM GUIDETune in to facilities management

IDS LEAGUE Last chance to enter!

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June 2012 Issue 204

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MADE IN BRITAIN

A look at manufacturing

at home

LONDON OLYMPICS 2012

Dealers go for gold

GROWING GREEN

An interview with the

Commercial Group

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TOP TIPSSALES ACADEMY08

USP AUGUST 2012

The best recruiters have

calculated the cost of making

a bad hire. The pain of lost

revenue is the biggest motivator

to improve and change. Lost revenue from

bad hiring decisions ranges from £30,000

to £300,000.

The best recruiters know the answers

to these three important questions:

• Where can I find more quality

people to interview?

• What are the tops traits and skills of

the best salespeople?

• How do I look for these top traits and skills,

and what tools do I use?

The best recruiters understand that

with the right knowledge, they can

bring greatness to the people they

lead. Using our gut (emotions)

to make hiring decisions is the alternative

approach to putting forth the hard effort to

learn a best practice system.

The best recruiters stop looking for

an easier path to success. They realise

that if they do not master recruiting

and coaching skills in their current job,

they will just drag the same bad habits into a

new job and get frustrated there, too.

Great recruiters understand what the

perfect salesperson looks like, and

they measure everyone in their pool

of candidates against perfection. The

pick of the litter is not always the

best performer. When we measure everyone

in our pool of candidates against the perfect

salesperson, we may realise that we need

more candidates in our pool.

Great recruiters use a ‘best

practice’ recruiting system

with processes, tools and skills.

This begins with knowing

the top five dimensions of

a best salesperson: attitude; motivation;

character traits; personality traits and sales

competencies. The best recruiters know

how to use interview questionnaires and

assessments that are tied to these five

dimensions to measure each candidate

against the best candidate.

The best recruiters realise that

learning anything new is hard.

Hard is what allows strong sales

teams to rise to the top. If it were

easy, it wouldn’t pay much. Easy

diet and exercise programs don’t work, and

neither do quick and easy solutions to fixing

the complex problem of recruiting.

HOW TO RECRUIT THE BEST SALES TEAM EVER

SEVEN SECRETS TO SUCCESS

Recruitment expert STEVE SUGGS shares his seven secrets and five actions to takeYour success as a salesperson is in direct

proportion to your ability to get enough

referrals. A similar principal of success

is true for sales managers: The quality of

the team you recruit will determine your

success as a coach.

Mastering the foundational principals

of successful recruiters will determine the

number of championships you will win

and, overall, the quality of your life. These

seven secrets will get you moving toward

becoming a great recruiter.

09TOP TIPSSALES ACADEMY

USPAUGUST 2012

Here are five immediate actions you can take to begin to recruit salespeople with potential.

Build a recruiting referral network.

Just as Bill Cates, ‘the referral

coach’, teaches salespeople to build

a network of people who send you

sales referrals, you can build the same

type of network with people who send you

salesperson candidates. Start with the leaders

of service organisations. Get to know leaders

of networking groups. Sales trainers always

have stacks of CVs. Contact the volunteer at

churches. Get to know the director of sales and

salespeople at the local chamber of commerce.

All of these people know many salespeople

who are looking for a change. Post on all social

networks like Facebook, LinkedIn, Twitter, etc.

Email your current customers alerting them to

the fact that you are recruiting salespeople.

Learn the five dimensions of the best

salesperson profile. The best salespeople

have a balance of these five dimensions:

First, attitude – they have a positive

image of themselves as a salesperson,

and they have a passion for solving customer

problems using the product they sell. Secondly,

motivations – they are highly motivated to change

their short-term and long-term situation. They

want to use the money they earn from sales

to make these changes. Thirdly, they have the

character traits of honesty, concern for others,

strong work ethic, and responsibility for their

actions. Fourth, they have the personality traits

of high social drive, high social confidence, high

goal orientation and high need for control. And

fifthly, they use the first four dimensions to

master the sales skills of prospecting/networking,

setting/holding discovery appointments, making

presentations, handling objections/concerns,

gaining the sale, and getting referrals.

Listen 80% and talk 20% during

the interview. While interviewing

salespeople candidates, we must

remove our sales hat and put

on our selection hat. Selecting is listening

rather than presenting the career. When

interviewing candidates, ask prepared

questions tied to the five dimensions of

the best salesperson profile. Read the

question without paraphrasing. When

candidates respond to questions, avoid

adding personal information like: “That

happened to me once.” “I know what you

mean. I would have done the same thing.”

The more we let candidates talk about

themselves, without responses from us,

the more they like our company and us.

The more we talk about ourselves and

tell our biography to the candidates, the

more we get emotionally connected to the

candidates leading to an emotional rather

than a logical hiring decision.

Use the science of a personality

assessment to measure personality

traits. Personality is genetic and

changes very little over time.

Salespeople who work in a high

activity/high rejection sales environment

are wired with high scores in these four

areas: social drive, social confidence, goal

orientation, and need for control.

Use a score card to score

candidates on the five dimensions

of the best salesperson profile.

Scoring candidates helps us make a

logical hiring decision rather than

an emotional/gut decision.

Take action today, and these seven secrets and five actions will help you recruit salespeople at

a whole new level. Sales will rise, stress will lower, and you will become a great coach. Now go

and recruit the best.

Steve Suggs is the author of new book Can They Sell – Learn to Recruit the Best Salespeople

available on Amazon

FIVE THINGS TO DO NOW

USP

LIVE IT The best way to spend your free time and money

10

AUGUST 2012

Just over a thousand Chinese volunteers helped to set a new Guinness world record after they managed to complete the biggest ever human-mattress domino chain. The 1,001 record-setters lined up in an empty shopping centre in Shanghai. Around 10 minutes elapsed from the first mattress-clad volunteer tumbling to the last.

GOOD

BAD

TEDFamily Guy creator Seth McFarlane hits the big screen for the first time as writer, director and voice of the eponymous Ted. The film tells the story of John Bennett (Mark Wahlberg), a grown man who must deal with the cherished teddy bear who came to life as the result of a childhood wish...and has refused to leave his side ever since. Don’t be mislead by the title and the cute appearance of our furry hero, Paddington Bear this is not. Fans of Family Guy will be familiar with McFarlane’s close-to-the-bone humour and it’s on display here, in all its glory. The beer swilling, bong smoking pair’s friendship is put under pressure by John’s girlfriend (Mila Kunis), who demands that Ted moves out. The best-friend-versus-girlfriend plot line isn’t exactly new but the script delivers bad-taste laughs in spades and frankly the obscenities just sound funnier coming out of a teddy bear’s mouth. In cinemas now

LIANNE LA HAVAS

FILM

MUSIC

SOUNDWAVE GADGET

BIT OF BANTER

The British music scene has been crying out for a successful female artist not called Adele for some time now and Lianne La Havas has staked her claim to be the next big thing with her debut album: Is your love big enough? It’s packed full of hits in waiting, from the unexpectedly affecting duet with Willy Mason in ‘Lost & Found’, to the gloriously guttural

low notes on the title track. The whole thing has a haunting air of detachment and her soul searching lyrics belie her 22 years. Add in acclaimed live performances and she’s on her way to the big time.

This little speaker packs a big punch. It’s Bluetooth, so allows you to pick up calls or listen to music wirelessly and is available in black or white. The rechargeable battery is ready to go in about two hours and will last for 12 hours talk time or three hours of music. It’s easy to set up and the volume is controlled through your phone. It’s gone down a storm here at USP Towers and is available at a good price. MobileFun.co.uk

WHAT DID THE DOCTOR SAY?

IT’S NOT GOOD MATE!

The sign writers have been at it again. A pedestrian crossing in Swindon telling people to ‘look left’ but accompanied by an arrow pointing right, has been left unchanged for the past three years. The erroneous effort from Swindon’s finest hasn’t caused any accidents yet but has presumably left a fairly crimson-cheeked road painter in its wake.

SAVE THE DATE!

Pioneer Challenge

17-30 September 2012

The challengeCycle one or more of the stages from Aberdeen to Brighton (each stage is around 85 miles) The charityBreakthrough Breast Cancer, dedicated to saving lives by finding the causes of breast cancer, improving detection, diagnosis, treatment and services

The dates 17-28 September

How to enterPlease go to www.dealersupport.co.uk to find out more about the challenge, dates, cycle routes, setting up a donation page, logistics and cycle support, then email matthew.moore@intelligentmedia.co.uk with your choice of date/s.

With the buzz and excitement surrounding the London 2012 Olympic and Paralympic Games taking place, this year is undeniably a year of sporting achievement. If you’re feeling left out of the fun, here’s your chance to do something good for yourself and others.

Dealer Support magazine is partnering with Antalis McNaughton and Pioneer Paper to take on the Pioneer Challenge 2012, to get the office supplies industry on their bikes in aid of Breakthrough Breast Cancer.

Taking place from 17 to 30 September, the goal of Pioneer Challenge is to have 20 riders on each of the 10 stages of the relay. If every rider can raise around £100, with all the expected participants we will blow the £20,000 figure of last year.

ARE YOU UP FOR THE CHALLENGE?

FLIP H

ERE FOR Y

OUR USUAL

COPY OF