If you think social networking begins and ends with time-wasting on Facebook, think again. By now, most people should be well aware of the business case for social media. LinkedIn is an increasingly important way to build, maintain and cement your business networks.
According to LinkedIn, it now has more than 200 million members in over 200 countries and territories. Two new members join every second. This sheer size creates something of a predicament: too much information. There are nearly 2,000 groups on LinkedIn dedicated to printing. Finding the right information or person is like hunting for a needle in the proverbial haystack.
You need somewhere to start: where better than ProPrint? Throughout 2012, ProPrint’s LinkedIn group has grown dramatically. We now have more than 400 members. The figure is growing every day. The quality of engagement within the group keeps getting better as more members join and share their views.
The quality of comments and calibre of members never ceases to impress us. We have selected a sample of the best conversations. All of these discussions are ongoing; if you have a view, why not follow the web address below each question and give your two cents?
Are print managers good for the industry?
Good print managers are only interested in ensuring the best outcome for the client – best product at best price. We also provide a huge range of services that printers cannot and are not interested in providing. Print managers are free salespeople for those printers who can see how worthwhile it is in supporting them rather than rubbishing them.
Leonie Harcourt, managing director, HMS Print Management
What separates a successful printer from an unsuccessful one?
Communication. Making sure clients know what is going on with jobs and also getting back to clients promptly.
Sharon Sewell, owner, Varsity Graphics
How do you get clients to stop focusing on price?
I tell my clients that “it costs what it costs” and that the price difference between my company and other comparable quality companies is minuscule. Small independent printers cannot survive by entering price wars.
Michael Santer, managing director, Jamida Group
Service, support and quality. Costs are the side effect of the purchasing process and a positive experience should ideally overshadow the dollars involved in providing that process. Client satisfaction is only achieved when both the tangible (product) and intangible (service) successfully combine.
Andrew Durnford, sales and marketing executive, Industrial Printing Company
How do you attract and retain talent?
My five cents worth: start by having proper content on the subject in your company website. Actually answer candidate calls when they contact your company: don’t pan them off to meaningless departments or contacts. Refrain from standardised email replies to applications: be friendly, show compassion and interest. Encourage and incentivise your own staff to recommend and refer candidates. Refrain from engaging recruiters who can’t demonstrate industry experience or reference clients.
Ulrich H Schild, general manager, marketing & product development, Blue Star
If it was marketed better to the public, it might be. But in its current structure, it costs printers in auditing, extra staff hours and you are unable to pass on the extra costs. I think people are sick of being told they have to buy something or pay extra for a product because it is “good for the environment”. Isn’t it the responsibility of a supplier to ensure the impact on the environment has been kept to a minimum? Shouldn’t Australian paper merchants being doing the right thing already and supplying paper that has been made with the environment not being harmed and the pulp not being sourced from endangered forests?
Tony Perini, owner, IntoPrint
What do you do when competitors badmouth you to clients?
I would not take action because I don’t think it would deserve any attention. However, if a client approaches me directly about a concern, I would give them an honest answer without breaching any confidences. There’s no sense fighting fire with fire. It looks tacky. I agree with many of the comments here: it reflects poorly on the competitor. I find it amazing that people still utilise this tactic in a sales presentation. I like to compliment a competitor when good work is done. If the work or service is sub-standard it speaks for itself.
Victor Stranges, business development manager, Erwins Printing
What’s the old saying – ‘small people gossip’. It is just insecurity. The reality is, there is always someone better, worse, cheaper, more expensive, with better technology or none at all. Some like you, some don’t. It’s just business and life. People see through it for what it is.
Justin deBroughe, MD, One Print Management
Do nothing or tell the story back as a classic example of what not to do in business if comment ever comes of it. This happened to me and worked so well for my competitor that I still consider them my best salesman. I hope they forever keep contacting their client list to remind them about me.
Mark Ezzy, managing director, Pristine Publications
Are print prices unrealistic? What can be done?
Having succumbed to the downward spiral, perhaps we need to understand how we provide value to our clients and potential clients? If we cannot present them with a value proposition that shows them how we can add value to their business at the price we can sustain, we will continue to flounder. Value is a two-way street and developing a value proposition is not particularly simple, but it can be done.
Kieran May, director, PIAA
How often should you replace offset and digital kit to stay competitive?
Every three to five years for digital. The leaps in technology make the equipment redundant and uncompetitive after this time. Also, most vendors no longer want to service equipment after five years. I know this from direct experience.
Peter Arman, managing director, Central Imaging Technologies
Have you done any jobs with QR codes that delivered good ROI?
I’ve used personalised QR codes on a couple of direct mail jobs with the codes pointing back to campaign landing pages. Through this I can track the usage and I’ve found it to be very low compared to the overall results.
Mark Dixon, managing director, Pivotal Technology
How to get the most out of LinkedIn
Complete your profile and keep it up to date
You might be surprised how many people check out prospective business partners or job candidates on LinkedIn. These days, it is as important as your CV. It should have a complete list of past companies as well as any significant achievements, accreditation or groups. Imagine that your LinkedIn profile is the first impression you will make on a potentially valuable partner or employer: now go online and take a good, hard look at your profile. Could it be better?
Pay attention to your photo
Like the rest of your profile, your photo should be professional and likeable. The worst mistake people make is not having a photo at all. Others will judge you on the photo, so don’t just stick any old shot on there. This is the place for a business photo, not a casual snap from your fishing holiday. Another common mistake people make is to upload low-resolution or out of focus photos. The average smartphone can take high-quality photos that only a few years ago would have been high-end standalone camera, so you have no excuse.
Be proactive about building connections
LinkedIn is a handy tool when you’re looking for new opportunities. But people make the mistake of waiting until they are on the job hunt to start building connections. By that point, it is already too late, according to LinkedIn experts.
Make sincere recommendations for relevant people
Recommending a contact is a nice way to improve their profile, but it can be misused. The general advice is not to start recommending all and sundry just because you want recommendations in return. Recommend someone because you think they deserve credit. If they feel they same for you, they may return the favour. LinkedIn recently added its Endorsements feature, enabling users to endorse a contact’s skills or expertise with one click. This is an easy way to show your appreciation of a co-workers employer, supplier or customer.
Remember this is a professional network
It is easy to think of social media as a place to let off steam, gossip or make crude attempts at humour. LinkedIn is not the venue for this. Long after you’ve forgotten about one misplaced post, the comment will remain there, linked to your account, ready to be found by a prospective employer, employee, client or supplier.
Further reading
Business magazine Inc. has published a series of articles to help users get the most out of LinkedIn. Go to www.inc.com/social-media for more advice.
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