This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Aseigraf y Ricoh organizan un seminario sobre la nueva función de venta de impresión

Aseigraf And Ricoh organise a seminar on the new available function of impressesion

09/11/2012

9 November 2012

The past 25 October gave the seminar ‘Surroundings and role for the sale of services of impressesion', organised of conjoint form by the Business Association of Graphic Industries of Andalucia, Aseigraf, GOOSE Learning and Ricoh Spain, and given by Carlos Married, manager of the program of development of business of Ricoh.

Allocated to management, commercial steering and strength of sales, the seminar summoned to associated of Aseigraf in a day of 8 hours of learning oriented to understand the deep process of change that is affecting to the available model of impressesion and of the parallel services, current or futures.

Along the day, Married insisted in launching positive messages based in the real existence of opportunities to abandon the lethargy by which crosses the sector. In bold strokes, the expert left proof that the strategies for this have to be based in the reinvención of the commercialisation, in redireccionar the márketing to the true needs of the customers and in redefining the gestión of the company in accordance with this. The immersion in the new technologies and in the new forms of communication of the digital generation is an indispensable starting point to attain it.

Seminar ‘Surroundings and role for the sale of services of impressesion'.

The inertias of a traditional sector purely industrial have carried to the graphic industry to an unavoidable, gradual and, in the last times, accelerated loss of market, of volume of production and of margin. A process that, although dramatically accelerated by the crisis, has his base and foundation in a deep transformation of the needs of the market.

From this premise, Carlos Married realised a detailed review of all these circumstances cambiantes for afterwards visit, one by one, the appearances of business related with the sales that are seeing affected:

- Redesign of the product that really commercialise the printers: from the fundamental product, to the real service and to all the product increased that the impresores of the future will have to learn to sell. Understand the product in key of customer is the first step to evolve to the new available forms.

- Concretise and reflect the proposal or proposals of value of the company is another indispensable exercise to enable by force of sales in the fight against this valorisation of the services. The basic methodology to identify and build the proposal of value is simple; apply it involves, especially, determination and talent.

- Fine-tune the commercial effort is another premise: in front of the intensive work in hours and contacts, Carlos Married proposed method and criteria to concentrate in the available real opportunities, so much through the segmentation as of the construction of some criteria of solid and effective qualification.

- The models of relation with the customers inherited of the past no longer have fit in the new surroundings of businesses. Neither they are sustainable, neither result effective. Understand this reality is, to trial of the speaker, another of the angular stones of the process of transformation.

- The process of sales in himself has to be described, refinado and continuously observed to ensure his efficiency. The intuitive sale goes remaining without space to measure that the usual requests see reduced the unitary margin or that the customers ask more value. A different approximation, with new aims, steps and metric, does indispensable.

- Finally, the importance of the mark, of the corporate image and, in the measure of the possible, of the actions of marketing does not have to happen unobserved. The graphic industry form splits of the process of communication of the companies and his own public image can not be neglected.

The extension of the contents and the vivísimo interest of all the companies participants forced an intensity of diary that forced to all to a sobreesfuerzo to reach the aims of the course. This same intensity propició the very high assessment of the seminar that expressesed the participants.