Lead the Charge —DeWese
THE U.S. economy has had a massive heart attack spanning four quarters. But the printing industry has had far worse heart failure coupled with kidney stones, gall stones, ulcers and a recuperation that will take maybe 36 months.
It's always that way. The economy sneezes and printing has double pneumonia.
While the rest of the economy is just beginning to boogie, printers are left lingering in bed on life support. This stuff happens because most segments of the print communications industry are very fragile, and our services are dependent on the health of many other industries.
This big one of 2008–2009 has been the worst since the Great Depression of '29, and printing will linger longer and recover slower. This time our industry will change and it will never be the same.
But, I'm not here to eulogize the industry.
I'm here to motivate heroines and heroes. I'm here to charge up print salespeople who can accelerate the recovery of their companies.
After discovering the Fed's failure to give our industry any stimulus money, I announced my own Mañana Man Economic Stimulus Plan for Printing Companies in my June column. So far, 75 companies from all over America have written me and received the Stimulus Package. Here is a letter I received from Kory Wilkinson, who is the president of Think, a design, printing and fulfillment company in El Dorado Hills, CA. Think can be found at www.wethinkink.com (this Website is worth finding—it's dynamic and exciting!).
"Hello Harris,
"I am the owner of a small printing company with four salesmen. We need stimulation because we are a small business that needs to grow to stay alive. Small businesses create two-thirds of all new jobs, so why are all the big business banks and auto companies receiving all the money?"
Well, Kory, my answer is that we are (1.) Horrible at PR and (2.) Congress and the White House had a brain cramp and forgot that small businesses create the majority of new jobs.
I decided to call Congress and the White House to (1.) Remind them that small businesses create most of the new jobs; (2.) They forgot to send stimulus money to the printing industry, which has laid off about one third of its one million workers; and (3.) That printers don't fly to Washington in private jets (they can't even afford to fly coach on DiscountAir).
Same Old Song
I called the Congressional 800 number. I was immediately put on hold with a recorded announcement that I would hear no music due to the recession. The Muzak account was closed when a government check bounced. Of course, the Republicans blamed the Democrats and vice versa. There had been a two-week debate about whether Muzak should supply Pop (Democrats) or Big Band (Republicans). Nothing else happened while this debate had the House and Senate sound systems blaring Glenn Miller, Les Elgart and Barry Manilow.
Then I got a recorded warning informing me that my call might be recorded for quality purposes.
Finally, a woman answered and rudely asked me, "Whadda you want?" It was clear to me Congress had "farmed out" (outsourced) the voter service line.
I asked her if she was speaking to me from the United States. She responded abruptly that the former Vice President had outsourced the answering service to Haliburton, which had terminated all of the U.S. employees and relocated the service to a faraway foreign land.
I screamed that we have 10 percent unemployment here in the United States and then demanded to speak to a senator—any senator who was around.
The Congressional operator told me to control myself and to keep my bad attitude to myself.
The woman told me to hold.
Minutes passed. I was excited at the prospect of speaking to a real senator.
More minutes passed. No operator. No senator and no music.
Then I heard a bull horn booming, "This is the FBI. Come out with your hands up!"
First they got me for taking print buyers hostage several years ago, and now they've nailed me for criticizing Congress.
I have to rely on my own initiative. It's clear that Washington isn't going to help us. Here's another letter from another recipient of the Mañana Man Economic Stimulus Package.
"Mr. DeWese,
"Thank you so much for teaming Country Press up with Wayne Peterson from Black Canyon Consulting. We had over an hour-long telephone conference call on Monday. The time just flew by as Wayne discussed various promotional possibilities—a subject I have little to no experience with.
"It was much like the mountain coming to Mohammed. Wayne gave us a lot to think about and even more tasks to get started on to get recognized by the Madison area as the quality printers we are.
"We are going to use a new twist on one of his previous promotional ideas, and we will let you know of the results. But I must stop and say a sincere thank you for helping out this small printer.
"Who knows—maybe one day I'll be fortunate enough to pass along my kernels of knowledge to an up-and-coming printer. I am almost finished reading your second book, which I have truly enjoyed. Thanks again.
"P.S. I have a policy if I use someone's name in an e-mail, I carbon copy him. I hope you don't mind.
"Signed, John Joyce, Country Press, Madison, Wisconsin."
Here's another e-mail that expresses my attitude for remaining positive and selling even harder and better in these difficult times. You should post this on your bulletin board.
"Hello Harris, AKA the Mañana Man:
"Thank you for your article in Printing Impressions! As a manufacturer selling to the trade only, we are dependent upon those distributors who actually push off any negativism and continue to sell!
"So thank you for writing articles that encourage with fundamental sales strategies and brainstorming stimulus ideas.
"Receiving your two new books for our inside sales team members would be a welcomed gift.
"We welcome learning new techniques, strategies and improvements.
"The Newtown sales team is comprised of five superstars! We are a business forms manufacturer selling continuous forms, laser cut sheets, unit sets, and integrated labels, cards, decals, magnets and scratch-offs.
"As an inside sales team, we encourage our distributors daily to get out there and get the business! We also have sister companies that produce commercial print and fine stationery products.
"We share with them we are NOT participating in the recession or any economic downturn and neither should they! We work with the distributors on providing them competitive prices, quality products, quick turns and excellent customer service. We are passionate about our work and, in return, distributors like working with us.
"We would appreciate any new ideas to sell to our target audience. We welcome insight and direction in procuring more of the market share! Looking forward to hearing from you soon.
"Sincerely, Ms. Gwynne Brown, sales and marketing manager, Newtown Printing, Fredericksburg, Virginia."
Fight for Survival
This next e-mail expresses the importance of stimulating yourselves and your companies for survival and success. It drips with emotion and the writer will remain anonymous.
"I want to start by saying I look forward to your column every issue. It is my favorite, and I have implemented some of the strategies you have written about. Thank you for that. Now, on to business. One hundred words about why we need stimulation. Easy.
"We were an $8.5 million/year commercial/book suburban printer. Last year, we lost 60 percent or more of the work from our largest client due to restructuring on its end. We are trying to explore other areas, with little success. We have dropped from $8.5 million/year to about $4 million/year in sales. We had 60 full-time employees and, with layoffs, are now down to 24.
"We had four salespeople and are now down to two. Paying suppliers in a timely manner has become, at best, a game, at worst, a chore. We do not have a plan on how to turn this around.
"I love this company, and would do anything to make us the success that we have been for the last 40 years.
"I welcome your advice."
In this column I am going to introduce the second phase of the Mañana Man Economic Stimulus Plan for Printing Companies. Remember MMESPPC?
Send me an e-mail telling me that you wish to compete in Phase II of the Mañana Man Economic Stimulus Plan. That's all you do, and you're in. I will send you the rules by return e-mail. The prizes are great and the stimulation is strong, so write me now!
I must thank my team of Stimulus Plan Teleconference Consultants. They have done a fantastic job and will be helping me with Phase II.
These four pros include Linda Bishop, founder and CEO of Thought Transformation (www.thoughttransformation.com); Mark Potter, founder and publisher of Canvas, a magazine for print salespeople (www.thecanvasmag.com); Wayne Peterson, principal and founder of Black Canyon Consulting (www.blackcanyonconsulting.com); and, finally, Dick Gorelick, one of the smartest men I have ever known, who can be reached at dickgorelick@gorelickandassociates.com. All of these folks have given their time and talent to provide ideas and advice for many companies that are trying to save jobs. They are helping these companies to "Get Out There and Sell Something!"PI
—Harris DeWese
About the Author
Harris DeWese is the author of "Now Get Out There and Sell Something" and "The Mañana Man, Books II and III," available at www.piworld.com/bookstore. He is chairman of Compass Capital Partners and also authors the annual "Compass Report," the definitive source of information on industry M&A activity. DeWese has completed 141 printing company transactions and is the industry's preeminent deal maker. E-mail him at HDeWese@CompassCapLtd.com.
