ISBN: 0-88362-390-0

Although the focus has been largely on the dramatic technological changes taking place in the graphic arts industry, it would be prudent to note that other less tangible changes have been taking place as well. Fundamental changes are occurring in the buyer/seller relationship, and these changes are largely customer driven.

As print is more readily seen as a commodity, as a product available from many suppliers, traditional job roles are being revisited with the knowledge that everyone in an organisation has the power to win and lose accounts. This is especially true with the roles of sales and customer service representatives. Evolution in Print Sales helps you to re-evaluate these relationships and provide ideas for unique customer benefits your own organisation might provide.

Table of Contents

• Introduction
• The Changing Landscape
• Management Implications
• Sales Representative: The Traditional Role
• Sales Representative: The Evolving Role
• Customer Service Representative: The Traditional Role
• Customer Service Representative: The Evolving Role
• The Changing Relationship
• Job Descriptions: Sales Representative / Customer Service Representative
• The Issue of Titles  

About the Author

Dick Gorelick is president of Graphic Arts Sales Foundation, West Chester, Pennsylvania, a not-for-profit organization dedicated to industry-specific education in the disciplines of sales, marketing, customer service, and general management. He also is president of Gorelick and Associates, Inc., a consulting and research firm operating exclusively in the graphic arts industry.

Gorelick writes a monthly column for American Printer and is the recipient of the first national Marketing Excellence Award sponsored by Printing Industries of America, Graphic Arts Monthly, and Harris Corporation. He has held senior management positions at Hallmark Cards and CBS and served on the faculty of Drexel University, Philadelphia, Pennsylvania. Gorelick is a graduate of the University of Missouri.

Edition: 1st Edition
Publisher: GATF
Published: 2001