PODi Presenter, DIG President Kate Dunn Schools Us on Differentiation
The print and marketing industry is counting down the days until next week, when the PODi Appforum commences in Las Vegas for hundreds of eager digital printing and marketing professionals. The conference will feature digital printing’s most innovative and successful marketers. Presenters will reinvigorate businesses like yours with a dash of creativity and a heaping spoonful of strategy. Keep reading (and stay tuned for future articles) to learn more from a PODi presenter we’re especially psyched about.
Kate Dunn is among the PODi AppForum’s most highly anticipated presenters. Dunn, president and founder of the award-winning Digital Innovations Group, is a personalized marketing and strategy development expert. In addition to serving as chair of the Business Growth Strategy Track at PODi (for the fifth year in a row, no less), Dunn’s pre-conference session, “Introduction to Strategic Solutions,” will teach attendees how to sell solutions to customers.
Dunn spearheads the strategy to selling solutions instead of just print because she recognizes the potential of using service as a differentiator. And in a sea of look-alike printers, differentiation is paramount. “[Printers] straddle a fence they cannot straddle—which is to be a manufacturer and expect to have a margin,” laments Dunn. “But there’s a million competitors out there with little to no differentiation.”
Instead of carving a niche for themselves, printers try to look like everyone else, says Dunn. Prospects who can’t discern a difference between printers inevitably hire the one offering the lowest price.
Dunn’s case for differentiating by selling solutions underlines the need for printers to transition to become marketing services providers. As Dunn explains, “Selling value-added services can’t just be about how much the customer wants. You have to be able to work with the client on their objectives and the best way to accomplish those objectives.”
Dunn’s faith in printers who want to become marketing services providers is strong. She proposes that printers need to remember that they “know marketing and [their] expertise can help other businesses be successful. They should capitalize on their strength, which is knowing their customers.”
When you work as an MSP, you can help clients accomplish their goals and finally sell solutions. As Dunn’s teaser to her upcoming PODi presentation explains, “It’s a different approach and it takes a little longer, but you’ll see the payoff in your profits.” Indeed.
How can you incorporate Kate Dunn’s enlightened idea to sell solutions in your new strategy as a marketing services provider?
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How Differentiation and Becoming a Marketing Services Provider = A Big Payoff
The print and marketing industry is counting down the days until next week, when the PODi Appforum commences in Las Vegas for hundreds of eager digital printing and marketing professionals. The conference will feature digital printing’s most innovative and successful marketers. Presenters will reinvigorate businesses like yours with a dash of creativity and a heaping spoonful of strategy. Keep reading (and stay tuned for future articles) to learn more from a PODi presenter we’re especially psyched about.
Kate Dunn is among the PODi AppForum’s most highly anticipated presenters. Dunn, president and founder of the award-winning Digital Innovations Group, is a personalized marketing and strategy development expert. In addition to serving as chair of the Business Growth Strategy Track at PODi (for the fifth year in a row, no less), Dunn’s pre-conference session, “Introduction to Strategic Solutions,” will teach attendees how to sell solutions to customers.
Dunn spearheads the strategy to selling solutions instead of just print because she recognizes the potential of using service as a differentiator. And in a sea of look-alike printers, differentiation is paramount. “[Printers] straddle a fence they cannot straddle—which is to be a manufacturer and expect to have a margin,” laments Dunn. “But there’s a million competitors out there with little to no differentiation.”
Instead of carving a niche for themselves, printers try to look like everyone else, says Dunn. Prospects who can’t discern a difference between printers inevitably hire the one offering the lowest price.
Dunn’s case for differentiating by selling solutions underlines the need for printers to transition to become marketing services providers. As Dunn explains, “Selling value-added services can’t just be about how much the customer wants. You have to be able to work with the client on their objectives and the best way to accomplish those objectives.”
Dunn’s faith in printers who want to become marketing services providers is strong. She proposes that printers need to remember that they “know marketing and [their] expertise can help other businesses be successful. They should capitalize on their strength, which is knowing their customers.”
When you work as an MSP, you can help clients accomplish their goals and finally sell solutions. As Dunn’s teaser to her upcoming PODi presentation explains, “It’s a different approach and it takes a little longer, but you’ll see the payoff in your profits.” Indeed.
How can you incorporate Kate Dunn’s enlightened idea to sell solutions in your new strategy as a marketing services provider?
Find @digkatedunn on Twitter.