usp november 2012
DESCRIPTION
USP November 2012TRANSCRIPT
NOVEMBER 2012USP
SAY ANYTHING?How to write a killer sales email
PITCH INVADERSThe latest sales news and incentives
LIVE ITYour monthly list of what’s hot and what’s not in pop culture
Combating ID fraud with your small office/home office clients
DON’T LET IT BE YOU
THE EDITOR’S LETTER
Welcome to the November edition of USP magazine. Ever feel like you talk to
your customers, but none of them are listening? This manifests itself in the gut-sinking
feeling salespeople have after a long-winded email campaign that got them nowhere.
But don’t worry, all is not lost. Sometimes whether or not someone responds to your
email is down to the wording (and how much of it) you use. On p9 of this issue, we
give you top tips to composing a sales email to give you that boost.
Once you’ve got this down, turn to p4 for a look at the latest in fraud and security
products. This marries up nicely with the recent national identity fraud campaign
taking place titled ‘Don’t let it be you’. Campaigns like this one can help give dealer
sales teams inspiration when speaking to customers. When selling products like
shredders, scare-tactics can be a blessing in disguise for your clients. Although they
may not like to hear how vulnerable they can be to fraudsters, they don’t want to hear
‘I told you so’ later. This can be a fairly straightforward sell if you approach it right. We
hope this issue of USP helps you do that.
We hope you enjoy this month’s offering. As always, please get in touch with any
news stories or updates on [email protected]. Bye for now!
Managing editor
USP magazine is published by...Intelligent Media Solutions | Suite 223 | Business Design Centre | 52 Upper Street, London N1 0QHtel: 0207 288 6833 | fax: 0207 929 0089 | email: [email protected] | web: www.uspmagazine.com
Follow USP on Twitter at Twitter.com/uspmagazinePrinted in the UK by Buxton Press www.buxtonpress.co.uk
MANAGING EDITORJULIA DENNISON | [email protected]
REPORTERGEORGE CAREY | [email protected]
PUBLISHERVICKI BALOCH | [email protected]
SENIOR ACCOUNT MANAGER – MEDIA SOLUTIONSMATTHEW MOORE | [email protected]
ACCOUNT EXECUTIVE – MEDIA SOLUTIONSKRYSTLE DAVIS | [email protected]
DESIGNERSARAH CHIVERS | [email protected]
DESIGNER ,PRODUCTIONPETER HOPE-PARRY | [email protected]
CIRCULATIONS MANAGERNATALIA JOHNSTON | [email protected]
USP
CONTENTS
NEWS03 PITCH INVADERSThe latest news and products to help you deliver that perfect pitch
MARKETPLACE 04 ID FRAUD Combating ID fraud with your smaller office customers
SALES ACADEMY09 SAY ANYTHING?How to write a killer sales email
LIVE IT10 HOW TO SPEND ITThe latest film, music and technology to spend your commission on
04 Fraud preventionmarKetpLaCe
USP november 2012
04
While the methods may change, unfortunately the
reality does not and fraud is a problem that can
wreck years of hard work put in by the owners
of small businesses. So what can those at the
smaller end of the scale do to make sure that they
are safe from the fraudsters? There are a host of
procedural measures that businesses can make
and, more importantly for dealers, products that
can be invested in that can reduce the risks for
commercial minnows.
Different problemsThere are many reasons that small businesses need
to work harder than their larger counterparts to
keep themselves safe. An obvious issue is the
investment available for protection, as Louise
Nevard, credit manager for Midwich, points out:
“Clearly larger organisations may have more
expertise in this area or even a dedicated
department focusing on this area, although the
department may be dedicated to investigation
after fraud has occurred rather than the
prevention.” As she also points out, fraud can have
a much more damaging effect on businesses of this
kind: “Clearly prevention is key, particularly as
smaller businesses simply cannot afford to be the
subject of a successful fraud.”
However, it’s not all bad news, there are
advantages for small office and home office
businesses. Working at the coal face means that if
something does happen, the directors of the
company don’t have to wait around for a memo to
filter through three departments before it works its
way up to their ivory towers. Marc Legge UK
Diminutive Defences
In the final part of our fraud series, GeorGe Carey looks at the threats posed to SOHO businesses and
the opportunities that these represent for dealers
04-07_USP_nov12indd.indd 4 02/11/2012 12:48
04
PITCH INVADERSAll the products and developments you need to deliver the perfect sales pitch
PRODUCT Nestlé Professional has launched a new table top coffee
system – Nescafé Alegria A510. The machine has been developed to suit a
wide range of small workplaces, wet led pubs, hair and beauty
establishments and small catering outlets.
The machine produces five café
style coffees – Cappuccino, Latte
Macchiato, Americano, Lungo and
Espresso – all from the same
coffee cartridge, making the
average cost per cup significantly
less than other small machines.
Each Coffee cartridge goes a
long way and can deliver up to 120
Espressos; or 60 Latte Macchiatos
or Lungos, or 40 Americanos or
Cappuccinos.
For more information visit
http://www.nescafe-alegria.com
NESTLE PROFESSIONAL
NEW PRODUCTS FROM KATUN – THE MAGNIFICENT 10
NEWS Media Sciences, a brand from Katun Corporation, is now well
established in the UK as a quality compatibles brand, and dealers have
been actively asking them to expand their product offering.
Katun has announced the introduction of 10 new compatible products,
giving dealers the opportunity to switch their customers to a quality product,
enabling them to achieve high margins, whilst substantially reducing the cost
to their customers. These fantastic compatible products range from HP 4025,
Samsung 320, Canon 5050 and 8350, through to Brother 3040 and 4040,
Xerox 6180 and 6280 and Dell 3110 and 3130.
Katun’s Richard Betts, office product channel sales director – Europe.
said: “This new range, alongside our free sample programme, gives dealers
so much more to talk about to their customers, and also enables their sales
team to sell with confidence. Katun are so confident of the quality and
performance of Media Sciences products that they decided there is no
better way to prove this, than to provide free samples, which makes the
challenge of switching a customer away from an OEM product much easier.”
The free sample programme is available across the whole Media
Sciences product portfolio and the new range of products is available now.
All Media Sciences products are rigorously tested to ensure consistent
performance, with the page yield equivalent to the OEM product. Marketing
materials and sales training
are available free to all
dealers and is provided by
Katun’s Richard Betts or
Mark Brown. For further
information, contact
Richard Betts richard.
07738 642 507
or Mark Brown mark.
on 07780 833 190
NEWS Pentel has become an official corporate partner to Marie Keating
Foundation, a leading voice in cancer information and awareness in Ireland.
Founded following the death of Marie Keating, mother of five
including singer Ronan Keating, the charity educates men and
women in relation to each of the key cancers: breast, cervical, skin,
lung, prostate, bowel and testicular. The focus of its work is on
cancers that are affected by lifestyle choices and early detection as
key preventative measures.
To support the Foundation, Pentel is selling a special edition pink
barrelled EnerGel Xm Retractable liquid gel roller pen with quick drying ink.
For every pen it sells Pentel will donate €0.30.
The product is particularly appealing to
women, with its attractive pink barrel and
comfortable rubber finger grip. The EnerGel
ink is ideal for both right and left-handed
writers as it dries quickly, reducing the
likelihood of smudging as hands move
across the paper.
Available to trade customers in a
24-piece counter display or a single piece
blister card, the pen is ideally packaged to
optimise impulse purchasing in-store,
especially at till point.
Lillian McGovern, Chief Executive
Officer of Marie Keating Foundation, said:
“The Foundation is delighted to be involved with Pentel in this
partnership arrangement for the next year. We hope that it will be
successful from both an awareness and fundraising perspective.”
Customers interested in finding out more about Pentel’s special edition
pink barrelled EnerGel pen in support of Marie Keating Foundation
should contact Shay Howlin, Petit Pop Agencies, at [email protected]
PENTEL SUPPORTS MARIE KEATING FOUNDATION
COME DRAW WITH STAEDTLER
NEWS Stationery manufacturer STAEDTLER is a sponsor of three events in
the Come Draw with Me! programme, a series of art workshops for adults
organised by The Campaign for Drawing, an independent charity that seeks
to raise the profile of drawing as a powerful tool for learning and a valuable
life skill. The first two events took place earlier this month in Cardiff and
Edinburgh when guests joined five acclaimed artists to refresh and develop
their drawing skills. The third event will take place in February at Two Temple
Place, London.
Nich Lee, head of marketing, STAEDTLER (UK) Ltd, comments: “Pencils
have been at the heart of the company since the foundation of the
STAEDTLER group in 1835. It is therefore fitting that we go back to our roots
to support the work of The Campaign for Drawing. Their aim to encourage
the wider use of drawing dovetails neatly with our objective of ensuring
pencils remain a core part of the creative world.”
A whole range of STAEDTLER products have been provided for the
workshops. In addition to classic drawing and sketching pens and pencils,
Karat aquarell watercolour pencils and soft pastel chalks, non-permanent
markers, highlighters and metallic gel crayons will be used.
Visit www.campaignfordrawing.org for information and tickets
04 FRAUD PREVENTIONMARKETPLACE
USP NOVEMBER 2012
04
While the methods may change, unfortunately the
reality does not and fraud is a problem that can
wreck years of hard work put in by the owners
of small businesses. So what can those at the
smaller end of the scale do to make sure that they
are safe from the fraudsters? There are a host of
procedural measures that businesses can make
and, more importantly for dealers, products that
can be invested in that can reduce the risks for
commercial minnows.
DIFFERENT PROBLEMSThere are many reasons that small businesses need
to work harder than their larger counterparts to
keep themselves safe. An obvious issue is the
investment available for protection, as Louise
Nevard, credit manager for Midwich, points out:
“Clearly larger organisations may have more
expertise in this area or even a dedicated
department focusing on this area, although the
department may be dedicated to investigation
after fraud has occurred rather than the
prevention.” As she also points out, fraud can have
a much more damaging effect on businesses of this
kind: “Clearly prevention is key, particularly as
smaller businesses simply cannot afford to be the
subject of a successful fraud.”
However, it’s not all bad news, there are
advantages for small office and home office
businesses. Working at the coal face means that if
something does happen, the directors of the
company don’t have to wait around for a memo to
filter through three departments before it works its
way up to their ivory towers. Marc, Legge UK
DIMINUTIVE DEFENCES
In the final part of our fraud series, GEORGE CAREY looks at the threats posed to SOHO businesses and
the opportunities that these represent for dealers
06 FRAUD PREVENTIONMARKETPLACE
USP NOVEMBER 2012
marketing manager, Ideal Shredders, thinks that this
advantage can prove key in the fight against fraud:
“The major advantage SMEs have is an ability to react
quickly to threats. Often larger corporations have to
go through an extensive threat evaluation and
procurement exercise but an SME can react almost
immediately to close any security loopholes that may
exist in the business.” Nevard is in agreement that it’s
this personal touch and flexibility that is the main
weapon in an independent business’s defence against
financial irregularities: “Common sense and gut feel
are important and smaller companies should have the
advantage of a closer feel to their business and ‘care’
more that their business succeeds and that they are a
part of the success.”
MUTUALLY BENEFICIAL Fraud prevention presents some great sales
opportunities for dealers, because it’s a problem
that is never far away from business owners’ minds
and the evolving nature of criminal methods means
that there will always be new threats and therefore
new methods and technology to fight back. While it
might be pretty tough to convince the owner of a
small business that a document management system
or new audio visual set-up is a vital addition to
their organisation, far fewer would disagree that
they need to protect themselves from losses
resulting from fraud. Every salesperson is well
aware of the fear of loss principle, and there can be
no greater fear in a business context than crippling
losses at the hands of criminals. For some of these
businesses, an occurrence of fraud would not mean
a disappointing balance sheet, but a visit from the
administrators. So how can you help your
customers and increase your sales?
Raising awareness of some of the threats
against businesses is a great way to start a
conversation with your customers and this is
sometimes given a helping hand, as Darryl Brunt,
UK sales and marketing director, Fellowes, points
out: “During October we [had] the identity fraud
prevention campaign – ‘Don’t Let it Be You’.” With
the coverage these campaigns receive in the
national media, he believes there’s an opportunity
for office dealers to cross-sell security products,
from paper shredders for document destruction
through to virus software. “When it comes to
shredders the dealer salespeople have the
opportunity to upsell the business consumer from
strip cut to cross cut or microshred,” he says.
DESTROY ON SIGHTIndustry standards around data destruction, such as
DIN 66399, also provide a talking point. Legge
believes it presents an opportunity to start talking to
customers about more than just shredding. “So much
data is now stored and exploited electronically yet it
can be a minefield trying to establish where the risks
and solutions lie,” he says. “The new DIN standard
has been created in response to the current threats
and covers USB flash drives, PC hard disks, tapes,
DVDs, CDs and so on. There are a plethora of
products on the market that dealers can be selling.”
Another area with great opportunities for sales is
secure printing, which can offer options such as user ID,
to avoid documents getting into the wrong hands; logging
of printouts and copies to monitor the output of sensitive
information; and keyword recognition, so that sensitive
documents can be flagged for
authorisation before they are
printed. Matthew Searle, director,
Canon Partner Channel, notes
that mobile printing also
represents new opportunities: “A recent Quocirca study
revealed that almost 60% of organisations would like to
print from mobile devices, with around 25% of them
currently investigating mobile print solutions. Yet, just five
per cent of the organisations have deployed mobile
printing. This gap not only presents a huge revenue
opportunity for dealers, but also poses potential security
risks if not properly integrated into an SME’s security
strategy.” Processes can be put in place so that print jobs
sent from any device can only be accessed using the
office printer’s secure access controls. “IT administrators
can also restrict the functionality that specific users or
groups of users can access. They may, for example,
prevent certain users, such as visitors, part-time
employees or consultants, from scanning or scan to
email,” says Searle. So get out there and start discussing
security, it could turn out to be a rewarding discussion in
more ways than one.
DIN 66399 presents a fantastic opportunity to start talking to customers about more than just shredding
Rexel’s Auto+ range features unique auto-feed technology which allows users to ‘Stack, Shut and they are done. Consumers simply load the paper into the shredder (up to 60, 80,100, 250 and 500 sheets), close the lid and leave the machine to do the rest.
There is no longer the need to waste time standing behind a shredder feeding paper in batches. The products in the range include jam prevention technology including patented Jam Free technology in the 250X and 500X which prevents paper jams from occurring, eliminating the stress and the mess that is traditionally associated with shredding.
Simple and straight-forward to use, Auto + shredders automatically wake from sleep when paper is inserted. The top-loading design makes stacking paper easy and effortless. These revolutionary shredders also automatically separate paperclips and staples from documents, saving even more time and increasing productivity. The Auto+ 250X and 500X can also shred CDs. With contemporary design and styling the Auto+ range fit into any modern office environment. The large pull out bin makes them easy to empty. The entire line is also fitted with a manual feed bypass slot which offers an alternative way to quickly shred the occasional sheet or document. Rexel Auto + shredders for hands free automatic shredding.
ADVERTORIAL
HOW TO...SELL CLEANING PRODUCTS
BUSINESS SOLUTIONS: IT MAKES BUSINESS SENSE! For businesses and dealers alike, if cleaning and hygiene is not
your raison d’être, it can be a pretty intimidating topic to get
your head around. Hopefully, Diversey can help expel the myth
that cleaning needs to be complicated with a quick guide on how
to approach selling our products.
All businesses have a need for cleaning products, whether a
restaurant or an office. For an office supplies dealer, these can
be an easy add-on to your existing customer base, just keep in
mind the five points below that business users want and need
from their cleaning products…
ADVERTORIAL
ONE-STOP-SHOPCleaning is a task that all businesses need to perform, whatever their
sector. They will already be buying cleaning products from somebody,
make it be from you!
Even a large facility that employs contract cleaners will have a
bottle of something under the staff room sink and a cleaning cupboard
somewhere for those situations that ‘pop-up’.
Whether they value the financial savings of not having multiple
delivery costs, or the convenience of ordering supplies from just one
dealer, there is a business case for you to put forward.
REAL PROFESSIONAL BENEFITSAll businesses are in need of products that can offer them convenience
and efficiency. Businesses will pay for products that demonstrably speed
up their working process.
Using own-label products or buying supermarket brands may seem
on the face of it to be the best value option but this could be a false
economy. Retail bought products are designed for households which have
very different cleaning needs and processes to a professional user. The
Business Solutions range bridges the gap between retail and Diversey’s
systems portfolio to bring big brand names to businesses but with the
professional results they require. Not available in the supermarkets,
Business Solutions is supplied exclusively through Diversey’s distributors.
Using Diversey’s market-leading knowledge in cleaning and
hygiene, the range includes products with professional formulations for
specialist cleaning tasks, including perfume-free products for use in food
preparation areas. Many of the products also incorporate Diversey’s
patented Odour Neutralising Technology that removes smells rather
than masking them with strong perfumes.
PEACE OF MINDFor most, cleaning is not their core business. Using professional
products from Business Solutions gives users the peace of mind that
the task will be done right first time leaving them free to concentrate
on their core business.
TRUSTED BRAND NAMESBusiness Solutions traverses popular brands such as Cif, Domestos,
Persil and Comfort. Well-known brands adapted purely for professional
use available in convenient ready-to-use bottles that users will already
feel comfortable using.
CONCISE RANGEThere is no need to have a cleaning cupboard full to the brim with
different products to choose from. With Business Solutions, innovation
with the formulation, for example to include multipurpose performance,
means that the main day-to-day cleaning tasks in most businesses can
be covered by just three or four products.
09SALES TIPSSALES ACADEMY
USPNOVEMBER 2012
Email has changed how we communicate. From being
able to contact friends and loved ones all over the
world, to maintaining cheap and regular contact with
clients, email is one of the most valuable tools in a
salesperson’s arsenal. It is also one that can easily
misfire. So what makes a good sales email? And how
can you make sure that you get your email read?
Marketing via email has long been hailed as the
most effective form of marketing on the internet.
But the problem is, most companies and individuals
receive hundreds of
emails a week, the large
majority of which are
spam. Filters set up on
email accounts will often be triggered by mass emails
or specific words, and it simply takes the touch of a
button by the client to delete all your hard work.
The first thing anyone sees when looking in their
inbox is the recipient’s name and the subject line of
the email. Sending emails from a general account is
a sure fire way to junk trash, as is using subject lines
including phrases such as “superb deal”, “special
deal”, “free gift” etc. Avoid these at all costs. Not only
is it impersonal, but there are too many fraudulent
emails offering people special deals in cyber space.
According to statistics compiled by MailChimp,
one of the internet’s most popular mass email service
providers, the average opening rate of an email
campaign in the computers and electronics industry
is 15.51%. Of those who open the marketing emails,
only 2.97 per cent click on what is offered. It is very
rare that open rates go above 30% in any category and
the highest click rate is 11%.
These statistics refer to mass e-mail marketing
campaigns. Perhaps the most key aspect of a good
sales email is that is does not appear to the reader
as a general mass email. This means you need to
get into the customer’s shoes and really understand
their problem, and, most importantly, how what you
offer can fix it. Every email you send is a chance to
connect with your customer better, and to show you
know them. Don’t use
jargon and pay attention
to details – names,
places, products offered
etc. Make sure it is simple and succinct. Don’t assume
an overly friendly relationship with someone you
don’t know.
Many people pick up emails on their smart
phones, or preview their contents in a small reading
panel in their email reader, so the most important
information must be immediately available. People
often spend three seconds reviewing something before
deletion. Remember that your opening needs to stop
them hitting the delete button.
Once you have finished the email, pause. Before
sending, take a step back and think about what
separates you from your competition. Don’t waste
your chance to connect with customers by writing
a bad email; it’s a tool that works hand in hand
with phone calls to help you sell to the best of your
capabilities. Use it wisely.
HITTING SEND Many sales are won through a good email. Bryony Taylor discusses hitting the right key in sales emails
Don’t assume an overly friendly relationship with someone you don’t know
USP
LIVE IT The best way to spend your free time and money
10
NOVEMBER 2012
BY FAR THE BEST MAN Lance Corporal Scott “Ringer” Townson has set a new benchmark for other best men by saving the life of his friend and groom-to-be twice in a year. Lance Corporal Craig Turley was on patrol in Afghanistan when he nearly lost his left hand after an exploding grenade severed an artery. Exactly a year later he was bitten by a venomous snake while training in Kenya. Luckily his friend and army medic was on hand to help in both incidents.
GOOD
BAD
THE MASTER While it is never explicitly stated that the The Master is based on Scientology and the church’s creator L Ron Hubbard, it’s clear that the film is based on the mysterious religion that counts Tom Cruise and John Travolta among its followers. The film hinges on two performances that are bound to feature in this year’s Oscar nominations from Philip Seymour Hoffman and Joaquin Phoenix. Hoffman plays the charismatic head of the church, Lancaster Dodd, who takes in Freddie, played by Phoenix, a troubled young man desperately looking for direction and meaning. The chemistry between Hoffman and Phoenix is electric and they are supported by an excellent cast. This is a wonderful piece of film making that will have you enthralled from the start. Out now
SOUNDGARDEN – KING ANIMAL
FILM
MUSIC
PUB QUIZ FUN
BIT OF BANTER
After a 16-year hiatus, Seattle’s seminal scenesters, Soundgarden is back. Their comeback album follows a successful year of touring and it seems that the wait has been worth it. King Animal has all the crucial elements that made the band loom so large over more commercially successful products of the Seattle grunge scene, most notably Nirvana. The album opens with the subtly titled ‘Been away too long’, a wonderfully melodic, if a tad polished, track that sets the scene for a great album.
Q1. If you were playing darts and got a ‘Shanghai’ score of 72 with three darts, which number have you scored on?
Q2. Which musical instrument derived its name from the Italian words for soft and loud?
Q3. Brock is a nickname for which animal?
Q4. How many players are there in an Australian Rules football team?
Q5. In which ocean are the Canary Islands?
Q6. Which footballer’s autobiography is titled The Good The Bad and the Bubbly?
Q7. What is the Common name for England’s Central Criminal Court?
Q8. For what was Operation Z the codename in World War II?
Q9. What is the antonym of the word synonym?
CLEAN FROM THE INSIDE OUTA woman has been charged with drink-driving in Connecticut after downing half a bottle of hand wash before getting behind the wheel. The pickled perpetrator was pulled over when a patrol spotted her driving erratically and spinning her car. Hospitals in the US have reported cases of teenagers needing treatment after drinking hand sanitizer. Six were admitted to hospital in LA with poisoning after separating the alcohol in the wash and downing the potent brew.
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