![\"\"](\"https:\/\/www.enxmag.com\/twii\/wp-content\/uploads\/2022\/08\/Art-Post-image.jpg\")
40-plus-year
sales veteran Art Post<\/figcaption><\/figure><\/div>\n\n\n\n
Post built his visibility through decades of sales experience, dating back to 1980. He readily shares his wisdom through a number of publishing outlets, not the least of which is his Print4Pay Hotel (P4P), an online water cooler\/resource center that delves into every subject under the office tech sun, most notably sales. With features including \u201cBetter Call Art,\u201d the retrospective \u201cThis Week in Copiers,\u201d employment and bid opportunity leads\u2014along with contributed content from noted industry experts\u2014P4P is a terrific outlet for sharing insights among community members. And, as his site notes, it\u2019s \u201ca place to store our knowledge, search our knowledge and to share inspirations, ideas and our passion for the imaging industry.\u201d<\/p>\n\n\n\n
Given this month\u2019s State of the Industry report is \u201cContractual Success: The Art of the Winning Bid,\u201d we didn\u2019t need to look far and wide for the most appropriate Art. He agreed to sit down with us between his multitude of daily sales calls to share perspective on today\u2019s selling environment, the keys to closing out deals and even a glimpse at his biggest takedown during the pandemic era.<\/p>\n\n\n\n
How has the selling game treated you in 2022?<\/strong><\/p>\n\n\n\n Post<\/strong>: It\u2019s really about keeping my head above water, right? So far, I\u2019m on track to get over 100% of the annual quota. So that\u2019s been working out well. However, most of that has been existing business. Many of us, not everyone, are struggling with net-new business.<\/p>\n\n\n\n It seems that the supply chain issue is crippling many salespeople.<\/strong><\/p>\n\n\n\n Post<\/strong>: I hate to say this, but when you have equipment that can be delayed two to five months, it\u2019s hard to have a good conversation with a net-new client who\u2019s looking to get out of an existing lease or make a change. It\u2019s tough to tell them it could be a two-, three- or four-month wait for their equipment. Even then, there\u2019s a lot that can go wrong in that timeframe. There are times when you just don\u2019t want to fight that battle.<\/p>\n\n\n\n At the risk of stating the obvious, it\u2019s hard to sell boxes when you can\u2019t obtain boxes.<\/strong><\/p>\n\n\n\n Post<\/strong>: Correct. Especially A4, which represents a decent percentage of our net-new business, maybe 30-35%. We can\u2019t even get A4s. If somebody talks to me about an A4 device, I say \u201cI\u2019m sorry, I can\u2019t even quote it because I have no timeline from my manufacturer.\u201d And neither do the other manufacturers. I recently posted on P4P Hotel about one manufacturer that isn\u2019t expecting to have A4 machines until sometime in 2023.<\/p>\n\n\n\n That\u2019s just brutal.<\/strong><\/p>\n\n\n\n Post<\/strong>: When it comes to net-new business, and you\u2019re looking at a decent takedown with maybe a bank or a hospital where there is a tremendous number of A4 devices, how do you quote it when they ask you when the machines might be available? Well, we can\u2019t. Again, it\u2019s just a tough conversation to have. Do you want to fight that battle at this point in time when you can\u2019t even get them?<\/p>\n\n\n\n It becomes an open-ended proposition as to when the gear will become available on a somewhat normalized basis.<\/strong><\/p>\n\n\n\n Post<\/strong>: We\u2019ve got a smattering of A4 devices, but the one we have isn\u2019t a true A4. It\u2019s a higher-end A4 model, and it\u2019s typically not one that sells very well. I speak to reps all across the country, and we\u2019re all experiencing some of the same issues. There are a couple of manufacturers out there\u2014such as Brother, which mainly concentrates on A4 devices\u2014that are able to place a lot, but not everybody has a Brother dealership.<\/p>\n\n\n\n So let\u2019s think back to pre-pandemic times. In the early stage of engagement, what are some of the telltale signs that you think a deal has room to grow<\/strong><\/p>\n\n\n\n Post<\/strong>: With so many dealers diversifying to offer a wide range of products, there\u2019s always room to grow. When you\u2019re able to place 10 copiers, regardless of whether they\u2019re A3 or A4, it can lead to additional exposure within that company. That could mean document management, such as DocuWare. It could be managed IT services. And now, a lot of dealers are starting to embrace cloud printing, which is basically eliminating print servers and moving that hardware to the cloud. With fax lines, there\u2019s a good opportunity for many companies to offer digital fax services. In today\u2019s world, there are more opportunities to grow with a client and additional offerings we can present, whereas 10 to 20 years ago, all we sold were copiers.<\/p>\n\n\n\n When you\u2019re looking for the signs of potential additions, is that a product of the walkthrough that you perform, or is that the conversation you\u2019re having with the buyer?<\/strong><\/p>\n\n\n\n Post<\/strong>: If we\u2019re doing a hardware placement, for me it\u2019s always been better to get the hardware installed, then perform follow-up appointments with the client that go more in depth about how their business operates. Do they have a document management system, and do they struggle with finding documents? If they have multiple print servers, do they know their costs? Print servers typically have a cost of $2,500 to $3,500 a year to maintain, so if you can move their infrastructure to the cloud, there could be a tremendous savings for the client and a tidy profit potential for the rep and the dealership. It\u2019s important for the reps to have a strong business acumen and an understanding of how businesses operate. For us, it\u2019s easier to follow up with the add-ons, because if you get too involved with too many things at the same time, it can slow the process down. Other people may have a different approach, but I like to take it in stages and grow the client in smaller steps after the initial sale.<\/p>\n\n\n\n Based on your 40-plus years of experience, what do you think are the primary reasons you\u2019ve been able to unseat incumbents and pull off net-new wins?<\/strong><\/p>\n\n\n\n Post<\/strong>: It\u2019s having a knowledge of the industry and the products we carry, along with that good business acumen as to what C-level executives are seeking. I would ask about their initiatives for 2022 and 2023. I\u2019d say, if you had a crystal ball, looking at the next three or four years, what changes are you looking to make in your business?<\/p>\n\n\n\n Are you able to determine pretty early in the process if a prospect has a degree of unhappiness with the present vendor?<\/strong><\/p>\n\n\n\n Post<\/strong>: I would say 60-70% of the time, a client will let you know that they\u2019re unhappy with their existing vendor. There is certain body language or phrases they\u2019ll use that may alert you to their current dissatisfaction. That includes how long they have to wait for service. Or they\u2019re using companies that are having a tough time getting parts. One thing we\u2019ve seen a lot of during COVID is customers having a tough time getting someone on the phone who can help them with their issues. Unfortunately, a lot of dealerships furloughed tech people within their organization and never brought them back, and that can create a bad culture. When those techs got furloughed, some opted to get out of the industry altogether and find a different job. Now the industry has an issue in which it\u2019s difficult to find qualified technicians and people who know the industry.<\/p>\n\n\n\n It\u2019s an important trait to be able to pick up on non-verbal cues. It seems as if there\u2019s a bit of psychology involved in reading people.<\/strong><\/p>\n\n\n\n Post<\/strong>: It\u2019s also reading between the lines and listening intently to what they\u2019re saying. And if you do have a question because you don\u2019t fully understand what they\u2019re saying, you may need to restate the question. That could open the door to something you weren\u2019t even thinking about, which could lead to another opportunity for you.<\/p>\n\n\n\n Why do salespeople fail to spot opportunities for a larger engagement? Do they not probe deeply enough to identify areas where their dealership can provide a solution? Are they not doing their homework or not asking the right questions?<\/strong><\/p>\n\n\n\n Post<\/strong>: For one, they don\u2019t get enough training or support from their organization. A second thing is one of my biggest pet peeves: work ethic. They simply lack it. Ours is not a nine-to-five job; if you want to make nine-to-five money, go work for a fast food company. In my writing, I like to focus on the three Ds: desire, determination and dedication. If you\u2019re going to be successful in this business, you need to have the desire to succeed. You need to be dedicated in continuously learning. And you have to have the determination not to fail. That determination to see something from start to finish and not give up, to not give in. And I think that\u2019s missing. It\u2019s a reason a lot of good people fail. I believe you can\u2019t teach desire; the desire to be the best is an innate trait salespeople must have in order to make money and succeed. It probably applies to the top 20% of salespeople; after all, they say 20% of the salespeople make 80% of the sales.<\/p>\n\n\n\n What can you tell us about your most epic takedown in the post-COVID era?<\/strong><\/p>\n\n\n\n Post<\/strong>: I landed an account with a check manufacturer that previously had 30 HP devices\u2014all they did was print checks on their HPs. Printing checks involves MICR, which is magnetic toner. On the hardware side, we placed six 140-page-per-minute black production digital printing devices, along with two 60-ppm A3 devices, and recently added a 50-ppm color print device. It was all net-new business that probably provided our company about five million clicks a month.<\/p>\n\n\n\n The client showed interest because he was sick and tired of maintaining these 30 HP devices. He was buying remanufactured cartridges and having to fix his own cartridges and machines. The HP machines he used were no longer available. I wasn\u2019t an MICR expert when the call started, but I knew about it, and within three to four months, I learned as much as possible to become an expert. We turned to Ricoh\/Rosetta Technologies for the six 140-ppm machines. And we were able to grow the deal because we discovered that the client\u2019s existing software that was being used to bring in the data and create the checks was old XP software. There was no upgrade available. The client couldn\u2019t go back to the provider and say, \u201cXP isn\u2019t working for us, and we need to go to Windows 10.\u201d There wasn\u2019t anything new to support it. We were able to work with PlanetPress, and we built the client\u2019s workflow, which allowed them to eliminate the XP software for all his business. That represented a $100,000 order for the professional services, and counting all the other machines, it came out to about half a million dollars.<\/p>\n\n\n\n It didn\u2019t happen all at once; it was over a two-year span. And it was a prime example of growing a deal by finding more opportunities. It was simply a matter of talking to the client, asking them how they do business, what they like and don\u2019t like, and finding out about their long-range goals and what they\u2019re looking to accomplish. It gave us everything we needed to present additional options for them.<\/p>\n\n\n\n In the process, you had to step outside your comfort zone and learn more about a technology.<\/strong><\/p>\n\n\n\n Post<\/strong>: I wasn\u2019t all that familiar with MICR. It\u2019s like anything else\u2014you learn it, you figure it out. Luckily, we\u2019re partnered with a couple of really good vendors who have knowledgeable support people who can get you up to speed quickly. Now I would have to say, after the last two years, I\u2019m probably one of the premier MICR experts because my client and I were able to speak to somebody else who sells MICR in a different part of the country. In turn, we were able to help them with their client.<\/p>\n\n\n\n On the whole, it\u2019s been a difficult year for sales and the industry.<\/strong><\/p>\n\n\n\n Post<\/strong>: I have a small group of dealers who share information, and it\u2019s clear from speaking with them that the industry took a hit this year. Dealers are getting bought out, and people are leaving the industry. Between COVID and the supply chain, I think we\u2019ve lost about 30% of industry professionals. Dealers are getting out, as are sales managers and reps. Salespeople are frustrated because their dealerships will only pay them when the equipment is delivered, and dealers can\u2019t get the equipment. Copier salespeople don\u2019t make a tremendous salary. We make our money on our commissions, along with monthly, quarterly and annual bonuses. To me, we\u2019re paid more like waiters and waitresses, where they rely on that extra tip money for good service and support. If you fail to deliver machines, you can\u2019t make that extra money. As a result, many have left. Which is better for old guys like me, because we\u2019re not going anywhere.<\/p>\n\n\n\n You\u2019re not ready to switch careers?<\/strong><\/p>\n\n\n\n Post<\/strong>: (Laughs) Because of how things are, I\u2019m sticking around for another five years of selling.<\/p>\n\n\n\n As long as you still love it and you\u2019re making money, right?<\/strong><\/p>\n\n\n\n Post<\/strong>: I may keep running until I\u2019m 70, knock on wood. I\u2019m going to keep going, because I\u2019ve got so much knowledge, and I can help a lot of people. Basically, what I\u2019m up against is a dwindling number of experts. ♦<\/p>\n","protected":false},"excerpt":{"rendered":" This is an introduction for a man who doesn\u2019t need one, but it\u2019s certainly merited. Arthur (Art) Post has been in the office technology industry seemingly as long as the space has existed. Road warriors who frequent trade shows as well as manufacturer and association events are quite familiar with Post, who represents central New Jersey for Stratix Systems of Wyomissing, Pennsylvania, a $35 million dealer located about 65 miles from Philadelphia. Post built his visibility through decades of sales experience, dating back to 1980. He readily shares his wisdom through a number of publishing outlets, not the least of which is his Print4Pay Hotel (P4P), an online water cooler\/resource center that delves into every subject under the office tech sun, most notably sales. With features including \u201cBetter Call Art,\u201d the retrospective \u201cThis Week in Copiers,\u201d employment and bid opportunity leads\u2014along with contributed content from noted industry experts\u2014P4P is a terrific outlet for sharing insights among community members. And, as his site notes, it\u2019s \u201ca place to store our knowledge, search our knowledge and to share inspirations, ideas and our passion for the imaging industry.\u201d Given this month\u2019s State of the Industry report is \u201cContractual Success: The Art of the Winning Bid,\u201d we didn\u2019t need to look far and wide for the most appropriate Art. He agreed to sit down with us between his multitude of daily sales calls to share perspective on today\u2019s selling environment, the keys to closing out deals and even a glimpse at his biggest takedown during the pandemic era. How has the selling game treated you in 2022? Post: It\u2019s really about keeping my head above water, right? So far, I\u2019m on track to get over 100% of the annual quota. So that\u2019s been working out well. However, most of that has been existing business. Many of us, not everyone, are struggling with net-new business. It seems that the supply chain issue is crippling many salespeople. Post: I hate to say this, but when you have equipment that can be delayed two to five months, it\u2019s hard to have a good conversation with a net-new client who\u2019s looking to get out of an existing lease or make a change. It\u2019s tough to tell them it could be a two-, three- or four-month wait for their equipment. Even then, there\u2019s a lot that can go wrong in that timeframe. There are times when you just don\u2019t want to fight that battle. At the risk of stating the obvious, it\u2019s hard to sell boxes when you can\u2019t obtain boxes. Post: Correct. Especially A4, which represents a decent percentage of our net-new business, maybe 30-35%. We can\u2019t even get A4s. If somebody talks to me about an A4 device, I say \u201cI\u2019m sorry, I can\u2019t even quote it because I have no timeline from my manufacturer.\u201d And neither do the other manufacturers. I recently posted on P4P Hotel about one manufacturer that isn\u2019t expecting to have A4 machines until sometime in 2023. That\u2019s just brutal. Post: When it comes to net-new business, and you\u2019re looking at a decent takedown with maybe a bank or a hospital where there is a tremendous number of A4 devices, how do you quote it when they ask you when the machines might be available? Well, we can\u2019t. Again, it\u2019s just a tough conversation to have. Do you want to fight that battle at this point in time when you can\u2019t even get them? It becomes an open-ended proposition as to when the gear will become available on a somewhat normalized basis. Post: We\u2019ve got a smattering of A4 devices, but the one we have isn\u2019t a true A4. It\u2019s a higher-end A4 model, and it\u2019s typically not one that sells very well. I speak to reps all across the country, and we\u2019re all experiencing some of the same issues. There are a couple of manufacturers out there\u2014such as Brother, which mainly concentrates on A4 devices\u2014that are able to place a lot, but not everybody has a Brother dealership. So let\u2019s think back to pre-pandemic times. In the early stage of engagement, what are some of the telltale signs that you think a deal has room to grow Post: With so many dealers diversifying to offer a wide range of products, there\u2019s always room to grow. When you\u2019re able to place 10 copiers, regardless of whether they\u2019re A3 or A4, it can lead to additional exposure within that company. That could mean document management, such as DocuWare. It could be managed IT services. And now, a lot of dealers are starting to embrace cloud printing, which is basically eliminating print servers and moving that hardware to the cloud. With fax lines, there\u2019s a good opportunity for many companies to offer digital fax services. In today\u2019s world, there are more opportunities to grow with a client and additional offerings we can present, whereas 10 to 20 years ago, all we sold were copiers. When you\u2019re looking for the signs of potential additions, is that a product of the walkthrough that you perform, or is that the conversation you\u2019re having with the buyer? Post: If we\u2019re doing a hardware placement, for me it\u2019s always been better to get the hardware installed, then perform follow-up appointments with the client that go more in depth about how their business operates. Do they have a document management system, and do they struggle with finding documents? If they have multiple print servers, do they know their costs? Print servers typically have a cost of $2,500 to $3,500 a year to maintain, so if you can move their infrastructure to the cloud, there could be a tremendous savings for the client and a tidy profit potential for the rep and the dealership. It\u2019s important for the reps to have a strong business acumen and an understanding of how businesses operate. For us, it\u2019s easier to follow up with the add-ons, because if you get too involved with too many things at the same time, it can slow the process down. 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<\/figure><\/div>\n\n\n\n