McCurry Associates Marketing Idea Exchange Archives

Volume 35 - March 6, 2003

Bill McCurry McCurry Associates wmccurry@mccurryassoc.com (800) 553-1332

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"Special PMA 2003 Edition

What's new from The Show?" is the most common question asked. This week's Idea Exchange has Bill McCurry's answer to that question. Normal idea exchange will resume next week. 

   First, a sincere thanks to all the readers and contributors of the McCurry Marketing Idea Exchange who came to my sessions and book signings at PMA. Your support, encouragement and friendship are sincerely appreciated. This is being written Wednesday morning before the show opens - there's a chance we will sell out of the books today here in Las Vegas. Fear not, the balance of the initial printing will arrive this afternoon in the PMA warehouse in Jackson, MI. Thank you for your support and the ideas that made the book so well received here.

   Following are the major themes I heard from you when we talked here in Vegas.

Concept #1

   Many dealers have reached the realization that their employees are either part of the solution or part of the problem. There are many who have stated, "The bum employees not only weren't producing they were keeping other employees from doing their job. When we got rid of the trouble employee productivity went up without even replacing them."

   If it is a sales position and/or in a position to control lab quality/delivery a person who isn't aligned with your sales and customer service goals will cost you. This cost comes in the form of aggravation, stress and frustration. Worse, they also cost you by giving prospects and customers bad experiences. Thus, you're out beating the bushes for new customers while your sub standard employee is chasing them away, never to return again.

   The standards for your organization are set by your poorest employee. Now is the time to determine who is running your company and what your standards are.

Concept #2

   "Can't take time, have to make time." Many imaging industry professionals have realized the "secret" of time management is to prioritize. While they were at the PMA show the number of panic calls they received were few. Yet, if they had been in their business they would have been peppered all day with "urgent" matters demanding their attention. These "urgent" issues keep them from doing what's important.

   Some said they would start training their employees to handle the situation themselves by not immediately giving the employee an answer to solve the crises but help the employee reason through the situation so they learn from it. This will take more time in the short run but will result in smoother operations over the long term.

   Another solution is setting appointments with yourself to work on issues important to the longer term success of your business. Block out time in two hour or more chunks when you will work on your business - with no interruptions. What if retiring PMA Executive Director Roy Pung called you? If Roy offered you three hour of his time next Tuesday to hear his insights on your business would you make that time available for him? I bet you would.

   Well, Roy can't make it, but there is somebody who knows more about your business than Roy, you! You need to take the time you'd see Roy and spend it with yourself - mark the time in your schedule and guard it jealously. Do not change the time without rescheduling it . . . you must keep that appointment every week. If you get interrupted at the office, do it from home. If home doesn't work do it at the library or a coffee shop. Just do it. You'll be glad you did.

Concept #3

   "I'm selling what makes me money, regardless. If my employees don't want to sell what will pay the bills I'll find new employees."  With the proliferation of new products available today there are many choices. Independent retailers are going back to the basics and controlling what they will stock and promote. Return on investment and margin are becoming major determining factors in product selection today.

   (Disclosure: the PRO buying group is a client of McCurry Associates. Bill McCurry will be speaking at the IPI Fall Fling Convention this September)

   We understand the buying groups (SEPIA, Town & Country, IPI and PRO) had great shows with immense interest from current members and prospective members. The number one reason for joining a buying group is saving money on purchases. The close number two is the ability to discuss relevant issues with leaders of the industry.

   (It always surprises us to hear small dealers say they don't need a buying group. We've observed dealers doing upwards of $10 million in sales from major metropolitan areas joining the imaging buying groups. They join, they participate, they pay dues and they don't leave. And then some guy doing a couple of million in sales says "I can buy better on my own." What color is the sky in the world where this disillusioned guy lives? You've heard there are fewer independent firms in the industry. That's true, there are independents closing up. How come all the buying groups are growing? Hmmmm

Shameless self promotion:

   Monday morning Agfa CI President Bing Liem announced that Agfa would be having all new Success Seminars through 16 cities in the US and Canada. The goal of these seminars is to help all imaging firms, regardless of their relationship with Agfa to prosper and thrive. Agfa truly wants to help the independent flourish. Their attitude is there are two categories of imaging firms, Agfa customers and not-yet Agfa customers. Thus, all are welcome.

   The sessions will be all new material that focuses the independent firm on fine tuning their marketing, sales personnel and return on investment. The presentations will have no commercials of any kind - they are truly free educational sessions as a public service to the independent imaging industry.

   You've figured out that the keynote speaker will be Bill McCurry - - - details of city and dates will be forthcoming soon.