Click here to move on to the order page for 50/100/250 copies or the print license option
Here’s a quote from an FSI franchisee who has read the book:
"Dave Fellman has once again written an important book that will definitely help small business owners with the important nuts and bolts of running their business. His 10 strategies don't guarantee success, but they do provide a proven path to a more successful and profitable business."
Allen McLean, President
Sir Speedy Printing and Marketing Services, Los Alamitos CA
Chapter 1: Be More Visible In The Marketplace is by far the longest and most detailed chapter, and I placed it first because it has the greatest value to you. If your customer or prospect goes no further than reading this chapter, they’ll at least have read the part that’s most relevant to your business. (There’s another reference to you a little farther along in Chapter 1, by the way, where I note that Sir Speedy or PIP or Signal Graphics can also help you with you signage!)
Here’s the entire chapter list:
At the very least, I think you should read Chapter 1 yourself. At the bottom of this page, you’ll be able to access the version for your brand. You’ll also have the opportunity to order a trial copy of the book itself.
The Small Business Book is quite literally a small book, finished size 4¼” x 5½” and 132 pages. The size is very conducive to the application as a promotional item. It also has another feature to add to its value. On the title page, it says: Any friend of (brand) is a friend of mine! Dave Fellman This text appears in my own handwriting, making each book a signed copy.
There will two purchase options. You’ll be able to buy a quantity of printed books (printed by a FSI franchisee) or a license to print them yourself. The printed book pricing will be $400 for 50 books ($8 per book), $700 for 100 books ($7 per book) and $1500 for 250 books ($6 per book). The license will be a one-time fee of $500, which will allow you to print up to 1000 copies from files I will provide. Under the licensing agreement, you will also be able to customize the cover.
It’s worth noting, I think, that my original idea was limited to the licensing option. I ran that idea by several of my friends, including past or present clients, across the FSI network, and was convinced that the printed book option would make more sense for many centers. You’ll know better than I do, but it would seem that the breakeven point, even if you’d have to send the books out for bindery, would be somewhere around 200 books, so I’m happy to provide a smaller quantity option.
I think it’s also worth noting that several of my friends commented that $7 or $8 seems like a lot to pay for a small paperback book, especially considering that it’s probably costing me less than $3 to print them (which is it, in the quantities I hope to be buying to support a lot of 50 or 100 book orders.) Please remember, though, that you’re really not buying books, you’re buying the value of what this particular sales/marketing tool can do for you.
Now, some thoughts on how to maximize that value...
First, this is not something you should give to every customer or prospect. If your “customer” is a Purchasing Agent, and your goal is to say thank you, and/or to keep your name in front of the customer, you would probably accomplish more with a different type of promotional item, or maybe a Starbucks gift card.
Please note the quotes I put around “customer.” I think it’s important to understand that the terms “customer” and “prospect” should relate to individuals, not companies or organizations. The person who gives you orders is your customer. A person who might give you orders is a prospect. I’m sure you have more than one customer within some of the companies or organizations you sell to. Taking that to the next step means that you can have customers and prospects within companies or organizations you’re currently selling to, and more than one prospect within companies or organizations you’re trying to sell to. Part of what it means to maximize an account is to be talking to — and hopefully selling to — everyone within that company or organization who buys, or influences the purchase of, what you sell.
The point is this, if your customer is a Purchasing Agent, you still may benefit by getting The Small Business Book into the hands of others within that company or organization. Marketing? Human Resources? Facilities Management? The Small Business Book may be a way to open those doors, and it may do it more effectively than a gift card or a different type of promotional item. Think of it this way, which do you think better supports the idea that you want to help your customers to succeed, a cup of coffee or a book on business improvement strategy?
Let’s take another look at the chapter list.
I think a good guideline would be to consider giving a book to anyone within a company or organization who is involved in at least 4 of the topics it covers. Obviously you’re interested in Marketing Managers, and I certainly think they qualify with at least 4. Human Resource Managers and Facilities Managers would also qualify, as would Owners and General Managers. And the best target of all might be an owner or manager who wears more than one of these “hats.”
That’s another term I’ve put quotes around, because I’ve found there’s a difference between people with titles and people who wear “hats.” That difference is sometimes — but not always! — that the people with titles have education, training and experience in their area of responsibility. For example, a Director of Marketing with an MBA and 20 years of experience. When you read Chapter 1, you may feel it’s a little “basic” for someone at that level. On the other hand, let’s consider a small business owner who wears the marketing “hat” — not a trained marketer, but still responsible for and probably very interested in growing the business. I think Chapter 1 will help you to start the conversation you probably want to have with this individual, and the more “hats” he or she wears, the more valuable the rest of the book will probably be.
Now how about the Marketing Manager who was promoted into that position without education, training or experience? I think you’ll agree that many who are responsible for the marketing function — whether they have a formal title or just wear the “hat” — are not very knowledgeable or sophisticated marketers. That’s especially true in small businesses. Again, I think Chapter 1 will help you to start some conversations, or perhaps take them to another level.
And let’s go back to the Director of Marketing with the MBA and many years of experience. I might still give that person a copy of The Small Business Book. But I would accompany it with a note — or better still, a face-to-face explanation — to say: “You might find some of this pretty basic, but I thought you might like to have it anyway. The author has some interesting things to say about changes in the printing industry, and also about things like time management, and networking, and getting more value from your customers. I’ve actually heard this guy speak and read other things he’s written, and this is a signed copy. If nothing else, it’s a way for me to show you my appreciation.”
(Obviously, you shouldn’t talk about hearing me speak or reading other things I’ve written if it isn’t true. But based on my long-standing relationships with all of the FSI brands, I think it’s pretty likely that we do have some history together!)
What’s the best way to put The Small Business Book in the hands of a customer or prospect? Plan A is pretty obvious, set up a face-to-face meeting and give them the book. This may be an application that goes beyond keeping your name in front of your customer. It gives you an opportunity to put your face in front of your customer, something that has become increasingly harder to do. More and more orders come in via e-mails and web portals, and more and more customers seem to prefer it that way — in fact, we work to sell them on the convenience, don’t we? There has to be a reason for a face-to-face meeting. How about this reason: “I have a small gift I want to give to you.”
There will still be customers who won’t want to meet, because they’re busy, or for some other reason. In that case, Plan B can be to mail or drop off their copy. Please note, though, that I wouldn’t just mail or drop off an “unexpected” copy of The Small Business Book to a customer. I think that diminishes the value of the gift. The best case scenario is a face-to-face meeting. The second best scenario is mailing or dropping off the book with a note: “This is the small gift I mentioned. The author has some interesting things to say about improving a small business — marketing and advertising, getting more value from current customers, networking, plugging time management leaks and profit leaks. I’ve actually heard this guy speak and read other things he’s written. This is a signed copy, and if nothing else, it’s a way for me to show you my appreciation Thank you!”
I’m more likely to mail or drop off an “unexpected” copy to a prospect, but never without an accompanying note, explaining why I’m doing it. Why is that? I can think of three reasons:
In all three situations, your challenge is to move the relationship to the next level. In the first situation, the note might say: “I have been trying hard to connect with you, to talk about your printing needs, and other ways I might bring value to your company. This is one of the ways. I hope this tells you that I really am committed to helping my customers to succeed. I’ll call soon to follow up.”
In the second situation, the note might say: “I’m hoping that this book will give you some incentive to meet with me, which I think is the next step toward building a relationship that will benefit you and your company. I’m hoping the book shows you that I can bring value that goes beyond just doing your printing. I’ll call soon to (hopefully) set up a meeting.”
In the third situation, the note might say: “I appreciate the time you’ve spent with me. I feel like I almost have you convinced to start buying from me. Maybe I just need to bring a little value that goes beyond doing your printing. That’s what this book is for. Please let me know what you think!
I hope you’re seeing that The Small Business Book is a selective tool. I would never suggest that you should buy or print 1000 of them, and send them out in a mass mailing. But how about a lead generation mailing where the offer is a free copy of The Small Business Book? Visit our website and register to win a free copy! Like us on Facebook and we’ll send you a free copy! Ask for a quote and you’ll also get a free copy!
The Small Business Book can also have a role in your networking. Bring a few copies to your next BNI meeting, or Chamber event. Swap them for business cards or referrals. (By the way, one of my issues with BNI groups is that so few members get beyond what I refer to as 1St Level networking. What I mean by that is they may they get a few orders from other members of their groups, but that’s usually all they get. The whole point of BNI is to get to the 2nd Level, to share introductions to each other’s best customers! So how about this as an introduction process.
I hope you’ll agree, that’s at least a little bit warmer than: “(Fellow member) gave me your name and I’d like to talk to you about your printing needs.” In selling, warmer is always better than colder.
Hopefully, all of this gives you some incentive to buy The Small Business Book, and to use it to create the kind of win-win-win scenario I wrote about in that post in the Foresight blog that brought you here. If you have questions, please don’t hesitate to call me at 919-363-4068, or e-mail me at firstname.lastname@example.org.
Click below to access Chapter 1:
Sir Speedy Version PIP Version Signal Graphics Version
Click the Buy Now button to order a trial copy of the printed book for $4.25.
(The book is free, the $4.25 is to cover shipping and handling.
David Fellman & Associates
501-102 John Haywood Way, Raleigh NC 27604
(919) 606-9714 (mobile)
Here’s one more comment concerning the printing industry. On one hand, they’ve seen huge improvements in printing technology. On the other hand, though, they’ve seen huge erosion in their core business. Almost nobody buys as much printing as they used to. Print and printed media are in decline while the Internet and other forms of digital media continue to ascend. So the most progressive printers have evolved from print providers to Marketing Services Providers. The best of them function almost like ad agencies, although at considerably lower cost, bringing creativity and “marketing smarts” into the budget range of most small businesses.
I personally think Sir Speedy Printing — now called Sir Speedy Printing and Marketing Services — is the best of the bunch. They can do everything from printing your business cards to building and managing your website and Social Media presence. They can even help you to build the overall marketing plan that your advertising will support. If you could use some help in all of this, give Sir Speedy a call.
(The PIP and Signal Graphics versions are the same except for the brand name.)
A quick review. This is an exclusive program for FSI franchisees, with versions for each of the FSI printing brands. It is intended to be used as a promotional item, to help you to:
The book contains an important testimonial. It’s found in Chapter 1, titled Be More Visible In The Marketplace, which deals with marketing, advertising and signage: