reTHINK

Standing Out In A Crowd
Kennickell Print and Communications Uses Its Solutions-Selling Expertise to Expand Its Business Locally and Beyond.

Visit Kennickell Print and Communication’s Website and you quickly see the messaging:

“You are not buying print or marketing services,
you are buying an INCREASE in sales or a REDUCTION in cost.”

These are not just words, these are the visible evidence of the latest evolution of this venerable 115 year old business that has weathered myriad changes in technology and business practices to become one of the leading suppliers of digital technology solutions for communications needs in the southeast.

Today, Kennickell offers its clients a broad array of print and online solutions, all carefully positioned to ensure that they focus on helping clients reduce cost, improve operations, or increase sales. It is not the offerings at Kennickell that really catch one’s attention, however, it is the unique approach to selling that is helping make the company stand out from the competition.

Company President, Al Kennickell, is passionate about the company’s solution-based selling strategy that has helped penetrate large new accounts, and also helped the company create unique, reusable solutions that are fueling sales growth. The process is typified by the “Letter of Understanding” that a salesperson creates after a sales call. What is sometimes called a “meeting summary” in other businesses and is often seen as a time-consuming annoyance, forms the basis for a truly collaborative working relationship between Kennickell and its customers and prospects. In Al’s words, “If you don’t write a Letter of Understanding, then the meeting never happened!”

The company’s solution-selling approach has helped it land some exceptional opportunities. For example, a call on some regional Chambers of Commerce by Kennickell sales personnel uncovered a consistent problem with lead collection and management. According to Al Kennickell, “Chambers struggled with leads coming in from different sources and in different formats. We researched the situation and presented them with a plan for a Web-based lead management application that we called LEADS — Lead Entry And Distribution System. The client loved the concept and we subsequently created and deployed the application…which we have now offered to multiple Chambers in our region and beyond.”

For a printer, an online database application may not seem “strategic.” However, Kennickell found that the application helped position them as a true solutions supplier and that as the database began getting used, it spawned a variety of new print opportunities that would otherwise not have been possible had the data not been organized and researchable by the client.

Thinking beyond print to true business solutions is the key to Kennickell’s latest remake. It is also helping Kennickell reach beyond its regional niche to begin to land work from large global accounts throughout the country. Innovation. Customer focus. Intense commitment. These are the factors helping Kennickell compete in today’s competitive market.

Ready To Build A Story Of Your Own?

If you are looking for more ways to transform your business by offering leading-edge services like the ones described in this article, Kodak Market Mover Business Development Services are designed to help. We are here to help you develop your plan and access the complete array of resources we have available. For more details, visit our Website at http://marketmover.kodak.com or contact either of us directly using the information below: