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May 29, 2024

Nicole Cappiello Is Building Connections

# Partnerships
# Sales and Marketing
# Talent Engagement
# Team/Culture

DATAGRAPHIC's rising sales star values clear communication and understanding client needs.

Upon graduating in 2022 from the University of Albany with a bachelor's degree in business administration and a concentration in marketing and entrepreneurship, Nicole Cappiello figured she was headed for a career in social media management. Instead, the ambitious, organized and curious young professional has discovered a home in the "active and innovative" print industry, she says.

Nicole has been using her talents to develop relationships with new and existing clients of DATAGRAPHIC. In June 2024, she'll begin her third year at the Commack, NY, USA-based custom and commercial print facility, where she manages accounts and conducts research to identify new market and client needs.

Dscoop caught up with Nicole to chat about her early experience in the print industry and the importance of making genuine connections with brands:

How do you describe DATAGRAPHIC? The company feels like such a cool mix of legacy — it's almost 100 years old — and innovation.

To describe our company, we combine traditional print methods with modern techniques. Our point of difference is we are a fully integrated facility, which means all print production happens under our roof. This includes offset, digital, engraving, foil stamping, embossing/debossing, silkscreen, letterpress, die cutting and some bindery. The variety of print processes we offer helps us save our clients money and time, all while receiving best-in-class printed results.

That's awesome! You are your teammates are delivering print to some of the world’s most prestigious brands. Can you share how it feels to your personally to be part of that effort?

I feel very fortunate to be a part of a company that does work with a variety of clientele. With that opportunity returns a great learning experience. We are a totally custom shop and handle commercial print, too. It’s the best of both worlds. I come to work in-person every day, five days a week. For some, that’s no longer a reality, as hybrid/remote work schedules are the norm. Entering this position immediately after college graduation, I was about to endure a new and large learning curve. But being here in-person is what makes it so great. I’m part of the action. Although I did not go to college for print, I’m committed to this line of work. It’s a privilege to work with every single client that inquires with us. We love making their wants and needs a printed reality.

It’s a privilege to work with every single client that inquires with us. We love making their wants and needs a printed reality.

There’s an adage in sales that people don’t necessarily buy from businesses, they buy from other people. What’s your approach to making those connections and building that trust with your clients?

A great partnership between a client and printer is strong communication, setting expectations early in the process, and the ability to offer solutions. We share detailed estimates and production updates, and encourage clients to visit our facility to watch their production happen in real time. We tell the client what’s happening even if they're not asking. Our approach is keeping them involved! If we can meet our clients face-to-face, there’s nothing better than sharing a handshake and having conversation you may have not had over email.

Let’s talk a bit more about those clients, and how different they can be from one another. As a young entrepreneur, what's your approach to targeting clients from different age groups?

Some clients know what they want, and it’s not their first rodeo. It’s important to understand why they reached out to us and what they're looking for in a print partner. Print quality and service go hand in hand, but if you do both, it doesn't matter the generation, it’s a happy client. The clients who might not be well-versed in print lingo and the production process, we will explain next steps. They can ask as many questions as they want, but funny enough, we might ask them more questions to narrow down the specs. We offer to send paper samples of the stocks we quoted or previous samples of our work to reference the types of print processes they are interested in. Every bit of reassurance helps a client's confidence, which is what we want, and this builds trust.

Every bit of reassurance helps a client's confidence, which is what we want, and this builds trust.

What goes through your mind when you’re trying to think about the preferences and behaviors of a new person who might buy from you?

  1. Do we work with companies similar to theirs?
  2. What’s in it for them to work with us?
  3. Do they have problems we can solve? 

From a personal perspective, what do you like most about your role in business development and sales for DATAGRAPHIC?

What I like most about my role was how it started as a blended position. I was involved with marketing, sales and executive assistance to the president of the company, Glenn Schuster. It was crucial in the beginning that my role was immersed in all the departments. The first step was understanding how the business runs, so I could ultimately communicate it to a client myself. DATAGRAPHIC is a custom and commercial print shop with capabilities to handle EDDM print and mailing, too. I really love the range of capabilities we offer, and the knowledge I’ve gained is impeccable. Now, I’m fully focused on sales and account management. It’s been a pleasure so far, and I’m only getting started.

Thanks, Nicole, and best wishes for continued success!

Thanks to you as well. It's fun to be part of the Dscoop community.

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