Deluxe Small Businesses

SMALL BUSINESS TRUTH

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Stay agile to take advantage of new opportunities

This finishing systems shop started using emailable checks to stay ahead of a fast-moving industry without missing a beat.


Small Business Truth

Standard Dynamics

An interview with business owner Al Hillmann

Tell us about your business.

Standard Dynamics is a 79 year-old company that provides print finishing for large and small businesses in the Upper Midwest. We offer a wide range of solutions for anything printed on an offset, web or digital presses, including installation, on-site training and repair.

When did you get your start in the printing business?

I bought the business in 1983 from the previous owner who had owned it for twenty years and was looking to retire. At the time, I was selling similar equipment in Wisconsin and felt it was a great match. Our families became very close, so it was not only a good business transaction, it was a lifelong friendship too. He started the business in the 1930’s with mailing equipment like letter openers and small inserters then moving into duplicating equipment used in schools for many years. We eventually got into the printing market, and that’s where we’ve progressed.

How has the printing industry changed?

Printing has become far more digital. In the past we used printing presses, lead type, ink and water. All of that has been replaced by high-end digital boxes that produce beautiful color work that everybody loves and accepts. Digital allows you to do shorter runs, make quicker changes and doesn’t require as much inventory. The demand has created a whole different set of equipment needs for the finishing side of digital printing, which means we need to be responsive to this shift in the industry.

Business Details

Standard Dynamics

1800 East Cliff Rd
Burnsville, MN 55337

(952) 888-7332

Website

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It’s important to have good relationship with manufacturer. We rely on each other.
Al and an employee at Standard Dynamics

What type of changes did you implement early on?

I wanted to change the traditional way we kept track of our customers which was, believe it or not, on 3” x 5” cards. Back then, you would file the card in the month you wanted to follow up. That system got messy if the customer called you beforehand. So in the mid-80’s, I automated our client management system with a software called SaleMaker. That was a big part of our success – building customer relationships before anyone even knew what CRM was.

How have you improved productivity as a business owner?

I’m always looking for ways to squeeze more time out of my day, so one of the changes I’ve made is how I pay my vendors. In the past, when I ordered big equipment from manufacturers, I used to go through the hassle of wiring money or waiting several days for my check to arrive through the mail. So a few years ago, I switched over to paying 90% of my vendors using emailable checks from Deluxe. For me to be able to place an order with a manufacturer, email them a check, and the next day my product ships, is just huge. I usually do a run of 25 to 30 checks with a click of a button, which saves a lot of time for me. It’s a big help, especially in an industry where timelines have shrunk.

Deluxe Small Business Survey

78%

of small businesses that have tried an electronic payment solution abandoned the system without completing the switch

So it sounds like you enjoy the technology side of the business?

I always thought of myself as a technology guy, but it’s gotten harder to stay on top of things. Many times, thanks to the Internet, our customers know as much or more than we do about our products before they even talk to us. We have to be findable and credible, so when people go to our site they have the information they need. And with the changes online, you don’t need as many salespeople, but you do need more support staff. There are a lot of things involved in web traffic these days, so that’s why I like to bring in younger people to help me with that stuff.

Industry Research

50%

of online sales are lost because visitors can’t find content*

What’s the future hold for you and the company?

I like where the company is going right now and that my son is involved. While I enjoy the selling part of the business, the day-to-day grind of running the business is wearing on me a bit. So if there would be a transition to another management team, I’d be very open to continuing with the company in the sales aspect to help it grow. I think I could be even more effective on the selling side if I took more off my plate, which would allow me to get back to doing what I love.

See for yourself:

Emailable Checks from Deluxe »

*Forrester Research, 2012

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