executive perspectives: Communicating Value

In today's guarded business climate, it's easy to get caught up in the details that create the big picture. For instance, how much time, energy and creativity should be spent on customers? Sometimes the answers are in plain sight—or they're rooted in our very own experiences—as Chip Schindler discovered.

Schindler's story begins approximately 25 years ago. As a young buyer, he interacted with a variety of personality types. Some people were kind and respectful, qualities that Schindler hoped to emulate in his career. Others, however, treated him in a way better left forgotten. Still, Schindler has no regrets.

"I am very happy to have had these experiences. I was better prepared when I moved into print sales 18 years ago," he said. "These experiences have helped me connect with my clients and to better understand their needs. I have been following these rules for my life."

Schindler practices what he preaches. About six years ago, he and his wife, Katie, launched their own distributorship, The Printing, Fulfillment and Mailing Group LLC (The PFM Group). As a husband-and-wife management team, the Schindlers provide a unique dynamic that has worked from the beginning, and they look forward to the future. "Together, along with a tremendous staff and top-notch suppliers, we are able to develop solutions to best serve our clients," Schindler explained. "[...] I love this industry. Every day is different."

Read on as Schindler talks shop and opens up about himself.

Print+Promo (P+P): How do you set goals for yourself? For your business?

Chip Schindler (CS): We have short- and long-term goals that are constantly being adjusted for market conditions. As a distributorship, we are able to react quickly to these changes to better serve our clients by incorporating the latest technology or products into their campaigns or projects. We spend a lot of time keeping up with these changes, and our clients value our efforts. We work as an extension of their marketing department and are constantly bringing in new ideas and information, which will assist them in tackling the next challenge ahead. Being well-informed puts The PFM Group and our clients in a position for success.

P+P: How does the economy continue to affect the industry?

CS: The difficulties in Washington continue to erode confidence in our economy. Many companies are frugal with their advertising dollars. As an industry, we are forced to do a better job of justifying our share of Corporate America's marketing dollars. The PFM Group is fortunate enough to be well diversified. By embracing the latest technologies and solutions, The PFM Group has been able to assist our clients in keeping costs down while improving results. We guarantee our own success by helping our clients to be successful. It sounds simple, because it is. Communication is at the root of our success. If we build the clients' expectations properly, they will be happy with the results. We work hard to make them happy.

P+P: What keeps you up at night?

CS: We have lost a large number of suppliers in our region. A lot of good people have lost their jobs and companies. I know it is part of the business cycle, but a very unpleasant situation. Our industry is the first to feel the downturn and the first to feel the recovery. I am looking forward to a more robust economy and our industry healthy with everyone enjoying the fruits of their labor. We are seeing the beginnings of the rebound.

P+P: What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?

CS: The most exciting is our own marketing effort. In the past, we did no advertising at all. Clients would seek us out, due to our reputation and knowledge. In the current economy, we felt the need to promote our company. We have made some change to our website, www.thepfmgroup.com, and have incorporated social media into our mix, too. Please like us on Facebook, LinkedIn, Google+. Follow us on Twitter. Your liking us will make us more visible. Thanks for your support.

P+P: What would people be surprised to learn about you—hobbies, special interests, etc.?

CS: My wife and I are involved with an organization called "Healing the Children." We are foster parents for the third time. Our current child is 10 years old and from Honduras. She is staying with us for six-to-eight months while Shriners Hospitals [for Children] treats her for a leg ailment. We are fortunate to work in this industry and have flexibility in our schedule. Having the opportunity to give back this way is very enriching to our entire family. Several years ago, I was recognized by Bodek and Rhodes [located in Philadelphia] for a story I wrote about Healing the Children. "Making the World a Better Place One Shirt at a Time" won them $500 worth of merchandise. If you are looking for a great cause to support, please consider http://healingthechildren.org.