Services that have been sold by large commercial printers are now available to small printing companies at reasonable rates. Printers can outsource many of the highly technical services or buy packaged programs that don’t require high front end costs to get a service up and running. Any size printing company can offer sophisticated services without busting its budget.
The final piece of the puzzle for taking advantage of the latest trends in products and services is to get out in front of customers and sell. Printers can no longer wait for their customers to ask for a given service. If they are talking to their customers and making sales calls, printers should be learning what customers need and what they might buy.
The reason that W2P, document libraries, PDF workflows, and other services haven’t had a dramatic impact on the entire print industry is that most printers aren’t out selling those services. The customer doesn’t know about them. The reason printers haven’t been successful in becoming market service providers is that they don’t know how to market themselves.
The trend that is needed is for printers to stop waiting for the customer—stop being an order taker. If printers are going to survive, they need to increase contact with their customers, get in front of new customers and ask for business, and demonstrate how the new technologies will help their customers make money.
John Giles is the author of “12 Secrets for Digital Success” and “The DTP PriceList.” He is the technology director and a consultant for CPrint International. Contact him at 954/224-1942 or email@example.com. You can also find John on Twitter.com/JohnG247 and Linkedin.com. Read his blog at www.quickprinting.com/interactive. You can also find out more by visiting www.johngiles.com.