Winners instruct. They tell their customers about the technology available to them and then show them how to use it. Just hanging a special service on a website isn't going to generate business unless you show the customer how it will benefit him. The printer who gets in front of his customer and shows him the reasons he should be using the technology will be the one who is making money while others moan and wring their hands.
The next 18 months aren't going to be easy for any business. Printers are going to have new challenges in finding and keeping business. Success is going to require more than just being a quality printer. A successful printer has to be an astute business person who can use the information and tools he already has. He must be able to build a team that can produce a product that customers want. He is going to have to communicate more with customers and show them how his company can make print buying easier. There are going to be winners in the printing industry. The only question is will you be one?
John Giles is the author of "12 Secrets for Digital Success" and "The DTP Price List." He is also technology director for CPrint. He can be reached at 954/224-1942 or firstname.lastname@example.org.