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The conventional print service provider has undergone many changes during the past 18 years, since digital printing presses have existed. Much of this change has to do with the introduction of new capabilities, such as "Print on Demand." Digital printing is a very important center for any print service provider. Statistics show that digital printing is growing faster than conventional printing. There are virtually little or no new printers starting a business with just conventional offset presses. Every emerging new printer has some type of digital press service to offer.
The digital printer has a profile that is somewhat different than the traditional service provider. This new type of printer may not identify with being called a "printer." Their identification comes more from the marketing side. Printing is just one service component offered. Many of these organizations do not even use the words print or printing in their business title or logo.
One new organization I know of is simply called On Demand Services. Another firm is referred to as Marketing for You. This company specializes in one-to-one marketing. Again, digital printing is just one of its services, what the company is really selling is personalized marketing campaigns. This firm is a hybrid—a marketing and a printing company wrapped into one successful company.
The conventional printer is not in jeopardy yet, but the traditional image is. It is not enough to offer offset and/or digital printing. Your customer wants more. Getting into the one-to-one marketing world is not an easy transition; but you should consider migrating now.
Some printers I visited during the past four years have added new positions to their staff. The business development manager and the digital one-to-one specialist are two positions to consider. Their job descriptions are similar to mine, except for the scope they cover. I support many print services providers in the country, but these positions are local to the company they work for. Most of these hires do not have a printing background; but they do know how to sell technology, and they are aggressive. Many of these hires also have some marketing experience in their educational and job history. These people know how to sell marketing consulting services and understand the power of one-to-one marketing communications.
Another position emerging is the IT manager, who oversees a department of IT professionals within the company. This position is profiled by the emergence of data files or databases. Working and handling customers' data is an intricate business that must be done with expertise.
Consultative Approach
The sales rep has a new profile as well, which again is not in printing. The sales rep understands how to sell, but more so, how to sell in a marketing fashion. This position also does not need an expert print background, but more of a consultative approach to help clients improve their marketing, brand, image, and revenue.
I recently called on a customer who had a declining conventional offset print business but who also had a digital black-and-white press. Both sales reps had a book of business. This book of business was declining, year over year. I asked the sales reps who their customers were. In almost every case the main contact was a purchasing agent or print buyer. I then asked, "How do you expect to sell one-to-one marketing campaigns to this person?" Their answers were, "I am having trouble selling to this level."
Of course, this level in a company is only for the transaction, not the creative step. These sales reps never sold beyond the purchasing agent or print buyer. They did not have the skills to get up to the "C" level. My concern was that the print service provider did not have the correct profile of sales reps to take his company to the next level. Investing in your sales force is critical; but having the right profile of the person is even more important.
Ed Bokuniewicz has 28 years in the graphic arts industry. He is a Business Development Manager for Eastman Kodak and an Adjunct Professor at the New York City College of Technology, teaching a Print on Demand class.
author: By Ed Bokuniewicz