Selling Digital Printing — Business Builders
“We wanted to make sure it was accurate and would match the way a CEO or CFO at a printing company thinks,” she says. “We wanted to know how it would change your overall P&L, not just the P&L for that one digital department. So ProfitQuick could help them project when they would go from the red to the black, what type of volume they would need to justify the equipment and what type of retail pricing they should charge.”
Another aspect of the Profit- Accelerator is a set of sales and marketing tools, which includes a kit on how to write a marketing plan. Along with insight as to determining key applications and their vertical markets, this portion includes information on how to conduct an open house or PR event to draw attention and rebrand the printer with its clients. On the sales end is guidance for assembling a digital force, optimal management processes, who to hire and, of course, what to pay them.
Once the business plan is devised, Xerox seeks to lead printers down the one-to-one personalization path via either a Web-to-print storefront or Web-to-print fulfillment system. Taking electronic documents online and hosting storefronts for clients paves the way for producing print-on-demand collateral, brand fulfillment pieces and the like. In fact, Xerox boasts a number of tools to get printers—and their customers—into one-to-one personalized collateral.
ProfitAccelerator also emphasizes the importance of pursuing digital books and manuals, which is still the single greatest application in digital printing today, according to Testa.
“We want to help them get past the print buyer, up to the VP of marketing,” she reveals. “Because when you’re talking to a print buyer, your value proposition is usually, ‘I can save you money.’ Well, you can’t save money forever and, after a certain point, you’ll run out of things to talk about. We want to get the value proposition beyond that point and get them to the right level, which is the VP of marketing. You want to show them how you can help them grow their revenue through a better ROI, a better response rate, etc., if you just change their processes slightly or change the way they’re communicating with their customers.