SELLING DIGITAL VS. OFFSET -- Making the Right Impression
Traditional selling skills are effective for both printing capabilities, Higgins asserts, although she concedes that digital requires additional technical knowledge. "There is one critical difference," the director of marketing continues. "Conventional printing is generally sold to print buyers, production managers and purchasing agents whose responsibilities begin after strategy, concept and design are already established.
"We've learned that it is essential to sell variable data technology to account executives, creatives and strategists who can integrate this new method into their marketing plans in the beginning," Higgins says. "It's a tough sell. Printing sales reps have to learn how to think like marketing executives, and marketing executives need to learn that print sales reps can be a source for new ideas that will help optimize not just their print dollars, but their marketing effectiveness and operating efficiencies as well."
To that end, Worth Higgins custom builds Web-enabled print ordering systems for select customers. This can include enabling a sales force to create and order brochures online, on demand.
"Using these systems, clients can control their own brand quality, ensure compliance requirements, manage material content and protect corporate security. They benefit from reduced inventory and fulfillment costs, labor savings, reduction of waste and increased availability of marketing materials," Higgins concludes.