SELLING ON THE WEB -- Internet Enabled
"We want to be an arm or a leg—an essential appendage of their business," she adds. While tying clients is invaluable to Buchanan, Johnson also sees the Internet as a way to increase Buchanan's profitability.
"The Internet is a powerful tool for increased profitability, and not just for doing business. Every printer needs to streamline its workflow. The Internet provides us with ways to streamline our paper procurement and management of ink and consumables," she says.
Ultimately, Johnson firmly believes that the role of a printer is broadening. "We are now in an industry of information dissemination. Print is merely one option.
"We have to provide the tools for deployment. We need to provide solutions for our customers' communication needs whether through traditional print or being able to manage their assets," she concludes.