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When evaluating inkjet equipment remember to look outside of your normal book of business. Or, if you already own production inkjet and need to fill press time with nice value-added business, there are areas of printing which you can incorporate into your offerings that will demand a higher price. The key is to look at printing that is designed with a marketing strategy beneficial to your customer—customized, personalized and low run. High-speed production inkjet has changed the old sales model of “sell quantity,” to “sell quality” messaging. Your sales staff should be creating relationships, and helping customers create a customized marketing message throughout their printing.
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