The Most Important Person in a Digital Shop
Gary was technically sound, able to handle any and all of the major software programs my clients used. But he also had a rare gift for a Techie—he was also able to communicate that process to the client.
In the years that followed, I went on to write Xerox’ Marketing Partnership program as well as customer training curriculums for Indigo, Heidelberg and others. I visited a lot of print shops in those years and came to realize just what a rarity the skill set of technical expertise and ease of communication was. In presentations I’d proclaim, “If you don’t have this person on staff, don’t go digital!” and meant it.
Although I no longer sell direct, I’d imagine not much has changed in terms of files working properly. The client still needs to be trained. Sales reps are still as dumb as rocks when it comes to talking the talk. Help is still needed and “Gary” is still the answer. The formula for digital/VDP is still the same:
• Get yourself a great piece of equipmenty
• Identify the application, and
• Get a Gary.
And don’t go digital without him!