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Industry Insight

The Secret Sauce for Growing Sales of Web-to-Print Solutions

A growing number of print service providers are seeking to increase revenues and profits by adding web-to-print services and applications.  Some companies have used web-to-print solutions to drive impressive revenue and profit growth, but many others haven't been quite as successful.

By David Dodd
Published: August 31, 2010

A growing number of print service providers are seeking to increase revenues and profits by adding web-to-print services and applications.  Some companies have used web-to-print solutions to drive impressive revenue and profit growth, but many others haven't been quite as successful.

The most important reason for this disparity is that many companies have attempted to sell web-to-print solutions using the same marketing and sales techniques they've used for years to sell traditional job-based printing services.  And to put it bluntly, that approach simply won't work - at least not very well.

Web-to-print solutions differ in significant ways from traditional job-based printing services, and these differences demand a different approach to marketing and sales.  But in addition, the whole business-to-business marketing and sales landscape is changing, and tactics that were effective only a few years ago don't work nearly as well today.  To successfully sell web-to-print solutions, companies need a new approach to business development - one that reflects both the unique attributes of web-to-print solutions and the new realities of B2B marketing and sales.

I've just published a white paper that describes the "secret sauce" for growing sales of web-to-print solutions.  This paper discusses the important differences between traditional job-based printing and web-to-print solutions and the major changes that are underway in the B2B marketing and sales environment.  Then the paper describes the three core components of an effective web-to-print business development program.

If you'd like a complimentary copy of this white paper, e-mail me directly at ddodd(at)pointbalance(dot)com.  Please note that our fulfillment system is not configured to work with webmail services like Gmail, Yahoo, Hotmail, etc.  Sorry for any inconvenience.

G. David Dodd is available for speaking engagements and consulting projects. To get more information contact us here.

G. David Dodd is a principal of Point Balance, LLC ( www.pointbalance.com ), an executive education and management consulting firm. Point Balance provides cutting-edge management education programs designed for printing and publishing executives. The firm also provides management consulting services involving business strategy development, strategic marketing, cost management (including activity-based costing), business process management, and balanced scorecard performance management systems. Dodd is a co-author of Activity-Based Costing for Printers: An Implementation Guide, the authoritative resource relating to the use of activity-based costing by printing and publishing firms. Dodd also co-authored Making Value Added Services Work, a comprehensive reference tool for printing company managers who are just beginning to consider diversification or who have already added new services and are not receiving the benefits they expected.

David Dodd can be reached at ddodd@pointbalance.com,931-707-5105.

 

Discussion

By Avrdina on Sep 07, 2010

David, You have nailed the issue right on head. Your observation about sales techniques of traditional job-based printing services fail when it comes to web-to-print is accurate. Unique attributes of web to print do in fact demand different approach towards marketing.

Since web to print is increasingly becoming popular, one needs to know what can actually sell the solution like hot cakes. It would be interesting to get a detailed insight into what an effective business development program would look like for a web to print solution.

 

By David Dodd on Sep 07, 2010

Avrdina,

Thanks for your comment! The "secret sauce" white paper has been very well received. So far, we have fulfilled requests from over 150 individuals from the US, Canada, and over ten other countries.

As you say, web-to-print is clearly an important topic.

Thanks again for your comment.

 

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