Published September 8, 2014
The three top reasons web-to-print projects fail; the lack of business leadership, the sales team fails to sell the solution, and the customer fails to adopt the solution.
Published September 2, 2014
We confuse tools for solutions. Print software is a required tool that is part of an overall investment in making your business more productive, profitable, and competitive. The business results come from your vision, your plan, and the deployment of your labor who utilize the tool to deliver the business results you desire.
Published August 28, 2014
Lots of Print MIS systems have added CRM modules to their offering. This makes sense, the Print MIS should be your system of record for all the interactions you have with current customers, adding a layer on top of your Print MIS would give you access to all the business the customer transacts with you.
Published August 25, 2014
Would you put your Sales department in charge of your next IT project? Heck no! So why do you put your IT department in charge of your web-to-print projects?
Published August 18, 2014
Customers expect more from their vendor partners than simply delivering the product on time and at a fair price. As the print industry continues to contract, differentiation is required to remain competitive. Printers are at risk from print-manufacturing independent service providers because customers are looking to reduce the number of vendors and engage with vendor partners who make doing business with them very easy.
Published August 14, 2014
Published August 11, 2014
Customer preference is trending towards self-service, yet most printers continue to offer only one way to do business with them – a full-service order entry process that involves multiple back and forth communications between customer and printer via e-mail/FTP.
Published July 24, 2014
Print technology of all kinds; presses, production software, Print MIS software, and web-to-print technologies have one thing in common – they are constantly changing. This one factor probably causes the most pain in the purchasing process. As a buyer you want to feel confident with your purchasing decision, yet the very thing you’re investing in is in a constant state of change.
Published July 9, 2014
A printer e-mailed me recently and said, “the Vice President of Procurement at our biggest customer is open to a meeting but she wants to know what I can do to save her money.” Of course she does, she’s always wanted her vendors to engage with her in a way that solves her business challenges and makes her look good.
Published July 1, 2014
Your sales team creates customer demand for your products and services, your production team fulfills that demand by manufacturing quality printed products on-time. Both your sales team and your production team need to be SOLD on the strategic, long-term importance of creating digital connections to your existing customers and using digital connections to win new customers.
Published June 24, 2014
Customers have challenges; the best way to increase your sales is to provide your products and services wrapped into solutions to your customer’s challenges. Solution selling is an easier topic to write about then it is to execute on. Too many people write about the idea without providing guidance on how to get from where you are today (selling print jobs) to selling print programs or solutions.
Published June 17, 2014
Last week I was in Bali, Indonesia, speaking at Dscoop Asia. The event, the travel, and the reading I did along the way came together with a common theme which can best be summed up by a quote from the book I read on the way home.
Published June 5, 2014
When you are the customer, you’re always right – correct? Maybe not always but the relationship between customer and vendor is a tricky one.
Published June 3, 2014
A web-to-print site is all about customer convenience, enabling your customers to order from you in a self-service fashion. One thing to understand about your customers is whether they are ordering or shopping.
Published May 29, 2014
We think we know our customers, we think we know our market; we think we can predict the future, we can’t and we shouldn’t invest lots of money without building in the ability to test our assumptions with data rather than opinions and theories.
Published May 22, 2014
Published May 13, 2014
Web-to-Print is a sales and marketing project that happens to involve technology, yet most printers delegate the leadership of web-to-print projects to their technical resources. We are collectively as an industry putting too much emphasis on the technology and not enough emphasis on the sales and marketing aspects.
Published May 6, 2014
There are several marriage mistakes that lead to divorce: cheating, dishonesty, addictions, and major changes in priorities. What does this have to do with your print management information system (Print MIS)? I am suggesting that your Print MIS is your most important business partner.
Published May 5, 2014
Welcome to Print Software, WhatTheyThink’s new special interest section. Because software is the primary tool of the information age, we wanted to create a specific area dedicated to this topic. Virtually every decision you make about your business involves some software technology or the requirement for connectivity/integration.
Published April 30, 2014
The sales process sets up the critical transition period from lead to customer. Customers remember what was said in the sales process and they often use this to guide their approach to implementation. Don’t inadvertently focus your soon to be customers in the wrong direction.
Published April 21, 2014
Activity does not equal results. You can be really busy, work really hard and fail miserable because you were busy doing the wrong thing.
Published December 17, 2013
The online world enables good online marketing to escort prospects through the sales process (know me, like me, trust me, and pay me). Online marketing is a path to scaling your sales reach.
Published December 3, 2013
Technology promises great potential to create leverage in our business. Leverage isn’t created in the purchase of technology; real leverage comes from how the use of the technology changes the behavior of the people who use it.
Published October 11, 2013
When I interview print sales representatives and ask them why their customers do business with them, they almost always say because we have a great relationship, our service is great, and our people are great. Relationship selling is a very common way to sell.
Published September 24, 2013
The default for decades has been, when you want to communicate something (a marketing message, information, education, compliance message, etc.) you contacted your printer and discussed the timeframe, manufacturing specifications, and quantities. Printers could be passive