(October 06, 2008) What's in your treasure chest? This question was posed to Xerox customers during a Thought Leadership Workshop last month in Webster, N.Y. Presented by Xerox and Gimbel & Associates, the fantasy-inspired question unlocked a real-life treasure chest of answers for commercial printers in attendance looking to increase their business through digital printing.
 
"We started with the basics," said Roger Gimbel, president, Gimbel & Associates. "Before commercial printers can truly profit from digital printing, they need to set goals, evaluate the marketplace, define a strategy and then implement tools to help with the process. Ultimately, we taught attendees to market not sell."
 
Through a series of interactive sessions, attendees heard from Gimbel and Lois Ritarossi, senior consultant, Gimbel & Associates, about the value of digital printing – particularly how to use digital and variable data applications to help their customers reach their business goals. The duo encouraged the audience to take a step back from their daily routine and educate their customers about digital printing. By demonstrating the power of digital printing with proven results, they can gain life-long customers.
 
"Gimbel & Associates' presentation gave our attendees concrete action items to take back to their businesses and begin implementing immediately," said Gavin Jordan-Smith, vice president Commercial Print & Prepress, Xerox Corporation. "The response to this workshop has been tremendous, we've had numerous customers request additional information about Xerox's business development tools including our Profit Accelerator line."
 
The workshop concluded with tips on how to "share the treasure" by encouraging attendees to pass the information learned on to their sales force and included real-life case studies of successful Xerox customers who uncovered gold through a strategic plans to go digital.