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Johnson’s World: Are You Impressed with My Press?—Buying a New Press Shouldn’t Be a Competition

Contrary to advertisements, no press is going to magically make you more money, but, wisely chosen, a new machine can be a useful tool on your carefully planned roadmap to increased profitability. Steve Johnson explains why you should stop looking at what equipment your competition has bought.


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About Steve Johnson

Steve Johnson is a successful print owner and digital pioneer. Each month in Johnson’s World, he offers up his take on the day-to-day world of graphic communications.


By Robert Godwin on Apr 13, 2021

"Folks, it doesn’t matter what I bought."
If this were true, the managers and press operators wouldn't gather for the obligatory "Stand in Front of the Press we just bought" photo op. This benefits the equipment vendor far more than it will ever benefit the printer.
Don't sell the ocean, sell the fish.


By Tom Lindelof on Apr 13, 2021

Good for you Steve. I would just add that not everyone is content with “doing what their customers need them to do.” Many companies are looking to expand their capabilities to attract new customers with different needs.


By Steve Johnson on Apr 15, 2021

Same idea, Tom. Whether serving existing clients or new prospects (or better yet, both) the only justification for any capital expenditure is to better manufacture products that clients will need. The fact that competitors down the street or across the country are buying something and seem to be doing well with it doesn't mean that the same equipment is right for you. "If you install it they will come" is a risky was to squander your capital, unless you've done your homework in your own markets.


By Steve Johnson on Apr 15, 2021

Robert, the make and model of press that I bought should not influence your buying decision, at least not until you know what markets I serve, what products I produce, and who my clients are. That will never stop me from publicizing my installations. Heck, I send out a press release when I rotate my tires. Many of my clients and prospects don't know a Komori from a Konica or a Xerox from a Xeikon, but they do know that I'm keeping our plant current and investing in new technology. If I'm "selling fish" as you say, prospects will feel more confident knowing I have a boat and a pole.



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