In our last article we briefly touched on the changing role of the sales professional and I imagine that if you are attempting to transform your printing business to become more focused on cross media services you are experiencing a great deal of frustration in the sales department. And that depends, of course, how you define the sales role. It is imperative that the new role be carefully defined.

A business developer requires the capacity to be client focused

Traditionally, printing has been positioned as a commodity by customers and therefore the primary contact is someone in procurement; a cost-manager with the authority to purchase a product after the decision has already been made to buy print.