Why is web-to-print still collectively thought of as simply a business-to-business (B2B) online store for selling business cards?

We have to do better.

We have to greatly expand our thinking about web-to-print in order for print to remain a viable communication option.

How do you think about web-to-print?

What role does web-to-print have in the print industry's transition from the dominant communication methodology to one of many players within a very competitive communication space, which includes all kinds of digital alternatives?

The very limited web-to-print definition above "B2B business card site" is web-to-print 1.0 and if this were a software product, support for this version would have ended a decade ago. Web-to-print v1.0 was considered innovative and cutting edge in the 1990's. Today it is a baseline expectation, not a differentiator.

Lets work together to understand that the future of print isn't about print at all, so when we talk about web-to-print, lets put about 95% of our focus on the "web" part and leave 5% on the "print" part. Blasphemy?

Remember web-to-print is a solution primarily for the printer's customers – the customers are the primary users of the solution. Yet, web-to-print vendors sell to printers. We are out of alignment. The solution is built to enable customers to interact with printers online, yet the printers are driving web-to-print vendors down the path of more print-related tools at the expense of the tools that are vital to be competitive on the web.

If you've read my blog or other articles on WhatTheyThink.com, you know I absolutely abhor the "feature list" shopping practices that happen in most technology sales. Compare vendors based on the idea that "more features are better." The feature list approach to choosing a web-to-print solution is part of the problem. If a printer makes a list of their web-to-print requirements, they inadvertently give way more weight to the print side of things vs. the customer side. It's a ripple effect, web-to-print sales people hear these print-related features during the sales process and assume if they can say yes to everything, they will land more deals (so wrong!).

Sales people who say yes to everything the customer asks for can be described in one word, FORGETTABLE.

Saying yes to everything is exactly what every average sales representative does. Solution selling isn't about being "yes men/women," solution selling is about challenging the customer by bringing them a unique perspective. Think about it. If you're a printer, do you want a vendor who says yes to everything that your people come up with for a web-to-print solution or do you want a vendor who comes in and tells you what you need to truly succeed on the web?

If the vendor is agreeing with everything you and your team come up with then one of you is redundant! Choose another partner that adds value that you don't have.

Lets evolve together.

The web is the fastest moving channel man has ever created and there is no evidence that it is going to slow down any time soon. When I say channel – I simply mean a place to engage with your customers. The speed means that anyone building tools on this channel has to keep up with the pace, not only to remain functional (e.g. your application has to work on the latest version of the common web browsers), but also remain competitive as the tools evolve to keep improving the web user experience.

If you are in any business today, you need to participate on the web channel. Web-to-print for the print industry has to become the set of tools for printers to competitively participate on the web channel, this is a tall order. It cannot remain in the limited definition of commerce; this has to be about all the ways you engage with your customers online.

What should printers do?

Printers, please start looking for vendors who can teach you something you don't already know about the web. You are in the middle of a transition – the web will be your primary way to interact with your customers (yes, I said primary). You better pick a partner who you believe can help you succeed there.

For those of you who like a to-do list:
1.    Forgo the demo request for the first meeting with a web-to-print vendor and instead ask for a conversation on what the vendor's ideas are for building successful print businesses online? (That should throw them off their memorized sales demo script ;-)

2.    One of the most compelling aspects of the web channel is the ability to capture, track, and analyze data about what's happening with your online business. Take some time to think through what would success on the web channel look like? What data would you track to monitor success? This is another excellent way to find a partner who knows the web. If your web-to-print vendor isn't talking about web analytics – get a different partner, this is Web 101, measurement is the gas that powers improvement in web channel performance.

3.    The web channel is about self-service engagement with your customers. Ask your friends and family (or other people who aren't print geeks) to walk through your current online offering and sit back, stay quiet and watch. If you are really paying attention the flaws will become really obvious because you're seeing it through their perspective. Most of the web-to-print solutions are too print centric, too hard to navigate and too complex to be considered competitive against current web usability standards.

4.    Focus on results, not activities. Changing a button color on a web-to-print solution is an activity. Getting your first live transaction through the system is a result. Don't let your team fall into the trap of thinking just because they are working hard they must be doing the right thing. Activity is pervasive in our overworked culture. Activity does not equal results, but hyperactivity in the wrong direction always equals burn out.