Is it really a surprise that 32% {based on a recent PrintPlanet survey of 193 printers) of the printers surveyed have decided not to visit PRINT 01 due to general financial or economic reasons.

Another 13% have decided they can find the information they need through other means. Hmmm… "other means", it sounds like these "buyers" have changed their buying habits much like many of their own print customers.

But for the time being, let’s focus on the 32%.

This answer mirrors another one we hear in the field quite often…

Training? We are slow now we can’t afford to do that… (Contrast this with "… we are too busy to be able to afford taking time off for training…)

Marketing? We can’t afford to invest in marketing now, we can hardly meet payroll… (Is it any wonder that their sales people can’t get any business or overcome objections of customers relating to "…the economy is bad, our projects are on hold.)

What is the point here? When the rest of the field is in "limbo" or "in slow motion" the smart companies go through with their plans to "dominate their market". Now is the time to move forward with the marketing campaign, now is the time to develop your people’s skills, now is the time to get ready to capture the market share "the rest of the field" is willing to let go of because the economy is too slow.

Not going to the show might not be such a big deal, but being a no-show from developing your people and the marketplace can cost you everything. Can you afford that?