When I ask print owners how their sales teams approach selling web-to-print solutions, most answer “They don’t.” Then I find out that this same printer has over 20 active storefronts on their web-to-print solution.

More and more, the customer makes web-to-print or online ordering a requirement for winning their print business. Think about that. The customer is prioritizing around online ordering because online ordering is more convenient for the customer. So the reluctant sales team is “required” to include web-to-print in the deal. I say “reluctant” because that has been my experience in working with hundreds of print sales teams over the years. Their reluctance actually makes sense (from a short-term tactical perspective). A web-to-print solution generally doesn’t incent a sales representative through meaningful commissions. A web-to-print solution generally adds complexity to both the sales process and the implementation.

When you win a print-only deal, you immediately collect the files and specifications and start a process that everyone is comfortable with (including the sales representative). There are estimates, artwork approvals, and order acknowledgements, then invoices and commission checks. It is the definition of the printer’s “comfort zone.”