When you think of production print, do you automatically assume it refers to huge devices and thousands—or even millions—of clicks?
And that only commercial printers and pay-for-print shops can provide production print to customers?
Not in today’s marketplace. The advances in digital print technologies, software, and efficient, labor-saving workflows can open the door to new opportunities for you and your clients in the wildly creative new world of production printing.
Your Dealership’s Clients Want New Ways to Engage Their Customers
Your client base no doubt includes small- to medium-size shops that have built good businesses and reputations that inspire loyalty. But as we all know, providing the same-old, same-old—no matter how good it might be—doesn’t help a business grow.
Fortunately, in today’s expanding digital ecosystem, there are incredible opportunities to help smaller businesses continue building their customer relationships. They also have more ability to create word of mouth with new applications that ignite interest and bring in new business. Consider that many of your clients’ customers are using internal resources to handle their own marketing and communications. Today’s technologies and masses of data have made more sophisticated and integrated marketing campaigns much easier, even for the smallest businesses.
New and smaller-scale digital production capabilities can easily expand your dealership’s business and boost your customers’ opportunities. Sales opportunities in the production realm are available when you’ve already sold and installed printing equipment from your preferred manufacturers, even if a large percentage of your business has been selling and servicing multifunction office devices. Your existing relationships provide you with a chance for more wallet-share and an ability to command more profitability because your clients already know you and see the value in what you can do. That means they’re often more willing to talk about potential upgrades—frequently without bringing in competitors.
Digital Embellishments Are Easier to Produce, and in (Much) Shorter Runs
The theme that runs through every segment of business these days is getting attention. Creating interest through documents and printed output is the inroad to capturing consideration and sales whether your customers produce direct mail, sales literature, POP signage and banners, or product collateral and associated materials such as shelf hangers and labels. This is especially important for the smallest businesses you may serve (e.g. a local wine and liquor store, quick printer or family-run gift shop).
The keyword is applications. There are so many ways to add value to printed output through digital technologies, and to do it faster and more affordably, that it’s really kind of mind-boggling, especially compared to a decade ago.
Embellishments can include adding gold foil to an envelope, embossing on a brochure, printing on card or plastic stock, or producing creative packaging that invites second looks and purchases. Through digital production, embellishment is easier and more cost-effective than ever, especially for short and medium print runs. These days, the capabilities available through the combination of data, software and digital devices that deliver personalization and customization are just as accessible to small businesses as they are to big corporations. In fact, some high-production embellishment is moving to digital from the offset world.
Even better, thanks to the technologies now available, your production run for a client can be as small as one. The efficiencies and time savings that digital allows means that levels of creativity and even experimentation are wide open and much more affordable for customers who come to your clients for innovative printed pieces. Customers are able to design something on their computers (such as a wedding invitation), email the file to a small print shop and then collaborate with the shop to make changes before printing, finishing and delivering the final invitations.
Move Into Production Print—or Your Competitors Will
So says Carl Schell from Keypoint Intelligence in a May blog from the Channel Strategy Session series: “Getting started basically boils down to your standard ‘time and money’ issue, but if you don’t make the investment, your competition will—period. The end. An obvious statement for dealers not even in the light production space, but for those with a presence in commercial print and wide format, are you also selling in labels/packaging and textile/apparel? Workflow software?”
Schell goes on to say there is “so much communication that goes ‘beyond the print.’” And specific to embellishments and other forms of novel output, “excitement can lead to engagement. Engagement can lead to trust, and trust can lead to profit.” Truer words were never spoken when it comes to your clients attracting new customers to their line of work.
How to Get Started in Production Print (if You Haven’t Already)
Your OEM is your first call for information, education, training and devices that can provide new income streams for you and your clients.
A recent conversation Konica Minolta had with German Sacristan, group director of Keypoint Intelligence’s production team, revealed there’s a big trend in manufacturers looking to sell production print solutions through dealers. But Sacristan admits it’s not quick or easy because selling production print is different than selling to an office equipment customer. It’s important to learn about the specific devices and the types of applications they can produce, but understanding the competitive landscape is also critical. In addition, once a dealer makes an investment in a demo machine, it’s essential to offer the training required for their techs to provide ongoing service.
An IT- and Tech-Knowledgeable Salesperson Is Usually a Must
Another challenge Sacristan pointed out is that a dealer will likely need to add someone who’s experienced in selling production print. Specifically, someone who can help the organization learn about its market while helping train fellow salespeople to make inroads with prospecting for leads, providing demos and closing sales. Marketing is also imperative as the dealer might have a specific perception that needs to be changed when adding production print to its portfolio.
Your OEM can be a huge help in thinking beyond office equipment and getting up to speed on production print. At Konica Minolta, we have industry analysts, market research to share, an extensive portfolio of devices and applications to demo, and training to help you and your team. We also offer a full range of low-end to mid-range products including decorative print and embellishment devices and wide-format printing in addition to entry-level digital label and full-color packaging printers.
So don’t limit yourself. These days, production print can mean anything from shiny foil stamping on a short run of sales brochures to classy embossed mailing envelopes to printing on t-shirts and other garments. Think beyond documents and add production print capabilities that will extend opportunities and command more profitability for your dealership and for your customers’ businesses.
