Years ago, a print company in Vancouver bought one of the first black-and-white digital print pieces of equipment. It was a big deal. The equipment manufacturer made a lot of noise about the purchase. There was an open house, complete with balloons and confetti and wine and cheese, and all new marketing materials were sent out to announce the availability of this new technology.
As a marketing professional you’re always looking for ways to retain and up-sell the customers you have, find prospective new customers, and break into promising new markets. But here’s the problem: You need to know the lay of the land—who’s buying and selling what, where, and why—to construct a marketing program that really kills it!
"Who buys your digital/inkjet print?" If there was one question that we would eliminate from your sales portfolio of opening lines, it would be this one. Why? Let's follow the scenario through and see where it leads us…
You: "Who buys your digital/inkjet print?"
Customer: "That would be me."
You: "I sell print. I sell digital and inkjet print, too. Do you have anything that I can quote on for you?"
Customer: "Sure. Give me a price for 5000 of these."
We recently sat down with former Postmaster General and current SG360° board member, Patrick Donahoe, to get his thoughts on the U.S. Department of Treasury’s recently released task force report United States Postal System: A Sustainable Path Forward.
