Today’s inkjet technologies promise efficient production at the speed of light with print quality that gets better and better every day. But how do you sell the benefits of your latest investment to new customers, be it a new market or the next generation of print buyer? It’s honestly not as difficult as you think.
Transitioning to Inkjet
There has been much discussion about the “If you build it, they will come” philosophy, which was made famous by the 1989 movie Field of Dreams. Although this is not a sound approach to achieving solid business growth, the best practices of our industry’s leaders suggest that there may be a grain of truth to this message.
You did it!
You worked and worked and worked. Phone call after phone call after postcard after drop-by after email after social media stalking…and it has now paid off: You’ve got your first appointment with a new potential customer for your digital/inkjet printer equipment! Congratulations! Woo-hoo! Let the doves loose! But…
What if you knew that your success during a sales presentation on digital/inkjet printing was predetermined? That is, what if it was the steps you took prior to walking in the door that accounted for the success or failure of the meeting? In fact, this is exactly the case. In addition to knowing what you are going to say, you must also think about what you might hear and be ready for response.
Canon Solutions American partner Keypoint Intelligence — InfoTrends is constantly monitoring the inkjet market, analyzing trends, and using their research to provide insights into the areas of growth we should all be watching.
Their recent publication Inkjet Applications Matter! aggregates their research on high-speed inkjet printing in commercial print markets. The takeaway: seven major application opportunities for printers in 2019.
Chuck Werninger is Senior Manager of IT Administrative Services at Houston Independent School District. You might be familiar with Chuck as he was a speaker on the "Investing in Inkjet" panel at this year's Inkjet 101 — or perhaps you know him from his active contribution to several other industry publications and events. It’s safe to say that wherever people are talking about the future of print, Chuck is sure to be part of the conversation.
There is widespread agreement that automating your inkjet production workflow has numerous benefits. Automation reduces errors and lets you do more with fewer resources. It supports increased throughput, allows you to make better use of your equipment, and gives you the tools and foundation to take on more work. All of this impacts your bottom line and can lead to increased profits, so automating your workflow appears to be a no-brainer.
When Elizabeth and I first wrote the Designer’s Guide to Inkjet back in 2014, inkjet technology and market segments using inkjet were very different from what they are today. At that time, inkjet was embraced by organizations with high volumes of statements, bills, and direct mail. Publishing was starting to get a foothold but was not widely adopted. But today? Today, inkjet pages have skyrocketed, and the range of suitable applications is still growing.