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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.

Printers readily admit if and where they struggle with their workflow. This year 55% of printers said dealing with a high number of small jobs was their biggest workflow bottleneck and challenge as part of Keypoint Intelligence - InfoTrends 2019 North American Software Investment Outlook. Yet, 43% of those printers said their workflow processes were mostly manual in many of their departments.

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.

• Upcoming: thINK Ahead 2019, Inkjet Innovation Awards, and Virtual Workshops
• Achieving the 'Wow' Factor
• Spotlight: McNaughton & Gunn
• Overcoming Sales Objections with Barb Pellow
• Making Book Printing Smarter

As an inkjet printing company, your search for new customers needs to be pretty specific. Your prospects should be using printed materials, of course, or at least considering it. And there are probably many other qualifiers you’re using to identify hot leads.