Print providers are in an excellent position to help their customers understand the unique benefits of print communications, how to get the greatest return from their investments in printed material, and how to integrate print and digital media to raise the effectiveness of all the channels. Focusing on how customers benefit from their services is the way to get customers thinking of a print service provider as a strategic partner rather than a vendor.
This requires shifting sales conversations away from production-related specifications such as print volumes, finishing, and paper stocks. Value-added discussions should be about business goals such as conversion rates, customer retention, upselling, lifetime customer value, and customer experience.