The Evolution of Sales in the Printing Industry: From Pure Print Products to Comprehensive Customer Solutions
The printing industry has undergone a profound transformation in recent decades, particularly when it comes to sales and the understanding of what a “product” is. For professionals and decision-makers in this industry, it is crucial to understand current developments in order to remain competitive.
In the past, the “product” in the printing industry was clearly defined: it was the physical printed product, whether a flyer, poster, or book. The success of a product was primarily measured by the quality of the print, the processing, and the choice of materials. A good product was characterized by high precision, vibrant colors, and a durable feel. Weak products, on the other hand, suffered from poor print quality, messy processing, or insufficient durability. Therefore, sales focused on marketing these quality features and convincing customers through physical samples and references.
However, today the understanding of what constitutes a strong product has fundamentally changed. In a world where customers are increasingly looking for holistic solutions, it is no longer enough to simply deliver a high-quality printed product. The modern product in the printing industry is, in fact, a comprehensive solution that encompasses the entire process from the initial idea to final delivery – and beyond.
A strong product today begins with consulting: What message should be conveyed? Which format and medium are best suited? Which colors and materials support the client’s brand identity? These questions demonstrate that the consulting process has become an integral part of the product. The client expects their print service provider not only to implement their ideas but also to proactively advise and support them in order to achieve the best possible results.
Furthermore, the entire production process is an essential part of the product. From a smooth commissioning process to transparent communication during production and timely delivery – all of this contributes to the perception of a product. A strong product is not only the final result but the sum of all the steps that led to it.
In many cases, these processes also require digital expertise. The integration of digital services, such as personalized mailings, web-to-print solutions, or automated ordering processes, is now indispensable. A printed product that meets these digital requirements and is seamlessly integrated into the client’s processes is much stronger and more valuable than an isolated print product. This presents a challenge for sales teams, who must not only sell the physical quality but also communicate the entire solution as the product.
Customer needs and requirements have changed, but one constant remains: success in sales still largely depends on the ability to recognize and address these needs. The difference today, however, is that customer needs have become more complex and diverse. They no longer only seek a high-quality printed product but demand solutions that help them make their own business processes more efficient, cost-effective, and impactful.
In summary, sales in the printing industry no longer simply sell products in the traditional sense. Today, sales are more successful when they offer solutions that go far beyond the printed product. These solutions include consulting, digital integration, and customized services tailored to the specific needs of the customer. Companies that recognize and implement this will be able to stand out in an increasingly competitive market and build long-term customer relationships.