BRIDGING DIGITAL AND OFFSET — SERVING TWO MASTERS

“You need a dedicated sales force,” contends Roy Grossman, president and CEO of Sandy Alexander in Clifton, NJ. “First of all, you don’t want to divert your offset reps from selling your offset cylinders. Secondly, (offset salespeople) are used to thinking in terms of $10,000 to $1 million jobs, not $300 to $500 jobs. The digital salesperson is more technically (and database) oriented. We have found, in the end, that you really need a dedicated sales force to develop the account properly.”