Capture New Business by Selling Color, Not the Process

In the not-too-distant past, it would have been common to debate about the differences in speed and quality between offset and digital printing. Times have changed. Today’s print buyer has one primary goal — it has to look good. As such, printers must prioritize this goal, assuring buyers that they are not only committed to solving their color challenges, but also to enabling their long-term success through the output of unmatched color.

The industry is not known for easily or quickly adapting to change. However, the industry has seen more change in the past 20 years than the previous 100 years, put together. And the vast change associated with the rapid pace of digital transformation is, of course, continuing to drive immense change.