Web-to-Print -- Get Clients Invested

WHAT DO professional golf and Web-to-print have in common? Both make reference to a skins game, where a lot of money is at stake for something that, at first blush, doesn’t seem all that difficult to accomplish. The skill and effort involved are often easily overlooked. On the printing end, the skins game is all about charging print buyers for the design, setup and maintenance of customer branded Web-to-print sites, along with the hosting and service fees that printers absorb. It’s about validating (and justifying) the work salespeople put into peddling the technology. It’s about fostering the notion that an investment of dollars must realize an investment of mind and heart—if you really want clients to buy into it, well, make them buy into it.