Hotter Sales, Less Cold Calls --Sherburne

But how much time do we spend thinking about how they are used? And how many printing businesses actually employ someone who has marketing in his or her title, or actually put these tools to work for their own businesses?

A few months ago, I was speaking with Joe Truncale, CEO of the National Association for Printing Leadership (NAPL). He made a comment that was quite startling to me; he said, "I am waiting for the day that a print salesman will call me the day after a conference or meeting and ask how we did. They know when the event is—the date is on the piece of printing I bought from them. Imagine if a salesperson made that call. It has never happened to me."