MARKETING DIGITAL SERVICES--Selling One-to-one

Once the salespeople are comfortable and knowledgeable with the technology, the focus shifts to educating customers about the virtues of digital printing. "We attempt to inform our customers that they're going to get a better product," comments Larry Reynolds, president of Orangeburg, SC-based Major Printing. "It's a sales tool, but they expect a good product—regardless of the process that is being used."