MARKETING DIGITAL SERVICES--Selling One-to-one

Corporate Direct started by pinpointing several people on its sales staff for digital duty. Edgar relates that younger people, who have been exposed to computers and desktop publishing for most of their lives, have a better understanding than "older, streamlined salespeople."

One of the first steps in the process of marketing digital printing capabilities is to educate the sales staff. It is difficult, if not impossible, for a salesperson to sell digital printing if he or she knows nothing about it. That's why many companies hold training programs for their own staff.