Marketing Is Sales Support --Sherburne

We hear a lot about print as a commodity. In many ways, we, as an industry, have brought that on ourselves. We are often too focused on filling the cylinders and not focused enough on what the customer is doing with the printed piece.

I still remember a discussion I had with NAPL’s Joe Truncale a couple of years ago, where he said, “I am still waiting for the day that a print salesperson 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 sales person made that call. It has never happened to me. The sad fact is that too many companies have been doing the same type of work the same way for so long, we fear they are not going to figure this out in time.”