McIlroy--Digital Printing - Are You Making Money?

Creating Digital Demand
But what is the secret of success? What does it take to be in that fortunate minority that is succeeding in digital printing, whether it's 10 or 25 percent of the firms? "The profit leaders are winning due to how they market their services," Rosen revealed.

"They're building relationships, they're finding needs, and they are becoming a consultative resource. They are educating their customers and their salespeople. These three elements lead to high levels of utilization and the possibility of profit." Or, putting it more succinctly, Rosen said, "This whole thing is really about creating demand."