MERCURY PRINT PRODUCTIONS -- A Digital Thrust

Mercury has 16 salespeople, including two specialists dedicated to developing digital on-demand business, especially from publishing houses. Its traditional sales staff, however, is free to sell the company's entire slate of services.

Place asserts that there are two different types of salespeople, both of which are represented on Mercury's staff. "The innovators—or door openers—can think out of the box and come up with great ideas for ways clients can market themselves. They will lead the way in selling the iGen3," he explains. "Then you have the regular order takers—or maintainers—who are good at traditional selling."