ONLINE INTERFACES -- Printers Set Sites on Clients

"Client relationships are like dating; the more a client thinks 'I am the only one,' the more willing they are to work with you," Madsen says. "Clients don't necessarily want to know about all the things you do for other people. Our clients like the feeling that they're very important to us."

Such attention does come at a cost, even if it's not a line item. "We are in business to sell print-related services and not to buy equipment and technology. No ROI, no purchase here," emphasizes Rapid's director of sales.