Digital Sales Compensation: Neither Fish Nor Fowl

Whether you import or grow your own digital printing salesperson, perhaps the most essential objective is to clearly define the role of the position as it applies to sheetfed, web or digital sales. Nick Devine, a U.K.-based printing consultant known as The Print Coach, believes most printers lack clarity when it comes to establishing the parameters of sales positions. Once the role has been effectively designed, he says, the company needs to define its ideal customer base and establish a value proposition for that client that is not incumbent upon being the low-cost provider.