Selling Digital Printing -- Pointing in a Digital Direction

"Everybody is talking about solutions—so much so that solutions are sometimes the problem," Newton asserts. "For years everyone was happy focusing on the machines themselves. Today, that is simply no longer good business."

He says that Océ initiates heavy conversations and educational exercises with printers before, during and after the sale, as well as facilities management via Archer Management, a professional services company owned by Océ North America. "Today's digital printing customers are looking for answers outside of the machines; they want business support."