Selling Digital Printing -- Pointing in a Digital Direction

So, is this new avenue pointing today's printers in the right digital direction? Richard Sand, director of business development at Heidelberg USA, believes so.

"The role of commercial printers is changing due to the fact that their customers' businesses are changing. This is requiring them to become problem solvers and more marketing- and service-oriented—as opposed to just producing printed material," Sand explains. "These changes provide printers with new opportunities to generate greater revenues and stronger partnerships with their clients. But they have to know how best to leverage variable data digital printing to be successful. The days of just printing a job for your client are over; today it's all about understanding, marketing, educating and delivering new opportunities in customized print."