Selling Digital Printing -- Pointing in a Digital Direction

Xerox also understands the needs of today's digitally minded commercial printers, according to Regina Testa, Production Systems Group vice president of business development.

"Being an integral part of a commercial printing operation before, during and long after the sale of any variable data digital press is simply the right thing to do," Testa states. "If a printing business utilizes a digital press and fails, the technology takes the blame, when really it is an issue of business development, marketing and sales understanding, strategizing and formulating business plans that transition commercial printing businesses into a true digital business."