Selling Digital Printing -- Pointing in a Digital Direction

Testa emphasizes that it's critical for commercial printers moving into the variable data digital printing market to understand they are entering a new revenue opportunity that requires tools, support and advisement to be successful.

Do commercial printers welcome efforts like those of Heidelberg, Xerox and other vendors? Perhaps the smart ones are most receptive to opening their doors to consultation and advisement—to encourage their company, as a whole, to think differently, change sales strategies, and become more education-centric with their own sales personnel, as well as their customers.