SELLING DIGITAL VS. OFFSET -- Making the Right Impression

When it comes to execution, the company has strategic partnerships with two vendors that can assist clients with the development of marketing strategies, data mining and the preparation of data for digital printing.

Traditional selling skills are effective for both printing capabilities, Higgins asserts, although she concedes that digital requires additional technical knowledge. "There is one critical difference," the director of marketing continues. "Conventional printing is generally sold to print buyers, production managers and purchasing agents whose responsibilities begin after strategy, concept and design are already established.