SELLING DIGITAL VS. OFFSET -- Making the Right Impression

On top of these concerns is the fear of selling against oneself and losing offset work. Why put a shop's—and sales person's—bread and butter work at risk?

Conventional offset printers face these challenges and more if they look to incorporate digital printing services. The issues may not be easy to overcome, suggests Terry Nagi, a consultant and author who focuses on strategic business and marketing planning in the print and graphic communications sectors. Offering proof it can be done, though, are the Great Lakes Companies and Worth Higgins and Associates.