Sales Efficiency Is a Must —Sherburne

Let’s face it—these document owners, despite what you may think, are not buying printing. They really could care less (in most cases) what type of press you have, how many lines or dots per inch it prints, whether it is ink- or toner-based, or how many sheets per hour you can crank through it.

What are they buying? They are buying brand awareness. They are buying business results. They are buying tools to attract buyers for their products and services, or to drive attendance at shows or events, or even to drive eyeballs to their Websites—to use a very ’90s term! So the conventional method of walking in cold to an account with an equipment list and a sample book simply is not effective with these folks. In fact, you may not even be able to gain an appointment using the traditional approach.