The Digital Print Sale

By Bill Farquharson, Sales Vault. Read Bill’s tip below or watch Bill here.

Good morning!

Digital print is looking for…you?

A couple of weeks ago, I attended the HP Indigo users group conference in Indianapolis. The event is called, Dscoop.

In addition to the presentations that Kelly Mallozzi and I were leading and moderating, there was a large hall filled with equipment. Print, label, and packaging samples were everywhere and were mind-blowing in their complexity and beauty.

As I walked around, checking out the various examples of what is possible, one thought hit me over and over again:

None of this matters.

Now, if you are a Dscoop committee member and you’re ready to vehemently object, allow me to continue my thought:

None of this matters…without a creative sale made by a solutions-based sales rep.

I started selling digital printing in the early 90s. Back then, it was called “on-demand.” The technology was brand new and available only in black and white. For hundreds of years, there was only one way to produce a printed piece. Suddenly, customers had the opportunity to print for today’s needs, to make frequent changes, and to completely rethink the way they approached printed matter.

You’d think it was a slam dunk. You would think people would line up to take advantage of this new option.

You could not be more wrong.

As a sales rep, I had to convince my clients it was in their best interest to spend considerably more per piece in order to gain the benefits of on demand/digital printing. I had to learn the story behind the piece and then get the client to understand, appreciate, and buy into a whole new way of thinking.

Fast forward 30 plus years and that same challenge is out there, for anyone willing to step up.

Making a digital print sale requires a high level of curiosity, patience, storytelling, and salesmanship. The equipment available today is capable of creating truly jaw-dropping solutions.

The samples scattered throughout Dscoop represent the finish line. They are the result of the work a sales Rep does; a sales Rep willing to put in the time and energy to create something truly special.

The best part sales in the graphic arts happens when someone brings a new idea to an existing business need.

Are you that someone?


Do you want to know how to make the solutions-based, name-you-price sale? Join The Sales Vault. Go to or call Bill Farquharson at 781-934-7036.


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