The printing industry has undergone profound changes in recent decades, particularly in terms of sales and the understanding of what a ‘product’ is. For professionals and decision-makers in this industry, it is crucial to understand current developments in order to remain competitive.
In the past, the ‘product’ in the printing industry was clearly defined: It was purely the printed product, be it a flyer, a poster or a book. The success of a product was mainly measured by the quality of the printing, the processing and the choice of materials. A good product was characterised by high precision, brilliant colours and a durable feel. Weak products, on the other hand, suffered from poor print quality, shoddy workmanship or insufficient durability. Sales therefore focussed on marketing these quality features and convincing customers through physical examples and references.
Today, however, the understanding of what makes a strong product has fundamentally changed. In a world where customers are increasingly looking for holistic solutions, it is often no longer enough to simply deliver a high-quality print product. Instead, the modern product in the printing industry is a comprehensive solution that encompasses the entire process from the initial idea to the final delivery.
A strong product today begins with consultation: What message should be conveyed? Which format and medium are best suited? Which colours and materials support the customer’s brand identity? These questions show that the consultation process has become an integral part of the product. Customers expect print service providers not only to realise ideas, but also to proactively advise and support them in order to achieve the best possible results.
In addition, the entire production process is an important part of the product. A strong product is not just the end result, but the sum of all the steps that led to it. In many cases, these processes require digital expertise and the integration of digital services is now indispensable. A print product that fulfils digital requirements and can be seamlessly integrated into processes is more valuable than an isolated print product. This presents sales staff with the challenge of not only selling the physical quality, but also communicating the overall solution as a product.
The needs and requirements of customers have changed, but one constant remains. Success in sales depends largely on the ability to recognise and respond to needs. The difference today, however, is that customer needs have become more complex and diverse. They no longer only include the desire for a high-quality print product, but also demand solutions that help to organise their own business processes more efficiently.
Apenberg & Partner
With its Print Business Consultants team, Apenberg & Partner has been advising medium-sized companies and groups in the printing industry since 1987. Clients are printers, publishers and the graphic supply industry. Apenberg & Partner provides support with strategic reorganisation, restructuring, company sales and the direct search for managers and specialists.
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