Print, in this common era of insidious reverse auctions and at-the-margin price propositioning on the Web, is in danger of falling from grace. This is not a commodity business, and should never, ever be handled directly or indirectly by order takers. To play quote-to-close numbers games with our sacred, custom-made medium is sinful self-deprecation, and ultimately carries the seeds of self-destruction. Conversion of our ways back to making sales over taking orders, can bring divine congregations of high-value relationships based solidly on predictive, quantifiable and verifiable results.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at vince@pbba.org