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Nair stressed that distributors must also fully understand the implications of one-to-one marketing. "They need to have a grasp for what it is before they can go to a vice president of marketing and explain how it can benefit the company," he said.
Educating customers to the costs of print procurement and the benefits of digital warehouse programs is another way the technology enables distributors to add value and increase profits. "It's a new mind-set, a new sell," said Mehl. "The distributor is not selling a printing job, but a print procurement process."
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