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Digital printing is so non-traditional, Buck said, that distributors need to treat the sale of products in this category in an unconventional way. "Distributors need to know that when using variable data, they need to behave more like an ad agency," he said. "We are actually educating our customers on how to understand the idea of response ratios so that they can market digital printing products as revenue documents instead of workflow documents. Customers can then better understand the value of what they are selling."
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