Bill Maguire

Beneath the stunning graphics and vibrant colors is a demanding product requiring knowledge, service and great pricing. What Is the most important step a distributor takes when becoming a successful commercial printing provider? Getting his or her foot in the print buyer's door. This may sound like a simple process, but Christopher D. Wells, president and CEO of Worcester, Massachusetts-based LaVigne Inc., pointed out, "Most print buyers have lost staff and support and are strapped for time. It's very difficult for distributors to get any time with a prospect unless they have a referral from a trusted source or they can offer something

It's in-with-the-new as manufacturers accommodate increasing requests for non-traditional products. The pleasing aesthetics belie the confounding aggravations behind producing and selling commercial printing. But the customer is always right and industry professionals love a challenge, a symbiosis enabling the dominance of commercial printing among industry trends. Manufacturers are discovering that it's simply not enough to sell on quality, which is pretty much a given at this level of production. And instead of satisfying application requirements—as is the case with traditional products—the ability to accommodate customers' business practices is determining success for commercial printers. Improved target marketing, cost containment issues and demands for quick turnaround

Knowing the basics of color can help expand solutions By Stacey Wenzel When customers are looking to get a reaction from their printed product, one persuasive technique is the use of color. Whether it's a direct mail piece or a company logo, color can make quite an impact--and knowing the basics can be a big advantage when selling it. Industry professionals advise first understanding the difference between flat, or spot color and four-color process. "Determining what type of color to use really depends on the specific job," said Tracy Dennis, sales manager for Newtown, Pa.-based Newtown/CPC. "Flat and process color each have a