Defining the Buzz

Kallaher suggests a different kind of “training” with digital printing technology. “[Converters] may need to retrain themselves on how to sell digital solutions, including how to price their jobs. They may need to adjust their business model for more customization.”

Along the same lines, Rosenbaum states that finding the proper customers and applications for digital printing is critical to profitability. “Niche markets with multiple SKUs requiring variable data on each image are ideal for digital printing,” he says. “Salespeople will need to understand the full capabilities of digital printing and promote the added value it delivers to their customers.”