Get Out Your Checkbook

"Right now customers have to prepare and understand what they do, how they do it, and determine if they are doing it efficiently," says Dugan, "So they really have to look at what they're doing now and ask if they are doing it in the most efficient manner with the most productive equipment."

If the answer to that question is no and the printer needs to buy equipment, the customer needs to convey how changing the way they do business will not only cut cost, but also make them more efficient, which will produce add-backs in profitability that a customer can use as cash flow to pay for the equipment.