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High-Tech Meets Human Touch: The Latest Challenge for Print Sales

Today’s consumers can go from thinking “I want to buy X” to actually holding the item in their hand in a matter of hours.

“We live in an Amazon world,” Bill Farquharson, founder of The Sales Vault, says. “Clients look at LinkedIn profiles and websites to determine if they are going to reply to a rep’s attempts to make contact. They want to see five stars. They are doing their homework in the same way they would if they were buying a new refrigerator.”

These new customer practices flip the script for those in print sales — but technology is on their side, too.

Even after a sale, the “Amazon world” has another impact: Print buyers may expect their order to arrive quickly and to have access to information about their order at their fingertips, whenever they want it.

“They want things automated, they want on-demand printing, they want fast turns, they want real-time tracking,” Dana Catanese, director of enterprise growth at West Chester, Pennsylvania-based Anro, says.

The Latest Challenge for Print Sales

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