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.
Using Technology for Print Sales
As Farquharson notes, customers are looking for more information about a product on their own terms. 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 company works to meet this demand by creating custom Web-to-print portals for clients that put ordering, inventory, and print management all in one place. The wide array of solutions Anro offers — from promotional products and mailing to digital printing — also serve as a way to offer an increasing on-demand one-stop shop experience. Plus, Anro leverages API integrations to trigger mailings, Catanese notes.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
