Printers have always sold value.  But, the meaning of value has changed.  Before the advent of the internet, print was the core method of getting a message out about a product or service.  Thus value was defined as quality or service, or failing those, price.



When the internet exploded into our lives, clients began to think that it was the core, sometimes the only solution.  In darker moments, so did we.  After an extended dive into the world of emails, websites and spam filters, clients began to realize that there was a problem.  The internet was fabulous for taking the order, but you had to get the prospect's attention and pique their interest.  One could send millions of emails at zero cost, but they were all eaten by spam filters and delete buttons.



But print was still there and it had become better than ever with the power of personalization married to mail lists crafted to likely buyers rather than everyone.  If the client has a product that was distributed in a big box store, it had to say "buy me" to the person walking down the aisle and only printed packaging could do that.  Print brought QR codes and virtual reality making it a two way experience.



All of this meant that the definition of "value" had changed.  It was no longer that our print is better. faster or cheaper than the competition.  It is now that print motivates prospects into being customers.  If we are going to use this new vision for value, we really must understand what the client is selling and the definition of their target market.  Successful print sales is not about selling print, it is about getting sales and profits for the client.



Bob Lindgren is the President and CEO of Printing Industries Association of Southern California, the largest affiliate of PIA. Mr. Lindgren has more than 40 years of experience in the industry and is an expert in the area of print finance.

• Do managers know how to locate key people quickly?
• Have you established procedures for contacting key personnel and their families?
• Do you have a contingency plan that includes designating back up officers to take responsibility for the organization in case top management is unavailable.

For sample disaster plans and other advice, CLICK HERE. 

Each week, E-Connects shares incredible photos on just how lax individuals can be when it comes to safety.  Some pictures showcase carelessness, others plain stupidity. 



The goal - to keep a safe work environment front and center on the minds of all of your employees.



Pictured: Hold Still Stan!



If you come across a funny  pic you think should be featured, email Michael Makin at [email protected].

WSPA has just launched a brand new member service - a Job Bank where job seekers can post their resumes for free and members can post available positions - also complimentary!



 CLICK HERE to visit the new Job Bank.



The bank lists not only positions in WSPA territory but in other states as well.  Job seekers must first register to be able to post their resumes.



For WSPA member companies, you should already have received an email with your LOGIN ID and temporary password.  If you would like this sent again, simply call our office at 844-237-1550 or email June Crespo at [email protected].

"Often we can achieve an even better result when we stumble yet are willing to start over, when we don't give up after a mistake, when something doesn't come easily but we throw ourselves into trying, when we're not afraid to appear less than perfectly polished."



Sharon Salzberg