PrintingNews.com

A new book to help quick and small commercial printers make money with digital technology is now available. 12 Secrets for Digital Success by John Giles outlines the best practices that success printers use to make money with digital services.

According to Giles, most printers use only a fraction of their digital technology’s potential. “The printing industry is rapidly changing and the technology alone won’t ensure a printing company’s success,” said Giles. “Successful printers have integrated technology into their entire organization and use it to sell more profitable types of printing services. They offer the customer a higher value and no longer have to sell printing based on price.”

The new book looks at the different digital services printers have to sell and the tools and techniques that successful printers use to sell it. It outlines how a printing company must be organized and how the digital responsibilities and tasks are divided among employees and customers. The book defines the selling opportunities printers have and offers pricing suggestions for a variety of digital tasks.

Giles also writes about the standards for today’s digital workflows and how automation can improve productivity and profits of even small shops. He focuses on the equipment and software that is needed in the successful shop and what employees must understand about the new technology. “Without digital standards in place,” said Giles, “a printing company will never reach its profit potential.”

The book also explores the latest opportunities for web-based printing services and which customers will use them. The Internet plays an important role in the buying and selling process and Giles shows how the digital services can be integrated to make the buying process easier. “Web-based services can open new marketing opportunities as well as provide production efficiencies to lower costs,” said Giles. “Successful printers combine web-based services with digital automation for better production and higher margins.”