Turn Down the Print Chatter, It’s Time to Talk Software.

If you are in the print business, you’ve noticed software decisions have become increasingly important. Like many other industries, software is disrupting the print industry and today customers want to partner with tech savvy printers that print but also provide other solutions.

The problem is the print industry has long over emphasized print equipment & products and not placed enough attention on software & user experience.

This needs to change. Today’s customers are much savvier, software is the norm and their expectations are higher than ever. Printers need to get ready and accept that software will continue to shake things up and become the main selling angle for the big enterprise deals.

The question is, are we getting printers ready for this transition? Are we talking about it enough? Printers need to step out of their print comfort zone and realize the future of the industry lies on the software solutions they can offer to their clients. This is much more than just purchasing a “web to print” software platform, it’s about transitioning your train of thought and approach in general. Basically print production is a byproduct of implementing a comprehensive solution for a client, not the lead in.

Remember Blockbuster, the movie rental giant? They knew web streaming technology was eminent, but instead of adjusting their business model, they chose to open more stores.

After NETFLIX started onboarding hundreds of users a week, Blockbuster finally rushed to implement the same technology. Guess what? It was too late. They are still scratching their heads trying to figure out how they went from being a $8 billion market leader to filing for bankruptcy.

Change is happening as we speak and printers must completely understand more about emerging software solutions their customers expect from them.

Thriving printers understand this, they understand solutions are what drives business. They leverage software to tap deeper into their customer’s business processes as well as to bridge gaps between physical and digital mediums. The days where quality, speed and price were king are dead.

Printers need to look at software as being as valuable and important as their equipment.

The challenge? Although technology and capabilities in software applications have increased dramatically, the print industry is very slow to adapt and embrace. Why spend money on customer software when I can invest that on a new digital press? They simply don’t see it. Not Yet.

Printers need to think of how technology which will first make their end clients life easy and second theirs. Printers need to understand how solutions such as web to print, marketing portals, digital asset management, integrated marketing software and other solutions simplify their clients’ marketing operations while adding value to their print services. 

Those printers who focus on print operations will have a fantastic running operation but no customers to operate with.

It’s no longer about “running faster”, but instead about running smarter. An operation running at peak efficiency will definitely reduce operating cost, and that is great, but only if you have enough customers to operate with. Today customers want smart solutions that simplify ordering and marketing processes, look great and provide all the tracking and data capabilities they need.

It’s time for the print industry to burst out of its “print production bubble” and put more emphasis on software topics. It’s time to stop looking at digital mediums as a threat but instead as a catalyst and complementary medium that enhances the value of print.

Start conversations with your prospects & clients around THEIR pain points – always having in mind that most times they may not even be aware of the pain point.  Don’t lead conversations about print products, capabilities, prices, quality, lead-time, etc – be patient it will come. Understand that your enabling opportunity may be to streamline how they get digital files into the hands of their end-users and may not be a revenue windfall initially.

Be a partner and NOT a vendor.