Print sales is more about the procurement process than the manufacturing process – your sales team should utilize your order entry system as a value add. Your first sale is internal, web to print adoption starts with your resources – especially sales.
If you’ve implemented a web to print solution without involving your sales team – backup and make the introduction as soon as possible, arrange a marriage for anyone who doesn’t willingly volunteer.
Selling print today is almost ALL about the procurement process and very little about the manufacturing process. Your online strategy is a key part of your value proposition. I have been involved in print awards in the several hundred million dollar range which were determined almost solely on the order entry system.
Yes, your customers only care about their experience and their experience is 100% on your front end, what happens between order entry and invoice isn’t of concern with them as long as they get their job on time, priced competitively and accurately.
Your sales people have always represented the needs and perspective of the customer – online order entry is no exception. If your sales people can’t figure your solution out, chances are your customers aren’t going to be able to either. A sales representative at a printer should be able to get through a basic demonstration of your ordering system. Yes, they might have to make a lifeline call for technical questions, but the more confident they are in the system the more believable the technology is to the customer/prospect.
A web to print system that is selected and deployed by production resources tends to overlook the true audience (the customer) and create an experience that is heavily weighted down in print manufacturing terminology and too many steps that benefit production but don’t think about the most important resource in the value chain – the customer’s time.
Arrange a marriage between your order entry system and your sales team – they will win more deals and drive adoption of the tool with existing customers if you sell them on it first.