Print Solutions Magazine, December 2003 -- 433 E. Monroe

Get the Dish on High-Tech Tools

Many experts say it's valuable to recognize something that makes you feel uncomfortable, then to challenge that emotion through action or examination. For example, if the thought of talking to a large group of people makes you want to shrivel like a rotten grape, it's healthy to take a public-speaking class or at least analyze your fear.

With that advice in mind, I'm going to make an honest attempt this holiday season to consume my twin sister's meatloaf. (Don't worry, readers: She would laugh at such a snide remark. Then she would attempt to thwack me with a large block of cheese.)

The document industry abounds with better, more applicable instances of people trying something new. Because customers are demanding faster turnaround and customized solutions, that "something" is often a new technology.

That's the focus of this month's cover story, "Taking Your Business High-Tech." The piece, which begins on page 42, features 12 tools that can help industry pros save time, solve business problems, boost efficiency, and improve communications with associates and clients. Each tool makes business owners and sales representatives more capable, not just cooler.

Handheld devices, advanced multimedia software and other high-tech gadgets are helping distributors, manufacturers and suppliers accomplish more in less time than ever before. Much hoopla over today's new technology focuses on the concept of addition--more features, more interoperability, more functionality. But what strikes me about the best tools, including some of the ones featured in our cover story, is their ability to subtract. They can eliminate time-wasters such as spam, reduce mailing lists to help firms target prospects, and more. Learning about high-tech tools takes effort and money, but printing pros who use them can free up more time to gain new business and satisfy current customers.

New technologies are just part of the recipe for sales success. Other ingredients include product knowledge and the ability to listen to end users--the "high-touch" equivalent to "high-tech." This issue includes several stories about distributors and other print providers who have gained the trust of their clients. Three such stories are "Know When to Fold 'Em" (a piece about designing and organizing better presentation folders, beginning on page 26), "Offering Strategic Marketing Solutions" (a piece about coordinating a multifaceted promotional campaign, beginning on page 16) and "The Tip of the Iceberg" (a piece about selling commercial printing, beginning on page 55).

Working faster and smarter means learning about new technologies, even if doing so is uncomfortable. That's a truth we all should digest.

Darin Painter

Managing Editor

dpainter@PSDA.org

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Table of Contents

Editor in Chief

Peter L. Colaianni, CAE

Vice President,
Publications & New Media

Brad Holt

Managing Editor

Darin Painter
Assistant Managing Editor
Kara Carpenter

Assistant Editor

Preeti Vasishtha

Art Director/
Production Manager

Roxanne Rash

Advertising Coordinator

Curtessa Pennington

Contributing Editors

Dick Gorelick

Dennis McGarry, CDC

Phil Schmidt

Publications Committee

Dan Swagler, Chairperson
Bob Bell
Jeff Long
Geoffrey Nelson
Tom Nelson
Gail O'Roke, CDC
Geo Plumberg
Ivars Sarkans
Louann Siebert
George Smith, CDC
Bob Talion
Steve Wakefield
Dave Wandling, CDC

Advertising Sales

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Fax: (703) 549-4966

bholt@printsolutionsmag.com

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Print Solutions is the official publication of the Print Services & Distribution Association (PSDA), the Association for Business Printing Independents. Unsolicited manuscripts are welcome. Please address all submissions to: The Editor, Print Solutions Magazine, 433 E. Monroe Ave., Alexandria, VA 22301-1693. Phone (703) 836-6232, fax (703) 549-4966. You can reach us via email at editors@printsolutionsmag.com. Visit our World Wide Web site at www.printsolutionsmag.com.

Volume 41, Number 12, December 2003. Print Solutions (USPS 205-400, ISSN 1535-9727) is published monthly by DMIA, 433 E. Monroe Ave., Alexandria, VA 22301-1693, (703) 836-6232. Subscriptions: $29 per year for DMIA members included in dues, $49 for non-members (plus postage for Canada and foreign). Periodicals postage paid at Alexandria, VA, and additional mailing offices.

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Statements of fact and opinion are the responsibility of the authors alone and do not imply approval on the part of the Publications Committee, Officers or Membership of DMIA.

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