© Keypoint Intelligence 1|© Keypoint Intelligence
Print Samples that Sell
Pat McGrew
Senior Director, Production Software & Solutions
August 2019
© Keypoint Intelligence 2|
• Pat McGrew, M-EDP
• Industry Evangelist
• Senior Director: Production Software and Services
at Keypoint Intelligence – InfoTrends
• 30+ years helping customers create success
through communication products
• @PatMcGrew & @PrintChange
• www.linkedin.com/in/patmcgrew
• PrintSampleTV at Inish.TV
© Keypoint Intelligence 3|
Why Build UniquePrint Samples?
Demonstrates YOUR print
capabilities on each type of
printing equipment
Shows YOUR substrate options
Shows YOUR options for
enhancement
Shows YOUR finishing options
Functions as YOUR “leave
behind” on sales calls
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We Often Find…
Print samples:
Left overs from print runs
Supplied by vendors
Printed on equipment
that has left the building
Overruns from work that
customers asked to be
run as test prints
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We Hope to Find…
Dedicated samples to
show capabilities of
each device
Samples that show
options for substrates
and finishing
Samples that wrap a
story together
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Your portfolio should…
Create different portfolios for different stages of discussion
› Basic portfolio with a smorgasbord of your capabilities
› Specific portfolio for the product lines your support: documents, books, posters, direct mail, marketing collateral, leaflets, décor…
› If you have enhancement capabilities, create a deep dive portfolio that showcases the value add you can offer
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The Anatomy of a Print Sample
The Best Plan:
A library of samples that
are refreshed regularly
Regular education for
sales and CSRs on what
is available
Dedicated print runs for
samples
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Show How YOU
Differentiate!Differentiate & Deliver
Personalize and Customize
Add color
Add information design
Add enhancement
Build a Loyalty Relationship
Know preferences
Understand how they buy
Understand why they buy
Make it hard to switch
Build loyalty
Increase wallet-share
Show how you VDP!
Story:
Take a product and make it better!
© Keypoint Intelligence 11|
Your portfolio should…
Create different portfolios for different stages of discussion› Basic portfolio with a smorgasbord of your
capabilities
› Specific portfolio for the product lines your support: documents, books, posters, direct mail, marketing collateral, leaflets, décor…
› If you have enhancement capabilities, create a deep dive portfolio that showcases the value add you can offer
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Your Next Steps
Create and maintain print sample
libraries
Demonstrate all your capabilities
Ensure that all team members are
educated on the stories that bring
the samples to life
Use finishing options as a
differentiator
Refresh stories quarterly so teams
have fresh ideas to share with
customers and prospects
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Your Next Steps
The Best Plan: Create samples that show the
capabilities of every finishing
option, even those you send out
Create a process to
dispassionately review print
sample requests that are outside
of your standard set
Treat requests to print customer
files the same as a for-pay job
Set ground rules
Thank You
© Keypoint Intelligence
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973.797.2100
[email protected]@PatMcGrewwww.linkedin.com/PatMcGrew+1 720 220 5097