Many years ago we started "seeding" accounts with small A4 MFP's. We would offer them after the sale for cost when we leased a larger A3 device. Cost was under $400, thus at the signing of the lease we would ask the customer if they needed any additional small MFP's for high level execs or maybe they needed one in their home office. Since most of the leases were 60 months, we were able to offer these for just and additional $8 per month.
We moved many of these units, and sure enough a lot of those units were upgraded to even larger A4 or A3 devices. We were sowing the seeds for additional placements.
So, lets that this a step further. Production Printing is BIG, and even getting BIGGER from what I see. Production Printers can range from a low of $30k and in many cases top $100k per system.
Let's face it, when you find an account that has just purchased or leased a Production Printer, you'll be following up for many years before that lease is due to expire. You also run the risk that your contact may not be with the company for the duration of the lease.
My plan, is to start seeding Production Print accounts with color niche products. Those color niche products could be a color envelope press, color digital print system that can print on 500gsm substrate, label press, folder, shrink wrapper. Pretty much something that they maybe buy or lease before they are ready for the next Production Print system.
Once I'm in the door with one of my products it will be much easier to keep tabs on the current lease, hear about the performance of the system and the service.
I believe that if we want to be successful with Production Printing, then we need to look at additional digital equipment that puts ink or toner onto substrates. We'll develop more opportunities, better relationships and offer more value to the customer than just the dealership of direct that offers Production Printers.
There are some incredible products on the market now, that has the sizzle to get you that first appointment. In addition we'll see more opportunities with additional color digital devices to capture additional clicks. Heck, if you're the creative type you could create your own niche digital print systems.