Production Print Are Some Fantasizing a Diversification?
Or what data are they basing their thinking on?
I still get amazed when I hear consultants in the document imaging channel telling dealers that production print is a diversification dealer should jump on.
I have been screaming NO STOP! Delivering A3 and A4 MFPs to businesses is nothing compared to providing production print.
There is a reason you can't buy a semi-truck at the car dealer. Two different deliverables with two different service requirements, taking two completely different sales and management strategies.
Sometimes I wish consultants would expose themselves to data before they start telling dealers to involve themselves in a diversification based on fantasies. Just because some dealers sell production print doesn't mean it's successful.
Everyone knows that A3 and A4 business print has been covering up a lot of unprofitable diversifications. But, unfortunately, those days are quickly winding down as business printing evaporates.
Yes, dealers can sell, supply, and service production print but not based on whims, fantasies, or lacking data-based realities.
It would be fantastic if those preaching to dealers' production print also shared some realities regarding the numbers of a successful production print delivery. Where is the data?
The lack of accountability and substance will not lead to success. In reality, success gets bogged down when led by fantasy.
How many dealers could put their production print business on its own PnL and be happy with its financial performance? Does your production print business correctly account for all the costs involved in its delivery?
As the production print space continues declining in print volumes, it's even more critical that dealers have a clear path defined by accurate data. We also see the advances in Ink technologies changing the game entirely.
The benefits of Ink technology in production print will allow for some extreme differences in a production print business plan. Therefore, I suggest all dealers study the realities of how Ink over toner in production will change the game.
I think some consultants get confused regarding production print when they read or watch videos regarding the massive growth in industrial print, a growth caused by the advancements in Ink technologies.
Remember, Industrial Print is not Production print, and there is a difference between light production and production.
But, more importantly, all diversification must be able to stand on its own profitably! Robbing Peter to pay Paul is not diversification; it's insanity.
Ray Stasieczko
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