01732 759725
PRODUCTION PRINT
42
The device
needs to be
fit for the job,
particularly
with regard
to volume
capability
and media
handling.
The key
thing is to
understand
that you're
selling into
areas where
print is
critical.
and why it counts?; does their chosen
manufacturer provide a ramp-up program
that helps with all of the above?; and do
they have specialists on hand?”
Campomanes said: “There is definitely
a need for resellers to understand the
challenges facing their customers and
how print solutions optimised to meet the
specific demands of this sector can have
a positive effect on their business. Being
able to demonstrate these benefits to their
customers and show the return they can
achieve is vital.”
He added: “Every reseller will need
different capabilities to be able to
successfully ‘sell’ the different product
offerings from their supplier partners. From
Canon’s point of view, we work with our
partners to provide full training as well as
ongoing sales and service support. This
gives our partners and their customers
the confidence, knowledge and expertise
to gain maximum benefit from their
investment in a Canon device.”
“Selling and supporting production
print devices does require a different
skillset,” said Fieldhouse. “The sales cycle
in itself is longer, but it’s in the service
support area that resellers need to be
geared up to deliver. The key thing is to
understand that you’re selling into areas
where print is critical. In the production
print environment, whether that’s a CRD,
print or copy shop, on-time delivery and
quality is central to what they do.
“In these settings, where they are
providing a service to their customers,
print is much more important than in an
office setting where a short delay doesn’t
necessarily impact on their business.
Resellers supporting production print
equipment need to ensure maximum
uptime and, in order to do that, the service
structure has got to be first-class.”
powerful Digital Front Ends (DFEs), which
can process larger files at speed and
have more tools. The combination of
engine and DFEs makes it easier to set
up jobs, reproduce brand colours and
offer better finishing, such as being able
to staple more pages, trim edges or do
more folds. Ultimately they can offer a
more professional product. One other key
difference is the ability to feed SRA3 sheets
that allows the CRD/copy shop to create
full bleed documents.”
For Clarke, production devices should
also offer high levels of efficiency and
automation. “Automation on a light
production device can mean how easy it is
to set-up new stocks, registration, colour
accuracies and colour profiles. Features
like this are increasingly common on light
production devices, where previously they
were only available on high production
colour digital presses,” he said.
Another important consideration is
workflow. “This is about how you get
jobs delivered to the CRD/copy shop (i.e.
Web to Print) and, once the job arrives,
how the job is set-up. Every time the CRD/
copy shop needs to touch or correct a
job, for example impositioning, adding
page numbers or adding covers, it costs
them money. So if the pre-press can be
automated, then it reduces costs as well as
reducing waste and dissatisfied clients.”
Media handling
Parker, too, says devices for this market
need specific qualities that separate them
from high-end office machines.
“The device needs to be fit for the
job, particularly with regard to volume
capability and media handling (up to
300gsm). Quality standards are vital with
colour calibration on the engine and toner
type. This encompasses 4800 x 1200 dpi
(1200 dpi 2-bit colour) print resolution;
toner formulation with uniformly sized
toner particles; and high colour density and
saturation still achievable,” he said.
“Other features include in-line
finishing (normally for booklet making);
productivity and the use of a professional
Fiery RIP (workflow server) to maintain
efficiency and prevent bottlenecks; and the
operating environment including whether
the footprint is small enough to cater for
space-deprived workplaces.”
Campomanes says that although speed
and duty cycle are generally what qualify
devices as production machines, other
factors need to be taken into consideration.
“The main differentiators for devices
serving this particular sector are the quality
of imaging technology and the flexibility
to meet the demands of this growing
sector. Internal print departments, creative
communities and smaller print shops
are now looking for print technologies
that offer total flexibility for a range of
applications, premium quality output and
the ability to maximise production and
cost efficiencies. It is also important that
successful print devices in this category are
fully optimised to facilitate seamless and
secure integration into both existing and
future workflows.”
Skills and expertise
It is not just devices that require specific
capabilities. Resellers also require different
skills and expertise if they are to be
successful in this market.
Parker said: “Resellers need a number
of capabilities, such as sales knowledge,
customer accounts and a will to develop
and be patient. Service capability is a
bonus, while back office processes that
can handle escalations are needed. Other
things that should be taken into account
include matching investing in this area to
the overall business strategy, having the
resources to generate quick wins, market
knowledge and an understanding of the
macro and micro trends that are driving
the markets.”
He added: “Dealers need to consider if
the sales team can handle the sales cycle:
do they understand the technology enough
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