In this episode, Founder Frank G. Cannata has improved profitability and label printing on his mind, wondering: If you’re already reselling production printing devices, is moving to labels that far of a stretch? He seeks advice from Frank Mallozzi, who presides over Konica Minolta’s industrial print channel. The two Franks have known each other for 30 years, dating back to before Mallozzi’s time with EFI. Just like office technology dealers, commercial print firms are looking to diversify and invest, Mallozzi says, adding that getting into labeling can be a great option. Plus, label printing is an ideal complement for members of the dealer community who sell cut-sheet, toner-based solutions.
Label printing is familiar
Many dealer organizations have the necessary pre- and post-sale support infrastructure in place, Mallozzi points out, and they’re already servicing the print engines used for labels. To sell labels, an effective go-to-market strategy is key, he notes. If your reps are already selling cut-sheet products, they need to ask existing customers a few more discovery questions, such as, “Are you doing any label work?” The magical question, says Mallozzi, revolves around outsourcing. Are they jobbing out labels and, if so, in what quantities? The possibility of bringing label work in-house could grab their attention. So, if you’re a dealership already into production printing, Cannata believes it might be time to consider graduating to the label business as a natural extension. Mallozzi concludes by citing toner’s start-and-stop advantages over inkjet technology. Digital label presses that use dry toner don’t need to be primed daily to optimize print performance, he explains. Another advantage is faster service response time, which helps differentiate Konica Minolta in the industrial print space. By responding more quickly, the OEM partner can help to “lock out the competition,” he stresses.
