Sign in or Join the community to continue
If Print Quality Is Table Stakes, What Are You Really Selling?
Posted Oct 15, 2026 | Views 15
# Commercial Print
# Trends
# Strategy
# Personalization
# Embellishment
# Digital Printing
Share
SUMMARY
Fresh from PRINTING United 2026, Keypoint Intelligence's German Sacristan joined Dscoop to discuss what commercial printers should watch heading into 2027 — and why understanding the customer's definition of value may be their biggest competitive advantage.
+ Read More
CONTENT & TRANSCRIPT
Excellent print quality. Fast turnaround. Competitive pricing. These are all important to commercial print buyers, but increasingly, they're also expected. So how can print service providers stand apart when customers assume the fundamentals will be handled?
That question was central to a recent Dscoop.com conversation with German Sacristan, principal analyst at Keypoint Intelligence, who joined storyteller Darin Painter after exploring the technologies and trends on display at PRINTING United in Las Vegas. Drawing on show-floor observations and industry research, German discussed what commercial printers can do to make their offerings more valuable to customers as 2027 approaches.
One important shift, he said, is learning to sell the outcome rather than the production capability. German outlined four objectives that drive marketing communications: capturing attention, elevating the perceived value of a brand, delivering relevant messages, and making it easier for customers to buy. Printers have tools to support each one, from embellishments and specialty substrates that attract attention to personalized communications that make messages more relevant. QR codes, NFC tags, and augmented reality can connect printed pieces to digital experiences, giving customers additional information and a more direct path to purchase. The opportunity is to discuss these capabilities in terms of what they help customers accomplish.
German illustrated the point with a story from his own experience visiting brands alongside print salespeople. When they led with beautiful, highly embellished samples, buyers admired the work but quickly wondered how much it would cost. Changing the conversation to focus on the customer's challenge — such as standing out in a crowded market or improving campaign response — helped buyers recognize the potential return on their investment. The same printed piece could become a more compelling proposition when its value was explained through the customer's business objectives. German emphasized that printers don't need to become marketing agencies to have these conversations; they need to understand what customers want their communications to achieve.
Technology remains an important part of that equation. German observed automation extending across the production environment, including connected workflows, robotics, and equipment designed to reduce manual intervention. He also discussed the growing presence of Chinese equipment manufacturers and the importance of evaluating their service and support capabilities. Meanwhile, he sees significant potential for AI to simplify personalized print campaigns, making customer data easier to work with and helping marketers deliver more relevant messages at scale. And while embellishments were prominent at PRINTING United, German stressed that their real value lies in helping print capture attention and strengthen perceptions of a brand.
Ultimately, German encouraged printers to be selective, practice having more strategic conversations with customers, and look beyond the features that competitors can easily match. Quality, productivity, and responsiveness remain essential, but relationships, creativity, and the ideas a salesperson brings to the table can provide a more personal form of differentiation. His closing message was a call for the industry to champion print as a powerful communication channel, connecting its capabilities to the outcomes marketers care about most.
Watch the full conversation with German to hear his perspective on commercial print's future, including practical ways to communicate the value of print.
+ Read More
Watch More
How to Talk About What You Really Provide
Posted Feb 18, 2026 | Views 49
# Sales and Marketing
# Sales
# Strategy
# Edge Conference
What the Economy is Telling Print Leaders
Posted Apr 08, 2026 | Views 62
# Leadership
# Executives
# Economy
# Strategy
Where the Photo Market Is Headed
Posted Jul 24, 2024 | Views 23.1K
# Digital Printing
# Innovation
# Personalization
# Photo
# Photo Printing