ACUP '98--A Louisville Slugger

• Sell benefits, not features: customers don't buy technology, they want to know what it will do for them.

Richard Sand, of Xerox, offered some marketing advice of his own, urging attendees to try a fresh approach.

"Become a print partner rather than just a supplier of print," he said.

Consult with customers rather than just selling to them, he said. Let them know how your services can help them do their jobs better. Stress your value-added benefits, like your ability to check for correct logos and colors. Also, sit with customers and offer technical advice, such as how to create digital files.