On Demand Offers Drupa Preview

"If you do not understand the technology, you will not be able to sell it to upper management," he said. He is also a believer in bringing clients to the in-plant to train them and show them what the in-plant can do for them.

Sherman has focused on moving away from bulk printing and warehousing and into print on demand. But his operation is also moving a lot of print-on-demand work online by building indexed databases that customer can access via the Web. His in-plant has also found success by getting embedded in its customers' business processes, he said.