Teach Customers To Want It

The last aspect is reference selling, a powerful and subtle motivator. Most employees want a service that's been proven on someone else's projects first. It's time to promote your successful application of print-on-demand technology.

Create a flyer with quotes from your customers that describe timely turnaround, flexibility, rapid revisions and other hallmarks of this thriving technology. Let customers define which applications are the most appropriate for on-demand printing—those where information quickly becomes outdated and those that require frequent revisions.