HC5000 Dont Fall Into The Quality Trap

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HC5000Dont Fall Into The Quality Trap!
July 5, 2005 Presented by David Murphy
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Today, I Met Prospects One and Two. Tomorrow,
You Will Meet Them Too.

• Their names are Mr. Smile and Mrs. Frown.

They live in every city and every town.
I asked each one about their document needs, We
discussed volumes and speeds and feeds Each told
me about their cost-per-page And the jams that
put their staffs in rage After asking about
their applications I proposed an HC installation
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• I talked to them about the HCs fit
• Its features, value, and benefits
• When I set my samples down
• Mr. Smiles smile was wide.
• but Mrs. Frowns was upside down.

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• Mr. Smile liked the idea of the HC5000
• and could see real value in
• utilizing the words fastest full-color inkjet
  printer for increased productivity and efficiency
  
• owning a simple, robust, durable printer that
  would provide reliability and peace of mind
• converting BW documents to color to improve
  reader retention and responsiveness
• migrating many color documents from desktop
  inkjet laser printers and other color-enabled
  copiers for improved cost effectiveness and a
  lower total cost of ownership
• bringing many outsourced applications in-house
  from quick-printers to increase control and
  reduce turnaround time
• leveraging the low 3-cent-per page operating cost
  to produce more full-color mailers and marketing
  publications to increase revenue and grow the
  organization

Mrs. Frown couldnt see the value. She just kept
saying that the print quality wasnt good enough.
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Mrs. Frown Just Doesnt Get It

• She doesnt understand that certain print
  applications require the highest level of color
  quality and others dont
• She doesnt realize that she is wasting time and
  money by producing Communications Color jobs on
  slow and cost-prohibitive print devices when she
  could easily print them faster,
• more reliably, and less expensively on
• the HC5000
• She doesnt see the value in converting
• black white documents to color for
• more impact and effectiveness
• She doesnt want to be more productive

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• Never wrestle
• with a pig.
• You both get dirty and only the pig enjoys it.

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• Never try to teach a pig to sing.
• It's a waste of time and it annoys the pig.

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Yeah? Well, youre an idiot!
Your print quality stinks!

• Never argue with a prospect about print quality.
• He either enjoys the argument for sport
• or he will get annoyed.
• (Either way, you lose)

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Emphasize The Strengths Of The HC5000Productivit
y and Cost Control
11x17

• Dont fall into the quality trap.
• Dont demo or show samples of large full-bleed
  photos
• These are not HC5000 applications
• Let the graphics color printers do these jobs

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Only Present and Discuss Real World ComColor
Applications
Newsletters, Memos, Notices
Direct Mail Handouts
Agendas, Schedules, Calendars
Data Information Sheets
Flyers Posters
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HC Customers Consider The Life Of The
DocumentHow It Will Be Used And Read

• What is its useful life?
• Newsletters may last a day or a week. Maybe a
  month?
• How will it be used and read?
• Will it be read once and then filed or perhaps
  discarded?
• Will it be framed and hung on the wall where
  people will study its graphic excellence through
  a magnifying glass for years to come?!
• Does it require PMS color matching, glossy paper
  stock, and 200-lpi (lines per inch) photo
  screens?
• Is it worth spending three, four, or five times
  more to print this document on a graphics color
  printer?

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ComColor Applications Are Used Everyday Nearly
Everywhere
Comcolor Applications of Current HC5000 Customers
2005 Survey of Current HC Customers
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Probe ForComColor Applications

• Tell me about the black white documents are you
  currently producing on copiers and printers that
  would have more impact by adding color to them
• Do these black white document generate the
  desired response from your readers?
• Could the content be more effectively
  communicated using color instead of black ink
  only? What would a higher response rate do for
  you and your organization?
• Are you aware that research shows that readers
  are 78 more likely to remember words printed in
  color?
• Do you know that color printing generates
• 34 faster response rates
• 48 increase in repeat orders
• 32 increase in overall revenues
• Source CAP Ventures study

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Probe ForComColor Applications

• Tell me about the color documents are you
  printing on desktop inkjet and laser printers, as
  well as on color copiers and MFPs, that you would
  like to produce faster and less expensively.
• What is the purpose for this piece? Is graphics
  quality necessary for this document that is
  likely to be read one and then filed or
  discarded?
• Who is your audience for this publication? Do
  different recipients have different interests?
• What value could be gained from segmenting your
  audience and customizing messages? Would you be
  interesting in producing multiple versions for
  more personalized approach?
• Are PostScript files used?

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Probe ForComColor Applications

• Tell me about the color documents are you
  outsourcing to quick printers that you would like
  to bring in-house.
• Do you have any documents with time-sensitive
  content (i.e. new product training to support an
  upcoming product introduction)? Would it interest
  you to be able to produce these jobs faster say
  in a few minutes rather than a few days?
• Are there frequent revisions and updates to any
  of your documents?
• How would you like to be able to make last-minute
  updates to your publications? You would be able
  to add todays news to your newsletters, instead
  of last weeks news. Is that valuable to you?
• Are there any issues with forms inventory
  obsolescence due to changes in staffing,
  technology, governmental regulations, or company
  policies?
• POD (Print-on-Demand) is for just-in-time
  printing, not just-in-case. That means you
  print only what is needed for immediate
  consumption. Are unused documents discarded?
• What is the quantity typically ordered for each
  document?

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Why Are Our Customers Buying HC5000s?
Motivating Factors Behind Decision to Purchase
Not A Reason!
2005 Survey of Current HC Customers
A Growing Reason
These Are Two Key Reasons
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Now Lets Talk About the Success Stories

• where organizations have realized the massive
  value that the HC5000 provides!