What Really Drives Results in Business Printing

In the business printing industry, there’s always buzz about the “latest and greatest” press. Bigger, faster, more colors, more automation—it’s exciting if you’re the one buying the machine. But here’s the reality: while printers may obsess over the specs, customers rarely do.

That’s the central point of Bill Gillespie’s article, “You’re More Important Than Your Equipment,” published by Printing Impressions.

His perspective is both refreshing and challenging: “My client cared about the work, not the machine.”

It’s a lesson worth repeating. Print buyers aren’t asking about your press model, sheet size, or color management system. They ask if their work will execute flawlessly, deliver on time, and align with their goals.

Why Equipment Doesn’t Sell on Its Own

Gillespie describes helping a large printer market a brand-new press—one of the first of its kind in the U.S. While he expected creative directors to be wowed by the specs, the reality was different. They weren’t impressed by faster speeds or bigger sheet sizes.

Their questions were far simpler: Will this make my work cost more? Will it change what I get?

But as the article reminds us:

“Success is not just about having good tools. Our creativity and smart ideas can help us win business better than just having lower prices or new machines.”

In other words, equipment is table stakes. Yes, you need capable tools to compete. But the press itself doesn’t create value—your expertise, creativity, and problem-solving do.

Some of the largest wins in this industry don’t go to the shops with the most machines. They go to the shops that know how to listen. Smaller competitors often succeed not because they have more money, but because they make good connections with clients and finish projects well.

What Clients Actually Value

Clients rarely wake up wondering what kind of press their printer runs. They want confidence. Their concerns are focused on outcomes:

• Will my campaign stand out in a crowded mailbox?
• Will the color be consistent across every piece?
• Can you hit my deadline without surprises?
• Will this help me reach my marketing goals?

That’s the language of outcomes—not equipment specs.

The Real Difference

As Gillespie notes, printers sometimes hesitate to pursue opportunities because they believe their equipment puts them at a disadvantage. But more often than not, that’s a mindset problem—not a mechanical one.

Yes, investing in new and innovative technology matters. It ensures you can deliver what’s promised. The key difference is not the press. It is the people who manage it, the strategy for the project, and the creativity used in the solution. The real opportunity is shifting the conversation. As the article wisely puts it:

“Ask your client what they are trying to accomplish, not what they are trying to buy.”

When you focus on results like higher response rates and better donor engagement, you become more than just a print provider. You become a trusted partner. That shift—from product to purpose—is where relationships are built and long-term value is created.

The Bottom Line

The heart of Gillespie’s article is this: equipment will never replace imagination, problem-solving, or trust. Clients don’t buy press specs. They buy results.

At NextPage, we couldn’t agree more. We have invested in new printing technology because it helps us deliver better results. Our real value comes from our team’s skills, the creativity in each project, and our ability to understand our clients’ goals.

In the end, as Gillespie says in You’re More Important Than Your Equipment, the most important asset is not on the shop floor. It is the people who bring the work to life.