In this episode of Printing's Alive, Warren Werbitt sits down with Tracy Archuleta to explore her deep experience in the print industry. They dive into the growing role of CRMs, the rise of embellishments, and key considerations for printers looking to invest in finishing equipment. Tracy shares her perspective on market shifts post-COVID, modern sales challenges, and the importance of authentic client interactions. The conversation also touches on creative workflows, ROI analysis, cost negotiations, and using AI to streamline tasks like contract reviews. They wrap up with practical negotiation tips and a call to respect every member of the team.

(0:00) Introduction of Tracy Archeletta and her roles in the print industry

(3:01) Tracy's background and the importance of CRMs in print

(7:35) The rise of embellishment in printing and MGI machine experiences

(17:49) Tips for printers on investing in embellishment equipment

(19:05) Market shifts, marketing roles, and COVID-19 impact on trends

(26:02) Modern sales challenges and the value of authentic interactions

(29:02) Utilizing tools for meeting efficiency in sales

(31:18) Traits of thriving print businesses and self-education recommendations

(35:13) Insights into the creative process and print production

(41:06) Analyzing ROI and strategies for equipment cost negotiation

(47:42) Support for commercial printers in deal negotiations and service agreements

(57:23) Leveraging AI for contract reviews and OEM relationship management

(1:02:05) Respecting all team members and final negotiation advice

(1:04:25) Closing thoughts and call to action for listeners