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10 Tips from the Pages of Print Solutions
- Learn about the technologies criminals use. Photocopy existing documents to test color copiers' abilities. Buy several inexpensive gift certificates from local retailers and examine the features used.
- Go beyond the purchasing agent. Security documents are value-added products that cost more than traditional products. Try selling to loss prevention managers of retail stores, controllers, chief financial officers and marketing departments. Marketing departments are good prospects because they are most concerned about criminals damaging their companies' reputations.
- Sell some features on the basis of appearance as well as deterrence against forgery. Many buyers, especially those in ad agencies and marketing departments, like the look of split fountain printing, foil stamping, rainbow printing and other security features.
- Compare security features to a burglar alarm. A house with a high-tech burglar alarm is less likely to be burglarized than a similar house on the same block without an alarm system. The same goes for security documents.
- Host seminars for customers to make them more aware of the potential for loss and liability. Invite your manufacturer, a local banker or police investigator to speak.
- Remind clients that the extra money spent on security features is small compared to the amount that could be lost due to forgery. Also, remind them about the time and hassles involved in investigating forgeries and closing out bank accounts when crime occurs.
- Work with local banks. Bankers, who undoubtedly are interested in reducing document fraud, may be eager to give you referrals. At the same time, keep the lines of communication open once you make a sale. Help your clients write letters to their bankers describing the security features incorporated in their checks. The letters should also describe how the documents can be verified.
- Always find out how the document will be distributed. Certain documents, such as immigration papers and stock certificates, require more extensive protection than others. In addition, the point of acceptance will determine what types of features you incorporate. It's easy to add black lights to the entrance of an arena or nightclub, making fluorescent inks a popular feature on secure documents accepted in those settings. A retail operation issuing gift certificates can train all cashiers to look for certain features, while a manufacturer that issues rebate checks has no way of communicating the checks' features to every banker in the country.
- Layer security features. In other words, try to use security papers in addition to special inks and printing techniques. In addition, security experts recommend incorporating obvious or overt features as well as hidden features.
- Learn the terminology, and keep explanations simple. One of the most confusing aspects about selling security documents is sorting through the terminology. (See the Glossary for details.) Many manufacturers offer the same features under various trade names. Ask your manufacturers to supply generic terms, if possible, and ask how or why the feature actually works. What disadvantages does the feature have? In addition, when creating warning bands for documents, use simple wording. Remember that many document recipients outside the printing industry will not understand terms such as split fountain printing. Instead, describe the appearance of the document.
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