Listening, Not Selling: How OEMs Can Keep Printers Competitive

Illustration by Sam Drew

OEMs that listen and deliver fully tested, production-ready solutions will earn the trust and business of printers and converters; not the ones who sell prototypes or exaggerate performance claims.

In today’s printing and converting industry, success isn’t about pushing the latest equipment off the showroom floor. Printers and converters are the frontline of the label and packaging market, translating brand and end-customer demands into operational realities. OEMs that want to remain relevant must shift from a “sell first” mindset to one of listening, understanding, and delivering solutions that are ready for production.

Printers and Converters Are Listening to Their Customers. Are You?

Printers and converters make investment decisions based on what their customers demand, not just what’s shiny in a catalog. Short runs, sustainable materials, faster turnaround — these are not abstract trends; they are real operational imperatives.

OEMs who skip listening risk selling solutions that don’t solve real problems. And if equipment is a prototype rather than a fully tested, production-ready solution, it can lead to costly downtime, maintenance issues, and broken trust.

Worse yet, overstated performance claims, such as inflated printing speeds that only hold up under idealized test conditions, can erode confidence faster than any technical failure. Printers know the difference between marketing speeds and real-world speeds, and when those don’t align, credibility suffers.

Tariffs and Equipment Costs: The Hidden Pressure

The global supply chain adds complexity for printers and converters. Imported inks, substrates, and equipment are subject to fluctuating tariffs that can significantly impact costs and purchasing decisions:

• Cost Impact: A 25% tariff on a $500,000 press adds $125,000 in costs, directly affecting investment decisions (Keypoint Intelligence, 2025).
  

• Operating Costs: 66.5% of U.S. printing companies surveyed expect tariffs to increase operating costs by an average of 10.5% over six months (Printing United Alliance, 2025).
  

• Supply Chain Disruptions: Nearly 48% of printers anticipate supply chain disruptions due to tariffs (Printing United Alliance, 2025).

Tariffs don’t just increase costs. They also introduce uncertainty into capital investment. Printers want equipment that’s fully tested, reliable, and ready for production, not prototypes that may fail under real-world conditions.

Three Pillars of Strategic OEM Success

1. Listen First, Build Later

Engage printers and converters in real conversations. Understand what their end customers want, where bottlenecks occur, and what drives efficiency. Then, design equipment that meets these needs fully resolved and ready for production, not as experimental prototypes.

2. Align Marketing With Real-World Demand

Insights from printers and converters should guide product roadmaps. Marketing should communicate how equipment solves operational challenges and creates value from day one, not just its specifications.

3. Future-Proof Technology & Sourcing

Invest in scalable digital presses and automation that reduce reliance on high-cost imports. Source domestic or alternative materials to mitigate tariff risk. Adopt modular, sustainable processes to improve efficiency and eco-impact.

Conclusion

The printing and converting industry is dynamic. Tariffs, customization demands, and sustainability pressures are constant. OEMs that listen to printers and converters, understand customer-driven needs, and deliver fully resolved equipment will design solutions that truly address real-world challenges and maintain a competitive edge.

“Success isn’t just about technology. It’s about partnership, insight, and trust earned by delivering solutions that work from day one.”