Think about the mechanic you take your car to when it needs repair. Next time you visit, take a look at the wide range of tools he has at his disposal. Compare his tools to a novice mechanic who starts off with a socket set, and if he’s lucky, some wrenches. Over time, as his skill level increases, he builds up his arsenal of tools. Eventually the novice becomes a veteran and he acquires tools along the way. His toolbox grows with his ability. (Insert grunting from Tim “the Toolman” Taylor here.)

Additionally, the more skill that he has with these various tools increases his ability to help his customers. Rather than having to outsource help to fix that intake gasket, he now has the right tools and knowledge to offer that service directly, making him more of a valuable asset.

Let’s draw some analogies to the graphic and printing industry. Are you utilizing all of the tools at your disposal and trying to build out your skill set? Think about your pre-press department. Even if you are still shooting mechanicals or doing everything electronically, layouts still need to be created and plates shot. What software are you using for those layouts? I would argue that at the very least you need Quark and some variation of Adobe’s CS package. Many pre-press departments have Quark 7 or beta 8 and Adobe CS3.

Now, if you are a Four51 customer, not only do you have the latest graphic production software, you also have a powerful online ordering tool. No longer will you have to outsource e-commerce services. It’s as though you just bought the newest tool for your box. But most importantly, do you really know how to use it?

Four51 has many tools available for you, including University Four51 and a knowledgebase that gives you instant access to the answers to the most common questions our customers have. There are also classes taught by, none other than Training Guy, who posts frequently on this blog.

The best thing you can do for your business is to show your customers you know their business. Tools are a necessity for everyone’s job. Whether your tool is a laptop or a socket set, your mastery of that tool is what gets the job done and keeps you ahead of the competition. Think about how you use your Four51 tool. Have you mastered it? If not, let us help you, help your customers.

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