Tracy Archuleta Breaks Down Embellishments, Sales Tactics, and Today’s Print Hurdles

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.