In addition to the comments made by SHWEC, I have experienced the importance
of a "marketing system" with regard to this issue. One very important part of
this system is the uniform implementation such as in checklists, training,
policies, and approach.
The strategy in approaching a customer with these issues is critical. As
customers get information and suggestions from print shops, they sometimes
use this as a guide to other services. If the marketing is not kept uniformed
and controlled as with any other marketing it can prove to be a nightmare.
Printshops that lose control have found that even though the customer seems
to have what they want, the print shop has either lost profits or control of
the production and materials.
Marketing for waste minimization can be a very worth while investment just on
image alone. Once it is a formal policy within a print shop, it becomes an
"in-house" cost saver.