Keep Your Printer Busy to Grow Your Business
Idle printer? Keeping that printer running full out is key to business growth. Here are some strategies and tips to help you bring in more business.
Strategy 1: Expand Your Footprint
Walk Down the Hall
Targeting existing customers and increasing the volume of work you do for them is a terrific‚ low-cost approach to growing your business.
Next time you’re visiting a customer site‚ walk down the hall and speak with other managers (e.g. fleet‚ POP‚ special events‚ marketing‚ tradeshow planning).
- Identify their needs and priorities – then sell a campaign‚ not just an order.
- Pitch “image enhancement” and “impressions‚” or sell “value” and price it right.
- Gain more applications with a broad portfolio. Become their one-stop shop. (Think cut vinyl‚ digital prints‚ wraps‚ promotional‚ architectural signs‚ backlits).
- Aim for big and small; be creative.
Operations tip: Additional volume is great to fill excess capacity. Keep in mind issues of workflow and staffing and monitor costs.
Own a Market Segment
- Select attractive segments – high growth; emerging; large market size; large advertising/building budgets. See sample market segments.
- Consider geography‚ seasonality‚ competition or cost to serve.
- Be the expert (help identify needs and develop strategies).
- Market yourself using industry lists and associations; walk the hall; leverage relationships; use your own assets (showroom‚ your vehicle); offer idea appraisals.
Operations tip: Streamline by capitalizing on market segment similarities (applications‚ materials‚ lead time). Have proper resources‚ use wholesale connections.
Strategy 2: Own an Application or Two
(Best for medium or large cities.)
- Pick large-market/high-growth applications; consider profitability and level of competition.
- Be the expert and gain a go-to reputation.
- Monitor trends and capitalize on them.
- Target multiple market segments or leverage similar markets.
- Gather testimonials‚ create case studies.
Operations tip: You’ll need adequate hardware and software and specialized staff. Deliver quality‚ but be lean.
Suggestion: Go after Stimulus Fund Appropriations
Federal and/or state governments will be spending funds in several ways.
| Areas of spending |
Your Opportunities |
Capital improvements‚ deferred maintenance and facilities improvements |
Interior/exterior signage and decorative films
Also consider energy efficiency – (LED lighting for backlit signs) |
Railroad programs and facility improvements |
Interior/exterior signage and decorative films
Transportation markings |
Suggestion: Sell more value per order‚ or with greater frequency
- Upsell to more square feet.
- Upsell by recommending full-color graphics‚ full wraps‚ changeable or promotional graphics‚ or reflective graphics.
- Recommend sustainable solutions.
A picture is worth a thousand words…sell more value by recommending full-color wraps or the 24/7 power of reflective graphics.
Suggestion: Save time and money by getting it right the first time
To get it right the first time‚ you need good image quality that meets performance expectations.
- Know what the end-user wants in terms of substrates‚ durability and removal.
- Then‚ guide them to the proper choice of:
- Recommend sustainable solutions.
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