Talk Client Pain Points First, Pitch Print Second
Find your clients’ communication and growth pain points first then create a comprehensive approach to accommodate print products/services.
The Printing industry is not dying. That is an exaggerated topic people write because they have nothing else to write about.
Yes, the Printing industry has struggled as digital products and services continue to displace traditional printed materials. This is called disruption, not replacement. The print industry in not dying, its simply changing.
Here is why I think so. Many printers have figured out sustainability. Many printers are thriving by creating new opportunities for printed products offering comprehensive solutions that go beyond print. They promote print as a strategic component of a larger comprehensive solution.
Some of these printers who’s roots trace back to printing and binding have evolved to offering fulfillment, stock management, website creation, and multi-channel-marketing services all the way to offering dedicated web to print solutions. They’ve gone from direct mail including personalized websites (PURLs) and emails, to complete strategic solutions that involve marketing automation support.
“Modern Printers are moving away from selling print jobs, and instead spend time gaining a deeper understanding of what their customers’ marketing strategy and growth objectives are.”
– Rick Aberle, CEO, Propago
Thriving printers have changed the way they approach business opportunities. It is not about pushing clients to mix print and digital for their next campaign, but instead about addressing client problems with solutions that solve larger pain points. It is about uncovering a holistic issue –which might turn out to require production, fulfillment, inventory control, supply chain all the way to digital services. We went from a one-off campaign to a sticky solution that will yield years of new revenue.
The Challenge
The biggest challenge for printers is taking their “print goggles” off and understanding how they can uncover new opportunities for printed products –then pass this approach down to the sales force and teach them to pitch more than print jobs.
Unless your sales representatives are engaging their clients in meaningful marketing and growth strategy discussions, they won’t uncover new opportunities. Think of Coca-Cola’s latest variable data print strategy on cans. How did that come about?
When printers understand how to talk with their customers about their marketing pipeline and marketing strategy. Sales and operations teams excited about positioning print as a key element of the marketing strategy –you will uncover more opportunities for print, mailing, fulfillment, and other print related services.
Your approach towards clients should start with conversations around their pain points. Don’t lead conversations about print products, capabilities, prices, quality, lead-time, etc – be patient that will come.
There are many ways to grow. You simply have to listen to your customers. For example, Vista Print figured out how to remove the complexity of buying print while optimizing the production and fulfillment process achieving one of the highest per order margins in the global print industry.
Develop a wider approach that looks deeper into your customers’ communications processes. Identify growth opportunities you can tap into. Whether those services are marketing, tech solutions, fulfillment, design, packing, supply chain, etc… it’s a good idea to consider your clients’ pain points first, uncover the root problem, create a solution and fit print products/services where they fit.
