It might be cliché to say it’s important to stand out from the crowd, but it’s especially important when standing out could mean higher profits and a stable future, right?
Following the SGIA 2018 Expo in Vegas, I was reading the SGIA Journal and came across a great piece written by Deborah Corn (Intergalactic Ambassador to the Printerverse, Print Media Centr) about ways to profit as a print provider in 2019, “Package Your Print Offerings for Profits in 2019.” A very common topic among the print providers that I work with on a daily basis is how to drive higher profits to sustain their business into the future.
In this article, Deborah throws out the idea that if a print provider created a “packaged print deal,” where print providers can push the limits of their current equipment (and outsourcing if needed) to drive sales. This idea is simple but it makes a lot of sense.
Deborah comments on the “price, quality and service” trifecta that so many print providers lean on, but can’t always deliver, and how selling products in a different form can help set them apart in the competitive print landscape.
- “Productizing print offerings takes printers out of the commodity game.” This statement from Deborah is bold, but it’s spot on. This will certainly send a print provider apart – and I think it’s safe to assume that a print buyer would appreciate the effort to put together a package or packages with various items to choose from to create the perfect campaign.
- “Use every print technology under your roof, and outsource to use new technology you may not yet have if needed to make that package expandable with add-on options.” The easier you make it on a print buyer, brand, retailer, etc. to see all that you have to offer, the more likely you are to win that work. And when you’re able to show an entire array of all that you can bring to the table, it shows that you’re offering solutions for problems they may not have even come across.
- “Don’t harp on the technology. Create packages that highlight the print applications possible with that technology first.” As a product manager, it’s easy for me to spill technology information all over, but the proof is in the pudding – hand a potential client an impressive printed piece that will “wow” them, and that will be far more meaningful than harping on the cool technology; show them the results, and they’ll let you know how much more they want to know about the advancements that got us to this point.
Another benefit of the packaged print opportunity is how it will change the pricing conversation with clients and prospects – and for the better! Deborah says, “competitors are going to have a difficult time ‘apples-to-apples’ pricing and coordinating the execution and delivery of multiple materials as easily as you can since you created the package.” I don’t think there’s a sales specialist in the world that wouldn’t love to say it’s hard for their competitors to price against them. I think this is a critical aspect of the success that packaged print deals can deliver, and something that can truly make a print provider stand out.