Dave Hultin Archives - Marketing, content, & technology to help printers sell more printing

Previously, Sam Lewis tackled the challenge of managing client expectations after implementing minimum charges at Print Perfect. With the policy now in place, Sam begins looking ahead to new opportunities. Instead of viewing small jobs as obstacles, he starts to see them as stepping stones for growth. This month, Sam explores ways to build deeper relationships and turn low-margin interactions into gateways for larger, more profitable projects. Can these small wins pave the way for big success? Part 4: Small Orders, Big Decisions: Turning Small Jobs into Big Wins Sam had spent weeks refining Print Perfect’s approach to minimum charges and client communication. But as he looked over his books, he noticed that while the small jobs had become more manageable, they still weren’t driving growth. “There has to be a way to turn these into something more,” he thought, pondering how to make low-margin work a stepping stone for bigger projects. Finding Value Beyond the Profit Margins One afternoon, Sam discussed his thoughts with Laura. “I’m wondering if we’re missing out on opportunities with some of these small jobs,” he began. “If we could turn these clients into repeat customers for larger projects, that could really make a difference.”

In last month’s article, Sam Lewis began setting minimum charges for Print Perfect, a necessary but challenging step to sustain his business. Now, he faces an equally tough task: communicating these changes to his loyal clients. As concerns and questions arise, Sam learns that managing expectations is just as critical as implementing new policies. In this installment, we see how Sam navigates client conversations with transparency and tact, working to preserve trust while staying true to his business goals. Since implementing minimum charges, Sam had mixed feelings. Some clients understood and appreciated the change, but others raised concerns. Now, he faced the next challenge: how to communicate these changes in a way that would keep clients satisfied without undermining his business goals. One morning, as he prepared his usual cup of coffee, Laura approached him. “Sam, I think we need a consistent way to explain these new charges. We’ve been doing it one conversation at a time, and it’s a bit overwhelming.” Sam nodded, “You’re right. It’s time we establish a clear approach.” Building a Communication Strategy Sam decided to craft a message he could use across all client interactions. He drafted an email that outlined the reasons for the

Last month, we met Sam Lewis, owner of Print Perfect, as he began to face the financial strain caused by small, low-margin print jobs. With his shop’s resources stretched thin, Sam realized that change was necessary. Now, he takes his first step toward addressing the issue: introducing minimum charges for small jobs. In this article, Sam navigates the delicate balance between setting boundaries and preserving the relationships that make his business special. Will his clients understand, or will the change test their loyalty? Sam had been contemplating it for days: how do you set minimum charges without alienating loyal customers? He glanced over at Laura, his production manager, who was already juggling a backlog of small jobs, each barely covering costs. “Laura,” he began, “I think it’s time we take action on those minimum charges.” Laura nodded. “I agree. We’re stretched too thin, Sam. But we need a clear way to communicate this so clients understand why it’s necessary.” Sam paused, deep in thought. “I don’t want them to think we’re just hiking prices. How do we help them see the value behind it?” Crunching the Numbers Determined to dig deeper, Sam decided to analyze trends over the past

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. Today, we’re drawing inspiration from a historic athletic achievement to explore how embracing Artificial Intelligence (AI) can revolutionize your printing business. Breaking the 4-Minute Mile Before 1954, medical experts and athletic professionals deemed the idea of running a mile in under four minutes impossible. It wasn’t until May 6, 1954, when Roger Bannister accomplished this feat, that the barrier was broken. This achievement not only proved the experts wrong but also inspired many others to follow suit. Within a few years, over 50 athletes had broken the 4-minute mile, demonstrating the power of breaking mental and perceived physical barriers. Similarly, the adoption of AI in business has faced skepticism. For years, many have seen AI as a futuristic, impractical technology. However, continuing advancements and successful implementations across various industries have shown that AI can indeed drive significant improvements in efficiency, customer engagement, and cost savings. Training for AI Excellence Roger Bannister did not achieve his record-breaking 4-minute mile by chance; it was the result of strategic preparation. In the same way, to achieve true AI productivity,

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, we dive into the powerful role of creating a welcoming environment in your shop, inspired by a modern banking experience and a cherished memory from my early days in the printing industry at Express Press in Fargo, North Dakota. The allure of complimentary cookies and coffee might be why some customers, myself included, prefer visiting their bank in person rather than speeding through the drive-through. This simple yet effective approach to customer care can transform a routine errand into a pleasurable visit, increasing customer satisfaction and loyalty. Now, imagine applying a similar strategy to your print shop. How This Helps You Sell More Printing Reflecting on the early ’90s, I recall the innovative spirit of Mike Stevens at Express Press. Mike often credited his father, Jerry, as his “secret weapon.” Jerry was known for his humor and friendliness, and he introduced a unique way to welcome customers—by baking bread right in the lobby using an automated bread-making machine, a cutting-edge technology at the time. The delightful aroma of fresh bread

Welcome back to another edition of “Sell More Printing,” where we consider sales and marketing strategies that can significantly boost your printing business. In this issue, we’re spotlighting how your Management Information System (MIS) can be so much more than just a management tool; your MIS can also be a key element of your sales and marketing framework. Keep reading below, but also watch the replay of the Your Marketing-First Blueprint for Website & MIS Success webinar to discover how this strategy unfolds in more detail. This all-in-one solution, with its one-of-a-kind approach, specifically addresses the challenges of running a print business. In today’s competitive market, integrating your MIS with your marketing strategies is not just innovative; it’s essential. If your marketing strategy is designed to lead your prospects and customers to your website’s order forms, why can’t your website ask for the sale when they arrive, “Ready to make a purchase?” Why can’t your MIS tell your website to say to your customer, “Thanks for your order!” and then turn to your production team and say, “I’ve got a new order for you to print!” Odyssey Connects Marketing to MIS That’s exactly what happens with Odyssey, the Print MIS that lives

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, we’re diving into a topic sparked by a conversation with my daughter, Tessa, about an unusual traffic marvel – England’s 7-circle Magic Roundabout – and how its principles can revolutionize your marketing approach. The Magic Roundabout: A Complex Dance of Traffic Imagine navigating a roundabout. Now, multiply that by seven interconnected circles! That’s the Magic Roundabout in Swindon, England. Click here to see a short video of this unique system in action. Initially confusing, this roundabout efficiently manages heavy traffic from multiple directions. Each mini-roundabout within the larger system requires drivers to adapt, observe, and react quickly – much like the multifaceted world of marketing. How This Helps You Sell More Printing The Magic Roundabout’s complexity mirrors the challenges you face in marketing your printing business. Just as drivers must choose the right path through the roundabout to reach their destination, you must navigate various marketing strategies to reach your target audience effectively. Steering Through the Marketing Maze: Practical Steps To adapt this analogy to your printing business, consider these key

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. Today, we’re venturing into the mystical world of video games – yes, you read that right – with a spotlight on Zelda. Our journey begins by exploring how Kathy, our fearless Director of Client Relations at Marketing Ideas For Printers, found business wisdom in this pixelated world, all while gaming with her grandson, who absolutely loves that his grandma is a gamer! Leveling Up Client Engagement with a Zelda Twist Get a picture in your mind of Kathy, controller in hand, navigating the landscapes of Zelda; her brow furrowed in concentration. In between helping her grandson find the Master Sword and rescuing Princess Zelda, she had an ‘aha!’ moment. Kathy thought, “If Link can save a kingdom with a little strategy and a lot of heart, why can’t printers use similar tactics in their day-to-day business?” Just as Link journeys through Hyrule, facing dragons and solving puzzles, you, too, can embark on an adventure with each client, armed with your mighty print solutions! How This Helps You Sell More Printing In Zelda,

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, let’s dive into the world of car washes and discover how their clever subscription model can be a game-changer for your print shop. Sparkling Success – The Car Wash Subscription Strategy Recently, a new car wash opened in my neighborhood, with signage enticing all drivers with free car washes for a week. Count me in! As I lined up for a complimentary wash, they presented me with an irresistible offer – $5 for 30 days of unlimited, premium car washes. Thirty days later, I was no longer a one-time customer; I had become a regular subscriber. This clever marketing strategy is not just about cleaning cars – it’s about building a loyal customer base. How This Helps You Sell More Printing What makes this car wash strategy so effective for your printing business? It’s simple: the transition from a one-time free service to a low-cost, high-value subscription. By offering an incredible initial deal, you draw customers in. As they experience your service’s quality and convenience, transitioning to a regular subscription