Dickeson--Create Brand Recognition For Your Print Operation
Stop the foolishness of trying to serve all the print needs of everyone. If you're all things to all people you're nothing special to anyone.
Next, let the world know by any public relations schemes available, your packaging, letterheads, business cards, work uniforms, softball sponsorships, whatever, that you are the numero uno for "Brand X" (your brand). Reinforce it with advertising in the Yellow Pages and on your Website or wherever.
Recognize that "quality" does not sell printing. Nobody this side of heaven knows what "quality printing" is. But a perception of quality does sell printing. The quality printing perception is an illusion, but it has virtual reality in the mind of the customer. It is associated with the recognized leader in a market segment. Reality, rather than logic, says, "If Ajax Printing is the leader for Brand X, then it has to be the best—THE quality product."
The Branding Illusion
Branding creates the illusion of leadership. Leadership results from "survival of the fittest," the immutable law of a market economy. Coke is the "real thing," the quality drink, because it leads Pepsi in sales? Right?
Roll the tape back to that crusty purchasing agent challenging the young salesman in our verbal cartoon. What's he saying now? "Your company, Ajax, is the leader in Brand X, right? How can my firm take advantage of Brand X to help sell our tomato plants?"
Am I suggesting that there's black magic in branding? Sort of. But the real message is that your price must start with the perception of the value you add. Not the reality of value, but the perception of value in the minds of your staff, customers and prospects. If it's real and true value, so much the better. But that's not the point at all. The point is you must get that instant recognition into the minds of people in your market.