Heatset Web Printing -- Dead Set on Heatset
Creative thinking such as this can not only save business during tough times, it may also plant the seeds of future sales. Customer service comes in many shapes and forms.
"Quality, price and service are a given," affirms David Bracken, president and CEO of The Press of Ohio, located in Brimfield. "The difference is in innovation to the customer—how you can save them money, time or provide added value.
"You need to be a partner in your customer's business. A printer must know the customer's product, and the customer must know the printer's capabilities in order to develop a win-win situation."
Once a printer has found success, Bracken says it should concentrate on growing business in that niche.
"Printers get in trouble when they stray from what they're good at, when they try to do something out of their comfort zone," he says. "Too many printers try to be all things to all people. Successful printers stick with what they do best and focus sales and service on improving quality and throughput."
Focused sales and service, contends Bracken, help a printer weed through the potential field of opportunities to find the greenest niche.
"The day of the generalist is over. You have to carve out a niche," says Bracken, who claims his company found a booming niche market, but won't reveal the details for proprietary reasons. "Pursue markets where you do best and you'll be successful, whether it's long- or short-run work. Today, growth opportunities are everywhere."
—Cheryl A. Adams