‘Keep doing what you’re doing...’
A very wise colleague of mine once told me that she told all of her prospects this phrase to get them to see that they needed to make a big change in the way they were doing things...
“Keep doing what you’re doing and you’ll keep getting what you’re getting.”
Now, if you’re Bill Gates, we might say that you SHOULD keep doing what you’re doing because it is gaining you billions of dollars, world renown and the ability to be philanthropic on a world-altering scale. HOWEVER, if you are a print provider struggling in today’s competitive landscape, you may want to consider this phrase more carefully.
The point is this; right now just might be an excellent time to consider doing something different. Have you been considering adding some new technology or a new piece of equipment that might help you stay competitive or enter a new market segment? It might just be a great time to buy. The equipment manufacturers, anxious to close deals, might be more willing to make concessions or throw in some extras like additional training or software upgrades that might cost you extra during more booming financial times.
Getting into digital, if you are not there already, would be one move to consider. The cost of entry into the market is relatively inexpensive compared to the cost of big iron, and the ramp up time to get operational is short. You can capture business that you might have had to pass on or outsource in the past.
Even though digital can be a highly transactional business, there are so many opportunities with concepts like variable and Web-to-print, that you may just want to jump into the deep end of the pool. Turns out, it’s not so deep. You can be up and running in a matter of days and have a desktop operator or pressman trained on the technology fairly easily. And if you approach any major manufacturer (I won’t name any so as not to appear biased), they will be more than happy to assess your needs and goals and help you make the right decision.
Blogger, author, consultant, coach and all around evangelist for the graphic arts industry, Kelly sold digital printing for 15 years so she understands the challenges, frustrations and pitfalls of building a successful sales practice. Her mission is to help printers of all sizes sell more stuff. Kelly's areas of focus include sales and marketing coaching, enabling clients to find engagement strategies that work for them and mentoring the next generation of sales superstars.
Kelly graduated from the University of Michigan with a degree in Political Science and, among other notable accomplishments, co-founded the Windy City Rollers, a professional women's roller derby league. She is also the mother of two sets of twins under the age of ten, so she fears nothing.