Make Your Services a Competitive Advantage

Congratulations, you are no longer just a printer, you are so much more! Over the past decade companies have broadened the scope of services they can provide to their clients. They have added mailing, kit packing and fulfillment, wide-format, eCommerce and storefronts, creative design and promotional products and more to their arsenal in hopes of earning a larger wallet share from their clients. The question is, are these services a true competitive advantage in client retention and acquisition or are they offered to the market as a “yeah, we can do that too!”

This goes back to the question of why did these companies add the services to begin with. Was it part of their overall growth strategy or was it in reaction to a key account that said, “hey, I need some help with this.” We are all opportunistic in nature, so there is no criticism or judgement going on here. Merely, are you maximizing the value of your investments.

In the SGIA Critical Trends Report: Commercial Printing Winter 2019, compiled by my former colleague and Chief Economist Andy Paparozzi, he writes, “Panel members who have diversified successfully raise two points. First, adding services is not enough. Services must be integrated into programs that help clients communicate more effectively with their clients. When we add without integrating we are still a commodity business, just with a wider range of commodities to sell.” Well said.

The goal for most firms adding these services was to de-commoditize their offering. Take a hard look at your go-to-market strategy and evaluate how well you’ve integrated and gauge your results from doing so. Are you reaching your goals? Is there more work to do? What’s your next steps and action plan? Good luck in your evaluations and keep at it.

Mike Philie can help validate what’s working and what may need to change in your business. Changing the trajectory of a business is difficult to do while simultaneously operating the core competencies. Mike provides strategy and insight to owners and CEO’s in the Graphic Communications Industry by providing direct and realistic direction, not being afraid to voice the unpopular opinion and helping leaders navigate change through a common sense and practical approach. Learn more at www.philiegroup.com, LinkedIn or email at mphilie@philiegroup.com.