How Print Brokers Can Sell More Print
As a designer or print broker you have the primary role of working with customers to identify a solution and connect those customers with printing service providers that can deliver those services. Your customers don’t need to know you aren’t the one doing the printing, but the role stays the same. To increase sales and profitability, print brokers must adopt strategic approaches that are thoughtful and meet your customers needs and market trends. This article walks through a number of effective strategies for print brokers to sell more print and maximize their profitability.
1. Partner with a Wholesale Printing Service Provider or Trade Printer
Collaborating with reputable wholesale & trade printing companies offers significant advantages to print brokers and designers looking to increase sales.
Cost Efficiency
Wholesale printers provide services at reduced rates, allowing brokers to generate higher profit margins. By sourcing print jobs at lower costs, brokers can offer competitive pricing to clients & customers while maintaining profitability.
Diverse Product Range
Wholesale partnerships grant access to a wide range of print products and services, enabling brokers to meet varied customer requests without investing in specialized equipment.
Reduced Overhead
Outsourcing production to wholesale printers eliminates the need for significant capital investment in printing equipment and facilities, thereby lowering operational expenses.
2. Implement Upselling and Cross-Selling Techniques
There are many different ways that a print broker can increase sales by upselling and cross selling different products and services. This may not be news to most of you, but the facts are the facts and doing this is most definitely going to up your revenue.
Upselling Print: Encourage clients to opt for premium printing options, such as superior paper quality or advanced finishes, to elevate the final product’s appeal.
Cross-Selling Print Services: Suggest complementary products that align with the client’s primary order. For instance, pairing business cards with branded notepads or offering promotional items alongside event materials can increase order value.
3. Leverage Web-to-Print Solutions
Integrating web-to-print technology can make sure you are providing a good customer experience as well as streamlines the ordering process.
Provide clients with an online platform to customize and place print orders, providing both convenience and accessibility. Additionally, automating order processing reduces errors and accelerates turnaround times, leading to improved customer satisfaction.
4. Offer Value-Added Services
Differentiating yourself as a print broker can be done in many different ways, but one of the easiest and most effective methods is by offering additional services. This can both attract, sell and retain more customers.
Design Assistance
Provide professional design services to help customers create impactful printed materials. You may be able to do design work yourself, you could utilize AI tools to help with design or you could contract out the design work to be as valuable as possible.
Marketing Support
Offer guidance on effective print marketing strategies, demonstrating a commitment to their success. This could be tips to reduce costs, meet deadlines, attract more customers or sales for their company or even help with copywriting.
5. Build Strong Client Relationships
While this is more of a general type of strategy, generating trust and reliability encourages repeat business and word of mouth referrals.
Try delivering more personalized service. Understand each customer’s unique needs and preferences to deliver tailored solutions or at a minimum personalized communication that keeps them feeling like you actually pay attention to them and care.
Ensure that you are delivering consistent communication. If you maintain regular contact to inform customers of new offerings and industry trends, positioning yourself as a knowledgeable partner, you will build a strong position in the mind of your customers. All of this can lead to increased sales for you as a print broker.
6. Stay Informed About Industry Trends
Keeping in the know of technological advancements and market shifts or trends ensures you can offer relevant and innovative marketing solutions to your customers. Plus it makes you sound smart and like you know what you are talking about.
Continuous Learning in the Marketing & Print Industry: Attend industry seminars, subscribe to trade publications, and engage in professional networks to stay updated.
Adaptability Within the Market: Be prepared to integrate new printing technologies and services that align with emerging client needs.
By forming strategic partnerships with wholesale printers & trade printing companies, employing effective upselling and cross-selling techniques, utilizing web-to-print solutions, offering value-added services, nurturing client relationships, and staying informed about industry developments, print brokers can significantly increase their sales and establish a strong place in the market and in the minds of their customers.
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