The Right Talent and Services
Take a hard look at what you provide to your customers. Is the mix the same for your top 20% as it is for the others and do you have a good grip on what services, products and clients are profitable for your business today? How about tomorrow, where is the growth potential going to come from? Is the path you’re on leading to a better future for your business?
Your business planning, talent and business development efforts should be aligned to better assist you in understanding these issues. The data available shows that the industry continues to move into more non-print areas that includes mailing and fulfillment, web based services, marketing related services and data management. How does this compare to what you see in your marketplace?
Do you have the right mix of customers? Where are they headed? You’ll need the right talent on your staff to uncover the true growth opportunities and then be able to deliver in such a way as to increase your value or perceived worth to your customer. An effective team will embrace these new challenges and their passion for results will be contagious to both your clients and your entire staff. As print spends decline and supplier lists get shortened, those who are viewed as the most valuable to their clients’ success will most likely be left standing.
We’ve heard for years that it’s very difficult to be successful by just buying equipment and technology and asking, “we offer PURLS and QR codes now, do you want any?” These non-print services are not just add-ons but should be integrated with the work your clients are already doing. Your company should have the creativity and the talent to really understand what’s going on with your customers and become their trusted advisors to have the opportunity to expand into these services.
Depending on the market you are in, there may still be a lot of transaction type printing still around to be had. However, as the industry continues to contract and the amount of print-only revenue declines you should be looking at what else you can bring to the marketplace that will be valued by your customers both today and tomorrow.