Huge Customers and Business Risk: Do and Do Not

By Carl Gerhardt

“Do, or do not...there is no ‘try.’ ” – Jedi Master Yoda

Huge customers are great when you have them, but what happens if and when you lose them? It can be a disaster, and even put your firm at risk. We see this more and more in today’s market. The most successful and growing firms often have one or more very large customers that grow to dominate their sales and influence how they do business.

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Carl Gerhardt Author's page Carl Gerhardt is the chairman of Alliance Franchise Brands LLC, the parent company of Allegra Network LLC and Sign & Graphics Operations LCC, and a world leader in marketing, visual and graphics communications, linking more than 600 locations in the United States, Canada and United Kingdom. The company’s Marketing & Print Division, headquartered in Plymouth, MI, is comprised of Allegra, American Speedy Printing, Insty-Prints, Speedy Printing and Zippy Print brands of marketing, printing, mailing and Web services providers. Its Sign & Graphics Division, headquartered in Columbia, MD, is comprised of Image360, Signs By Tomorrow and Signs Now brands of sign and graphics communications providers.

Carl and his wife, Judy, owned and operated their own successful Allegra franchise for nearly 20 years before selling the $2.3 million operation in 2003. He is a PrintImage International/NAQP Honorary Lifetime Member and was inducted into NAPL’s prestigious Soderstrom Society in 2010 in recognition of his contribution to the industry.