Redefine What Print Could Be

As the quarters tick by, the harsh reality sets in as traditional sales teams are struggling to meet expectations, leaving production floors underutilized and profit margins shrinking. The gap between expectations and reality widened, exposing deeper vulnerabilities in companies struggling to reinvent themselves.

The digital transformation, changing marketing strategies, and evolving customer preferences aren't new phenomena - they've been on the horizon, but many printing businesses have been slow to adapt. It’s time to turn the corner and redefine what print could be.

The QR codes, personalization, and digital integration highlighted in emerging direct mail trends aren't just nice-to-have features - they're becoming table stakes. Sales teams shouldn’t rely on outdated approaches, banking on traditional client relationships and hoping for a market recovery that raises all ships. Those relationships are certainly key for customer retention, but you can’t rely on that for growth. They're selling yesterday's solutions to businesses that don’t care about yesterday.

The chronic disconnect is stark: technology and customer expectations are rapidly evolving. Show your team how to position print, and direct mail in particular, as a strategic, data-driven marketing channel that complements digital experiences.

The most successful printers aren't just waiting for clients - they're proactively developing capabilities in AI-powered personalization, sustainable production, and omnichannel marketing integration. These are all intended to drive out unnecessary costs and increase value to the customer. Don’t think that inconsistent demand is just about market fluctuations. It could be a signal that printing businesses need to fundamentally reimagine their value proposition.

Before launching another sales initiative or reorganization, leadership must ask tough questions:

• Are we truly understanding our customers' evolving needs?
• Have we invested in the technological capabilities that modern marketers require?
• Is our sales team equipped with the knowledge to sell print as a sophisticated, data-driven marketing solution?

One recommendation would be to develop a forward-looking value proposition. Fundamentally reimagine what your print company offers. Stop selling print as a commodity and start positioning the business as a strategic business partner. This means creating service packages that demonstrate measurable value, developing capabilities in omnichannel marketing integration, and proactively solving customer business and marketing challenges rather than waiting for traditional print orders.

Be aware, this is hard, and it requires a different approach. Perhaps a simpler tactic for some would be to focus on understanding how your customers use print to drive their business. The better you know these issues, the less you’re selling print and the more you’re helping their business outperform their competitors.

Success in the printing industry now demands more than operational efficiency. It requires a strategic transformation that aligns sales approaches with the sophisticated, technology-driven marketing landscape of 2025 and beyond.

The printing businesses that will thrive aren't those who wait for the market to return to what it was, but those brave enough to redefine what printing can be.

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 ambitious owners and CEOs in the Graphic Communications Industry by providing direct and realistic insight, 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.