Executive Suite: Looking for the Edge The world of printing is about as trendy as off enses in the NFL. Something works for Mary’s business. It gets published and, soon, everyone is doing it. It’s a near-herd mentality. If you were to distill the tendencies in printing over the past 30 years, you would see two distinct trends emerge: Th e fi rst emphasizes basic meat-and-potatoes printing – the stuff everyone else does. Th e other trend is niche printing – fi nd that unique niche and bore into it until the last buck is reaped. I never bought into niche printing as some of my colleagues did. Why not? Oft en, these niches aren’t well researched and, as a result, owners who somewhat impulsively recalibrate their business to establish a niche are at great risk if it hits sand rather than striking oil. In addition, chasing niches can be expensive. Th ere’s oft en some equipment investment, plus – and most importantly – you’re messing with your company’s identity. Printing companies have reputations, and those reps work for or against them in the market. Competitors are only too happy to dismiss a company as “just a fi ll in the blank operation.” Honing your future edge So am I saying to drop niches and join the masses of ubiquitous graphic-arts entities that do the same stuff every other printer does? Not exactly. Unless you’re in great need of doing something dramatic, I encourage you to maintain the basics, because that business pays the bills. Furthermore, don’t play fast-and-loose with your company brand – if you have a solid, dependable reputation, focus on keeping it. But I’m also encouraging you to consider possible future niches. Where is the print market going in your area? Can you think of any new trends on which you can seize – and do so inexpensively? Are there needs that are rarely fi lled by your local competitors? Could you grab some of that business? Note the word “future” here. If you go aft er recent trends (niches), you may well be getting there too late. You will have dropped some cash and rattled your identity. Instead, what I’m encouraging you to do is to keep the lights on the way you are, all the while looking for an edge -- a niche that could really spike your fi rm’s revenue. I would do three things when looking for an edge: • First, I would seek out the new trends in the printing industry – and how you can take advantage of it. Read all the industry materials you can get your hands and eyes on (including, of course, Printing News). • Second, I would kick these ideas around among any trusted friends I have in the industry. Th ere are more than a few sharp thinkers out there who can provide real direction for you. • Th ird, I would ask some of my best workers to see if they have any innovative ideas. It’s quite surprising how creative some employees are, and what they can contribute to the cause. Eyes on the horizon Once you’ve found something you can call your own, “test drive” it. Avoid spending too much money (or company image) on this new venture before determining if it will really hit oil. You can market your new direction to solid, established clients, using a mailing, cold-calling, or some other method. You aren’t declaring a revolution here, you’re simply urging your current customers to try what you have. Give it a decent try, but if you become convinced your seeming “edge” is just another guy named Joe in the printing world, you can fade it out. From there, return to your previous posture of maintaining what you do – but always with an ear open for a new breakthrough. Oft en, having an initial dud can become the precursor to a breakthrough. Th e point is to stay opportunistic; it’s all too easy to get caught in a visionless routine. Keep your eyes on the horizon – that’s where the dollars are. By David Claerbaut Head of Sales Disruptions Dr. David Claerbaut heads Sales Disruptions, a consulting fi rm that specializes in serving the graphic arts industry with a focus on workplace dynamics and employee relations. Contact him at 702/354-7000. Learn more at www. PrintingNews.com/10746916. Find this article at PrintingNews.com/12293752 February 2 PrintingNews®com 017 ® Printing News 23
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