Many printing companies are struggling to find profitable work but there is a growing number of companies (involved in artisan works) where print is an integral part of their businesses, whether they know it or not. In this SPECIAL FEATURE ARTICLE by Print Sales Veteran – Matthew Parker, you will discover how to take advantage of this important segment of the economy and why selling prints to artisans can make all the difference not only to the perceived goods and services that they are selling but also to your bottom-line.
Imagine two bottles of hand lotion. One is in a plain plastic bottle. The other has a beautiful label and is shown off in an attractive presentation box. Which one will many people choose? Which one will many people pay substantially more for? Print can make a huge difference to the perceived value of a product or service. I call this type of work artisan print.
What is Artisan Print?
Artisan print is high-end print that allows companies to sell goods or services at a higher price. It usually involves excellent design and unusual substrates. It also often involves extra colours or extra finishes.
© BowePack
Typically, this sort of print is associated with artisan makers of craft items and food and drink. Traditionally printers haven’t looked at these prospects closely because they are often one person businesses with small print runs. However, one independent chocolate maker I know spends in the region of $12,500 per year on print and packaging. Having a few of these accounts would certainly make a difference to many print companies.
Many larger companies are now also aiming to tap into this market. This applies particularly in the e-commerce sector where companies are keen to differentiate themselves from the competition.
Why sell Artisan Print?
© The Newton Print
The key reason is that the profit margins are much higher in this segment. You also typically win a much more loyal customer. Artisan print is not for everyone: If you are focused purely on high efficiency output, it is probably not a good fit. This is because artisan print deserves more attention; which is why more print companies should target this sector because artisan print can make a big difference to profit levels. If you are still unsure, here are seven reasons to sell artisan print:
- Artisan print has good profit margins
Artisan print customers have several advantages. First, they don’t know much about print. Next, they are not typically shopping around for the lowest price. They are more interested in creating the right value proposition and pricing for their products than in buying the cheapest print and packaging. This means that you have a much better chance of adding a good profit margin on work you produce for them.
- Artisan print prospects like to be approached by printers
This is not a sector that is looked at by many printing companies. So often prospects are pleasantly surprised when someone approaches them. This means it is much easier to secure a good conversation or even a meeting.
- Artisan print means upselling is easy
Most prospects are very open to learning how to make their products look better. You have a good opportunity to put forward ideas for unusual substrates and finishes.
- Artisan print attracts more loyal customers
Many customers rely on their printers for advice. They trust suppliers who help them navigate print and grow their business. They are less likely to move for the sake of a small saving.
- Artisan print encourages account growth
You may win small customers, but some will grow to become much bigger customers. You should see several accounts grow to become much more worthwhile.
- Artisan print lets you be creative
You can be as inventive as you like for artisan print customers. They like good print and packaging ideas. Accounts like this can be great fun to work on!
- Artisan print looks good in your portfolio
Creative, artisan print always stands out. The right pieces are often good door openers to other clients.
© Stanpac
What do you do if you want to expand into Artisan Print?
- Look out for my next three articles where I explain more
- Start looking for products that use artisan print
- Start looking for companies that do not use artisan print but could benefit from it
Don’t struggle with the search for profitable print
Review the potential of artisan print today.
About Matthew Parker
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
