It takes time and effort to build up a successful business model. Be it the cost-control, pricing policies, up-selling or value addition. All these factors are collectively required to generate products to appease the needs and requirements of your customers.

Right people: right choice

Do you know who have you employed? It is very common in many businesses that staff having no qualification, expertise or prior experiences are just put in simply for specific works. So, make it clear about what all you require in your employees in a list. The list can start with simple jobs like attending phone calls, which need very professionally handling while delivering product info or even the delivery status, etc.

Staffs in pre-press department require basic and up-to-date knowledge of computer applications, such as Photoshop, InDesign, Illustrator, etc. In order to manage the images properly in correct outputs, they should have precise knowledge of RIP software, paneling techniques, colour profile, etc. If the job includes signage installation also, staffs assigned for the task should be skilled enough for the jobs ranging from simple cut vinyl to vehicle wraps.

Many people plainly believe that ‘sales’ is a zero entry position for which professionals require no degree or diploma. But it’s not true! Sales executives must have sharp skill to sell. It deeply involves with cool dealing, be it over the phone or in person, to present a product or service recognising an opportunity, understanding to overcome any objection or closing a deal.

Salesmanship of your marketing team is a crucial part of the backbone that supports your business. To uplift sales successfully through a sturdy marketing strategy, you consider different factors which include right from design and presentation of business cards to company website to impress customers in the first place. So, you need right professionals to handle all these activities.

Material procurement

While opting for the source of your printing materials, you must keep in mind that there are two types of distributors – master and sub. However, many distributors/dealers can be both depending on the products they deal. Let’s pick up an example. If you like to order a particular brand of PVC sheet for which you just tap two sources. The first dealer offers 4x8 ft sheet at Rs 1,000 whereas the second one offers the same sheet at Rs 850. So, you just noticed that the first call was to a sub-dealer of some specific companies and the second call to a master.

Subs purchase their products from masters. Now you can make the same call again to these two distributors for vehicle graphic vinyl and get better prices from the first distributor than the second. So, what all these means is that you need a good purchasing (accounting) system so that you can enter in the vendor to call for the different inventory products and keep track of your last purchase cost. In most cases, the difference between a master and sub is 30 percent. If you spend Rs 90,000 a year on a particular material then 30 percent of it could be Rs 27,000. Don’t you like to save an extra Rs 27,000 each year?

Strategic pricing

Determine your own prices based on the volume and quality of materials you use and labour costs. And it is also important to stick to the level or standard which your local market can handle. In an attempt to get the best price you can, never try to undervalue your service or outputs. In the pricing strategy, do remember again that the price and profitability are widely variable based on your cost of materials, cost of labour and efficiency in getting the job done.

Go up-selling

Whenever a customer knocks on your door asking for a foamboard print, do not settle a price with him. Instead, just ask him two questions: Q1. Where the graphic he is asking about will be installed? Q2. How long or how many days, he is planning to use the graphic? So, if the graphic is for long-term display or use for more than once or going to be used longer than a few days, then foamboard is not the right answer! Naturally, most clients ask for lowest price and products they are aware of. So, any poor-quality product you provide them, even if they ask for it, you will be the one to be blamed at the end of the day when the graphic does not perform to the expected level.

Stay away from the sub-standard materials that would fail faster than you imagine. Sell better products to your clients that can give impressive image or print. When the graphic does not fail, it will automatically invite your client for the next order. What customers want in all cases is result – return on investment (ROI). Once your customers believe you and they become successful based on your idea, it is guaranteed that they would spend more money with you rather than your competition!