The widespread use of digital documents and online printing services has led many to believe that there is no longer a need for brick and mortar quick copy shops. Our experience with quick copy and small commercial printers shows there is still a significant demand for their services. Not only that, we’ve watched smart owners develop ways to maximize profit in this demanding, competitive field.
In this article, we look at some key quick copy strategies that owners can use to increase revenue and profit. This includes process efficiency, competitive pricing, customer relationships, staff training, diversifying services, and finances.
We love for our clients to stick around for a long time. So, whether you are a seasoned quick copy business owner or just starting out, there should be something here for you to take away.
Key Takeaway Points and Table of Contents
- Investments in technology, optimizing workspace layout, and employee training are proven to increase efficiency and ultimately lead to higher profit. (Click the link to go right to the section.)
- Balancing competitive pricing with profitability is crucial for retaining customers and maximizing earnings.
- Build strong customer relationships through exceptional service, incentives, and feedback solicitation. This increases customer satisfaction and drives repeat business.
- Diversifying print services enhances customer satisfaction and creates additional revenue streams and recurring business. Diversification can also include digital services.
- Local marketing is a key ingredient to attract quick copy clients. What’s often missed are some of the main elements to local search visibility.
- Monitor finances.
Here are the details on each of these areas.
Prioritize Efficiency
One direct path to larger profit is through better efficiency. This means ongoing review and improvement, where possible, of every process, from receiving orders to delivering finished products.
Technology is one obvious area that printers are comfortable with. Most of us stay abreast of the latest pre-press, press, and finishing technology. The right kind of tech not only speeds up production but also reduces the likelihood of costly errors.
Digital tools and software are other areas that can improve a copy business, but staff must be well-trained to use them correctly and consistently. For example, print workflow software loses its advantage when humans intervene in the revision process. We discussed that issue in this article on print workflow errors.
Microlearning and e-learning keep teams informed about industry updates. Workshops and seminars help employees sharpen their skills. Printing trade shows and conferences are good sources for in-person updates.
Cross-training is another area for internal process improvement. It provides redundancy for critical jobs and ensures a business stays efficient during busy times or staff shortages.
A supportive atmosphere that rewards growth and offers ongoing feedback fosters strong performance. Clear expectations and measurable goals keep teams on track. Time-tracking tools help monitor productivity and prevent burnout.
Companies that invest in staff training often see higher profits, averaging 24% higher margins and 218% higher income per employee than those that do not.
Satisfied employees who feel valued deliver better service and tend to remain loyal to the business.
Another way to improve efficiency is by optimizing the layout of the workspace. For example, arranging equipment in a logical sequence can reduce the time it takes to move from one task to another.
Simple, small efficiency improvements in these areas can lead to significantly higher margins. It also keeps customers happy by delivering products on time, on budget, and at a competitive price.
Competitive Pricing
Competitive pricing is, of course, a key factor in attracting new customers and keeping current ones. There isn’t a print salesperson I know of who hasn’t heard the “your price is too high” objection.
Competitive pricing can give companies the advantage in new markets. One of the advantages of working with a printing wholesaler like WTP is that we often work with clients to get them a “foot in the door” price. This helps them get meetings with major new accounts.
Another tactic we use with clients is to demonstrate bulk mail pricing discounts they are likely not getting. We’ll take a recent mailing list and run it through our bulk mail process. It uses list enhancements, walk sequence lists, and destination entry discounts that can save thousands of dollars on a single mailing. Clients are often surprised by these little-known postal discounts. It’s another proven pricing technique for clients to get an audience with major accounts, or to sell more to existing clients.
Strong Customer Relationships
The lifetime value of a client will only grow if they remain loyal. That’s a challenge in competitive markets like the quick copy industry. Yet it’s well worth it. Loyal customers will spend more and will buy more often.
This revenue calculator demonstrates the high value of working on customer loyalty. It shows the cumulative effect of repeat purchases and bigger purchases on the lifetime value of a customer.
Here are three ways to build strong customer relationships.
1 - Provide exceptional customer service
People appreciate companies that go above and beyond to meet their needs. Respond promptly to customer inquiries and offer personalized attention to make customers feel valued and more likely to return.
2 - Offer incentives and rewards
Giving customers incentives such as discounts or rewards for repeat business can increase customer loyalty. Offering perks like free shipping or exclusive deals can also keep customers coming back. Bundled product packages, in which clients get a discount for combining products or services, are another proven vehicle for building loyalty.
3 - Solicit feedback and act on it
Asking customers for feedback shows that you value their opinion and care about their experience. Responding to reviews and feedback and making changes based on their suggestions will improve customer satisfaction. Good feedback in the form of reviews also instills trust for new clients. Such social proof makes it more likely they’ll stick around for the long haul.
Together, these simple tactics can build strong relationships with customers and increase the likelihood of repeat business.
Diversify Print Services
Expanding the range of services offered gives quick copy clients a more comprehensive and tailored experience. It increases overall satisfaction and the likelihood of returning.
Diversification of print services creates additional revenue streams, adds to existing ones, and can quickly increase profit margins.
Diversification also mitigates risk. If one stream dries up, there are more to rely on.
There are two questions that will help determine which services to add.
1. What additional services can I provide that my customers will value?
2. What additional services can I provide that will get me in the door at my target accounts?
It’s important the services align with the company’s printing and marketing expertise. Offering too many services can be overwhelming to clients and staff alike. It can also muddy efforts to differentiate from competitors who “do it all.”
One of the best ways to diversify quick copy services is to work with a trade printer like Western Trade Printing. Any of our wholesale printing services in the table below can be used to expand on what you currently offer.
| Annual Report Printing | Directory Printing | Map Folding | Publication Printing |
| Business Forms - Non-continuous | Drilling | Offset Printing | Round Cornering |
| Catalog Printing | EDDM | Perfect Binding | Saddle Stitching |
| Consulting - Print Service Providers | Folding | Perforating | Scoring and Creasing |
| Cutting | Fulfillment and Warehousing | Plastic Coil Binding | Shrink Wrapping & Packaging |
| Die Cutting | Gate Folding | Pocket Folder Converting | Variable Data Printing |
| Digital Printing | Mailing Services | Prepress Color Management - G7 Methodology | Web to Print |
| Direct Mail Printing | | | |
For example, if you currently do short-run booklets, you can do more of them with our digital book printing service. You can expand into longer runs of saddle stitched books with our offset printing, stitching, and mailing capabilities.
You can read more about how WTP has helped companies diversify in these Western Trade Printing case studies.
Marketing to Local Business Clients
Local business clients are the fuel for quick copy shops, so targeted marketing is another building block for continued growth. There are several simple things that lay the foundation for a great local presence, both online and offline.
Building a strong local presence starts with joining relevant groups and attending events where owners and managers gather. Face-to-face networking is undoubtedly the best way to connect. It creates ongoing, personal connections that bring repeat orders and referrals.
Free training sessions and workshops offered to local groups can display expertise and build trust.
A Google Business Profile is another significant pillar of local marketing. Copy shops need to claim their business profile and optimize it with company information, products, and services.
Social media platforms continue to be an important way to connect copy shops with local and regional buyers. Prospective clients will always investigate a potential vendor online, so it pays to show up in every way possible. It’s a “social selling” fundamental.
Post success stories and examples of work on LinkedIn, the Google Business Profile, and on company Facebook pages to be visible in local searches. Post links to the company’s blog articles to demonstrate expertise. Joining relevant local Facebook groups is also helpful.
Local directories continue to be a factor in local search visibility. A ‘local directory’ includes sites such as the Better Business Bureau, Yelp, Yellowpages, Bing, MapQuest, Apple Maps, and the Chamber of Commerce. These sites have high domain authority which means they will appear at the top of search results for the services you offer. So it’s important to be listed on them.
Last but not least, the company’s website and social channels need to be locally optimized. This means having a consistent name, address, and phone number (NAP) on the site and across every social channel and local directory. It means having a web page for every product and service, with each page including references to the company location.
You can get a free local search evaluation here to find out how your company stacks up against the local competition in each of these areas. It’s a complimentary service offered to local companies by my colleague André Palko.
Digital Service Integration
Quick copy clients want fast turnaround and secure document access. Merging digital workflows with traditional printing can accomplish this. Customers appreciate the convenience of accessing their content from any location and keeping brand consistency across all marketing materials.
Digital solutions improve internal operations through automated document handling. Staff can focus on important tasks while the system handles routine jobs. For example, PrintSmith Vision links with QuickBooks to cut manual data entry. Cloud services, automated systems, and solid file management create a strong foundation for continued success.
Monitor Finances
Maximizing quick copy profits means that finances need to be monitored. Financial analysis identifies trends and patterns that may reveal opportunities for growth or areas that need improvement.
Monitoring finances also helps identify potential cash flow issues before they become major problems. This allows preventive steps to be taken. A good bookkeeper or CPA will help set up a reporting system tailored to the company’s financial needs.
Summing Up - Profitability in Quick Copy Shops
Maximizing profit in a quick copy printing business requires a strategy. Simply put, this means a goal with action steps in place. We offered several areas to think about above. Small steps in several of these areas can make for a solid strategy to get maximum profit.
Efficiency is key because time is money. Wasted time means a lot of lost money. By streamlining processes and investing in technology, businesses can increase their output while minimizing costs. Competitive pricing attracts and retains customers. Building strong relationships with clients through excellent customer service and personalized attention can lead to repeat business and positive word-of-mouth referrals.
Diversification of services can also bring in additional revenue streams and protect from fluctuations in revenue. Monitor finances closely and regularly analyze profitability to ensure that all services are contributing to the bottom line.
If you’d like to talk about how our wholesale printing services can help your business outsource and diversify, call 559-251-8595 ext. 1. Take advantage of our 250+ years of collective printing industry experience to help your business grow.
