Every printing company has those standout customers. You know the ones—they trust you, rely on you, and treat you like a true partner. They call you when the stakes are high because they believe you’ll deliver. Over time, you’ve earned that “trusted advisor” status, and those relationships often become the backbone of your business.
But here’s the catch: while most sales leaders can name those key accounts in an instant, very few actually leverage those relationships to grow more like them. Instead, many sales teams keep chasing one-off transactions, quick hits that might fill the production schedule but don’t build the kind of lasting, profitable partnerships that make your business thrive. I like to emphasize and ask, “do you want to sell it by the pound, or by the truckload?”
It’s time to flip that script. Here are a few things that you can try in your business.
1. Define Your Ideal Client Profile with Data, Not Just Gut Feel
Start by taking a hard look at your best customers. Go beyond the obvious revenue numbers and examine the common threads. What industries are they in? What’s their buying behavior, is it steady, predictable work or large seasonal spikes? How do they treat vendors and partners?
Your ideal client profile isn’t just about size; it’s about fit. The companies that value your expertise, appreciate quality, and view you as more than a commodity are the ones you want more of. Write it down. Share it with your team. If you can’t articulate who you’re looking for, your salespeople are shooting in the dark.
2. Build Case Studies and Stories That Highlight Your Value
Your best clients already know what makes you different, but your prospects don’t. Capture those success stories and turn them into short, compelling case studies. Focus on the client problem you helped solve, not just the equipment you used. Maybe you reduced turnaround times during a critical product launch or helped a nonprofit double the impact of their direct mail campaign. These stories become your sales team’s calling cards, showing future customers exactly what “trusted advisor” looks like in action.
3. Tap Into Your Existing Clients’ Networks
Good customers tend to know other good customers. Ask for introductions. Not with a generic “know anyone else who needs printing?” but with a specific ask based on your ideal client profile. For example: “We’re looking to work with more regional healthcare providers who need multi-location direct mail support, does anyone come to mind?” When you make it easy for them to connect the dots, you’ll be surprised how willing they are to open doors.
Referrals are some of the best ways to get new business. Don’t sit back and hope you get them. Reach out and ask for them. If you’re doing a good job, your customers will fall over themselves to help you.
4. Align Your Sales Approach to Win Relationships, Not Just Orders
If your sales team is rewarded only for closing quick jobs, they’ll keep chasing transactions. Adjust the incentives and the coaching. Focus on building long-term accounts, nurturing strategic relationships, and creating value beyond price. Equip your reps with the tools and training to act as consultants or trusted advisors—asking better questions, spotting hidden opportunities, and demonstrating how print can move the needle for a client’s marketing goals.
Great customers don’t just happen, they’re cultivated. And the best way to find more like them isn’t just to cast a wider net, but to double down on the proven playbook you’ve already built with your top accounts. When you leverage those relationships strategically, you stop chasing random transactions and start building a basket full of the customers you actually want.
Further Reading
For more ideas on winning and keeping the right kind of customers, check out these related posts:
- Be Intentional! – A call to proactively embrace change and innovation—a mindset that pairs perfectly with intentionally targeting ideal clients.
- Stress Test Your Printing Business – How understanding revenue concentration and key-account health can prepare your business for anything.
- Small Wins Feel Good. But Are They Holding You Back? – Why breaking out of incremental thinking is key to growth.
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