Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, we dive into the powerful role of creating a welcoming environment in your shop, inspired by a modern banking experience and a cherished memory from my early days in the printing industry at Express Press in Fargo, North Dakota. 

The allure of complimentary cookies and coffee might be why some customers, myself included, prefer visiting their bank in person rather than speeding through the drive-through. This simple yet effective approach to customer care can transform a routine errand into a pleasurable visit, increasing customer satisfaction and loyalty. Now, imagine applying a similar strategy to your print shop. 

How This Helps You Sell More Printing 

Reflecting on the early ’90s, I recall the innovative spirit of Mike Stevens at Express Press. Mike often credited his father, Jerry, as his “secret weapon.” Jerry was known for his humor and friendliness, and he introduced a unique way to welcome customers—by baking bread right in the lobby using an automated bread-making machine, a cutting-edge technology at the time. The delightful aroma of fresh bread created an irresistible atmosphere, making customers’ visits memorable. For many of you who remember Mike and Jerry, these stories will surely bring back fond memories!  

Creating Your Shop’s Signature Welcome

Here’s how you can channel this nostalgia and warmth into your print shop’s strategy to enhance customer experience and sales:

1. Engage the Senses: Consider how you can engage your customers’ senses, like Jerry’s innovative use of the bread-making machine. Whether it’s the smell of fresh coffee, the visual appeal of artfully displayed prints, or the comforting sound of music, sensory experiences can create a positive and lasting impression.
2. Provide Value-Added Perks: Offer complimentary services that add value to their visit, such as free consultations, quick tutorials, or sample packs. These enhance their experience and showcase your expertise and customer service.
3. Custom Walk-In Discounts: Entice customers to visit your shop with custom walk-in discounts. These could be a percentage off their order when they visit in person or special pricing on select services featured each month. Offers like this encourage not only current business but also repeat visits and deeper engagement with your entire range of services.

Pause for a moment and consider that when you draw customers into your shop because of that signature welcome, they’ll also have the opportunity to learn more about how you can help them. You’re not just selling a product; you’re offering a delightful experience. As Mike and Jerry Stevens knew well, the atmosphere can be as impactful as the quality of the products. 

Join the Conversation 

How do you create a welcoming atmosphere in your print shop? Join the conversation on our LinkedIn post to share your ideas and learn from fellow printers. 

Now it’s your turn! What have you seen that has inspired your sales and marketing efforts? Send a note about what you noticed to dh@mi4p.com, and your sighting may be featured in a future article! 

Thank you for joining us in exploring how a welcoming environment can significantly impact your sales and customer loyalty. Until next time, keep innovating and selling more printing! 

This article originally appeared in the July 2024 issue of NPSOA magazine. For more information on how you can become an NPSOA member and enjoy the many benefits offered there, contact Member Services at membership@npsoa.org or head to their website at NPSOA.org.