Rock Around the Block - The Blog of Rock LaManna

Building a Business Development Strategy for Printers - Step 3

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In parts one and two of this three-part series on Building a Business Development Strategy for Printers, I talked about knowing your own printing business and understanding the current state of the printing industry.  Next comes the fun/tough part – step three.

Step #3:  Determine what’s next for the printing industry.

You’ve probably got a relatively good idea of what the hot spots are in the industry, based on getting a solidassessment of the marketplace.  In the previous post, I linked you to a number of great publications that give solid industry info.  But now I’d like to provide you with a few additional ideas for getting the inside scoop about what’s next.

            Get well-connected.  It’s great to read all the latest and greatest industry publications, but to really understand what’s hot, you need to be connected to the people who are making it happen.  Get on LinkedIn, for example, and participate in some of the discussion groups.  People active in social media tend to be on the cutting edge of what’s hot, and they’re well-connected with people, both domestically and internationally.

            Venture outside your industry.  It’s hard to anticipate what the next great printing need will be when you only talk to people within your own industry.  Instead, join a local rotary group or (again) get involved with some general business discussion on LinkedIn. 

            Become familiar with what the emerging trends are in business world-wide, and then imagine how the printing industry can benefit.  Are QR codes becoming a hot commodity?  I saw a QR code on a label affixed to a bunch of bananas the other day.  Knowing that QR codes might become relevant to the banana industry is something you glean only by connecting with other professionals.Naturally, it’s an overwhelming task to be a generalist, so pick an industry that interests you most.

            Seek help from the professionals (and not just one).  Making a solid pick for your marketing plan could be a decision that will affect your business, and your career.  I partner with other professionals when creating a long-term vision and marketing plan and weighing the viability of an emerging market. 

This is the third step in building your Printing Business Development Strategy, and one of the most difficult.  As you create your own strategy, you’re going to find that there are a number of other items to consider, but these three give you the vital steps needed to take action.

(Photo by World Economic Forum)

To read about mistakes to avoid when selling your printing business, download, Rock LaManna’s “12 Code Red Seller Mistakes.”