Increase Profits by Going In Through the Out Door

Nevertheless, as more companies scramble for fewer dollars in a contracting print market, offering comprehensive print management services may be the only sensible strategy for long-term survival.

In that case, the best places to start are membership organizations, which often send mailers to their membership. Collins suggested targeting philanthropic and charity organizations for direct mail work and hospitals and insurance companies for warehousing jobs.

For distributors lacking commercial printing or direct mail experience, Feldman advised approaching a company they already do business with and asking it to take on some of their other print work. Distributors should also spend some time with their suppliers to inform them of their plans and to learn about what each printer has to offer. While many distributors may balk at stepping out of their comfort zones, the alternative is to wait around until basic forms and labels distributors are obsolete.

Of course, it's important to note that numerous multi-million dollar companies like Webb/Mason and FORMost Graphics started out as simple forms distributors and have grown into huge operations. "We're a $15 million company and we've been offering this kind of service since we were less than a $1 million company," said Feldman. "Sure, the risks are greater, but so are the rewards. The way to do it is to take expertise to the clients and become an invaluable part of their teams."

Finally, distributors should know the benefits their clients will earn by switching to a comprehensive print management system. In addition to streamlining the ordering, distribution and billing processes, companies that allow distributorships to manage their print needs also receive the advantage of the latest technology. Since distributors don't have to worry about filling time on company iron, clients also know their work is being produced by the most efficient printer available.