By Thor Barraclough

One of the easiest places to find new print revenue may be hiding inside the orders you already receive.

A customer asks for 250 invitations. The natural response is to quote 250 invitations. But before quoting the job, ask one more question: “What is the event?” If it’s a wedding, fundraiser, corporate event or product launch, those invitations may be only one piece of a much larger project.

The customer might also need envelopes, liners, RSVP cards, menus, programs, place cards, signage, folders, labels, packaging or mailing services. A $500 request can quickly represent several thousand dollars in potential business.

The same principle applies across markets. A restaurant ordering new menus may also purchase gift cards, loyalty mailers, promotional postcards, private-event materials and check presenters. A nonprofit ordering a fundraising letter probably needs envelopes, reply cards, inserts and additional donor communications.

The key is not aggressive selling. It’s asking better questions.

Instead of simply asking, “How many do you need?” try asking, “What is this being used for?” or “What else is being produced for the project?”

Then listen.

Don’t assume customers know everything their printer can provide. Often, they don’t. And increasingly, printers can offer products they don’t manufacture themselves by working with trade partners, converters and specialty suppliers.

Before chasing the next new account, take another look at the orders already coming through your door.

Sometimes the biggest opportunity isn’t finding another customer. It’s discovering how much more your existing customer needs.