10 years ago, when the housing crisis hit, business was off for most printers by 25 to 30%. Who knew we’d be envious of those numbers? The coronavirus has set many of us back 60% or more. But there was one print shop owner who told Bill she had a breakeven year.

Breakeven? Are you serious? How is that even possible?

Her city was devastated the same as everyone else. Her customers were just as hesitant. She did not tap into some unknown market because of the situation. She simply remembered one thing: We are quick printers. “Quick” is part of our name.

And so, she decided to remind her clients of that.

Customers are nervous about making mistakes. As such, they tend to wait before pulling the trigger on print jobs and marketing efforts. But there’s one thing that hasn’t changed: When they want it, they want it now!

Are you built for speed? If you are equipped with inkjet printing capabilities, one of your key assets and selling points is likely turnaround time. Take a lesson from the past and get the word out to your customer base…

It’s okay to take your time.

Go ahead and double check and rethink everything.

Then, when you are ready and in need, we are here for you with quick turnaround times.

This industry was built on fast communication. Now is the time to get back to our roots and help our customers by assuring them we understand their hesitation and are prepared to help when they are ready to move quickly forward.

It’s a simple message but one that is sure to hit home.

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Bill Farquharson is a sales trainer for the graphic arts. He can be found at BillFarquharson.com

Kelly Mallozzi is a content creator for the graphic arts. She can be found at SuccessInPrint.net