Make Finishing a Profit Center in your Business

Many businesses believe that finishing is an essential step to protect the inks before the prints are sent to the customer. Yes, this is an important reason for laminating images. However, I would not view it as the only reason if I were you. "The best way to make money is to keep the inkjet printers running." is a misleading, but common notion I hear. Often, finishing is under appreciated and money is literally left on the table. When unfinished, a print may struggle to stand on its own for the desired effect to be achieved when it reaches its final destination. The "value" lies in its aesthetic appeal. However, when the print is mounted, routed, and/or laminated, the piece transforms into an integral component of its final surroundings. That very idea is the confidence many customers are seeking from a print provider that can mean higher margins for your business. Providing a variety of finishing opportunities for a customer can increase the perceived value of their product. When finishing is viewed as a necessary evil, the potential for business growth will greatly diminish.
First and foremost, make your customers aware of the wide variety of finishing materials and options available to them. Train your sales staff to offer solutions, not prints. You want to enlighten your customers and spark their imagination. Otherwise, they will continue to think their only option is a 2-mil gloss simply because they do not know what options are available that are a "best fit" solution for their product. It is the salespersons job to educate customers so they know what choices are available to them. To accomplish this, you may need to have your sales team spend some time in the finishing department.
Show your customers what you can do by putting sample packets together showcasing some of your more exceptional finishing techniques. Showing your customers what is possible, and charging appropriately, will transform your finishing department into a rewarding profit center for your business. The key is to know what your capabilities are with regard to the equipment and finishing options you have. I think the real trick is to pick a solution that will make business growth possible. I would start by picking a solution that complements most of your existing products, and then grow into more exclusive solutions that offer customers product uniqueness. Constant attention must be given to efficiencies in order for a business to grow and be profitable. While it is important to buy the right digital printer, buying the right finishing option is just as important.
Today's most successful print providers differentiate themselves from the competition by offering the benefits of total finishing solutions to their customers. From trade exhibits to outdoor signage and fine art, print providers can see financial benefits from print finishing technologies. Finishing the job improves the performance of the product, and can make a positive difference to your bottom line...and you can take that to the bank!

Johnny Shell, SGIA