Why printing companies without difference will lose work – and 3 great examples of difference

What happens if you don’t have a difference?

Imagine seeing three similar items in a shop. They all look pretty much the same. Which one will you choose? Nearly everyone will choose the cheapest.

When it comes to choosing a print supplier, it’s a comparable situation. The majority of printing company sales messages sound pretty much the same these days. It is one of the major reasons why buyers choose so much on price.

If you don’t have a difference you will end up in a price war

Buyers need a reason to choose something other than the cheapest price. You have to show them why they should choose you on reasons other than price.

That’s why creating a difference is time well spent.

How do you make your company stand out?

How do you make your company stand out?

Remember, difference is generally not about print

It’s not about your machinery. It’s not about your service. Difference is more about understanding what is important to the buyer.

You’ll see what I mean when we look at some sample difference ideas.

Here are three examples of difference

Market specialisation

Some buyers value you the fact that you specialize in their market niche. If you are a school are you more likely to choose a general printer or one that focuses on the education sector? Wouldn’t you prefer a supplier that has similar clients to you?


What do you do that is different to the competition? Do you have a way of doing things that is better or more thorough than the competition? Do your prospects and customers understand this?


Sometimes showing prospects the results that you have achieved for similar clients is enough to persuade them. Telling people how you help their business is a great way to set yourself apart from the competition.

Share your difference with me

Here’s what I want to hear from you. Tell me what sets you apart from the competition. Just reply to this e-mail and share your difference. I’ll share the best ones with my readers.

PS Are you looking for other simple but effective strategies to help you conect with today’s buyers? Download this essential resource. You’ll also be signed up to the “Views From The Buyer Community” at no cost, where you receive useful resources, tips, rants and stories three time a week.

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5 Responses to Why printing companies without difference will lose work – and 3 great examples of difference

  • Ever heard of LSD in printing, for mill. labels a year? LSD= late stage differentiation.
    No other printer is doing that;-))
    That’s differentiation, by use of differentiation;-)))))

  • Jose says:


    Need to hear more

  • With only printing you will not only end up in a price war but will end up bankrupt. Move up with complementary services and create a chain for your customers needs. For instance, automate their proces if possible, take care of fulfillment, stationary products, postal services, Print on Demand services, lettershop, help them with purchasing supplies and be a correct en good communicating business partner. Add techniques like Augmented Reality and Variable data Printing to help them inform en learn ab out the customers the service. Add value by taking care of the customer. Not only provide regular services but also out of the box services. Stay out of a price discussion by helping them in many ways you can and create a ‘ good feeling’ . Be a strategic partner!

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