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I’ve spent a lot of time thinking about how print shops can find new printing customers.
And one thing I keep coming back to is this: Sometimes, the best sales opportunities are already out there. You just have to know what to look for.
A company announces a new location. A nonprofit schedules its annual fundraiser. A manufacturer prepares to launch a new product.
Most people see these as ordinary business announcements.
I see potential printing projects.
Behind those announcements, there’s often a list of things that need to be designed, printed, shipped, or installed.
And someone has to make sure it all gets done.
I think there’s an opportunity here that more print shop owners should be paying attention to.
Instead of only asking which businesses might need your services, start asking a different question:
What’s happening in their business right now that could create a need for printing?
Why Timing Matters When Finding Printing Customers
When I talk about finding new business, the conversation often starts with identifying the right customers.
What industries should we target? How large should those businesses be? What kinds of printing do they typically purchase?
Those are important questions.
But I think we’re missing something if we only focus on who the customer is and not what’s happening in their business.
Consider a restaurant that’s been operating in the same location for ten years.
It probably already has a printer. Its menus, signage, and promotional materials are likely handled by someone it knows.
Now imagine that same restaurant announces plans to open a second location.
Suddenly, there are new menus to prepare, window graphics to install, signs to produce, and grand opening promotions to coordinate.
There’s a deadline. There are decisions to make. And there’s a project that needs to move forward.
That’s a much more relevant time to introduce your company.
You’re not trying to convince someone to create a printing project.
You’re identifying a project that may already be taking shape.
Look for Business Events That Create Printing Opportunities
I call these events buying triggers.
A buying trigger is something that happens within a business that creates a potential need for a product or service.
For print shops, these triggers can take several forms.
New Locations and Business Expansions
When a business opens a new location, it often needs more than a sign above the door.
There may be window graphics, banners, promotional postcards, brochures, menus, and other materials to prepare before opening day.
If your shop produces those items, an expansion announcement gives you a reason to start a conversation.
Fundraising Campaigns and Community Events
Nonprofits regularly announce fundraising campaigns, charity events, and community programs.
Behind those events, there may be invitations, direct mail appeals, sponsor signage, event programs, and promotional materials.
The event date creates a natural deadline, and the organization may appreciate help planning the production schedule.
Product Launches and Rebranding Projects
When a manufacturer introduces a new product or a company updates its brand, printing is often part of the process.
Packaging, labels, brochures, sales materials, and displays may all need to be developed or updated.
A rebrand can also create a much larger project when printed materials across several locations need to be replaced.
Trade Shows and Conferences
Businesses preparing for trade shows may need booth graphics, banners, product sheets, and promotional handouts.
Exhibitor lists and event announcements can help you identify companies that may be planning these projects.
The important thing isn’t to pursue every announcement you find.
It’s to recognize the events that create the kind of printing work your shop wants more of.
How to Approach Potential Printing Customers
Here’s where I think many printers miss an opportunity.
They find a potential customer and immediately start talking about their equipment, capabilities, quality, and competitive pricing.
Those things matter, but they may not be what gets the conversation started.
Let’s say you discover that a local retailer is preparing to open another location.
You could send a message introducing your company and listing the printing services you offer.
Or you could say:
“Congratulations on the new location! Have you already worked out the production schedule for your window graphics, opening signage, and promotional materials? We can help you plan backward from opening day.”
I think the second message gives the recipient a much better reason to respond.
It connects to something they’re actually working on.
It shows you’ve paid attention to their business.
And it introduces a specific way your company might be able to help.
You’re not asking them to stop what they’re doing and listen to a sales pitch.
You’re joining a conversation about a project that’s already underway.
That’s an important difference.
Give Potential Customers Something Useful
One of the advantages print professionals have is their understanding of what it takes to move a project from an idea to a finished product.
You understand artwork requirements, production schedules, finishing, shipping, and installation if your shop provides it.
Your customers may not know all the details that need to be considered.
A business owner preparing for a grand opening might know they need signage but haven’t thought through artwork approval deadlines.
A nonprofit planning a fundraiser might have a mailing date in mind without knowing when the design files need to be finalized.
That’s where your experience becomes valuable.
Instead of immediately asking for an opportunity to quote the work, consider offering something that helps them plan.
It could be a simple grand opening printing checklist, a trade show production timeline, or a list of materials to review during a rebrand.
Nothing elaborate.
Just something that helps them avoid a missed detail or a last-minute scramble.
And your message can be as simple as:
“Would it help if I sent you a checklist?”
I believe a good sales conversation should begin with understanding what the customer is trying to accomplish.
Offering practical guidance is one way to demonstrate that understanding.
Where to Find New Printing Customers
You don’t need to monitor every business announcement in your market.
In fact, I’d recommend starting with a much narrower focus.
Think about the types of projects your shop handles well and the business events most likely to create them.
If your company specializes in event graphics, pay attention to trade shows, conferences, and community events.
If you serve restaurants and retailers, watch for new locations and expansions.
If you work with nonprofits, follow fundraising calendars and campaign announcements.
There are several places I’d start looking:
- Local business publications: Look for expansion announcements, new developments, and business openings.
- Chamber of commerce websites: Watch for ribbon cuttings, new members, and community events.
- LinkedIn: Follow businesses in your target industries and pay attention to their announcements.
- Company websites: Check news sections for product launches, rebrands, and upcoming projects.
- Event directories: Look for exhibitors and organizations preparing for conferences or trade shows.
Pick a few sources that regularly feature the kinds of businesses you want to work with.
Then make reviewing them part of your weekly sales routine.
The goal isn’t to collect hundreds of company names.
It’s to identify a smaller number of businesses with a timely, relevant reason to talk.
Build a Simple Process for Following Up
Finding a good opportunity doesn’t mean much if no one follows up.
I’d suggest creating a simple system for recording the announcements you find and tracking what happens next.
At a minimum, keep track of the company, the event or announcement, the important deadline, the potential printing needs, and the person you want to contact.
Then record when you reached out and what happened afterward.
A spreadsheet may be enough to get started. A CRM can help you organize the process as the number of opportunities grows.
But I wouldn’t make the technology the starting point.
Start with the habit.
Find an announcement. Determine whether it creates a relevant opportunity. Identify the right person. Send a personal message. Follow up when appropriate.
And pay attention to the results.
Are people responding? Are you starting conversations? Are those conversations turning into quotes and profitable jobs?
Those are the numbers that will tell you whether the approach is working.
Why Reaching Printing Customers Early Matters
Think about the difference between learning about a grand opening six weeks in advance and seeing photos from the event the following morning.
In the first situation, you may have time to help plan the printing, discuss materials, and coordinate production.
In the second, most of those decisions have probably already been made.
The same thing happens with trade shows, fundraisers, product launches, and other events.
By the time a business urgently needs its materials, it may already have selected a supplier.
Or it may be dealing with a problem that could have been avoided with better planning.
I’d much rather see a printer get involved early enough to help the customer make good decisions.
That creates an opportunity to contribute more than a price.
You can help the customer think through the project, anticipate challenges, and establish a realistic timeline.
And when the customer sees that you understand what they’re trying to accomplish, you have a better foundation for building a business relationship.
A Simple Challenge to Find More Printing Customers This Week
If you’re looking for a practical way to find new printing customers, I’d encourage you to test this approach before making it more complicated.
Start with one type of business event that typically creates good work for your shop.
Maybe it’s new restaurant openings. Maybe it’s nonprofit fundraisers. Maybe it’s companies exhibiting at trade shows.
Then find five businesses that have recently announced something relevant.
Look into what they’re planning and identify where your printing services might fit.
Reach out with a short, personalized message that connects to their project.
Ask a useful question. Offer a checklist or a planning resource if it makes sense.
Then track what happens.
Did you get a response?
Did you start a conversation?
Did that conversation lead to a quote?
Did it eventually turn into a profitable job?
Five businesses won’t give you all the answers, but they’ll give you a starting point.
And I think you’ll learn more from those five targeted conversations than you would from sending another generic introduction to a long list of businesses.
Frequently Asked Questions
How can print shops find new printing customers?
I recommend watching for business expansions, grand openings, fundraising events, and product launches. These announcements can reveal potential printing needs before companies start requesting quotes.
What are buying triggers in printing?
Buying triggers are business events that may create a need for printing. Examples include new locations, rebranding projects, trade shows, and marketing campaigns.
Where can printers find new sales opportunities?
I’d start with local business news, LinkedIn, chamber of commerce announcements, and event directories. These sources can help you identify businesses preparing for upcoming projects.
How should printers approach potential customers?
I suggest starting with the customer’s project rather than a generic sales pitch. Ask a relevant question, acknowledge their deadline, and offer something useful.
Why is timing important in printing sales?
Reaching out early gives you more time to understand the project, recommend solutions, and help customers plan production before their deadlines become urgent.
Your Next Printing Customer May Already Be Telling You What They Need
I think there’s a valuable opportunity here for print shops willing to pay closer attention to what’s happening in their markets.
Businesses announce new locations, events, expansions, product launches, and other developments every day.
Those announcements don’t guarantee a printing order.
But they can tell you where a potential need may be developing.
And that gives you something meaningful to start a conversation about.
You don’t always have to wait for a customer to request a quote.
Sometimes, the opportunity is recognizing what they’re preparing to do and introducing yourself while there’s still time to help.
Your next printing customer may already be telling the market what they’re about to do.
The question is whether you’re listening.
What business events tend to create the best printing projects for your shop? And how early do you usually hear about them?
Let’s Talk About Growing Your Print Business
Finding new printing customers is one thing. Building a consistent process for turning those opportunities into profitable jobs is another.
If you’re looking for practical ways to improve your sales and marketing efforts, I’d be happy to help you explore what could work for your print shop.
Ready to find more opportunities for your business? Contact me, and let’s talk.
