The pandemic has turned life upside down, but it hasn’t been the end of the world for some in the printing industry. Some printing companies saw growth during the past year. Others saw a drop in gross sales, but still had an increase in profitability. Common characteristics among the successful printers were keeping accurate financial information about their company, knowing their customers, and maintaining selling activities during the changing business climate.

Printers with up-to-date financial information fared well. They quickly adjusted their operating budgets for the expected drop in sales and continued to make a profit on lower sales. They adjusted wages, cut unnecessary costs, and delayed major purchases. Since they knew their company’s financial position, they were able to ride out crisis. Printers with a strong current ratio and cash in the bank before the pandemic had flexibility to change quickly.

The profitable printers also had another shared characteristic. They were proactive in selling and didn’t wait for customers to come to them. They increased their direct mail and customer contacts so their brand would be top of mind when the customer was ready to order. They made marketing a habit and part of the everyday culture of the company. Their habits included: