Let's take a break from complaining about the recession and what it's doing to all of us. I'd like to offer six simple suggestions to help commercial printers break away from their competition and attract more business.

1. Don't sell; solve.

   Every print project is serving a certain purpose. If your customer can help you understand the value of a print campaign and explain what it's meant to accomplish for the company, maybe you can make suggestions to get the job done better. . .more effectively for the customer. Show an interest in what led up to a print campaign. It may open up doors for you. Will every client be willing to have this conversation? Probably not, but many will.

2. Be relevant.

   Know who your prospects and customers are. What businesses are they in? What challenges do they face? How can your services help them overcome these challenges?

3. Be innovative.

   You must be different. There are approximately 30,000 commercial printing firms in the U.S. at this time (expect at least 1000 fewer next year). For the love of God, stop chanting "price, quality, service!" when asked what makes you different. If you can't articulate this, ask some good customers why they prefer to work with you.

4. Be sensitive to customers' budget issues.

   Please don't fight me on this one. Budgets have been sliced and diced everywhere these days. It's not your customers' fault. They're performing their jobs in the best way they know how. They don't set the budgets, typically. They're playing the hands they've been dealt.

5. Be an educator in every way you can.

   You know you've got it in you - I sure do. Without overhauling your entire web site, review the content and remove 2/3 of the promotional copy. Replace this with information that visitors can use. Articles, tips, a look at a brand new technology, ideas for making clients' projects "sing." You get the idea. Think about on-site sessions for a handful of clients (or more), good newsletters, social networking participation to keep in touch, email newsletters, and so on.

6. Be aware that new buyers need different information from experienced buyers.

   You probably have clients with years and years of experience - and others as fresh as the morning dew. Guess what? They need different information from printers. Does your site serve both markets? Do your promotional materials? These two groups have very different buying behaviors. How are you addressing them?

The old ways of selling print? Gone, baby, gone! Print manufacturers as well as print customers must evolve with current marketing preferences. Getting closer to customers to offer them solutions is one smart strategy.