Strategies For Future Growth : simplebooklet.com

Table ofContentsObjective .................................................................................................................................................................... 1Trends, Challenges and OpportunitiesAdapting to Changing Customer Buying Habits ...............................................................................................5 Shifting Product Mix and Outsourcing ............................................................................................................... 5Staffing and Skill Set Challenges ........................................................................................................................ 6Supplier Relations and Reliability .......................................................................................................................6Evolving Sales Processes ....................................................................................................................................6Embracing Remote Work and Cloud Adoption .................................................................................................. 7Navigating Data Privacy and Cybersecurity ...................................................................................................... 7The Role of Automation in Efficiency and Profitability .....................................................................................8Sustainability and Environmental Awareness ...................................................................................................8The Impact of Artificial Intelligence (AI) ............................................................................................................9Strategies for Future GrowthOverview ............................................................................................................................................................. 13Become an Employer of Choice ....................................................................................................................... 14Continually Improve the Customer Experience (CX) ..................................................................................... 15Continually Improve Your Workflow ................................................................................................................ 17Embrace and Utilize AI in Your Business ......................................................................................................... 17Implement a Robust Cybersecurity Plan ......................................................................................................... 18Manage Your Finances Responsibly ................................................................................................................ 19Execute a Consistent Integrated Marketing Effort ........................................................................................ 20Adapt Your Sales Approach .............................................................................................................................. 22Implement Sustainable Business Practices ....................................................................................................24Getting Started ..................................................................................................................................................26Action Plan .........................................................................................................................................................27

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As the pace of change in the printing industry continues to accelerate, it is becoming increasingly challenging to adapt to evolving customer needs, recruit and retain high-quality employees, streamline workflow processes and sustain profitability. We recently interviewed a group of franchisees in our network and several of our key strategic partners to discuss trends, challenges and opportunities in the printing business to help chart our future. A summary of their responses by topic follows along with strategies and resources to maximize future growth and profitability in your business.Thank you to the following franchisees and partners that participated in our research interviews:Objective• Jennifer Allen • PIP—Palo Alto, CA• Brandon Bloom • Sir Speedy—Bethpage, NY• Dale Bohman • PIP—Kissimmee, FL• Bernie DeBrango • Sir Speedy—Amarillo, TX• Scott Fulner • PIP—Nashville, TN• Alexis and Brian Lenz • Sir Speedy—Carrollton, TX• Mike LeVangie and Laurence Nye • Sir Speedy—Orlando, FL• Kay McNaught • PIP—Elk Grove and Sacramento, CA • Kathy Morgan • Sir Speedy—Irvine, CA• Shane Parker • PIP—Normal and Peoria, IL• Bob and Adam Pelzek • PIP—East Longmeadow, MA• Jerry Powers • Sir Speedy—St. Petersburg, FL• Eileen Rosenzweig • Sir Speedy—Sarasota, FL• Lemay Sanchez • Sir Speedy—Miami Gardens, FL• Jodi Solotoff • PIP—Livingston, NJ• CJ Sudman • Sir Speedy—Statesville and Mooresville, NC• Dan Tiedt, Sr., Dan Teidt, Jr. and Jill Dancer • PIP—Iowa City, IA• Sam Tracy • PIP—Riverside, CA• James Warren • Sir Speedy—Nashville, TN1

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Adapting to Changing Customer Buying HabitsFranchisee InsightsFranchisee InsightsIn recent years, customer expectations have shifted significantly. Buyers now demand faster turnaround times and expect real-time order status updates. Younger generations prefer to handle transactions online, communicating through text or email rather than phone calls. Additionally, high employee turnover among customers has led to a decrease in institutional memory and brand loyalty, making it harder to build long-term relationships. Ultimately, customers prioritize speed, cost and reliability over other factors.Vendor InsightsFrom the vendor perspective, modern print buyers tend to be less knowledgeable about the technical aspects of printing, which places more emphasis on service and support. The rise of online print buying has created a demand for flexible ordering and delivery options. Personalization, convenience and value-added services have become crucial to capturing customer interest.Shifting Product Mix and OutsourcingFranchisee InsightsSignage is now a major revenue driver, contributing over 30% of sales for many franchisees. As the range of available products expands, many are increasingly outsourcing traditional print work. Envelopes, which were produced almost exclusively using offset presses in the past, are now produced using toner and inkjet digital presses, the iJet Color line being the most popular. There has also been a notable shift away from promotional products due to lower profit margins. Instead, franchisees are investing in outsourcing signage products and services, such as outdoor displays and installation, which offer higher returns.Although outsourcing packaging is a growing opportunity due to more products being bought online and shipped directly to businesses and consumers, it continues to be a challenge due to the limited number of wholesale providers and low profit margins.Vendor InsightsVendors have observed that printers are diversifying their services to include not only signage but also packaging, branded apparel, fulfillment and even data-driven cross-media marketing campaigns. These developments open up new revenue streams and align with market demand for customized and variable data printing and personalized packaging.Trends, Challenges and Opportunities“Customers want faster turnaround times and real-time order status updates. Being able to provide them with job status and online reordering will be a huge time saver.” Lemay SanchezSir Speedy, Miami Gardens, FL“Signage and outsourcing are increasing as our product mix shifts. Signage is over 30% of our business and outsourcing is at least 25% and growing.” Shane ParkerPIP, Peoria and Normal, IL5

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Staffing and Skill Set ChallengesFranchisee InsightsThe most significant challenge faced by franchisees today is finding and retaining skilled staff at affordable rates. In response, many are increasing pay and benefits to attract and retain talent. Salespeople and sign installers are particularly difficult to find. Additionally, the increasing complexity of print equipment and software requires technically proficient staff who can operate these systems effectively. Creativity and innovation are also becoming highly valued skills.Vendor InsightsVendors recommend investing in team training to ensure employees are up-to-date with essential skills like color management, file preparation and cloud-based print ordering systems. Cybersecurity awareness, time management and proficiency with online communication tools like Zoom and Teams are also critical. With a reduced staff and increasingly complex production workflow, time management is becoming more important to maximize productivity.Supplier Relations and ReliabilityFranchisee InsightsMany franchisees report a decline in vendor service and support, with reduced flexibility in the availability of paper and other supplies. In some regions, local vendor options are limited, which can further complicate sourcing. Given these challenges, maintaining a proven set of reliable vendors has become a top priority.Evolving Sales ProcessesFranchisee InsightsThe sales process has undergone a transformation with the rise of remote work. Initial meetings with prospects are now frequently conducted via video calls. Digital prospecting has also become more prevalent, and in-person visits to a franchisee’s center have proven effective for closing deals. Messaging has shifted from promoting products to selling solutions, with a focus on delivering outcomes rather than discussing specific print techniques.Trends, Challenges and Opportunities“Finding, training and retaining employees has become much more difficult. As a result, we are looking to automate and cross-train as much as we can.” C.J. SudmanSir Speedy, Statesville and Mooresville, NC“Our vendors have struggled with staffing, supply chain issues and rising costs, just as we have. As a result, service and reliability have suffered. Maintaining a group of proven, consistent vendors will be key to our continued growth.” Brian and Alexis LenzSir Speedy, Carrollton, TX6

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Embracing Remote Work and Cloud AdoptionFranchisee InsightsFor most franchisees, remote work has not yet posed significant challenges for service and delivery. However, maintaining accurate and up-to-date customer records has become more critical. Remote workers often require improved communication processes, as they may not always be working, so they often don’t respond in a timely manner.Vendor InsightsCloud adoption is playing an increasingly important role in the print industry. Cloud-based platforms enable remote job submission, proofing and monitoring, enabling teams to manage jobs from anywhere. The integration of cloud storage and workflow management systems has streamlined file sharing, version control and overall document management.Navigating Data Privacy and CybersecurityFranchisee InsightsData privacy concerns have been minimal for most franchisees, except for a few healthcare clients requiring HIPAA compliance. However, PCI compliance has led to procedural changes in handling customer credit card information. Many franchisees are currently very vulnerable to cybersecurity attacks due to a lack of hardware and software safeguards and staff training. Several franchisees have been hacked and their data held for ransom as a result of vunerable systems.Vendor InsightsVendors stress the growing importance of data privacy and cybersecurity, as printers handle sensitive client information such as financial documents and legal contracts. The landscape of privacy regulations, including GDPR, HIPAA and CCPA, is becoming increasingly complex, making it essential for printers to invest in strong security measures. Cybersecurity threats such as ransomware and data breaches, pose significant risks to both business operations and client trust.Trends, Challenges and Opportunities“Remote work hasn’t posed major problems for service and delivery. However, it requires maintaining updated customer info so that we can communicate with them in a timely manner and deliver jobs to the right location.” James WarrenSir Speedy, Nashville, TN“We’ve partnered with a local managed IT services provider to help us secure our systems and reduce the chance of getting hacked. We’re concerned that it could put our business at risk if client data is exposed.” Eileen RosenzweigSir Speedy, Sarasota, FL7

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The Role of Automation in Efficiency and ProfitabilityFranchisee InsightsAutomation is viewed as a key driver of efficiency and profitability. Many franchisees are actively investing in automation tools to streamline workflows, reduce labor reliance and improve efficiency. Automated systems for order submission, proofing and status tracking provide customers with enhanced convenience and transparency. PlanProphet has been a welcome addition to the workflow, providing real-time data and analysis while streamlining and automating proofing and payments. Additionally, automated workflows integrated with customer data sources enable the creation of targeted marketing campaigns and personalized direct mail. The focus on automation also helps mitigate the challenges posed by labor shortages.Vendor InsightsAutomation offers numerous benefits for print businesses. Tasks such as order processing, job scheduling and file preparation can be streamlined to enhance workflow efficiency. Automated systems that integrate customer data allow for targeted marketing campaigns and personalized direct mail solutions. By reducing labor costs, material waste and inefficiencies, automation can drive down operational costs and boost profitability.Sustainability and Environmental AwarenessFranchisee InsightsToday, sustainability is not a top priority for most customers, who are more focused on speed, cost and reliability. However, customers are increasingly interested in eco-friendly options as long as they do not come with higher costs.Vendor InsightsSustainability is becoming a more prominent issue in the printing industry. As environmental awareness grows among consumers, demand for sustainable printing solutions and eco-friendly materials is on the rise. Many printers are adopting greener practices, such as using recycled materials and offering environmentally conscious options, to attract eco-conscious customers.Trends, Challenges and Opportunities“Automation is the key to offsetting staffing challenges. AI software to automate estimating and order processing and production equipment that requires less manual labor will make us more efficient and profitable.” Brandon BloomSir Speedy, Bethpage, NY“This isn’t a big issue right now. Some customers have asked us to provide FSE-certified papers for their jobs, but we think that more customers will ask us about our sustainability efforts over time.” Bob and Adam PelzekPIP, East Longmeadow, MA8

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The Impact of Artificial Intelligence (AI)Franchisee InsightsAI is widely regarded as a potential game-changer for the printing industry, though its impact remains minimal today. Franchisees believe AI will drastically alter workflows and reduce staffing needs over the next few years. Currently, AI is being used for basic tasks like graphic design and communication, but it is expected to become much more disruptive in the near future.Vendor InsightsAI is set to revolutionize print operations, offering opportunities to enhance efficiency and customer experiences. From streamlining order management and job scheduling to improving print quality by detecting defects in real-time, AI will help reduce waste and optimize production processes. AI-powered assistants are also expected to enhance customer interactions, from handling inquiries to offering personalized recommendations.“I think that AI is going to improve customer service immensely. Our customers don’t want to wait three or four hours for a quote or answer about their job status. AI will be able to provide them with an answer immediately.” Jerry PowersSir Speedy, St. Petersburg, FL9Trends, Challenges and Opportunities

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Strategies for Future GrowthYour business’s future growth lies in adapting to rapidly changing technologies, customer demands and market trends. By embracing workflow automation, AI, cloud adoption and sustainability practices, you can improve efficiency, reduce costs and meet your customers’ growing expectations. While challenges such as staffing, data privacy and cybersecurity will continue for the foreseeable future, the opportunities for profitable growth in this dynamic industry remain excellent.It all starts with a current and viable business and financial plan. We have extensive tools available to help you create a plan, along with assistance from your Business Management Consultant. We recommend that you incorporate the following areas of focus into your plan.13Key Activities for Profitable and Sustainable GrowthBecome anEmployer of ChoiceContinually Improve the Customer Experience (CX)Continually ImproveYour WorkflowEmbrace andUtilize AIin Your BusinessManage Your Finances ResponsiblyExecute a Consistent Integrated Marketing EffortAdapt YourSales ApproachImplement Sustainable Business PracticesImplementa RobustCybersecurityPlan

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Become an Employer of ChoiceIn today’s competitive job market, attracting and retaining top talent goes beyond simply offering a paycheck. For small business owners, building a strong and sustainable workforce is essential for long-term success.Being an employer of choice offers many advantages, including:• The ability to attract and retain highly qualified employees• Higher-performing staff• Lower turnover rates• Improved employee attitudes (Happy employees are easier to manage)• Increased sales per employee• A more positive business environment• Higher profitsThe Nine Traits of an Employer of ChoiceThe following nine traits form the foundation of becoming an Employer of Choice. It’s important to note that as a business owner, what you feel makes your company an attractive employer may differ from what your employees think. Ultimately, the best employees define what makes a company an employer of choice. These traits are:1. Strong Company Culture2. Competitive Compensation and Benefits3. Work-Life Balance4. Professional Development Opportunities5. Clear Career Path6. Strong Leadership7. Employee Recognition and Rewards8. Ethical and Social Responsibility9. Positive Employer BrandingSmall Businesses Can Win in the Employer of Choice BattleSmaller businesses can actually outperform larger companies in becoming an employer of choice. There are many factors where large organizations struggle to compete, including:• Personal touch and appreciation• Greater flexibility• Expanded roles for employees• Direct impact on overall business results• Closer connections to the community• Direct communication with the owner (fostering transparency and authenticity)Strategies for Future Growth14“It’s important to note that as a business owner, what you feel makes your company an attractive employer may differ from what your employees think. Ultimately, the best employees define what makes a company an employer of choice.”

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• Inclusion in the planning process• A more casual work environmentNext StepsBecoming an Employer of Choice requires effort but is well worth the investment. Start by assessing where your business stands today and identifying areas for improvement. Often, the basics are the best place to begin, such as having clear job descriptions, outlined policies in an employee handbook, regular performance appraisals and team meetings.To get started:• Recognize what your business does well and where it can improve. Consider conducting an employee satisfaction survey.• Prioritize the areas that could have the most significant impact.• Add an “Employer of Choice” section to your business plan.• Work with your BMC to identify additional resources as needed.• Use theEmployer of Choice QuickStart Guide located on the BMSS in the Resource Library> Human Resources> Recruitment section to get started.Continually Improve the Customer Experience (CX)By focusing on creating a great customer experience you will find that it can be a lasting way to grow, keep customers and differentiate yourself from the competition. Customer experience is much more than simply providing great customer service. It is defined as the sum of all interactions a customer has with an organization over the life of the relationship. This means every single encounter—from the first time someone becomes aware of your center to all the direct and indirect touchpoints that may occur over days, weeks, months and years.CX spans from your marketing and sales efforts to all client interactions with you, your support and production teams and their related activities, all the way to other operational functions such as billing, delivery, installation and more. Even post-engagement, a client may be impacted by your customer experience. For example, say a customer provides an online review of your business, if and how you respond to that review, regardless if the experience was good or bad, is part of the customer experience.Improving your customer’s experience is your competitive advantage. Here are five benefits of improving CX:1. Increase customer retention2. Boost customer lifetime value3. Build brand loyalty4. Improve brand reputability5. Provide a competitive advantageStrategies for Future Growth15“CX spans from your marketing and sales efforts to all client interactions with you, your support and production teams and their related activities, all the way to other operational functions such as billing, delivery, installation and more. Even post-engagement, a client may be impacted by your customer experience.”

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Understand Your CustomersAnchor your CX in a solid and sustainable understanding of your customer. Collect, analyze and activate data and insights to drive CX efforts. This includes customer data, customer voice, customer insight and competitive insight.Create Powerful and Differentiated Customer ExperiencesCreating optimal customer experiences relies on identifying and delivering the moments that matter most. These moments are the subset of customer touchpoints that disproportionately create or destroy value with your customers.Build a Customer-Centric CultureFor a business to become or remain successful in today’s competitive environment, it must move from being product-focused—building a product or service and seeking out customers—to customer-centric, where customer needs and goals are assessed and a solution is then provided.Use Loyalty Loop to Manage Customer FeedbackLoyaltyLoop is designed to help businesses gather valuable feedback from their customers after a transaction or experience, using email or SMS. The application works by identifying which customers are loyal and which may be dissatisfied, giving businesses the opportunity to take action and improve those relationships. It also tracks your Net Promoter Score (NPS), allowing you to measure customer satisfaction and compare your performance to others in your industry.With LoyaltyLoop, you can quickly spot and address negative experiences before they escalate and harm your reputation. At the same time, it encourages happy customers to leave positive reviews, helping you attract new business. Loyal customers not only drive repeat sales but also refer others and typically become your most profitable clientele. Additionally, the platform helps uncover new opportunities within your existing customer base and assists in generating referrals to potential new customers. To sign up for Loyalty Loop, go to: https://loyaltyloop.com/pricing/KH8B45QQ/franserv.html.Your People Are KeyOne of the most important components of a successful CX strategy is people—that is, you and your team. People like to do business with people they know, like and trust. It’s important that your team is on board with assessing and improving your customer experience.For detailed information regarding improving the customer experience, The Customer Experience Starter Guide is available for download on the BMSS in the Resource Library> Marketing> Customer Experience section.Strategies for Future Growth16

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Continually Improve Your WorkflowThe primary methods for improving your workflow are:• Having well-defined processes and procedures• Do you have documented processes and procedures in place? Is your team trained well enough to follow them? Do you enforce them?• Do you conduct production meetings every morning to improve communication and reduce errors?• Optimization• Is the layout of your center optimized to help the work move through as efficiently as possible? Is it neat, clean and well organized?• Automation• Can you replace a time-consuming manual process with equipment or software that can automate it or reduce the number of touches on a job required to produce it?Walk Your WorkflowWe recommend that you start by “walking your workflow.” Spend some time following a few jobs through your center and look for pinch points and inefficiencies. What is slowing the job up? Can you introduce a process or procedure to speed it up and improve the quality or consistency? Do you need to replace or update equipment? Have workarounds been put in place because something isn’t working correctly? What can you do to fix them?DebriefingTake a few jobs a week after they are delivered and debrief with your team. Ask them their opinion regarding what went right and what could be better. They are closest to the work and often have the best insight into what can be improved. Develop a policy of no blame and focus on how to get the work out more efficiently. People inherently want to do a good job and often fail to do so due to a lack of training, processes and procedures.Getting StartedAfter analyzing your workflow, you will likely find many things that can be improved. Create a list of and prioritize them based on what will bring the biggest improvements. Even small changes can often produce big results, so immediately implement the quick and obvious fixes. A series of workflow automation guides are available on the BMSS in the Resource Library > Operations > Workflow section.Embrace and Utilize AI in Your BusinessAI will significantly impact the printing industry. Virtually every vendor in the industry is working to incorporate AI into their products and services. Overtime, the benefits will include optimized workflows, predictive equipment maintenance, enhanced customer engagement with intelligent quoting and job status and design tools to simplify template creation and enhance images. To stay ahead of the competition, it’s critical that you start now to implement AI in your business.Start small but get started!Instead of figuring out how to implement AI everywhere you can in your center, find a specific thing and focus on that. Encourage your prepress staff and graphic designers to use Adobe Strategies for Future Growth17“Take a few jobs a week after they are delivered and debrief with your team. Ask them their opinion regarding what went right and what could be better. They are closest to the work and often have the best insight into what can be improved.”

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Firefly to create images and logos. Use Chat GPT or Google Gemini to create proposals and formal quotations. Try Vectorizer.AI to clean up low-res logos and turn them into EPS files. Never include proprietary customer or company data in AI prompts. Public AI models such as ChatGPT are fine if you’re trying to get help writing an email to a customer, but remember that anything you input becomes publicly available to all.Always evaluate AI output for accuracy and appropriateness. AI systems will always return a result but can often be wrong or outdated.Make it part of your business plan to always keep learning about AI.The technology changes rapidly on an almost daily basis; look for articles, books, blogs, podcasts, seminars, webinars, events and all other resources from outside and inside the printing industry to stay current on AI developments. Excellent sources for news and information regarding AI include (search for AI on each site):• WhatTheyThink.com (specifically covers the printing industry)• Google News (news.google.com)• TechCrunch.com• TheVerge.comWe also encourage you to share how you utilize AI with the rest of the Network through the FSI Sign Forum (http://www.FSISignForum.com).Implement a Robust Cybersecurity PlanCybersecurity threats are at an all-time high. Cyberattacks on all businesses, but particularly small- to medium-sized businesses, are becoming more frequent, targeted and complex. The most common types of attacks on small businesses include:• Phishing/social engineering: 57%• Compromised/stolen devices: 33%• Credential theft: 30%The consequences of a cybersecurity incident may impact your business for weeks, if not months, causing financial losses, loss of productivity, damage to your reputation and legal liability. Ransomware attacks are becoming much more frequent. We have had several franchisees recently experience an attack, severely impacting their business. Compounding the issue is that many franchisees do not have a robust data backup system in place that automatically backs up all of their data into the cloud.To improve your cybersecurity, you should prioritize using strong passwords, keeping software updated regularly, backing up your data, implementing a robust incident response plan and providing cybersecurity awareness training to employees. This includes being vigilant against phishing attempts and protecting sensitive information across all devices. Strategies for Future Growth18“Make it part of your business plan to always keep learning about AI.The technology changes rapidly on an almost daily basis; look for articles, books, blogs, podcasts, seminars, webinars, events and all other resources from outside and inside the printing industry to stay current on AI developments.”“We have had several franchisees recently experience an attack, severely impacting their business. Compounding the issue is that many franchisees do not have a robust data backup system in place that automatically backs up all of their data into the cloud.”

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The top five things you can do to improve your cybersecurity are:1. Strong Password Management Utilize complex passwords for all accounts and consider using a password manager to securely store them. 2. Software Updates Regularly update your operating systems and applications to patch security vulnerabilities. 3. Data Backup Regularly back up important data to a secure location to mitigate data loss in case of a cyberattack.4. Incident Response Plan Develop a comprehensive plan to address cyber incidents, including steps to contain attacks, restore systems and communicate effectively. 5. Employee Cybersecurity Training Educate employees about common cyber threats like phishing emails and how to protect sensitive information.Your center should have a comprehensive and ongoing protection plan in place to help you and your team minimize the risk of a data breach or attack. To help you with this we’ve created a Best Practices for Cybersecurity and Backup Guide that provides you with a overview regarding how to implement and manage an effective multi-tiered approach to safeguard your software, hardware and data and is available for download from the BMSS in the Resource Library> Operations> Cybersecurity section.Manage Your Finances ResponsiblyManaging the financial side of your business has become more challenging. Changes in everything from digital payments to the complexity of pricing is requiring more detailed oversight. The complexity and diversity of what we sell has also evolved significantly over the last decade. Years ago, 90% of what we sold was produced in-house. Today, we see many owners report 50% or more in work that is sold and brokered (manufactured elsewhere). Software as a service, outside installation labor, cash management for additional brokered work and large ebbs and flows (signage jumps) all lead back to the critical need for more careful management. Managing your finances has never been more important and starts with your financial statements and ratio analysis. The following key activities are recommended for ongoing financial management of your business:• Update your chart of accounts to the latest version.• Produce financial statements monthly and review with special attention to key industry ratios. • Use your knowledge of key ratios to help define pricing changes.• Update your MIS and pricing on a quarterly basis.• Create a written collections process and monitor closely. • Regularly calculate a “cashflow spreadsheet” and know your breakeven.Strategies for Future Growth19“Managing your finances has never been more important and starts with your financial statements and ratio analysis.”

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• Conserve cash at all times and secure a line of credit before you need it.• Review and cut expenses wherever possible.• Look for financial process automation that can save you time and money.• Keep lines of communications open with key suppliers.• Strive for “real time” visibility into your cash and financial position with software.• Participate in the Financial Benchmarking Study (FBS).• Consider taking business financial management courses. A variety of financial management tools are available for download and located on the BMSS in the Resource Library> Business Administration> Financial Management section. Your Business Management Consultant is also ready to help with any of these activities.Execute a Consistent Integrated Marketing EffortYour center’s profitable growth and survival depends on your successful implementation of an effective marketing program. Marketing encompasses promoting your brand and the services you offer and communicating the benefits of working with you. Marketing and sales are two very important disciplines for growing your business. Although each has its own function, they must be integrated together to maximize effectiveness.Marketing starts with building brand awareness to generate potential leads for your business and the products and services you offer. It plays a key role in helping drive sales since your future customers need to know about you before they are going to buy from you. You essentially want to be top of mind when they think about signs, print and marketing. Once a lead is generated, then the sales process is introduced. You will grow your revenue much slower if all you do is marketing activities. The power of marketing comes from an integrated marketing and sales effort. Building brand awareness and leads generates opportunity with both prospects and customers. It aids in qualifying them, building relationships and converting them to sales.A term often used in marketing and sales is “touches.” Each time you make contact with a prospective customer we regard that as a touch. A direct mail piece sent to a lead, a telemarketing call that gets through to a person, a meeting with a prospect at a networking event, are all examples of a touch. Multiple touches via a variety of activities builds brand awareness and keeps you and your business in their consideration set, so that the next time the prospect has a need for your services, you are the company they contact.Experience shows that it can take from 7 to 13+ touches to convert a lead into a customer. So, it is the combined effect of multiple touches that will have the most impact on building awareness of your business and the feeding of your sales pipeline. Integrated marketing (also known as omnichannel) is a means of communicating with your audience using several different marketing mediums that carry a consistent look, feel and message strategy. Since no two people respond to marketing in the same manner, integrated marketing helps boost the likelihood that your Strategies for Future Growth20“Experience shows that it can take from 7 to 13+ touches to convert a lead into a customer. So, it is the combined effect of multiple touches that will have the most impact on building awareness of your business and the feeding of your sales pipeline.”

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audience will respond. Each medium used enhances the additive effect of integrated marketing, making a more impactful and effective marketing strategy. Components of our Integrated Marketing System include:• Digital Marketing• Website• Local Business Listings• Paid Search (Google Ads) Advertising• Call Tracking• Social Media (Postings and Reviews)• Local Social Advertising• Landing Pages• CX Surveys, Reviews & Testimonials• Direct Marketing• Automated Marketing Program (AMP)• Direct Mail• Email• Lead Generation Program• Conversational Email• Telemarketing• CRM Marketing (PlanProphet)• Email• Content Marketing• Newsletters• Blog• Case Studies• Whitepapers• Tip Sheets, Checklists & Guides• Videos• Marketing and Sales Collateral• Brochures, Flyers, One-Sheets• Box/Statement Stuffers• Calendars• Business Graphics and Identity• Exterior and Interior Signage• Vehicle GraphicsStrategies for Future Growth21

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• Other Local Advertising (print and online)• Community Marketing• Local Events and Sponsorships• Networking• Promotional Products• Public Relations• News Releases and/or Accolades• Networking• Open House EventTo effectively build brand awareness and generate leads in your local market, you must maintain a marketing program comprised of a combination of the marketing mediums listed above. A good rule of thumb is to invest 5% to 8% of your annual revenue towards your marketing efforts. As the owner of your center, you should delegate the day-to-day implementation of the marketing system to key employees. Adopt a marketing focused mindset. Be responsible for implementing the program and training your employees. This will ensure your best chance for success.A detailed Integrated Marketing Guide is available for download from the BMSS in the Resource Library> Marketing section. Additionally, to help you stay on track with your local marketing download the Marketing Checklist as well as the monthly Local Marketing Calendars. Consult with your BMC to help you build out a consistent integrated marketing program.Adapt Your Sales ApproachIn today’s rapidly evolving B2B sales landscape, the skills that once guaranteed success are being supplemented by new, crucial competencies. As businesses move toward more virtual and data-driven sales processes, future salespeople must adapt to meet these changing dynamics. The blend of traditional sales techniques and modern technology will define tomorrow’s top performers. Here are the key skills that will be essential for salespeople to thrive in the future:Digital Communication MasteryIn an increasingly digital sales environment, communication is paramount. Salespeople need to be adept at connecting with prospects and clients in a virtual setting.• Virtual Engagement: Platforms like Zoom, Microsoft Teams and other video conferencing tools have become essential for building relationships. Sales professionals must learn to present confidently and charismatically through the screen, ensuring that their message resonates despite physical distance.• Written Communication: Capturing attention in crowded inboxes is no small feat. Mastery of concise, compelling email writing and messaging will be critical to convey value quickly and effectively, ensuring follow-up and next steps are clear.Strategies for Future Growth22“The future of B2B sales will require professionals to go beyond traditional selling skills. Mastering digital communication, leveraging technology and embracing data-driven strategies will become table stakes. Those who prioritize empathy, personalization and continuous improvement will set themselves apart as trusted, value-driven partners to their customers.”

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Technology ProficiencyModern sales teams rely heavily on technology to streamline processes and provide deeper insights into customer behavior.• CRM and Sales Tools: Understanding customer relationship management (CRM) platforms, sales engagement tools and AI-driven technologies for prospecting, analytics and lead nurturing is crucial. These tools offer powerful ways to track client interactions and close deals more efficiently.• Social Selling: Salespeople must be proficient at leveraging social media platforms, particularly LinkedIn, to connect with prospects, build relationships and share industry-relevant content. Social selling is fast becoming a cornerstone of modern B2B sales strategies.Adaptability and FlexibilityThe B2B sales environment is continuously evolving. Future sales professionals need to be agile, adjusting to new conditions quickly.• Remote Work Skills: Remote and hybrid work models are here to stay. Sales professionals must develop strong time management and self-discipline to thrive in a less structured work environment.• Agility in Approach: Customer needs and preferences can shift quickly. The ability to pivot strategies, update messaging and change outreach methods will be crucial for staying competitive in a fluctuating market.Data-Driven Decision MakingThe future of sales will be deeply tied to data, which means that salespeople must be comfortable analyzing and acting on insights.• Analytical Skills: Successful salespeople will need to interpret data from multiple sources to tailor their sales approach, gaining insights into customer behavior, preferences and pain points.• Performance Tracking: Effective sales professionals will use key performance indicators (KPIs) and other metrics to continuously monitor and improve their strategies, ensuring their efforts align with both customer needs and organizational goals.Empathy and PersonalizationIn a world that feels increasingly impersonal, salespeople must build authentic relationships through empathy and personalization.• Customer-Centric Mindset: The best salespeople will focus on understanding their customers’ challenges and goals, particularly in virtual settings where connection can feel more distant. Building genuine rapport and trust will be a key differentiator.• Personalization Skills: Tailoring outreach, proposals and follow-up communications to each individual client is essential. Personalization demonstrates value and shows that a salesperson truly understands the client’s specific needs.Strategies for Future Growth23

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Sales Cadence Design and ExecutionThe rhythm and timing of interactions with prospects—is crucial in the modern sales environment.• Strategic Planning: Sales professionals will need to design structured cadences that nurture leads through a series of well-timed touchpoints. This might include a mix of emails, calls, social interactions and personalized messages to keep prospects engaged.• Follow-Up Excellence: Persistence is key, but over-communicating can be detrimental. Salespeople will need to strike the right balance, ensuring that their follow-ups are timely, relevant and respectful of the prospect’s time and attention.Continuous Learning and ImprovementThe pace of change in sales tools and techniques demands constant growth and adaptation.• Staying Updated: New tools, platforms and tactics are regularly emerging. Top sales professionals will commit to continuous learning, keeping up with industry trends and adopting innovative sales methods to stay ahead of the curve.• Feedback Integration: The most successful salespeople actively seek feedback, using it to refine their approaches and improve performance over time.The future of B2B sales will require professionals to go beyond traditional selling skills. Mastering digital communication, leveraging technology and embracing data-driven strategies will become table stakes. Those who prioritize empathy, personalization and continuous improvement will set themselves apart as trusted, value-driven partners to their customers. Franchise Services has developed comprehensive Salesperson and Customer Service Representative programs to help with hiring, training and managing your sales and customer service team. Contact your Business Development Consultant to develop a plan that’s right for you and your team.Implement Sustainable Business Practices Despite hesitation on the part of businesses, today’s consumers are more educated on sustainability than ever before. In addition to being the right thing to do, making sustainability a focus can be a key differentiator in the value you offer to your customers and their brands. Sustainability is a system of change that is designed to protect our environment and businesses of all sizes can play a role. Sustainability DefinedFor today’s businesses, environmental sustainability involves acting in a way that considers future generations and preserving the valuable resources that are required to ensure a high quality of life including air, water and soil quality. It is also not uncommon for eco-friendly efforts to consider animal welfare, the preservation of wildlife habitats and the effects of hazardous waste or greenhouse emissions. Sustainable decisions then involve offsetting pollution, protecting raw materials, minimizing waste and attempting to recycle or reuse products.Strategies for Future Growth24“Even if you don’t have a sustainability strategy in place, you can take steps that will improve your center’s footprint on the planet we share. Take a critical look at your current practices and then commit to a simple audit. Determine the things that are important to your goal and put a plan in place so you can take action.”

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Leading The ChargeIndustry leaders continue to spotlight the need to become more eco-friendly. For the most part, we’ve all come a long way from prior days of manufacturing at all costs. Few would argue that a traditional printing operation might be viewed as a roadblock on the path to sustainability. After all, the printing processes of former days were rich in waste, often emitting higher-than-average VOCs and consuming a large amount of energy. Fortunately, many businesses have learned how to mitigate the biggest offenders of unsustainable practices. Proper waste disposal is easier than ever. Thanks to digital production presses, there are fewer chemicals needed in the print shop. The use of recycled paper is on the rise and the practice of printing for purpose rather than perfection is widely accepted. Some franchisees have even found ways to produce or use renewable energy such as solar energy.Even if you don’t have a sustainability strategy in place, you can take steps that will improve your center’s footprint on the planet we share. Take a critical look at your current practices and then commit to a simple audit. Determine the things that are important to your goal and put a plan in place so you can take action. Here are some examples of questions you can ask yourself:• What are we doing to minimize waste?• Are there supplies that can be sourced locally?• Do we offer incentives for recycling?• Do we give our customers the option to use recycled products/paper?• What steps can we take to improve our facility?• Is the HVAC system smart and efficient?• Do we have procedures in place to reduce electrical use?• Are there any cleaning products that should be replaced with non-toxic alternatives?• Do we use certified electronic recycling centers when it’s time to replace technology?• What actions can we take to use clean energy?• Have we optimized our manufacturing process?• Can we benefit from Artificial Intelligence?• Are we using the best, most efficient technologies?• Do we have a prescribed maintenance plan to increase the life of our equipment?• Does the landscaping around our facility consider sustainable practices?• What measures can we take to reduce commuting emissions?• Do we work with distributors that reduce emissions caused by transportation and shipping requirements?• Do any of our partners or suppliers breach their eco-friendly obligations?Strategies for Future Growth25

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26There are many steps you can take to move toward a more sustainable future. There’s no need to commit to big projects or huge capital expenditures. Take a close look at your center and understand that your sustainability goals might be completely different from your neighboring businesses. Even a simple commitment to save on energy consumption is a step in the right direction.Getting StartedTo achieve future profitable growth, it’s essential to proactively embrace emerging trends and opportunities while tackling challenges head-on. A solid business and financial plan, combined with the resources available through Franchise Services, can help you navigate this evolving landscape. Leverage the expertise of your Business Management and Business Development Consultants, the Franchise Support Team, and the shared knowledge of fellow franchisees to position your business for success. By doing so, you’ll be well-equipped to seize opportunities, overcome obstacles and ensure long-term growth and resilience in a dynamic market.Use the Action Plan located in the next section to capture and prioritize action items for each topic and incorporate them into your business and financial plan.Strategies for Future Growth

Strategies For Future Growth

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