Rising operating costs, talent shortages, and higher customer expectations are putting increased pressure on commercial printers. Meeting these challenges requires more than just strong output; it calls for a holistic strategy aligned with evolving customer needs.

NAPCO Research’s “Defining the Actions and Strategies of Print Sales Leaders” reveals how print providers experiencing sales growth are redefining success through innovation, service expansion, and smarter customer engagement. To uncover what sets these sales leaders apart, NAPCO Research surveyed commercial printers and analyzed the responses of those reporting positive sales performance. The resulting report highlights the core strategies these high-performing companies are using to succeed in a competitive and rapidly evolving print landscape.

Differentiation and Market Focus

Rather than competing on price alone, companies reporting sales growth are leaning into differentiation and specialization. Nearly half of the survey respondents reporting sales growth use a strategy that combines unique service offerings with a targeted focus on specific markets or customer segments. Another third pursues pure differentiation, standing out with distinct capabilities such as data services, mailing, and creative design.

This value-based approach is paying off. Over 75% of printers reporting sales growth are expanding their service portfolios, and 70% expect to diversify their product offerings over the next two years. By doing so, they are building loyalty, boosting margins, and positioning themselves as communication solution providers — not just print shops.

Expanding Into Adjacent Markets

Sales leaders aren’t limiting themselves to traditional print. Instead, they’re moving into adjacent markets like signage, packaging, apparel decoration, and promotional products. Advances in digital print technology have made these transitions more accessible than ever, and many printers are forming partnerships to enter new segments without incurring major upfront costs.

This strategic expansion is helping printers to capture a larger share of client spend, build resilience, and future-proof their businesses.

Investing in Technology and Automation

Technology adoption is another hallmark of today’s print providers reporting sales growth. A commanding 84% of survey respondents reporting sales growth are investing in workflow automation to streamline operations, reduce labor costs, and accelerate job turnaround. In addition, more than half of printers reporting sales growth are expanding into production inkjet.

These investments aren't only about internal efficiency — they’re about creating better customer experiences through faster delivery, more customization, and smoother interactions.

Smarter Sales and Seamless Ordering

Growth leaders are also refining their sales processes, with 72% following structured sales frameworks and 64% conducting regular account reviews. These practices help deepen relationships and uncover new revenue opportunities.

Customer-facing tools like web-to-print portals and personalized ordering platforms are becoming standard. Among printers reporting sales growth, 47% offer dedicated online ordering systems and report increased customer loyalty, shorter buying cycles, and higher order volumes.

Final Thoughts

Today’s print sales leaders are thriving by taking a disciplined, customer-first approach. They’re expanding services, embracing automation, and strengthening client relationships at every touchpoint. To explore the full findings and strategies in detail, download the complete NAPCO Research report,“Defining the Actions and Strategies of Print Sales Leaders.” 

Author bio: Lisa Cross is the principal analyst of NAPCO Media Research, a unit of the PRINTING United Alliance, where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends, business strategy, sales, marketing, and legislation.