Upselling & Cross-Selling Guide

Upselling & Cross-Selling Call Guide for Print Shops

Transform your print shop from a simple order-taker into a high-revenue marketing partner. This guide shows you how to turn a basic $50 business card call into a $500 branding package by identifying what your customers actually need for their events and businesses.

Upgrading the Finish and Feel

When a customer calls for basic flyers or business cards, they often don't know the difference between 80lb text and 16th pt cardstock. Instead of just taking the order, ask about the 'hand-feel' they want. A simple upgrade from standard matte to a soft-touch laminate or spot UV can turn a $150 order into a $250 order. Explain that premium finishes help their brand stand out in a stack of cheap mailers.

Key takeaway: Always offer a 'premium' stock option to increase the average order value by 30% or more.

The Identity Bundle

Rarely does a business only need business cards. If they are calling for 500 cards, they likely need matching letterhead, envelopes, or even 'thank you' inserts for their packaging. Bundle these together as an 'Identity Kit.' Mention that printing them all at once ensures the CMYK colors match perfectly across all materials, which is a major pain point for professional clients.

Key takeaway: Cross-sell related stationery to solve the customer's color-matching worries.

Large Format Add-ons

A customer calling for a $300 vinyl banner for a trade show will also need a way to display it. Don't let them go to a hardware store for supplies. Offer X-stands, retractable roll-up bases, or heavy-duty grommets and bungees. If they are ordering signage for a storefront, suggest window decals or A-frame sidewalk signs to catch foot traffic from both directions.

Key takeaway: Never sell a sign without asking how and where it will be mounted or displayed.

The 'Event-Ready' Package

Print shops thrive during event seasons. When someone calls for a rush order of brochures ($200), ask if they have their table throws or foam-core backdrops ready. Many customers forget these items until the last minute. By offering a 10% discount on a secondary item like a retractable banner ($250) during the initial call, you save them a second trip and double your shop's profit.

Key takeaway: Ask about the 'bigger picture' event to uncover hidden needs for large-format items.

Design and File Prep Services

Many customers call with low-resolution files or no bleed area. Instead of just telling them the file won't work, offer a 'Print-Ready Conversion' service for a flat fee of $49. This saves the customer the frustration of fixing it themselves and adds pure profit to your job. Position it as a way to ensure their $1,000 large format job doesn't come out pixelated or blurry.

Key takeaway: Turn file errors into a paid design service that guarantees quality results.

Step-by-Step Process

Acknowledge the Deadline

In the print world, deadlines are everything. Confirm you can hit their date first to build immediate trust.

Verify the Specs

Ask about size, quantity, and paper weight. This is where you identify if they need a better substrate for their specific use case.

Suggest the 'Professional' Upgrade

Mention how a slightly thicker stock or a specific laminate will make their project look significantly more expensive for a few extra cents per piece.

Check for Missing Pieces

Ask, 'Do you have the matching envelopes or the display stands for these?' to bridge into cross-selling.

Lock in the Design Service

If their file sounds problematic, offer your in-house prep service to ensure the final print looks perfect.

Automate Future Orders

Ask if this is a recurring project. Offer to keep their files on hand for a 'one-tap reorder' next month.

Pro Tips

1.Keep a 'Sample Kit' near the phone so you can describe the texture of linen or metallic papers vividly to the caller.
2.Mention that increasing quantity from 500 to 1,000 often only adds 20% to the price but doubles their value.
3.Use phrases like 'To make sure this really pops...' to introduce higher-end finishes without sounding pushy.
4.If you are on the floor running the offset press, use SkipCalls to capture high-value signage leads so you don't lose the $2,000 job to the shop down the street.
5.Always ask, 'Is this for an indoor or outdoor application?' to upsell UV-resistant inks or lamination.

Frequently Asked Questions

How do I justify a higher price for 'rush' jobs?

Explain that a rush job requires breaking down a current press setup or paying staff overtime to meet their deadline. Most customers are happy to pay a 25-50% premium to ensure they have their banners before the show starts.

What if the customer says they can get it cheaper online?

Focus on your local expertise, file checking, and color accuracy. Remind them that online shops won't catch their typos or tell them their resolution is too low before it's too late.

When is the best time to suggest an upsell?

The best time is after you've confirmed you can meet their deadline but before you take the credit card information. Use the 'While we have the files open...' approach.

How do I handle callers who don't know what they want?

Ask what the goal of the piece is. If it's for brand awareness, suggest something durable like high-gloss stickers. If it's for a one-time sale, suggest a high-volume, low-cost flyer.

Stop Letting High-Value Print Jobs Go to Voicemail

While you're busy at the cutting table or running the wide-format printer, SkipCalls answers your phone 24/7. Our AI receptionist can handle basic quotes, book design consultations, and ensure your print shop never misses a rush order again for just $19.99/month.

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Phone Setup Guide

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Review & Referral Scripts

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