July 2007 - Most consumers figure out pretty quickly that commodity copy and multipurpose paper is the least expensive. Purchasing these grades of paper frequently leads your customers to believe they are making the smartest purchase decision. Yet frequently that is not true, many times a specialty paper with value-added features and benefits is the better buy. They are also the better margin opportunity for you, so it makes sense to talk to your customers about the best paper for each need they have. It’s a “win/win.”
There really is no special trick or silver bullet required to selling higher value papers; any dealer can do it. All it takes is a better understanding of customer needs and goals along with the opportunity to explain how and why value added paper can provide a better solution. To get started go back to basics and start asking customers a few questions to better understand their imaging and paper requirements.
Does the customer by one grade of paper across the board? What kind of printing and photo-copy equipment do they use? What kinds of documents are printed most frequently? What about important, but perhaps less frequent, documents that have to look amazing? Answers to questions such as these can provide the information you need to revise your customer’s paper purchasing routine and influence them to include more value-added grades.
Each kind of printing and imaging equipment has its own specific paper requirements based on differences in how the ink or toner is applied and how the paper moves through the machine. For instance, color copiers require a heavier sheet with an ultra smooth surface that can stand up to the heat, pressure and layers of color toner that today’s units regularly employ.
When used with value-added papers specifically engineered to work best in a particular machine, today’s desk top printers can produce more vibrant and detailed images that ordinary papers can’t match. Inkjet printers spray ink on paper – if that ink doesn’t dry quickly smearing can result. Value added products, such as HP Multipurpose paper with ColorLok technology, have been especially formulated for inkjet applications. ColorLok technology helps the sheet dry up to three times faster to reduce smudging. Special additives incorporated into the sheet prevent black inks from penetrating too deeply and produce images up to 40% darker for bolder text and richer deeper grays. So when your customer uses an inkjet printer to create a document that has to look fantastic, recommend they use a paper designed to work best in that situation.
Laser printers work best using paper with an ultra smooth surface that allows the toner to be produced in the truest shape for high resolution printing. One especially fruitful line of inquiry is to determine if a customer regularly mixes and matches paper types in their laser printer. Customers who change paper multiple times per day – for example loading 20 sheets of copy paper into a laser printer designed to use laser paper – are likely to experience run-ability issues. Entry level laser sheets, such as Hammermill Laser Print, will assure high quality printing at a very affordable per-sheet price so they can use the same paper all of the time.
These are just a couple of examples of the types of situations you might encounter where high value papers can offer customers more effective solutions. Keep in mind that although value added papers may cost more per carton; their use can actually help save money for your customer. Besides providing better value and improved imaging, selling these name brand papers can typically add 10 to 15 percent more profit to your bottom line.
You’ll benefit in other ways as well:
- Gain a better understanding of customer applications and paper requirements
- Become a more valuable resource for your customers
- Help the customer save money – using the right paper for specific applications actually decreases their cost per image when quality matters most
- Gain a loyal, long-term customer once they see how much better documents look on value-added papers
- Create a partnership the client sees as beneficial, which makes it less likely they’ll seek out other suppliers for their paper business
United Stationer’s Paper Specialists are available to help you develop strategies to maximize your paper margins, and satisfy your customers’ needs. They may be reached at (888)PAPER60 or email PaperRap@ussco.com. |
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