BJ Ball launches printer program to upsell papers

Paper merchant BJ Ball has released a Profit Accelerator Program designed to help printers to upsell application-based paper products which cost more but can provide the same or greater profit for the printer with lower volumes. Rather than simply printing on basic stock as a go-to paper, BJ Ball advocates upselling papers suited to the client’s application, which they say can add value for the client while improving the printer’s customer retention.

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As the specialty papers are more expensive than plain stock, the company has created a matrix identifying the impact of price movements, laying out the volume and price ratio required to maintain a standard gross profit for printers and help clients to adjust their orders. Tony Betrand, marketing and business development manager with BJ Ball Group says, “It’s about trying to help printers take products and apply them for certain applications, to upsell the customer for instance by saying, ‘we can print this on a bit of white paper for you, but have you considered using Heaven42, a really luxurious paper, it actually fits really well with your brand.’ And then showing your customer samples. “The customer may say at the end of the day, this is more expensive. Well yes it’s more expensive, but it’s all about brand equity and making sure that your brand has a look and feel that you want.” For instance, says Tony, Heaven42 has a soft matte finish, suitable for brands looking for a luxurious feel, while the Yupo range of synthetic papers are good for long-lasting outdoor applications, ecoStar is Forest Stewardship Council (FSC) approved and Mactac adhesive products can withstand freezers and wrap around buildings with a brick façade. Diversifying in paper options may also help the printer to develop stronger relationships with clients, says Betrand. He says, “At the end of the day you find out more about your customer, which is important. If the customer is using a specific paper, which fits with their look and feel, then I would suggest that brand equity is important to that customer and they want to make sure they maintain that. That will hopefully translate into customer retention for you, because it shows you’re in tune with what the customer wants.” Should the client reject the most costly specialty paper, Betrand suggests they might be persuaded to go for a cheaper yet still application-specific option. BJ Ball says it aims to help printers doing it tough in the current climate, promoting diversification to survive the digital revolution.

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