The Print University header

Selling Strategies for Commercial Printers

Selling Strategies for Commercial Printers

Selling Strategies: Commercial Print – Episode Summary

In this episode of The Print University, Ryan McAbee and Pat McGrew dissect the realities of selling commercial print—not with a formal methodology, but through the lens of practical experience. Perfect for sales reps engaged in printing industry training programs for new employees, or those crafting outsourced training for print production staff, this episode offers an unfiltered look at how commercial print sales work in the real world.

The hosts begin by reframing sales not as a scripted process, but as a relationship-driven, consultative role. Salespeople must know what their shop is capable of producing, stay updated on equipment and service offerings, and understand how print fits into each client’s business objectives. They often serve as educators—helping clients discover possibilities they didn’t know were possible—while also acting as customer advocates inside the shop.

The episode walks through key elements of effective selling: preparing use cases, understanding a prospect’s pain points, offering creative solutions, handling objections, and closing deals. Sample kits, storytelling, and vertical-specific knowledge are emphasized as critical sales tools. Sales reps must also be comfortable pricing in collaboration with estimators and adjusting offers based on press capacity, run timing, and substrate availability.

In today’s digital-first buying environment, where online printers dominate, commercial reps must offer value beyond specs and “speeds and feeds.” They must sell outcomes, flexibility, and trust—while making it easy for customers to say yes.

You Will Learn:

  • How commercial print sales differ from transactional or online selling

  • Why vertical knowledge and storytelling drive effective print sales

  • Key skills: prospecting, preparation, objection handling, creative offers

  • The role of sample kits, equipment awareness, and production fluency

  • How to compete with online printers by selling solutions, not specs

Who This Course Is For:

Commercial print sales reps, business development teams, franchise print consultants, and managers developing print shop employee onboarding templates or MIS software training for print production

Time to Watch:

Approx. 13 minutes