Who is the easiest company to sell to? The one that is already a customer. This is why cross-selling and upselling are so important. When you are already selling into an account, it makes sense to maximize your share of that customer’s business. For instance, if you’re selling prime labels, it’s a no-brainer to offer durable labels, as well.
According to Smithers, the global market for printed labels is projected to reach a staggering $44.8 billion by 2024, with a compound annual growth rate (CAGR) of 3.8% through 2029 (“The Future of Printed Labels to 2029”). The “sexy” part of that market is prime labels, with their branding power and bright, eye-catching colors. But many of the same customers need durable labels, too.
Durable labels don’t get the headlines, but they are necessary, and most companies purchasing prime labels need them.
What are durable labels? Examples include:
- Safety and Warning Labels: Found on industrial equipment, electrical systems, and hazardous materials. These labels must remain legible and adhere strongly under extreme conditions to ensure safety compliance.
- Tamper-Evident Labels: Designed to reassure consumers that the product has not been tampered with, enhancing trust and reducing liability for the brand.
- Automotive Labels: Applied to car parts and components found in places like the engine compartment or undercarriage. Despite these being extremely challenging surfaces for adhesion, automotive labels need to resist heat, chemicals, and fluids.
- Chemical Labels: Used on containers holding hazardous chemicals in industrial, agricultural, and household settings and include hazard symbols, safety information, and handling instructions. Chemical labels must meet GHS/OSHA guidelines and resist chemicals, moisture, solvents, and abrasion.
- Warehousing Labels: Important for inventory management, racking location labels streamline stocking processes and improve operational efficiency. Must be able to withstand heat, humidity, and other challenging environmental conditions.
Durable labels are complex and require expertise that only certain print vendors can provide. However, when you find the right partner, many distributors love selling them because they aren’t cookie-cutter sales. Each situation is different, so each sale is like piecing together a puzzle. For the adventurous among us, that can be a lot of fun.
Navigating the Sales Landscape
Of course, the person responsible for ordering prime labels may not be the same person who handles durable labels. Typically, the durable label purchaser will be in the operations department rather than in branding. However, having an established relationship on the branding side can provide a valuable “in.” Buyers in operations are often more inclined to consider vendors already trusted by their branding colleagues, especially if you come highly recommended.
When selling labels, remember to explore the sales potential of all types of labels. As the market for prime labels blooms, so too do the opportunities in durable labels. While you’re at it, find out who buys the customers’ forms, checks, and any other necessary print products, too. Once you are set up in the customer’s system, you should actively seek out all the different areas you can sell into, especially since the person who buys durable labels might just be the person who buys other operational print.
When it comes to profitable customers, cross-selling is king—and durable labels can be a great complement to your product offering.
