Printing's Alive

Welcome to Printing's Alive—the podcast that explores everything print and beyond! From traditional techniques to modern innovations, we dive into how print shapes industries, businesses, and our everyday lives

Brian Franz on Building Relationships, Educating Customers, and Print's Role in Branding

S1 E90 • Sep 22, 2026 • 65 mins

In this episode of Printing's Alive, Warren Werbitt and Brian Franz discuss building relationships in the print industry, stressing connections over immediate sales. They explore print's evolving role in the digital age and the importance of understanding customer needs. The conversation covers managing numerous jobs with a small team, the benefits of direct mail, and bridging the age and experience gap among print buyers. They emphasize customer education through plant tours and Warren shares his defining career moment with the Printing's Alive video, highlighting authenticity in business. The episode concludes with insights on effective communication and gratitude.

Key Points

Relationships and communication are crucial in the print industry, as they help build trust and ensure that both parties are aligned in their goals.
Authenticity and transparency, whether in marketing or customer interactions, significantly enhance the value and trustworthiness of a print business.
Diversifying marketing strategies, including leveraging platforms like LinkedIn and employing direct mail, can help reach a broader audience and build stronger industry connections.

Speakers

Warren Werbitt

Host • 51%

Brian France

Guest • 49%

Chapters

0:00	Introduction and guest Brian France's background
4:09	LinkedIn content and building relationships
8:30	Building relationships over immediate sales
10:59	Print's role in the digital age
12:06	Effort, success, and continuous improvement
14:33	Customer project win-win solutions
16:36	Communication and understanding customer needs
19:54	Advice on reaching out to company owners
23:02	Managing 3,000 jobs with a small marketing team
24:43	Direct mail for cold outreach
26:12	Age and experience gap among print buyers
27:30	Educating customers
29:10	Plant tours as customer education
31:27	Customer expectations and pricing challenges
34:18	Value of custom print work versus cheap alternatives
37:31	Importance of following up on quotes
39:39	Impact of paper quality on print jobs
43:53	Consistent branding and print marketing
44:09	One-stop shop concept for print services
45:04	Managing brand consistency across jobs
46:46	Educating the sales team on marketing
47:03	Storytelling in marketing
49:27	Warren’s defining career moment: Printing's Alive video
52:15	Authenticity and transparency in business
53:46	Navigating financial crises and employee morale
56:33	Gratitude and relationship-building in business
1:01:05	Effective communication in partnerships
1:02:26	Clear communication and meeting summaries
1:03:10	Final thoughts and listener feedback
1:04:12	Closing remarks and call to action

Transcript

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