In this episode of Printing’s Alive, Warren Werbitt sits down with Jamie McLennan to explore his journey from commodity selling to strategic selling in the print industry. They discuss the challenges of print pricing, managing customer expectations, and the importance of building strong customer relationships. Jamie shares insights on training newcomers, embracing new technologies, and the evolution from DMR to Invoke. The conversation touches on the significance of self-marketing, the relevance of ‘premium’ in print, and trends in paper quality. They delve into the future of print with AI integration, industry challenges, and strategies for engaging younger generations. The episode concludes with a focus on sustainability and the ongoing relevance of print.

(0:00) Introduction and Jamie McLennan’s background
(1:06) Shifting from commodity selling to strategic selling
(2:26) Building and maintaining strong customer relationships
(4:42) Print pricing challenges and managing customer expectations
(7:02) Assessing print quotes and vendor credibility
(10:48) Training newcomers and fostering industry knowledge
(11:20) Invoke’s customer service philosophy
(14:35) Evolution from DMR to Invoke
(15:38) Embracing new technologies and innovative practices
(17:22) Marketing and brand reinforcement at Invoke
(20:30) Self-marketing and its importance for printers
(21:26) The meaning and relevance of ‘premium’ in print
(23:04) Trends in paper quality and specifications
(25:08) Pricing strategies and effective customer negotiations
(26:40) Balancing order-taking with strategic thinking
(28:41) Competing with large Retail print services
(30:41) Direct mail marketing: advantages for printers
(34:48) The future of print with AI integration
(39:04) Industry challenges and advice for print businesses
(41:49) Bringing younger generations into the print industry
(43:20) Collaborating and sharing strategies with competitors
(44:50) Leveraging social media and modern marketing
(45:49) The ongoing importance of print in everyday life
(47:56) Sustainability and shaping the narrative around print
(49:47) Promoting print to younger generations and addressing negativity
(52:24) Closing thoughts and call to action

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Warren Werbitt The Print Whisperer

Warren Werbitt is a passionate print industry veteran, entrepreneur, and advocate with over 30 years of experience under his belt. Known globally as The Print Whisperer, Warren built and ran one of Canada’s most successful printing companies, scaling it to over 120 employees and $20 million in sales before pivoting to coaching and consulting.

Today, Warren helps print shop owners and industry suppliers thrive by offering honest, no-fluff advice on business strategy, marketing, sales, and operations. He’s the host of the global podcast Printing’s Alive, author of the book Printing’s Alive: A Tale of Ink, Innovation, and Industry Wisdom, and a sought-after speaker who brings authenticity, humor, and deep industry knowledge to every stage.

Warren is on a mission to inspire the next generation of printers, promote the value of print in a digital world, and show that success is possible—at any age—with passion and perseverance. When he’s not talking about print, he’s probably out fishing for musky or sharing life lessons over a good drink and a better story.