In a recent episode of Printing’s Alive, host Warren Werbitt sat down with industry professional Jamie McLennan to discuss a topic that feels very familiar to many Nigerian printers: the struggle to stay competitive in a market where price often seems to be everything.
But here’s the interesting part: the conversation wasn’t just global talk. It speaks directly to what we face here in Nigeria, and more importantly, how we can turn those challenges into opportunities.
Beyond “How Much?” – Changing the Nigerian Print Mindset
If you run a print business in Nigeria, you already know the drill. A customer calls or walks in, and the first question is: “How much?” Not quality. Not turnaround. Just price.
What Jamie highlights, and what strongly applies to our market, is the need to gradually shift from price-based selling to value-based relationships.
For Nigerian printers, this is a big opportunity. Instead of competing solely on who is cheapest (a race that rarely ends well), there’s room to start positioning your business differently:
- Advising clients on better materials
- Helping them achieve a stronger brand impact
- Offering consistency and reliability
When customers begin to see you as a partner, not just a vendor, you move out of the price war.
Pricing Pressure is Real—But It Can Be Managed
Let’s be honest, between diesel costs, forex fluctuations, and rising material prices, running a print business in Nigeria is not cheap.
The podcast conversation acknowledges this global reality, but for us, it hits even harder.
The takeaway? Don’t just absorb the pressure, manage it:
- Be transparent with customers about cost changes
- Educate them on why quality print costs what it does
- Avoid underpricing just to win jobs that won’t sustain your business
There’s a growing awareness among Nigerian clients, especially corporate ones. Many are beginning to understand that cheap print often becomes expensive in the long run.
Training the Next Generation—A Local Urgency
One point that stands out strongly for Nigeria is the need to train new talent.
Across the country, many print shops still rely on “learn on the job” systems without structured development. While this has worked over the years, the industry is evolving.
The conversation reinforces the need to:
- Mentor younger professionals
- Introduce modern workflows and thinking
- Bridge the gap between traditional skills and digital processes
For Nigeria, this is not just important; it’s necessary for survival and growth.
Branding Yourself as a Printer Matters
In today’s market, it’s not enough to do good work; you need to be seen doing good work.
One key insight from the discussion is the importance of self-marketing. And this is an area where many Nigerian printers are still holding back.
Simple steps can make a difference:
- Show your finished jobs on social media
- Share behind-the-scenes production processes
- Position your brand as professional and trustworthy
In a crowded market, visibility creates opportunity.
What Does “Premium” Mean in Nigeria Today?
“Premium” doesn’t always mean expensive; it means intentional quality.
In the Nigerian context, premium can simply mean:
- Consistent color output
- Clean finishing
- Meeting deadlines without excuses
There is a growing segment of clients, corporate organizations, luxury brands, and event planners who are willing to pay for this level of service.
The opportunity is there. The question is whether printers are positioning themselves to attract it.
AI, Automation, and the Human Factor
Yes, technology is changing the industry. AI, automation, and digital workflows are becoming more relevant, even in Nigeria.
But the conversation makes an important point: technology alone is not an advantage.
In our environment, where relationships still drive business, the real differentiator remains:
- Trust
- Communication
- Reliability
You can have the best machine, but if you don’t manage your clients well, it won’t translate into growth.
Competing with Online Print Platforms
Online print providers, both local and international, are entering the Nigerian space more aggressively.
While they offer convenience and sometimes lower pricing, they also lack one key thing: personal connection.
This is where Nigerian printers have an edge:
- Face-to-face service
- Flexibility
- Understanding local customer needs
Instead of fearing online competition, there’s room to compete by being more responsive and more human.
Changing the Story Around Print
Another important takeaway is sustainability and perception.
Globally, print is often misunderstood as wasteful. But the narrative is changing, and Nigerian printers can be part of that shift by:
- Reducing waste where possible
- Using better materials
- Educating customers on responsible printing
This not only improves business, but it also improves how the industry is viewed.
Lessons from the Field
Drawing from his work at Invoke, Jamie shares practical insights around customer service, innovation, and adapting to change. These are not abstract ideas; they are everyday business realities.
For Nigerian printers, the message is simple:
You don’t need to change everything overnight. But small, consistent improvements in how you sell, how you present your business, and how you manage customers can powerfully reposition you.
Final Thought
The conversation on Printing’s Alive may be global, but its lessons are deeply local.
For Nigeria’s print industry, the opportunity is not just to survive the current challenges, but to evolve.
Move beyond price.
Build stronger relationships.
Invest in people.
Tell your story better.
Because in today’s market, the printers that grow won’t just be the cheapest.
They’ll be the smartest.
