Stop Selling to Everyone

Want to grow your print shop? Trying to sell to everyone can impact your growth. The most profitable shops don’t sell to everyone—they niche down.

They pick specific industries. They master them. And they win big.

Let’s break down how niching can transform your shop—and how to find the right one.

Step 1: Follow the Money

Before chasing a new niche, look at where your revenue already comes from.

Ask yourself:

• Which types of customers place the biggest, most frequent orders?

• Which jobs are the most profitable?

• What kinds of projects do we consistently crush?

Chances are, your niche is already hiding in your current book of business. Double down on what’s working.

Example: If 40% of your orders come from schools or nonprofits, it’s a sign—lean into it. You already speak their language and understand their process.

Step 2: Stand Out with Unique Niches

Want less competition and better margins? Go where others aren’t.

Most shops target:

• Construction/Trades

• Craft breweries

• Tech startups

• Fitness studios

• Hospitality or event merch

• Nonprofit fundraisers

• Schools/churches

What other industries outside of the norm should we be going after? The more specific, the better. 

Why Niches Work

Here’s what happens when you go all-in on a niche:

• Your Messaging Gets Sharper

  • You speak your customers’ language.

  • “We print shirts” becomes “We help breweries create merch that sells out at every tasting.”

• Your Sales Cycle Speeds Up

  • Prospects trust you faster because they feel understood.

• Marketing Becomes Cheaper & More Effective

  • Instead of speaking to everyone, you speak directly to someone. Less waste, more results.

• Referrals Take Off 

  • Niche customers refer you to other businesses just like them. It snowballs—fast.

How to Discover (and Own) Your Niche

Analyze your sales data
Ask your best clients who else you should be working with
Research fast-growing or underserved industries in your area
Test with small outbound campaigns to validate traction

Final Thought: Niches Aren’t Limits—They’re Launchpads

Focusing on a niche doesn’t mean saying no to other businesses. It means saying yes more clearly—and more profitably.

At Sales Ink, we help print shops dominate their space by turning niche expertise into repeatable sales systems. Want help carving out your niche and building a strategy around it?