Print volumes are declining 5-10% annually, yet copier companies are thriving. But why are "dying" businesses growing revenue? Introducing The Adjacent Capability Pivot. The most successful industry transformations don't abandon core customers. They expand what "core" means. Capitol Document Solutions recognized this: "We have 1,000 clients. If we just took 10%, we'd have 100 IT services clients. Once you control the network, you control what goes on the network." The main reason? Trust transfer. Existing customers already trust you in one domain and will follow you into adjacent ones. It's like when your trusted mechanic starts offering detailing services. You don't research detailers. You just say "yes" because you already trust them with your $30,000 vehicle. So what can we do? Map your customer's broader needs. What else do they buy that you could credibly provide? When you already have: * The relationship * Site access * Trust Expanding services isn't starting from zero. It's leveraging everything you've built. So next time you're worried about industry decline, remember The Adjacent Capability Pivot. Ask "what else does our customers need?" not just "how do we sell more of what we have?"
How to thrive in a declining industry: The Adjacent Capability Pivot
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Account Director - Helping businesses reduce printer running costs without compromising on service expectations / 07467 374428 - Proud BNI member
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