INDUSTRY TIPS | THE ONLINE PRINT COACH A Customer Relationship Management (CRM) system automatically monitors every interaction, quote status, and re-order history. You don't need to remember when to call the client back because the system prompts you, and with smart use of AI, can even do it for you. Job ticket flow software seamlessly converts an accepted quote into a production order, routing the information instantly to the correct department. This eliminates the need for manual paperwork and chasing. These are just a few examples of the immediate benefits workflow software can deliver. Check out SignLink's feature that looks at some of the providers of these tools on page 37. When you relieve the owner from this operational and administrative burden, two things happen very quickly. Firstly, your existing clients receive better, faster, and more consistent service, which naturally leads to more organic sales. Your retention rate improves. Your best customers stop looking elsewhere because the quoting and ordering process is frictionless. Secondly, you, the owner, are given the opportunity to focus on chasing big wins and nurturing those key accounts that only you can secure. It is not always about adding more staff. Sometimes, it is about implementing the right system to elevate the right person (you) into the right role. Fix the System, Not the Symptom If you believe you have a sales issue, ask yourself some key questions. Where is the owner spending their time? If it exceeds 20% on calculating quotes or tracking job statuses, you have a structural problem that technology can address. Is your quoting process causing delays? If a client waits over an hour for a price on a standard job, your manual workflow could questions that should never have reached their desk. They were stuck managing spreadsheets and data entry rather than building the relationships they could foster. I have seen this scenario play out for years. Owners insist on hiring hunters when what the business truly needs is robust workflow software and a set of integrated systems built to support the high-level relationship work. The Owner’s Role Is Building and Nurturing Relationships, Not Data Entry Let's be clear about the owner’s role in a scaling sign business. It is not to process quotes manually. It is not to chase job tickets that have gone missing between departments. The owner’s most valuable activity is the work that demands trust, authority, and in-depth knowledge of the business. It involves securing major accounts, nurturing substantial relationships, and setting the company’s vision. This is relationship-building work. It is the sales work that a new salesperson simply cannot perform as well as the owner, if only they had the time. When you hire a new external salesperson, you introduce a new friction point. They lack the institutional knowledge, do not have established authority, and seldom stay long enough to build the deep, longterm trust that wins high-value contracts. The best salesperson you have is already in the building. And if you own the business, it is you. The aim should be to set aside your time and focus to dedicate fixed hours each week to that high-value relationship work. You need to step back from the details so you can concentrate on growth. The Sales-Driven Workflow Solution The solution to this structural issue isn't necessarily a person. First and foremost, you should focus on a system that handles repetitive, time-consuming administrative tasks. This is where modern workflow software proves valuable. You need to develop a system that liberates you from the burden of manual tasks, enabling you to concentrate on strategy and relationships. When you utilise workflow technology, the software functions as a reliable, tireless administrative assistant. What Does This Technology Position Look Like for You? An automated quoting system handles complex pricing logic and materials tracking, enabling any team member to generate accurate quotes quickly, without waiting for the owner's approval or calculations. be costing you the sale. Are existing customers being properly nurtured? Are they contacted proactively for re-orders, or do you only hear from them when they need something? The CRM functions within good workflow software can automate those prompts for you. Addressing these issues involves establishing a solid operational framework around the owner, which is precisely the purpose of modern workflow software. You need to implement systems that ensure consistent quoting, transparent communication routing, and automated job tracking. Once the admin is delegated to the software and the systems are running, the owner has the time, the mental space, and the energy to go out and close the deals that require their unique authority. When the owner is focused on their highest-value activity, the sales will take care of themselves. Try to imagine your business 12 months from now. You will have more clients you genuinely enjoy working with, higher profits because you're not haemorrhaging money on systems that don't communicate with each other, and less operational firefighting because the admin is managed by structure, not by you. If that is the direction you want, let's stop chasing symptoms and start automating the structure. ▲ Sinclair McDermott says that automation software can solve alot of issues with sales More Information Book your discovery call with Colin Sinclair McDermott today, so he can help you design the plan: https://calendly.com/theonlineprintcoach/30-min-discovery-call 22 email: editor@signlink.co.uk Issue 263 - February | March 2026
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