Why Now Is the Time to Expand Your Print Portfolio.
If you’re a copier dealer and not actively selling large format printers (LFPs), you’re leaving high-margin revenue on the table, and likely sending your customers to your competitors. The LFP market is growing fast, and it’s no longer a niche offering limited to architects or engineers. Today, organizations in retail, education, manufacturing, construction, government, healthcare, and corporate marketing are all regular users of large format printers.
So how do you get in, or get back in, with a winning strategy?
This blog is your roadmap to launching or revitalizing a profitable, sustainable large format printer business from inside your copier dealership.
Why Copier Dealers Are Perfectly Positioned to Sell Large Format
As a copier dealer, you already have:
- A built-in customer base that buys, leases, and services print hardware
- A knowledgeable sales team trained on print solutions
- A service team capable of supporting printers and MFPs
- Leasing infrastructure and billing systems in place
- Trusted relationships with decision-makers across many verticals
In other words, you’re already selling to the same customer who needs large format, and someone else is fulfilling that need.
5 Signs You’re Missing Out Without Large Format
- Clients are outsourcing banners, posters, or CAD prints
- You’ve lost bids because you couldn’t supply everything
- Customers ask if you “do large format,” and you say no or refer them elsewhere
- Your competitors advertise LFP while you don’t
- Your reps complain about shrinking MFP margins
If even one of these hits home, it’s time to explore large format seriously.
Step 1: Choose the Right LFP Partner
Start by partnering with a trusted, dealer-focused brand and support team. EPSON, Impression Solutions and Printerpoint for example, offer:
- Recurring post sale revenue model for ink and service (just like Managed Print!)
- A wide range of large format devices for technical, production, photo, and graphics
- Reliable technology that’s easy to install and support
- Competitive pricing and great margins
- A strong reputation in both technical and creative print markets
- National distribution and marketing support for resellers
Choosing the right vendor ensures your team won’t be overwhelmed with support issues, and your customers won’t regret the purchase.
Step 2: Define Your Go-to-Market Strategy
Not all large format customers are the same. Decide whether you’ll lead with:
- Technical printing (e.g., blueprints, CAD, engineering firms)
- Graphics printing (e.g., signage, posters, banners for retail, schools, etc.)
- Photo/art printing (e.g., high-end imaging, galleries, or design firms)
Start narrow if you’re new, build your reputation in one vertical, then expand.
Step 3: Train Your Sales Team for Success
Your salespeople don’t need to be graphic designers or architects to sell LFPs. They just need:
- Positioning knowledge: Who buys, why, and what problems it solves
- Sample materials: Show printed examples, not just spec sheets
- Objection handling: “Isn’t that outsourced?” or “Do we really need one?”
- Lease bundling training: Package large format with copiers or MFPs
Add large format printers to their compensation plan and track progress monthly. Incentives matter!
Step 4: Build Your Service Plan Before You Sell
One major reason copier dealers hesitate to sell large format is the perceived complexity of support. But with the right vendor partner, setup and servicing are very manageable.
Best practices include:
- Train one or two techs as your LFP specialists
- Lean on your manufacturer for initial installs and support
- Offer simple, profitable post sale contracts for peace of mind
- Don’t oversell high-volume units to low-volume users, match the machine to the need
Step 5: Market the Offering
Many of your customers don’t know you offer large format printing…yet.
Marketing plays a key role in creating awareness, building interest, and driving demand for your new offering. Here are some proven ways to get the word out:
- Update your website with a dedicated LFP product page
- Email your base with a “Now Offering Large Format” campaign
- Create print samples for your reps to leave behind
- Host a webinar or lunch & learn to educate buyers
- Highlight use cases by vertical: schools, architects, marketing teams, etc.
Step 6: Bundle and Cross-Sell
Large format printers don’t have to be standalone sales. Use them to:
- Increase deal size when upgrading MFPs or copiers
- Strengthen your value proposition in RFPs
- Solve business challenges like slow turnarounds from outsourced vendors
- Offer service contracts and supplies fulfillment for recurring revenue
And don’t forget: a customer who buys large format from you is less likely to shop elsewhere for MFPs.
Step 7: Create a Pilot Program
Want to test the waters? Launch a pilot program:
- Pick 3–5 customers that already outsource wide format jobs
- Offer a short-term lease or low-risk trial
- Track usage, cost savings, and customer feedback
- Capture testimonials and case studies
This gives you proof points to use in future sales conversations and builds your internal confidence.
Common Mistakes to Avoid
Even the best dealers can stumble with large format if they:
❌ Lead with the wrong product for the customer
❌ Don’t train their team to recognize LFP needs
❌ Overlook service implications
❌ Fail to market the new offering
❌ Treat it like a one-time sale instead of a long-term opportunity
Avoid these traps and focus on building a repeatable, scalable process.
Now Is the Time to Act
Large format printing is no longer an add-on. It’s a strategic growth engine for forward-thinking copier dealers. You already have the customers. You already have the infrastructure. Now, you need the product line, the process, and the plan.
Key Takeaways
✅ Large format is in demand across all industries. Don’t leave this margin behind.
✅ You’re already talking to the buyers. You just need to offer the solution.
✅ Start simple, train your team, and market the launch for a successful rollout.
Ready to Add Large Format to Your Lineup?
Book a discovery call with an LFP expert at ISI today. We’ll help you build a tailored launch plan, train your team, and get your first three wins on the board!
