Page 28 - PWM2025_AUGUST EBOOK

TECHNOLOGY REPORT

Flexible is as flexible does

A nessperson would: “We try and operate a default ‘yes we
ccording to various dictionaries – pick any
can/should be able to’”.
one as you’ll get similar answers, ‘flexible’
And this applies to both new and existing clients and
carries with it three definitions: ‘capable of
It’s this last one that being flexed’ (something that bends to an regardless of whether it relates to “crazy quick turna-
we’re concerned with external force), ‘yielding to influence’ round times” or “non-standard items which stretch us to
because never more (someone without strong convictions), or, learn new skills”. But to be flexible means, as Clasper-
so than now, print- more importantly for our purposes, ‘a ready capability to Cotte points out, that the company’s account manage-
related businesses – if adapt to new, different, or changing requirements’ (meet- ment team “has to have a great relationship with
ing the demands of others).
production and production need to be incredibly flexible
they’re to survive and It’s this last one that we’re concerned with because and accommodating”.
thrive – need to dem- never more so than now, print-related businesses – if
onstrate flexibility to they’re to survive and thrive – need to demonstrate flexi- Flexibility and profitability
clients who tend to bility to clients who tend to vote with their feet and use But is there a link between flexibility and profitability?
vote with their feet suppliers that offer what they need. Has it helped the company win business from others?
In answer, Clasper-Cotte states that while profit is the
But as we’ll see with comment from two firms in the
and use suppliers trade, it’s not all a one-way street as they still need to desired goal, it doesn’t always work out that way.
that offer what they make jobs profitable while bending to the whims of cli- He says: “Often the job we are being flexible about can
need. ents. end up being not profitable – even with an express charge
Iain Clasper-Cotte, managing director of Northern designed to help cover additional costs and overtime and
Words by Flags and FaberExposize UK so on.”
Adam Bernstein When asked what flexibility means to him, in terms of He observes that some clients just have no idea of the
both winning new business and keeping existing clients real cost of interrupting scheduled production to accom-
happy, Clasper-Cotte takes the line that any good busi- modate a rush order. Similarly, he says: “They also do not

26 PrintWeek MENA August 2025 www.printweekmena.com