Turning Your Database Into a Profit Engine

In this webinar business coach Colin Sinclair McDermott makes the case that the biggest untapped revenue opportunity for most print businesses isn't in front of them — it's already sitting in their database.

Drawing on his experience coaching 80–90 print businesses at a time, as well as hard lessons from losing his own first print company in the 2008 recession, Colin walks through how to segment a customer database, build simple automated follow-up sequences, and stop the quiet revenue erosion that happens when good customers simply drift away.

The session covers practical starting points — from identifying a "Dream 100" top customers to mapping reorder cycles and triggering timely, relevant communication — without requiring expensive new software or a full marketing team. Colin also addresses the human side of the equation: how to get sales teams on board, why consistency beats motivation, and how a structured database strategy can even increase a business's valuation at exit.