The market has rapidly converged and the lines have been blurred. Simply put, so-and-so across town can now do what you're able to do with their new digital imaging technology. Quick printers and copy shops as well as commercial photolabs stand positioned to claim a share of the same customer base. Additionally, screen printers, reprographic houses, and exhibit design and manufacturing companies are your new competition.

Just as sign painting was replaced by vinyl cutting and application, so digital output will eventually supplant single color vinyl lettering and time-consuming color separations. With that same digital output technology available to a wider range of businesses, the contest to attract the potential customer has intensified.

With all that new competition out there, it seems as if you may have to settle for a smaller piece of the pie. Right? Wrong! Don't psych yourself out with a self-defeating conclusion such as this. There's really more here than meets the eye.

You see, with the newer processes available you're really receiving a much larger pie to begin with. Be able to attract new clients through an expanded customer base. Now your competition's customers are potentially yours, too!

For instance, with the modest purchase of a heat press to use in conjunction with your color printing system, be able to offer what any screen printer has been supplying. Imprint the same graphic image onto T-shirts and caps that you just applied to the banner or car sign order. What about scanning a photo, adding text or other graphics, and reproducing it at a fraction of the cost that some professional studios may charge? True, it's non-traditional signmaking. But, what's traditional anymore? Just as the competition has changed so has the market base.

Besides, do you want your client going elsewhere and employing yet another business to get the product or service he needs. Likely not. Don't let those profits literally walk away. Consider how you can keep them!