How Print Brokers Can Increase Average Order Value Without Selling Harder

For established print brokers, growth does not always come from chasing more clients. Often, it comes from getting more value out of the opportunities already in front of you.

The challenge is doing that without turning into a pushy salesperson. The best brokers know that increasing average order value is less about selling harder and more about guiding clients toward smarter, more complete solutions.

At RoyerComm, we see this play out every day. The brokers who consistently grow are the ones who position print as part of a bigger picture, not just a one-off job.

Start With the Outcome, Not the Piece

Many print conversations begin with a specific request. A brochure, a catalog, a set of business cards. But the real opportunity comes from stepping back and understanding what that piece is meant to accomplish.

Is it driving traffic at a trade show? Supporting a sales conversation? Reinforcing a brand after a meeting?

When you start with the outcome, it becomes natural to expand the scope. A brochure alone might not achieve the goal, but a coordinated set of materials often will.

For example, a trade show brochure can be part of a larger system that includes a leave-behind packet, a branded folder, and a follow-up mailer. Framed this way, you are not selling more items. You are helping the client get better results.

Bundle With Purpose, Not Volume

Bundling works when it feels intentional, not forced.

Instead of adding items just to increase the order size, focus on combinations that make sense together. Think in terms of how materials are used in real-world scenarios.

A product catalog can be paired with a short run booklet that highlights case studies. A folding carton package can be supported by an insert or a small instruction booklet that improves the customer experience. A direct mail campaign can include both the mailer and a coordinated landing page leave-behind.

When bundles are tied to a clear use case, clients are far more receptive. It feels like planning, not upselling.

Suggest Complementary Pieces at the Right Moment

Timing matters. The best opportunities to introduce additional pieces are early in the conversation, when the project is still being shaped.

If a client is printing a capabilities brochure, that is the moment to suggest a presentation folder or a set of sales sheets that can be used in tandem. If they are investing in packaging, it is a natural time to discuss inserts, thank-you cards, or promotional pieces that enhance the unboxing experience.

These suggestions should feel like part of the process, not an afterthought. When positioned correctly, they help the client see the full picture from the beginning.

Position Print as a Campaign, Not a Transaction

One of the most effective ways to increase average order value is to reframe how print is presented.

A single print job is easy to compare on price. A coordinated campaign is much harder to reduce to a line item.

When you position print as part of a broader campaign, you shift the conversation. Instead of focusing on cost per piece, the focus moves to how everything works together to drive a result.

This is especially effective for trade shows, product launches, and sales initiatives. A cohesive set of materials that includes signage, handouts, packaging, and follow-up pieces creates a stronger impression and a more consistent brand experience.

Use Physical Samples to Expand the Vision

Sometimes the easiest way to increase order value is to show, not tell.

Bringing samples into the conversation can open the door to ideas the client had not considered. A well-produced sales kit, a dimensional mailer, or a premium short run book can spark a discussion that leads to a more comprehensive project.

Physical examples make it easier for clients to understand the impact of different formats, finishes, and combinations. They can see how multiple pieces work together and begin to envision how those ideas apply to their own business.

Build Repeatable Frameworks

The most successful brokers do not reinvent the wheel for every client. They develop repeatable frameworks based on common scenarios.

Trade show kits, sales enablement packages, onboarding materials, and product launch bundles can all be structured in a way that makes it easy to present a complete solution.

When you have a clear framework, it becomes easier to guide the conversation and recommend the right mix of pieces. It also creates consistency in how you approach projects, which builds trust with clients over time.

Bringing It All Together

Increasing average order value is not about pushing more products. It is about helping clients think more strategically about how print fits into their overall efforts.

When you focus on outcomes, bundle with purpose, suggest complementary pieces at the right time, and position print as part of a larger campaign, the conversation changes. Clients begin to see more possibilities, and the scope naturally expands.

At RoyerComm, we work closely with print brokers to support this approach. The goal is to help you deliver solutions that feel complete, thoughtful, and aligned with what your clients are trying to achieve. Get in touch with our team to learn more!