The Secret Sales Force: Why Your CSRs Hold the Keys to Growth
By Kelly Mallozzi, Vice President & Program Director, Girls Who Print
If you run or work in a print shop, you already know who really keeps things moving. Spoiler alert: it’s not the sales team. It’s the Customer Service Representatives. Yep, those same CSRs fielding emails, juggling schedules, smoothing over issues, and somehow keeping customers happy even when the presses are backed up and someone forgot to order ink.
CSRs are way more than “order takers.” They’re your most direct connection to your customers. They are your unofficial brand ambassadors, problem-solvers, and trust builders. Every interaction they have is an opportunity to reinforce your company’s reputation, keep clients informed, and, yes, identify a shot at more business. When they mention a new piece of equipment or a capability upgrade in passing, that’s sales gold. The key is making sure they know it.
Stop Overlooking Your Built-in Growth Engine
Many people know that CSRs, and overwhelmingly women are working in these roles, often have front-row access to real decision-makers inside their client companies. They hear what’s changing, what’s frustrating customers, and what’s next on the horizon. In other words, they already have the intel your sales team is chasing.
So why not teach them to connect the dots? Equip CSRs to make natural, confident comments like, “We just upgraded our finishing capabilities. I bet you’d love the new options.” That’s not “selling”; that’s solving. And when they help resurrect dormant accounts or spot early buying signals, they deserve recognition, and yes, a bit of monetary incentive, for driving growth.
Train, Empower, and Watch the Magic Happen
Let’s be clear: “empowerment” doesn’t mean tossing a script at your team and hoping for the best. It means training and coaching with intention. Give your CSRs mentorship, measurable goals, and the confidence to act like the customer success pros they truly are.
Bonus tip: your best future sales reps are probably sitting in customer service right now. Promoting from within shows clients that your company invests in relationships and it sends a clear message to your team that you see their value.
Because when your CSRs feel seen, trusted, and empowered, everything about your business gets better. Your customers, your bottom line, and your reputation all feel the effects of this empowerment. They’re not the support team. They’re the sales force you didn’t know you had.
