these products are complimentary sales items and are nice extra money but they are complimentary sales items and not the foundation of your business...the majority of the sign companies that i know that heavily push the glossy cheapo business cards and related printed products from these companies are in what i refer to as the 'consumable sign market' (banners, corrugated plastic, etc) and there are bigger problems in my opinion for those sign makers in that market.
the prices are falling rapidly on the products these sign companies produce and are only going to fall lower in the next few years as more people bring in new technology, how in the world are you going to compete when you have competition in your town who can produce the same product as you at selling prices of less than half (sometimes way less than half)in a fraction of the time it takes you using traditional methods
if this is the focus of your business it is time to make a plan..you've either got to become known for artistic signs (dimensional, craftsmanship, etc), signs that generate results, meaning that you have invested the time to study and learn marketing fundamentals and how they apply to our industry (and you need to be able to prove you are capable of generating results (smart clients will pay great money for this because you are making them money not costing them money), become a service oriented business willing to jump through any and all hoops for your lclients and make doing business with you a smooth easy event, i also think that as more shops and new businesses (photo print labs for example are very aware of the equipment in our industry and the other markets it would allow them to compete in) as these types of businesses take more of the market share for consumable sign products there will be opportunities for skilled installers, many of these shops are not going to have the experience, the desire,etc to install...there is a great need for qualified/skilled installers already because of the amount of shops who simply want to produce a product in house and hand it to their client and be done with the deal...i know many installers who drive unmarked trucks, wear blank t=shirts and go from install to install all day long for shops that simply won't, can't or simply don't want to install...and they are making money.
but if your business is primarily consumable signs you need to invest heavily in equipment, aggressively negotiate your material purchases, do everything you can to market yourself because the margins are going to get thinner so you are going to have to produce much more in a more economic fashion..or you need to establish strategic partnerships with those people who are investing in new technology in your local area so that they can keep their printers running.
i purposely avoided putting any actual prices into this post but let me be clear about this when i am talking about new technology i am not talking about your rolands and mimakis, i am talking direct to substrate...the technology on the horizon is going to make it very difficult to compete in the consumable sign market (if that is your focus) without investing..you simply will be priced out of the market, many people are already experiencing it. but once the flatbed is a common piece of equipment in every town (and not just sign companies as owners but also pack/ship/mail/copy stores, photo labs, and who knows who else) i am already seeing some companies sell 4X8 corrugated plastic signs printed full color for less than 2 X's the price of the substrate....and right now this technology is still in pretty infantile stages, the products that i have seen in R&D are nothing less than amazing ... the technology is already amazing if you stop and think about how far our industry has advanced in the last 25 yrs.