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Do the impossible. Get their job done regardless of how quickly they need it—and then ask them to mention to their management that you played a critical role in meeting their deadline. Don't ever make them dread having to have material reproduced.
Also, you must become your organization's communications expert. In addition to handling just the reproduction of your customers work, expand into other areas of support. If you have high-speed network printing capabilities, offer to accept data in digital format, print the material and then complete the process by kitting and packaging everything. Even offer to handle the shipping or distribution.
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