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With the first installment in an exclusive series of articles, Printing Impressions went right to the source and asked several print buyers for their open, honest opinions. Interestingly, all of them were more than willing to provide no-nonsense insight into what they expect from their print providers, as well as what turns them on (and off) and how to win (or lose) their print business.
Our panel of print buyers were asked to provide answers based on the understanding that offering a quality product, excellent customer service, quick turnaround and
a fair price are "a given."
That said, here are revealing responses from Cathy Van Order, production manager with the Pinckney Hugo Group, a Syracuse, NY-based, full-service marketing communications agency that purchases approximately $3 million in sheetfed, web and digital printing each year.
What do you look for when considering a new print provider?
Size and location--The size of the company plays a large role in my decision to use a printer or not. If the CSR, estimator, salesperson and press are located in four different places, I'd have to think hard about using them for most of our projects. I prefer medium-sized printers. I like to go on press checks for key projects, so I have to keep the geographic location in mind.
Proven track record--I prefer to get recommendations from other buyers before pursuing a new vendor. I also like to get samples or case studies of similar projects, especially for projects with difficult finishing work or variable data printing.
Compatibility with the staff--I have to be able to envision myself working with the staff, either CSR or salesperson, every day for the length of the project. If it isn't a good match, it just won't work. There needs to be a connection of sorts in order to build a good relationship.
What are the top three things you expect from a print provider?
Honesty--Tell me the truth when problems arise...no sugar coating. If you can't make a deadline for whatever reason, call and tell me. Don't wait until it is too late for me to alert our internal teams and the client. And no false promises; they only lead to problems for everyone.
Communication--We're in this project together. My vendors are truly my partners. I rely on them to make me, my agency and my clients look great. There is nothing worse than following up on your job to find out it isn't complete or there has been a production problem.
Knowledge--It is impossible for buyers to stay current on every change and new technology out there. For many of us, our training has been on the job; we didn't go to college for print buying. I rely on my partners to keep me in the loop on trends and to educate me on changes in the industry. I also expect them to offer efficiencies or new ideas when I come to them with projects.
When meeting potential print providers, what determines whether they get your business?
There has to be a connection or compatibility factor. I have to believe I can trust them and work with them to get the job done. Least important are the everyday print samples. Lots of printers print four or eight colors. I want to see or hear about what you do that is special.
Cite examples of a print provider going the extra mile for you. Why is this important?
I've worked with amazing people who really care about their customers and take pride in their work. Most of the time the "extra mile" can be the littlest things. Just recently, I had a vendor call me to tell me that the shipping method the client requested was going to cost more than the small print job. Their solution was another method that was half the price and the same delivery time. It shows me they are paying attention to even the little jobs, and they value our business.
Everyone pays attention to the annual reports, but not always to the stationery packages. That is where real customer service shows. Long-term, it builds a relationship of trust. The key to any relationship is trusting the other person to do what is right for all parties.
What are some things that turn you off about a print provider?
Some salespeople try too hard to convince me that they are the best at everything they do. Also, large conglomerate printers sometimes have too many people in too many places with too many service groups. I find it hard to believe that my salesperson can keep track of my jobs in that kind of system, no matter how good they are.
What causes "disconnect" between print buyer and print provider? How do you resolve this?
Lack of efficient communication between all parties--the buyer, the salesperson and the CSR. Work to resolve the problem with status updates, visits, phone calls, e-mails...whatever it takes to keep everyone on the same page. PI
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Glossary of Graphic Communications, Fourth Edition
