What Print Buyers Want -- If Printers Only Knew

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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