One of our print buyer members recently stated, “Maybe I’m getting old, but the sales people knocking on my door are getting younger and younger AND less knowledgeable about printing. When I recently asked a sales rep what sheet size they were running, his response was, ‘we have really big presses.’” This comment was in response to a Print Buyers Online.com recent Quick Poll survey in which 66% of print buyers stated, “it is very important to have solid knowledge of different types of printing equipment.”

In August, we learned 76% of print buyers believe printers’ equipment lists can be very useful in understanding what a printer can do. When print suppliers were asked the same question, only 28% believed buyers found an equipment list to be useful. Am I the only one here who recognizes the discrepancy? As one print buyer put it, “Often an equipment list is my only clue. Few salespeople have easily accessible lists—and they rarely carry them on first visits.” Another buyer cut to the chase: “I require it when considering a printer. No list, don’t bother.”

Here is what others had to say on the subject:

“If my jobs are being sent all over town for things like finishing, then my price and deadlines are in someone else’s hands and not the vendor I choose. If there are specialized services that are needed from outside my vendor, I want to be aware of this before awarding a job.”

“In-house finishing capabilities can have tremendous impact on my costs.”

“I want to know where my job is printed and on what type of equipment so I can control the outcome—and the printer I’ve contracted can control the schedule.”

“I need to know the press type and size as it helps me find the most cost-effective fit.”

“I don’t want to place a web mailer with a sheetfed-only printer.”

“It enables me to determine if a printer is capable of producing what I need—technically, efficiently and economically.”

“I won’t waste time going to printers that won’t be able to do the job!”

If these comments don’t incite you to refine and distribute your equipment lists, I don’t know what will! But don’t stop there—take the time to educate the buyer about what it all means. Offer to give them a tour of your plant. And don’t just show them what you have—show them what can be done with it.

Do you have examples of what you have done to educate print buyers on the capabilities of your plant? Share them by posting a comment below.