I Know What Print Buyers Don’t Want

Last week, a printer emailed me asking if I had a handy list of what print buyers want. It got me thinking. Any list I compiled (or anyone compiled, for that matter) would have to be generalized. Print buyers don’t all think alike. They have individual styles, priorities, skills and buying practices.

While had I intended to create that list here today, I opted instead to turn it on its head and tell you what print buyers don’t want. Next time, I will tell you what they want.

22 things that print buyers don’t want…

• To be harassed by cold-calling print reps who have nothing exceptional to offer.

• To be contacted by print reps who haven’t done their homework on a particular buyer and her or his company/industry.

• To be surprised by an unexpected ANYTHING during the production process.

• To be kept in the dark when problems arise that will jeopardize the deadline, cost and/or quality of the printed piece.

• The runaround. They don’t want to have to chase down their sales or service rep when they call the plant looking for them.

• To be lied to—about capabilities, pricing, quality, delivery dates, paper spec’d, etc.

• To be the last one to hear that one of their printers has suddenly shut its doors.

• To wait for estimates.

• To get an invoice that doesn’t come close to the expected price.

• To be forced to work with a printing company chosen by someone else (i.e., their boss).

• To be spoken to condescendingly by a printer who doesn’t take the time to find out how much experience they have.

• To be intimidated by jargon-spouting print reps who don’t take the time to find out that a buyer is brand new in the field.

Long regarded as a print buyer expert and trade writer, Margie Dana launched her new business in 2013 as a marketing communications strategist with a specialty in printing and print buying. Now she’s on a mission to help clients build customer communities through carefully crafted content.

You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at margie@margiedana.com.
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Comments
  • http://buyerforlargecompany buyer for large company

    You forgot print reps who show up at your office and walk into your office. Not only is it rude and I would never do it to them when I show up for a press check, but who do they think they are????… it is CREEPY… and they know who they are.

    I refuse to give jobs to a vendor because of that.

  • http://LynelleFurbush Lynelle Furbush

    This is awesome!!! Great job! I couldn’t agree more!

  • http://StephenEugeneAdams Stephen Eugene Adams

    Margie,
    Great points. All print salespeople should read this list. I will make sure all of mine do.
    Steve

  • http://Margie Margie

    Thanks, everyone – sometimes the obvious needs to be spelled out :)

    Margie

  • http://LynnHamilton Lynn Hamilton

    As always, Margie is right on target in her insight with this list. I could go line by line and give examples of each one. The one that stands out the most is a very new and inexperienced sales rep calling on me, who made huge assumptions about our business without doing any research. When he figured out he was getting no where with me, he put me on a conference call with his management. Within 5 minutes they were apologizing to me for his behavior!

  • http://BobAdams Bob Adams

    Good points. Print professionals are a diverse group and come to the industry from different directions and different disciplines. The more professional we all can be the better. Thanks for the article.