What Print Buyers Want -- Printer, Now Buyer, Tells All
What is Cowgill’s biggest peeve with print providers?
“I will not tolerate a liar,” he stresses. “If the salesperson or CSR has a habit of lying, that is grounds for dismissal. And, I don’t like excuses—I want solutions. I am very patient...to a point.”
When choosing a print supplier, Cowgill says the ideal candidate needs to be continually expanding its technology capabilities and listening to the needs of its customers. “A printer should not be afraid to hear criticism, but have the courage and willingness to learn from it,” he contends.
In his mind, the printers that stand out the most “are consistent—day-in and day-out. I can rely on them. They might let me down once in a while, and I might let them down once in a while. I don’t expect printers to ‘jump through hoops.’ I want to have a relationship that is based on mutual trust and professionalism.”
In conclusion, Cowgill recalls the days when print buyers were “loyal” to their vendors. “I try to establish that loyalty, but it has to be deserved,” he says. “There are printers on every corner. Why should I do business with you?” PI