Printers, it’s time to pay attention to the lowly equipment list. Admit that it’s much more than a matter-of-fact inventory of your hardware and software. Recognize it for what it is: a legitimate sales tool for key prospects.
Senior-level print buyers and production managers depend on your equipment list to help them source their work. It's safe to say that these senior pros have the biggest print budgets to spend. Since they focus on your list, so should you. If nothing else, your published list must be accurate and current.
In the past few years, during brainstorming sessions at our PBI conferences, I ask the print buyer audience about the value of equipment lists. The answers have been consistent: yes, we refer to them when considering working with a firm.
But do you know how the most senior-level print production pros are using this information? Do you know how much emphasis they give your list? Have you thought about how to make your list more useful to them?
About a month ago, I started a discussion on this topic in our PBI LinkedIn Group (it's restricted to print customers) to understand what customers look for when they scan equipment lists.
Not surprisingly, the comments were all from senior-level professionals. New print buyers and graphic designers lack the experience and knowledge to assess a printer by equipment. In time, they, too, will appreciate the nuances of presses and ancillary equipment, and start to use the list to identify prospective printers.
What I learned was that while the list is a critical pre-qualifying tool, it is in fact just the beginning of a prospect's assessment of a printer. Senior buyers put more emphasis on the quality and processes of the team members producing their work. Time and again, this is what they said:
Mike Taylor has 34 years in the business. Currently he's the print manager for the Orange County Register in California. “The equipment list is critical in my eyes, but much more important is the staff that operates it, and also how they maintain it. You can have the best equipment in the world, but if you are ignoring maintenance and running it 24/7, then the list means nothing. I try to visit all my vendors to see the job flow and meet with the team to see and learn how jobs run through their shop.
“...Of course I try to match job size most conducive to the press to maximize efficiency and costs, but a shop’s integrity is more important than the equipment they operate.”
Another professional with nearly 30 years’ experience votes “yes” for the list, as well. Linda Basnik is the production manager for Rotary International near Chicago. Does she rely on the list? “Absolutely! I use the equipment list as the first filter. I know which piece of equipment will print my job most cost-effectively and whether or not it is a digital or conventional job. Part of my responsibilities includes sourcing international printers for regional usage. I have learned that, although language and terminology may be different, the presses are the same! Sourcing by press in the fastest way for me to determine who is a good fit for my jobs.”
Senior buyer Annita Avila Sharpe in California concurs. “It is a factor that I consider—but just one of a number of variables I look at in making the decision on a printer. As I have less experience with digital printing, I am most comfortable printing on equipment that I am more familiar with and have used for past jobs. After 30 years running traditional sheetfed and web work, I know what type of press I need for a particular project and the ’brand’ of press isn’t as much of a factor.”
I also interviewed Bill Whitley. He's an operations manager with decades of experience in print manufacturing and production. Currently, Whitley is developing an iPad publication focused on traditional craft printing.
“Equipment is certainly where you start,” he wrote, “but I have found that the people who run the equipment and a customer service staff are more important in the long run. I believe that a good printer has—and maintains—good equipment, so if I am evaluating a new vendor, I want to see their equipment list. Then introduce me to the support team, and tell me how you resolve problems.”
Martine Padilla is the president of Sophizio, a consulting company that educates Fortune 500 companies about smart print procurement. She had a lot to say on this subject. "Understanding and knowing how to select the right equipment, whether digital or conventional, is what separates the serious print procurement professionals from those who just happen to buy print. Today, the first chore is to decide which print technology—digital, offset, inkjet, etc. With digital, there is no apples-to-apples equipment, so I do spec brand equipment. Within the conventional world, in order to acquire the fairest cost for a project, one must always make sure it prints on the most appropriate-sized equipment with the required features. I rarely have factored in the brand of equipment, unless I sought it out because of its very unique features.
“Once equipment is identified, I evaluate whether they ’live’ their best business practices, like G7, which impact the performance of the equipment. I rarely place a high-dollar project with a printer until I’ve qualified them with an on-site visit.”
I went back and asked my sources two follow-up questions. First, I wanted some practical advice for printers and, second, I wondered if hearing from press manufacturers would benefit buyers. (I think it would.)
“Make the equipment list into a brochure,” suggested Mike Taylor, “showcasing your employees as they run jobs…also tell us about your niche and the things you do best. Welcome print buyers to your shop to see the workflow in person.
“Equipment lists are a good starting point, but most important to me are the people who run the equipment…a visit to their shop is much more valuable than the equipment list. Just like team sports, if you do not have good people chemistry, then chances are at some point your job will be compromised.”
Taylor said he’d like to see and hear from press manufacturers. “I don’t think they focus enough on the print buyers and how important we are to them—because we place the business. More brochures, please!”
I agree with him about hearing more from press manufacturers. Knowing that buyers make decisions based initially on equipment means that they could benefit from learning what makes a particular press unique and why it's superior.
Bill Whitley stressed the importance of teamwork. A dolled-up equipment list doesn’t paint the full picture. “It’s not just an equation where you can compare sheet sizes, press efficiencies and finishing waste factors. Even on an excellent press with proper maintenance, so much is still dependent on the press operator—how efficiently they can come up to color, how well they can hold it through the press run, etc. And then there is still the bindery to consider.”
Whitley appreciates hearing from printing sales reps what they learned at trade shows, but admits that he'd love to have press manufacturers tell him why he should use print suppliers that have their equipment.
Linda Basnik isn't convinced that direct communications from press manufacturers would help buyers, since much of the technical product info would likely be over her head. However, her suggestion for improving the list is worth testing: "It would be quite helpful, especially for new buyers, if each piece of equipment on a list would note what type of job best fits it and at what quantities."
Printers might consider calling these lists "capabilities lists," suggests Martine Padilla. "It's not only about the equipment, but also about tasks the company is capable to perform in-house and in what manner they perform these tasks."
Another recommendation to improve the list is to highlight certain features that a printer knows are unique for the equipment or for a particular market. I like this notion. It encourages printers to relate their equipment to their specific niche.
Padilla feels strongly about press manufacturers reaching buyers directly. "There would be no better time than right now for the printing community, including the equipment manufacturers, material suppliers, trade associations and printers themselves, to recognize that professional print buyers have a stake in the success of our industry.
“Allow us to get involved,” Padilla adds. “Professional print buyers are very tenured experts; we can add value to product development and marketing and influence sales.”
As critical as it is for buyers to review equipment lists for a first pass, the real assessment of a prospective printer is a combination of tangible and intangible criteria—like procedures, quality control, service, and relationships among production team members and with clients.
Whitley summed it up well: “Overall, I prefer to rely on a sound customer/press relationship—the sales department gives me competitive pricing, the CSRs provide prompt feedback on potential problems; and if I’m on-press, the press and bindery foreman and crew manage how well the job is printed and finished.
“So, as an introduction, just tell me what kind of presses you have, what sheet sizes you can handle, how many colors you can print in one pass and how well you maintain your equipment.
“Then I’ll still want to know how well you treat your staff. Are working conditions conducive to attracting and keeping the best employees? Do you provide regular in-house training? How do you motivate your employees to make you—and the customer—look good?
“And tell me how you cope when things don’t go so well. Do you have contingency plans for severe weather and power interruptions? Do you deliver bad news without making up excuses?
“Yes? Now we can really start talking.” PI
About the Author
Margie Dana is the founder of Print Buyers International (www.printbuyersinternational.com), which offers educational and networking opportunities to those who work with the printing industry. She produces an annual print buyers conference (www.printbuyersconference.com) and has written her popular e-column, "Margie's Print Tips," since 1999. Dana speaks regularly at trade events and offers consulting services as a print buyer specialist. She can be reached at mdana@printbuyersinternational.com.