Seven Key Ways Buyers Differ –Dana
I’m not ready to suggest that the “greener” the buyer, the more likely she or he will feel OK about working with a media or graphics generalist; however, I have to believe that the incoming freshman class of media buyers will lean this way. Broader will be better.
5) Keeping an eye on the big picture is another difference I’ve long noticed. While some print buyers naturally stay plugged in to what’s happening in the U.S. printing and paper industries, as well as the significance of changes in content consumption among consumers and business-people, there are those who continue to work in a silo type of environment, with heads down and a short-sighted focus on just the work at hand. Focus is commendable, for sure—but I always encourage people on both the buying and manufacturing side to get a 360-degree view of what’s happening around them.
It’s easy to see who’s aware of the bigger picture when we brainstorm at our conferences. When you drop names of key influencers, Websites, publications and the like in a large crowd, you can see by hands (and eyebrows) raised who’s keeping up or falling behind.
6) How much or how little a buyer shares with a printer is also a key differentiator. Some print buyers play their cards close to the vest when dealing with print reps. They’ll give you just the details you need, for example, to develop a job estimate. They would never share anything about their budgets, their current printers, their marketing or media strategy, or even their motives for picking printers.
Others feel differently. They want an open dialogue with their printers—even good prospects—so they’ll share much more information, like who has their work now and what they’re paying. They believe that this practice puts them in the best position for getting the best results from printers.