Should I Go Over the Print Buyer’s Head?
May 10, 2007

The one question that I keep hearing from printers is whether or not someone with the title of “print buyer” is really the person the printing company should be targeting. Some printers ask, “Shouldn’t I just go over the buyer’s head and talk to the real decision maker—someone in marketing?” I feel that many people in the printing industry want one, “correct” answer to the question of, “Is it the print buyer or the marketing manager?”

The answer is that it depends! By comparison, purchasing agents have long gotten a bad rap as only being interested in price. Now, the same darts are being thrown