How important is a printer's collateral material?
"Some printers bring samples with hickeys, bad crossovers, etc. It shows us a lack of attention to detail. They don't get another chance. Really sharp collateral gets the printer's foot in the door."
"Anyone can buy a pretty brochure, but printing technology and knowledge must be learned through experience!" Joe Shondel, President, Selecto-Flash, Inc.
"I have never felt my own collateral did much to win business, but have always felt that buyers would use a flawed or poorly produced brochure to eliminate a prospective printer from consideration. It is better to show up with no brochure than a bad one. Having a first-rate piece of collateral about my company shows that I am a member of the club that cares about quality in print. (I've got a really fine one right now that demonstrates some of our unique capabilities, so it is a tool for me and the prospect.)" Michael Coyne, Sales Rep, RR Donnelley Hoechstetter
"Most printers will use collateral that shows their attention to detail and quality. High end printers have better designs to choose from then a medium to lower end print vendor so I would not base my opinions solely on the collateral offered up for my inspection. Then again, I have run into vendors that do not understand the poor quality they are showing and in that case, their collateral speaks volumes." Nancy Becker, Print Operations, Pitney Bowes
"This is backward thinking. If all printers believe they are the best, well they have not been down wind. The idea of only using the 'best' equipment should have Print Buyer's falling at their feet, truly should leave the industry. Not only do samples provide journeyman quality, the samples also act as a first impression with capabilities. Not all print buyers understand how to buy print, but based on the polls I can understand why printers want to state the samples are 'Somewhat Important'." David Mitchell, Director of Retail & Purchasing, Palace Entertainment
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