What Print Buyers DO Want
Earlier this summer, a printer e-mailed me to ask if I had a handy list of what print buyers want. A “simple list” is what he actually called it. There’s nothing simple about such a list, because print buyers are not all the same.
My last blog post was a list of 22 things print buyers DON’T want. Today, let’s be more positive! Here’s my list, in no particular order, of what print buyers DO want:
Value—They’re no different from any other customer of any other product/service in this regard.
To be kept in the loop—Let them know about the status of their work in progress, particularly deadline-related issues, potential problems, etc.
The TRUTH—This should be at the top of the list, I guess. Buyers always list “honesty” among the top three qualities they seek in a print rep. Don’t hide the truth, don’t obfuscate things, don’t switch papers without their knowledge, etc.
Alternatives—Even though some customers say they don’t want your suggestions for production tips that will improve their product and/or save money, I’d offer them anyway. You’re not just an order taker, are you?
Creative ideas—Building on point #4, offer customers creative and innovative ideas that relate to their materials, their company, and their particular industry. I think this will make you more memorable than anything else.
Project management tools—Do you have software or other products that will streamline processes for customers? It’s something every buyer wants.
Printers who take responsibility—Sooner or later, everyone screws up a job...or a deadline...or a small detail that got forgotten. How you deal with mistakes or delays is very important to customers. Now is not the time to play dodge ball. Own it!
Accessibility to sales and service reps—Surely everyone knows this one. It’s something you have to live with: customers want to be able to reach you whenever, wherever. Sorry.