This post is taken from the Winter 2016 Edition of The Blueline Magazine. This issue is out of print. Make sure you never miss another issue by signing up for a complimentary subscription!

What should a printer know about you, before ever making a call?

Knowing who you are, what your company does, and the materials that you produce, should be mandatory before anyone makes a call.

What are some common things that take place during sales calls that irk you?

Asking if I have any work they can bid on. Asking about my pain points. If I had any, I would be resolving them. Printers who want to have conversations about better price, service and quality are a dime a dozen. To avoid that conversation, say, “We see you are already doing this. Fantastic. Here’s how we can add value.”

How could a printer differentiate themselves?

Any smart printer these days has a squad. It could include an IT person, a finishing expert, a paper person, a marketing person, anyone who could enhance what you offer. Then, when it comes to differentiation, finishing is probably the most important aspect of print these days. Varnishes, UV coating, die cutting, folding, scoring, everything that happens after it prints, that makes it fun and funky.

What sort of follow-up would you like to see form a printer?

They can follow up with next steps, and keep in touch as a thought leader. For example, a printer might say, “I know you do a lot of printing for banking, and I just found some new information I

would like to share,” and send an interesting article. Now I am starting to see that printer in a new light.

How do you get your knowledge about paper?

The most relevant pieces of communication in the industry are swatchbooks. They show you every possible way to use the paper. Wonder what it would look like with a varnish? Well, turn to page 6. There it is. Paper merchants and mills are also great resources.

Is there anything else you would like to add—anything else you would tell printers about how to best communicate with printer buyers?

At the end of the day, a printer is either a partner or replaceable. Which one are you?

Find out more about Deborah and Print Media Centr at printmediacentr.com