Boston Print Buyers

Customer Education: Necessary, Simple, Affordable

Reprinted with permission from " New England Printer & Publisher"

As long as people buy printing, they need education about the industry. The more customers understand about what printers need from them - and why - the better off everyone is in this relationship.

Where does this education come from? It's true that a few scattered buyer associations have sprung up around the country. There is also a buyers' conference, hosted by PrintBuyersOnline each year. Print Buyer Today, the only newspaper targeted for print buyers, is a new educational tool as well.

Despite these new resources, plus all the good trade books on the market, printers still remain the main educational resource for customers. You may see this as a burden, even a "necessary evil." However, customer education is a great way to differentiate yourself.

Customer education is easy, because printers already have the knowledge that buyers need, and here's the best part - it can be very inexpensive.

Before you develop your own customer education program, it helps to keep a few things in mind:

Buyers new to printing need a lot more education than sophisticated buyers.
New buyers often have no print knowledge whatsoever; they need "the basics."
Buyers can't always articulate what they don't know, or might be too embarrassed to do so.
Printing has a language all its own. You need to translate your material into plain English, especially for those new to printing.
As a printer, you already have (or should have) all the information your customers need to work with you effectively.

By finding ways to teach your customers what they need to know, you'll help cement your relationship, add value to it, and make them less likely to move their business elsewhere.

You can provide customer education in lots of different ways. Some are more ambitious (and expensive) than others. Some are very inexpensive. All, however, provide value to your customers, who will appreciate the sharing of your knowledge.

Let's take a look at some different ways you can educate your customers:

Trade Shows, Conferences, Other Events

In a flush economy, you might accompany a key client or two to a printing trade show or other industry event. Monthly meetings by print trade groups are often a good source of information for customers, too.

Can't take customers with you? Then by all means, send them a written or emailed "wrap up" of what you learned at these meetings. Share some of your handouts with them.

Trade Books and Magazines

Purchase books that will give your customers the best all-around knowledge of printing - Pocket Pal and Getting It Printed are good examples, as are the books on using the Mac by Robin Williams (no, not that Robin Williams!). Give them out at holidays or after a particularly big job you printed for a customer.

For a less expensive alternative, only give these books to your best customers, or forward them magazine articles that are pertinent to their situation or business. Or, after you've read a trade book or article, send them a short email to share what you've learned - in ways that apply to their business.

On-Site Seminars

There's nothing like having customers in your plant for a tour, perhaps a light lunch or coffee and muffins, and a helpful tutorial about a printing topic. How better to teach them about building good digital files, how to review proofs, or what to expect on a press ok? Keep it focused, keep the group small, and keep it under 2 hours.

Customer Newsletters or Tip Sheets

Send your customers educational information regularly about "how things work" in printing. Do it in 4 colors or 2 colors or 1 color - or an email - but find a way to do it that's convenient and economical for you. Explain the basics so that they have a better appreciation of what you do. Not only that, use your newsletter to tell them regularly what services you offer. They probably don't know the full scope of your offerings.

Reach Out and Touch

The most economical way, by far, to educate your customers is to talk to them regularly about what's going on in the industry - about issues that affect their particular job or their own businesses. Turn a sales call into an "educational" call. Send them emails now and then with practical advice about doing printing better.

Education is all about sharing what you know with those who need to know. Part marketing, part "good will," it's all about giving valuable information to people who need it most: your customers.

Make educating your customers a central part of your marketing program. You already have the knowledge. Now's the time to share it.