Dear Sales Rep

I was just in Columbus, Ohio, where I produced and moderated a print buyer panel for an annual conference held by PIANKO, the PIA affiliate for Northern Kentucky and Ohio (www.pianko.org).

Our four panelists hailed from different industries: financial services, a marketing and design firm, a major national insurance company, and a leading manufacturer of women's plus-size clothing. This is par for the course: I like having a mix of industries on my panels.

This panel did not disappoint. They were bright and articulate. Three out of four had over 15 years' experience in the field. (One actually had 33 years of buying experience: what a jackpot!) They spoke to an audience of printing sales managers and company presidents. The event left a lasting impression on me because of their viewpoints. I thought it would benefit new sales reps to hear some of their comments.

We discussed several hot topics, including digital vs. offset, the green movement, buying overseas, and how these customers select printers.

How DO they select printers?

Price was the driver for our panelist from the insurance industry, but even he said that he moves beyond price to determine overall value when he awards his work to printers. Note that he is Manager of Commercial Print for Nationwide, one of the country's largest insurance firms.

Price, proximity and proactivity were the three specific criteria for our senior print buyer for Lane Bryant (who is responsible for print in all 900 of their retail stores). He has been tracking printing costs for all of his products for a full two years, in a system that he built, so he prides himself on knowing exactly where estimates should be. Talk about having a handle on things. He needs to work with printers who are close to his manufacturing facilities, since all of the signage and other print materials for Lane Bryant stores get loaded on the back of the trucks that ship the merchandise. Finally, he values printers who proactively take charge of details involved in producing and shipping his materials.

The financial services buyer had the least print buying experience, at three years. When asked what qualities she looks for in a printer, she replied that she looks for printers who know her industry. (I feel her pain. When I bought printing in a mutual fund company, I also liked working with printers who knew all about the regulations surrounding prospectuses, shareholder reports, SAIs, EDGAR, and so on.)

Grease is not The Word. Trust is.

When I asked panelists for specific criteria used to select printers, I expected a tight little laundry list. They surprised me and said it comes down to trust.

Since the buyers spoke at length about the value of a long-term relationship with their printers, an audience member asked how new vendors could "get anywhere" with buyers. "Why do you ask us to quote on jobs, when you just said that you only work with printers you trust?"

One buyer suggested that printers "stick with it, keep in touch." She wants to see what printers are doing and hear what new equipment or services they have. There's no magic formula to how often one should contact prospects. Consider asking each prospect his or her preference.

Buyer Challenges

One of my favorite questions is asking panelists what their biggest challenges are. For the buyer for Nationwide, it's internal. "It's an ongoing effort to communicate the process and get buy-in from our internal business partners. Unfortunately, we're looked at as a roadblock or mandate versus an area that could assist with our expertise in print." He said that his group very much acts like an internal print broker.

Another panelist's biggest challenge? His "woefully unprepared creative staff," who don't know how to create print-ready files.

Our financial services buyer is challenged on keeping costs down, and the panelist from the marketing/design firm needs to keep wowing clients with printed materials that use the latest and greatest techniques.

Perfection

When I asked panelists to describe their idea of a perfect printing company - in one sentence - I expected to hear about size, equipment, and specific capabilities.

But this group was more philosophical. They described a printing company that takes ownership in its work and delivers what's expected and when expected. Their ideal printers are extensions of their own departments. The Lane Bryant panelist said, and I quote, that "my printers are my critical partners." I wouldn't make this up.

Skip the Lunches

Buyers aren't impressed by free lunches with their sales reps. They'd much rather you work on their behalf by thinking proactively and by communicating with them on things like job status, proofs, and delivery schedules. It's about your knowledge of your clients' needs and how to serve them.

Overseas and Green

I gave the audience a lot of opportunities to ask questions. One printer asked about sourcing print overseas. With one exception, these four buyers do not buy outside of the U.S. Our panelist from Lane Bryant noted that when clothing is manufactured outside of the country, the tags have to be produced/attached there, too.

These days, I always ask buyers about the green initiative. It wasn't a critical issue for this group. The Nationwide buyer said that very recently his group had been asked to get more involved as an environmentally responsible company. They are looking into FSC certified printers.

Our panelist from Lane Bryant was more concerned with learning about a vendor's corporate social responsibility position. It's important for him to work with printers who treat their employees well, for example. I've done these panels for 10 years, and it's the first time I heard this.

Bottom Line

If asked to sum up the message from my Columbus panel, I'd say this: they value the relationships they've formed with their sales reps and print firms. If it sounds a bit retro, so be it. I'm just reporting what I heard. I liked hearing it.

Comments? Talk to me at mdana@bostonprintbuyers.com.

©2008 Margie Dana. All rights reserved. You're free to forward this email to friends and colleagues: please do! However, no part of this column may be reprinted without permission from the author.

Print Buyer Conference Update

September 11th - 12th, 2008

Sheraton Boston Hotel, Boston, MA

Reserve your rooms online at the Sheraton Boston Hotel. We've secured a block of rooms at a discount for our Conference, and they are already going fast. So, if you plan on joining us in September, go to www.printbuyersconference.com and click on the Venue & Directions tab to reserve your room soon.

Registration questions? Contact info@printbuyersinternational.com.

There are still some booths left. Go to www.printbuyersconference.com and click on Exhibitors, or contact Barbara Graham at (978) 490-0010 for details.

June 2008 Print Buyer Poll

Buyers, answer this question:
How important is a printer's disaster recovery plan?

Cast your vote on our home page at www.bostonprintbuyers.com.

July Adobe eSeminar

Adobe and Print Buyers International are co-sponsoring a July eSeminar to help you thrive in a competitive environment.

July 24
Up Close and Personal with Adobe Acrobat Pro: The Power Behind PDF

In this session, you will learn how Adobe Acrobat Pro offers built-in support for high-end PDF print production workflows and makes it possible to integrate PDF and Flash for a more engaging user experience.

Sign up here and now.

Print Tips Archives!

Our Print Tips archives are public. Access them from the home page of our site
under Print Tips at www.bostonprintbuyers.com.