[Print this Tip]

A few weeks ago, my Print Tip about Samples brought in lots of reader mail. I wrote about how today's busy print-buying pros prefer to get something from printers in the mail, as opposed to cold calls.

Here's some of that feedback - and thanks, everyone!

"Thank you for your always astute and insightful Print Tip E-Mail. I'll make it brief, but I say this from the standpoint of the Buyer - and the Seller! I was a Buyer for Time-Life Books/Corporate Production in NYC for 7 years. I have been a Seller for most of the rest of my 45 years, so here it is, and I stand by it.

"A Sample is worth a thousand words, you can't fake them, and the rest of your presentation is superfluous without them!"

Lars

"Thanks so much for this message! I only wish you could make it mandatory for prospecting print reps and sales people to read it before making their calls. I buy print for the supermarket industry. One time, I talked to a screen printer who wanted me to come a visit his plant (500 miles away) so I could see what great work they did. I suggested he send me samples instead. About a week later, I got a nicely printed BOAT DASHBOARD.

"I tell the cold callers to go do some homework – visit some stores, and see the types of materials we purchase. Then, if they have examples of the same sort of thing – or possibly new, innovative ideas about how to meet the same needs – to send them to me.

"And I loved your comment about proofing the letters! I got a letter the other day where the guy had put in large, bold type across the bottom: WE PROVIDE EVERYTHING FOR YOU SO YOU CAN JUST SIT BACK AND FORGET IT! IF YOU WANT QAULITY DESIGN & PRINTING AT LOWEST COST, YOU ARE WASTING TIME IF YOU DON’T CALL ME NOW!!!

"Yeah, right, I’ll put you on my speed dial and fire all my other printers right away, pal…"

Curtis

"Margie, your latest Print Tip was forwarded to each of my 9 sales reps. This is the same message I've been touting to them - you just added a new degree of credibility to my sales training. Nothing like showing that you print what "they" need (plus with a little internet research, you show you know something about them and their industry). Also, good luck with your upcoming Print Buyers Brainstorming Session."

Mike Reilly
Sales Manager

"I couldn't have said it better. Thank you.

"Sales people who do their homework are respected because they respect us. We have extremely busy schedules and work loads. A successful salesperson will demonstrate they understand and appreciate the job responsibilities and time constraints of print buyers. I did not come to work today thinking I would spend the morning just waiting for the print sales reps to call me.

"I came to work today because I have a full plate of responsibilities to attend to, but I just may find some time to consider an alternative print vendor or two if they have provided pertinent information about their services and how we could benefit by working with them."

Keven French

"A note on samples – it's worth mentioning that if the sample rack could talk, it very often might tell the story of a job that made no money for the plant that printed it; that was a nightmare in the pressroom and/or the bindery.

"Beautiful looking samples, picked and gone over with a loupe by the vendor to ensure perfection, are not entirely representative of a vendor's work. I'm not saying they are worthless, just that one must look at them with a critical eye."

GM

"A message to the printers:

"Cold calls are almost never welcomed! We are leanly staffed and we all wear a lot of hats. Send those samples, I do review them…..

"It's amazing to me how many sales reps will (in random order):

1. Call with lists that they’ve "found" from their jobs at other printing establishments (we won't do business with them; I find this practice unethical);

2. Call at 3:30 PM on a Friday (they may have nothing else to do then; I'm fighting fires and trying to get out of here at a reasonable hour on a Friday night);

3. Not have proper phone etiquette -"Hi, I'm Joe Printer from XYZ corporation, do you have time to chat with me?" (We can't build a relationship if you don't identify yourself!); and

4. Call without doing any research about my company (you may have visions of long web runs, but I work in an independently owned company, one of 25 in this state alone!).

5. Call my CEO or other colleagues to get work (take a few minutes to find "the name of the person who buys the printing").

"I really appreciate getting samples geared to my industry, or even something that doesn't have anything to do with my industry but that they know I would find novel and interesting. If they have a new piece of equipment, it's okay to show me their glorious promo piece; I also want to see how they use the equipment for their customers.

"My time is spoken for almost every minute of the day. I know how to find you if I need you. I DO MY RESEARCH. Your company should have a great website. Your telephone operator should be pleasant and able to direct my call. Don't go over or around me."

Diane Dragoff

Thanks again, everyone. By the way, our current monthly Print Buyers Poll asks buyers how they'd like to be contacted, and here's the vote:

- Nearly 56% prefer to get a letter with Samples in the mail.
- Nearly 19% prefer to get promotional materials in the mail.
- About 14% prefer to be emailed.
- About 11% prefer to get cold calls.

Finally, expect a new feature to Margie's Print Tips for 2009: starting in January, we are adding Comments functionality. You'll be able to post feedback below each Print Tip…and the world will be amazed at your brilliance.

Also, expect a reader survey coming your way in January.

Have a wonderful holiday, everyone.

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