I met Jeff Dickerson a couple of years ago, when I asked him to participate on a print buyer panel. It was clear that he's an elite buyer, a real "gold standard" by which other professional buyers should be measured. I was impressed by his experience, knowledge and insights.

This past September I asked Jeff to participate once again on a buyer panel at PRINT 09 in Chicago. Two weeks ago, Jeff wrote to me. Having reflected on a recent Print Tip, "You Know You've Found the Right Print Sales Rep When," he came up with a companion list - about knowing when you're a serious print buyer. It was too good not to share. (Read my Print Tip at www.bostonprintbuyers.com/printtips/09-10-19.html.)

Here's what Jeff wrote:

Be honest, we all operate in such a way that we do not always see ourselves as others see us. How often have we looked into our “career mirror," seen our faults, and walked away hoping no one else would notice?

A true professional with passion for his or her work will look, even gaze, into that mirror, see the good and the bad, and take action. It might involve correcting faults, improving weaknesses, developing greater strengths and building new skills.

We recently read, with great enjoyment, “How to Know When You've Found the Right Print Sales Rep," one of Margie's Print Tips. I am guessing many of you, like I did, forwarded that list to some of your better supplier reps and congratulated them for attaining the 97th percentile of print selling excellence (there is always room for improvement).

Did you go the extra step and ask those same sales reps, “What qualities are needed to make a good print buyer"? I did, and listed below are some of the responses I received plus a few from me and my excellent, perceptive, insightful colleagues on our print team. Read and ask yourself, "Am I the right person to be buying print"?

• Source all print projects with one printer. (From three of my suppliers).

But seriously…

You Know Print Buying Is Your Passion When You…

• Provide reliable, accurate specifications.

• Submit all information from Prep to Production to Shipping to Invoicing with the job. Be complete.

• Give solid feedback on unsuccessful quotes.

• Don't quote with someone if the job doesn't fit.

• Know what fits and with whom.

• View suppliers as value-added "partners" and not just vendors. (Vendors sell hot dogs and cotton candy at ballgames.)

• Do not play suppliers against each other.

• Are ethical, honest, trustworthy and considerate.

• Do not reveal pricing to other suppliers.

• Never allow "perks" to influence buying decisions.

• Choose suppliers based on service, price, quality, delivery, and financial abilities.

• Will not allow print to be commoditized.

• See suppliers as a resource.

• Listen to new ideas.

• Are able to accept constructive criticism and give honest feedback.

• Have the ability to be yourself in all situations.

• Can be gracious.

• Are approachable and available.

• Represent your employer vigorously but are not adversarial.

• Are reasonable with production dates.

• Confidently manage internal relationships for accurate requirements.

• Know your company culture and are an advocate for company brand.

• Understand color theory and establish and manage color standards.

• Learn negotiation skills.

• Read to increase your knowledge and competencies in print, purchasing and supply chain.

• Read to be an interesting person.

• Have a working knowledge of paper and ink and how they perform. (Visit a paper mill and ink manufacturing facility.)

• Develop a strong knowledge of bindery/finishing/process capabilities and operations.

• For crying out loud, know how presses work.

• Never ever pretend to know something you don't.

• Learn about costs and how to reduce them. (Not price, costs!)

• Set baseline price standards and track to establish your ability to maintain costs.

• Keep management informed.

• Know how to manage your boss.

• Are familiar with quality standards, ISO, GraCol, SWOP, BRIDGS, and Lean.

• Learn how to "sell" services to your internal customers.

• Are aggressive, analytical and articulate.

• Earn professional certification/designations in print and/or purchasing.

• Research and present new ideas, suppliers and processes to customers.

• Are a value-added resource to your company and can prove it.

• Have become green aware.

• Set reachable, practical suppler diversity goals.

• Never stop learning.

• Understand the 10,000 hour rule. (GOOGLE or BING it).

• Constantly work to develop "Rapid Cognition" (read Gladwell's Blink).

• Offer assistance to new buyers and are patient with internal clients.

• Lead your team with great acumen but are a servant leader.

• Refuse to use jargon outside the print community.

• Stay current by attending trade shows, subscribing to newsletters, and industry periodicals.

• Become a person of influence.

Now, add your own and share them…

Jeff, it's clear to me (and now, to every Print Tips reader) that you're not only perfectly suited to your profession, but that you also understand what qualities, skills and values are needed to excel at print buying.

This list should be forwarded to every print buyer within the "sound" of this Tip. What a fantastic snapshot of the qualities every print buyer should strive for.

By the way, Jeff, would you do me the honor of speaking at our conference next year? It runs on November 3 - 4, 2010, back in Westford, MA. Hats off to Jeff Dickerson of State Farm Insurance. His email address is jeffrey.dickerson.hrmp@statefarm.com.