Print this TipFor at least six years, I've taken the same step class at my gym each Sunday morning. I like my teacher as a person and respect her skills. Occasionally, I've even socialized with her and a few other classmates.
I'm used to her routine. I can do her steps in my sleep and know her music by heart.
But I don't even break a sweat. Four weeks ago, I got so bored that I couldn't stand it any longer.
So I found a new class and a new teacher who challenges me and makes me work hard. It's an hour much better spent.
This other woman's been teaching there for years - but I never checked her out! I didn't want to be disloyal.
The same is true for print buying. There's a danger in becoming too comfortable with your current print provider/s. If you don't challenge them (and yourself) by checking out other printers, maybe those offering new technologies, you could be coasting along with no improvement to your print campaigns year after year.
How do you know that another service provider can't offer you better solutions, or faster delivery times, or better pricing?
How do you know that your work can't be ratcheted up a few notches to create a bigger buzz for your company? I don't know a soul who doesn’t want more bang for their buck.
Back in my days as a buyer, I grew attached to many of my print reps. I enjoyed working with them. I didn't have to explain myself, or my company's idiosyncrasies, job after job and year after year. You could say I bought printing on autopilot (don't tell my former boss, Phyllis).
I'm not suggesting you dart from firm to firm, like a serial print buyer. There's value in sticking with your printers for the long term. You reward those who provide great products/service. You have more clout as a long-term customer. You might get better pricing. You might get unbelievable service in every nuance of this weak word.
Then again, your favorite printer might be like my gym instructor: fun to work with, but offering no measurable value.
You will never know unless you look around from time to time. Check out other printers and service providers. Even just meeting with them and learning what new options are out there is a valuable exercise. You may find out that your current printers offer everything you need - and more. At least you've done your homework.
Loyalty, generally speaking, is a virtue. But the same-old, same-old print sourcing routine can lead to laziness if you refuse to break a sweat and put some effort into researching your alternatives.
