28 April 2010
What do print buyers want from printers?
TORONTO— In answer to that eternal question, the Digital Imaging Association assembled a trio of print buyers for a panel discussion recently. Here’s a recap of what they want from their printers

• Perception is what drives many aspects of print buying, such as environmental credibility

• Behave like one of their team members

• Inform them about new technology, your company plans, such as mergers or growth plans, address rumours they may have heard about your company

• Speed and quality are key requirements

• Catch mistakes on press – that counts for a lot

• When you go in to do a presentation to the print buyer’s superiors, do an excellent job because you are regarded as an extension of the print buyer

• Don’t make contact if you haven’t seen the print buyer’s web site

• Don’t make a print buyer wait for press approval – be punctual

• Offer solutions and ideas, give a heads up about potential problems such as ghosting and colours

• And price doesn’t matter if your quote is a few hundred dollars higher than a competitor’s, but a couple of thousands can kick you out of the ballpark.

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