The echo of the slogan from a clothing retailer always stuck with me: “An educated consumer is our best customer.” I want to encourage every printer to take it to heart. Are you educating your customers? You should be.
Now, many printers have told me (in a wink-wink, nudge-nudge kind of way) that they’d rather have uneducated customers. The better to hoodwink them, if you ask me. Note to these printers: you’ll find yourselves out of business. Printers I know and admire are focusing on customer education, and doing so professionally and effectively. Who do you think new customers will flock to?
Note to customers – and I especially mean corporate print buyers and designers: seek out printers who educate you. It’s indicative of a transparency that I applaud. So should you.
Rather than keep you in the dark (and out of the pressroom), enlightened printers who teach you their business really and truly empower you. You’ll experience a string of “a-ha moments” every time you learn something new about print manufacturing (and finishing and paper and direct mail tips), which will foster real career satisfaction and an enthusiasm for creating beautiful, memorable and effective print materials.
How do you spot such printers? Ask every printer you interview what they have in place to educate customers. Look at their web site carefully. Is there educational content, like a newsletter, blog, glossary or a “tips” or resource section? Do they host events for customers? Do they send out group emails that are more about information than self-promotion? Is the sales rep you’re working with someone who can teach you things about printing that you don’t know?
Naturally, this advice is most important for people new to the field. For example, say you work in marketing but have zero experience with commercial printers. Finding a printer (sales rep) who is able, prepared and willing to teach you what you need to know, and who will provide advice that helps you and your company (rather than himself and his commission check) is the most important criteria you can use – in my humble opinion.
And while there are other ways to gain knowledge and skill as a print customer (like coming to our PBI Print & Media Conference this fall), at the end of the day, when you’re sitting at your desk, struggling with how to approach a seemingly impossible print project, you want to be able to speed-dial your trusty printer to help brainstorm the best possible solution.
© 2012 Margie Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the author.
Thank you, Margie. I would even take it a step further: the best printers are those who suggest ways to SAVE money. Sure, they may lose a few dollars on one particular job, but they gain loyalty, trust, and far more money over time. These are the suppliers with whom I have long-term contracts.
You’re welcome, Jeannie! You are sooooo right. Those who make suggestions that will help you save $$? Priceless. I’m guessing your preferred printers appreciate your loyalty.
Great subject. Printers who plan on being in business for the long haul need to educate their customers. I have the privilege of working with a great group of suppliers who truly appreciate the fact that before I was sourcing print, I had 30 years of print production experience. Having a customer that knows printing lends itself to more open and accurate communication, minimizing the chances for confusion and unexpected surprises. The long-term benefits of an educated customer far outweight the short term benefits of an uneducated one, in my opinion.
You sound like you work with the best, Mark! Thanks for your comment. It’s a drum I’ve been beating for many years.
Here at BSA we’re following that idea and informing the end-user. We’re requiring the print buyers to take both Account Manager and key clients for vendor tours. This is informative for all participants and assists in scheduling when we say that additional time is needed to print and convert 4 color envelopes, etc. We’ve had some great reviews from the end-users after touring and reality check comments like “that was much more involved than the copier process I was envisioning.” It’s become a great way to share information and explanations regarding the print process. While it may be second hand to those of us immersed in the industry, it’s definitely a new experience for our clients….and a welcome one.
Margie,
Super post, and I couldn’t agree more. But, you probably knew that since you know about printForum (www.printForum.info) and our passion for educating our clients here at Rider. I’m a firm believer in continuously educating my customers, and as a company I’m proud to say that I believe what we are doing with printForum at Rider is 2nd to none in the printing industry. I’d encourage your followers to join the printForum community and get engaged with us. It’s bountiful education with no hidden sales pitches tied in.
Keep doing what you do!
Dean
Thanks, Dean! Much obliged. Funny, last Thursday morning I was so busy with show planning I hadn’t done the Tip for this week. “What do I write about???!!!” I thought. “D-oh!” I wrote about something near & dear to me