I listen to conversations and comments by people in all sorts of print buying roles, across many industries. Often they share what they want regarding how to improve skills, reduce errors, or gain a deeper understanding of certain technologies and manufacturing processes. Much of the time they frame these conversations in terms of what they need from their printers. Here are a few things on that particular wish list this year:

1. A better understanding of personalization applications. If you offer them, have you

really explained the process in full to all of your customers? Do they know what’s involved and how to take advantage of this capability?

2. Educational seminars about new equipment or prepress processes. These could be lunch-n-learns or breakfast meetings, after-work events or virtual events.

3. An appreciation of exactly what makes one print company different from everyone else. If you can’t differentiate yourself in a meaningful way and communicate that – you’re just like every other printer.

4. Increased knowledge about multichannel marketing communications.

5. Continued education about color management. What should they know, as people who prepare and submit files to you, and how can they improve their job files?

If you’re a commercial printer, any one of these requests would be worthwhile tackling as a New Year’s resolution to strengthen customer relationships. Maybe you could share this list with your sales reps and production team members, and solicit ideas from everyone. I think having a goal of strengthening existing relationships – especially through educational efforts – is an important one in this industry. Let me know if I can help. Again, happy holidays!

© 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.