Forget that they’re buying print. Think of your print buyers as customers first. That they’re buying print is secondary. 

Whether you serve the super savvy or the nearly novice, focus on the fact that they’re customers. As such, they – we – have certain expectations.

Here are a few:

1. We’re always right. Approach customers from this perspective unless and until it’s obvious we’re not right, and you’ll serve us well.
2. We come first. I don’t care if you have 100 other customers: the customer you’re dealing with at the moment is #1.
3. We deserve your respect. Don’t push us. Don’t mock us. Don’t insult us. Don’t lie to us. Don’t give us the bum’s rush. Be professional, always.
4. We want prompt service. We expect you to get back to us right away. Our calls, our texts, our emails, our requests for estimates. Don’t leave us hanging.
5. We want you to deliver what we hired you for. This means no surprises, no switcheroo on paper stock, and no missed deadlines. If you agreed to something (a date, a product, a service, a proof), please do it.
6. We want accountability, not excuses. We know that things will happen that are beyond your control. When they do, react responsibly and communicate with us how you’ll correct what’s needed.
7. We hate being hustled. Deliver the products or services we agreed upon, stand by your work, and uphold our agreement. If you do, then more work from us will come your way. Don’t sell aggressively. Don’t be obnoxious. Earn the next job, and the next.
8. We expect you to have our backs. You keep our best interest in mind. You’re on top of things and will make sure our order progresses smoothly.

Notice that the word “print” never appears here. The truth is, customers are pretty much the same regardless of what they’re buying.