One thing that separates experienced print customers from novices is the printer’s equipment list. They are a positively essential tool for experienced customers. On the other hand, new buyers and designers aren’t familiar enough with print manufacturing capabilities to know what a list means. It’s Greek to them. But give them time.

Earlier this month I posted this discussion topic in our Print Buyers International Group on LinkedIn: Do print customers really rely on equipment lists – and if so, how?

The responses didn’t surprise me, but they may surprise print CEOs and sales reps who assume that customers are focused on price and price alone. Respondents are anonymous here, but I am developing this idea into a longer column, adding more buyer comments, and will seek permission to name contributors.

One buying pro with 30+ years in the field said she certainly considers the equipment list, but it’s “one of a number of variables I consider in making the decision on a printer.” Her experience is with offset presses, not digital equipment. The press manufacturer doesn’t matter so much as its capabilities.

A publishing production professional with about the same amount of experience notes that “’Equipment’” is certainly where you start. But he meets and evaluates the people who run the equipment, and the customer service staff. To him, this is much more important in the long run. He wants to meet the support team and learn how they resolve problems when considering working with a new provider.

“I use the equipment list as the first filter to see if the printer has the necessary equipment types and sizes to handle the work,” added another experienced customer in the insurance industry. Then his real “due diligence” starts, as he determines how CSRs interact with customers and, “just as important, how they interact with production personnel.” I was impressed to hear that this buyer likes to watch how equipment operators work to see if they’re efficient or, as he puts it, frantic.

“Understanding and knowing how to select the right equipment, whether digital or conventional, is what separates the serious print procurement professionals from those who just happen to buy print,” wrote another seasoned paper and print production specialist. Her first step is deciding which process is called for: digital, sheet-fed, web offset, inkjet,

etc. “With digital, there is no apples-to-apples equipment, so I do spec brand equipment,” she noted. But with offset jobs, she doesn’t usually factor in the equipment manufacturer, unless she’s looking for certain unique features.

“Absolutely! I use the equipment list as the first filter, also,” noted another customer. “I know which piece of equipment will print my job most cost effectively and whether or not it is a digital or conventional job.” She also sources international printers and adds, “…although language and terminology may be different, the presses are the same! Sourcing by press in the fastest way for me to determine who is a good fit for my jobs.”

One customer with extensive experience in print manufacturing has a very interesting purpose when reviewing the equipment list. As critical as the equipment is, he’s far more interested in the staff and equipment maintenance. “You can have the best equipment in the world, but if you are ignoring maintenance and running it 24-7, then the list means nothing.”

He tries to visit every prospective printer to see the job flow. He also meets with the team to learn how jobs run through the shop. Should he see files strewn all over and a sloppy press room, then “all bets are off,” and the equipment they have won’t matter.”

I hope print providers and equipment manufacturers take note: experienced print buyers pay close attention to the manufacturing equipment when pre-qualifying printers. Manufacturers need to understand this, and market their presses to print buyers and creatives. Printers need to make sure their equipment lists are current, accurate and adequately define (for the novices) the capabilities of each press.

© 2011 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 authors.Best casino online payouts