Print buyers are an eclectic bunch. Their personal preferences dictate how they source print and related services, how they prefer to be contacted by prospective providers, and how they best “absorb” education.

I’ve been doing my research on this topic for my presentation next month at Graph Expo: “The New Print Buyers: How to Reach Them and Teach Them.” What I’m learning is quite interesting.

Here’s a hint, printers: I wouldn’t be so quick to toss out the traditional methods of reaching and teaching print buyers in 2012.

Hopefully, some of you will be able to attend my session in Chicago (Sunday, October 7th, 2 – 3:30 pm). These are some of the points I plan to elaborate on:

• As the responsibilities of corporate print buyers evolve, more opportunities (not less) will be available to print service providers
• The growing importance of printers’ web sites, including critical ways in which they must change
• How printers should maximize the “mountain of content” they’re sitting on, without spending big bucks
• Speaking of
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  content, get ready for my handy Printer’s Content Calendar that will organize your customer communication program

• Why I vote for email marketing and prospecting over cold telephone calling
• The top ways in which senior print buying pros differ from the freshman class, and why printers and sales reps must serve them differently
• You’ll (practically) need a private investigator’s license to find print buyers soon

The more I interact with print buying pros (no matter their titles), the better I understand their challenges and preferences. I so admire them.

Your comments are most welcome, especially if you’re a buyer. Just reply to this Tip and tell me how you prefer to hear from/about new providers, how you prefer to get professional education, and how you prefer to look for new service providers.

© 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.