Margie Dana

I’ve been hearing from a lot of business people brand new to working with printers. They’re in marketing and purchasing, publications and graphic design. Some will grow into their print-buying roles and stick with it for ages. Others? Not so much. They’ve been asked to handle the print for their companies now and then. Print’s not their “major,” if you will. It’s just something that’s been thrust upon them.

They have neither the background nor the interest in learning about print manufacturing. They just want some solid advice about finding printers for this or that project. I think this sort of customer is becoming more common. And no wonder: print volumes are down. Employees new to print (dare I call them “print virgins”?) are handling various other responsibilities, and adding print sourcing to that mix can be 1) stressful, 2) a pain in the neck, or 3) a mystery. Usually, it’s all three.

So for all of you print virgins out there, this secret is for you.

I could write about the importance of due diligence and plant tours and three peer recommendations and interviewing sales reps like it was the Spanish Inquisition. I could lecture you about getting detailed estimates and scrutinizing printed samples with a printer’s loupe to find the tiniest, most insignificant flaw not seen by the naked eye.

But I won’t. All of that research is important and makes sense in some circumstances. I have written about it and will continue to write about it, but at the end of the day, there’s one particular thing you should look for in a printer. And that one thing is trust. Make that Trust, with a capital “T.”

If you can find a printer whom you like and whom you trust, you’re golden. Pick someone who will get your work produced no matter what. Let this printer bear the headaches as well as your stress over getting something done well, when you need it, and within your budget.

I’ve yet to find a printer who can do EVERYTHING you need. And yet – a printer you trust can get everything you need done. He or she may outsource some of it – so be it! It happens all the time, and many customers don’t even know. Or he may refer you to another trusty source.

When you find a printer you trust, you’ll know your work will get done as expected. You won’t worry about deadlines or problems creeping up on press. To me, that’s the epitome of a perfect partnership. No surprises, no excuses….just competence and great communication skills.

That’s it! Find printers you trust as individuals. They should have integrity. They should have a great reputation for these qualities. They should be people whom you can imagine yourself working with for a long time. They should inspire confidence.

They’ll get the job done for you, come what may. Then you can get on with the rest of your responsibilities, and stop worrying about this part at least.