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There’s a world that separates senior-level, experienced print buying pros from novices. For the former, print production management is their chosen career. They’re expert negotiators.

They keep up with industry news and manufacturing trends. I admire them tremendously and value their opinions. Their skills are often underestimated by the printing industry.

Novices to printing and the graphic arts find themselves in a print sourcing role as opposed to choosing it. They work in marketing or creative or purchasing environments. They don’t know about PIWorld.com or Whattheythink.com. Pretty much everything they know about printers, they’ve learned online.

Here are some important traits of each group that I’ve observed:

The Top-Tier

• Typically have 10 or more years of professional experience
• Source by equipment, especially when looking at for digital equipment
• Insist on taking plant tours
• Do a lot of on-site press OKs
• Look for strong customer/press working relationships
• Are concerned with how printers/reps treat employees
• Are extremely strategic in their procurement policies

The Novices

• Don’t know a Heidelberg from a hole in the ground
• Don’t appreciate measurable print quality
• Have no knowledge of color management standards
• Have no paper knowledge
• Are more likely to handle additional responsibilities, many marketing-related
• Are more likely to think all printers are the same

Printers should pay attention to these traits to help guide their approach to serving both kinds of customers.

Just like speakers and writers, printers who want to succeed need to know their audience.

(c) 2014 Margie Dana. All rights reserved.