I just moderated a 60-minute conversation with 3 seasoned buying professionals during an online event that was sponsored by Canon. Before I forget the best bits, here they are.

My guests were all highly experienced print buyers. Linda Basnik is with Rotary International; Melissa Carter is with DCRI (Duke Clinical Research Institute); Wendy Torchio is with Charming Shoppes, Inc., a subsidiary of Ascena Retail Group.

They graciously agreed to talk about what printers can (should) do to get their attention. It was fascinating. You can access this recorded webinar for the next 90 days.

The key takeaways for me are as follows:

Cold calling can work. As long as a printer does his or her homework on the prospect’s company and keeps the call or message short and sweet. The buyers noted that they have chosen to work with printers after a random cold call when they had a particular need and the printer was a perfect fit.

Equipment lists matter. At least to these 3 veteran print buyers. (I swear I didn’t discuss this ahead of time with them, but you know I’ve been advocating for equipment lists for years. See my last post.) Note: equipment lists probably have little if any value for people brand new to the field.

Print buyers are loyal to their reps. All 3 buyers agreed that they tend to follow a favorite rep if he or she leaves to work at another printer’s.

Print distributors (AKA ‘brokers’) are no longer “the bad guys.” This was, for me, the biggest eye opener. Five or 10 years ago, seasoned print buyers strongly preferred working with print manufacturers. Times and tastes have changed. One buyer added this warning, though: “Don’t call yourself a broker. Say ‘Print Service Provider.’”

Print buyers like getting out to meet printers. One said, “I love socializing with them.…meet & greets, print tours, whatever the event – they’re important.”

Direct mail from printers is not seen as effective or impactful. This was the consensus among the 3 guests, and it surprised me. Not having enough space in an office was a consideration. One speaker noted she’d received a piece that included a video that gave a plant tour. She watched a bit of it and then tossed it, noting how expensive that project must have been. I also heard a buyer say that she’d respond more quickly to a cold email.

Referrals are effective if they come from someone you already trust. I don’t see how anyone can argue with this. Enough said.

So, in the end, how should a printer approach a prospect?

One guest said it perfectly. “Slowly make yourself known to me.” A short telephone call, a short email, and so on. Keep in touch with a prospect so that, over time, you go from stranger to acquaintance to (hopefully) valued colleague.

I really enjoyed today’s live event. It’s so important to hear from the print buying community.

© 2015 Margie Dana