What Makes for a "Good" Print Customer?
Someone asked me to name the qualities or characteristics of a “good” print customer. Hmm. It depends. I think a printer’s list of qualities would differ from a buyer’s list. At any rate, I sat down to make my own list. I’m thinking of professionals who source print as part of their jobs – not an occasional buyer of print.
Here’s what I came up with:
Good print customers are educated about print manufacturing. They know the differences between types of presses and have excellent judgment when it comes to sourcing appropriately. They know, for example, when a job should run offset and when it’s clearly a digital job.
Good print customers are sensitive to printers. They know that print is a customized manufacturing process.
They know that part of their job is to compile very detailed, accurate specs for printers.
Good customers give printers enough time to do a job right.
Good print customers are terrific “middle people”; that is, they are key liaisons between their company and their printers (and other outside suppliers/partners) as well. So print customers’ skills must include crackerjack negotiation expertise within and without. Great listening skills and communication skills are both “must haves,” BTW.
Good print customers pay attention to details. 99% of all print customers I know are excellent proofreaders. Why is that? Who knows?
Good print customers want printers to be key contributors, not order takers. I pity the buyers who are always suspicious of printers, keeping them in the dark because of something they fear – what, being duped? Tricked? Cheated? The more they share about their project and expectations, the better the results.
Good print customers are bright. They learn fast and multitask like there’s no tomorrow.
Good customers know a ton about paper. And mailing. And good design.
They’re fair. They’re not pushovers. They don’t expect what’s unreasonable.
The best print customers love print, paper, ink and design. They’re in it for the right reasons. They swoon over lovely paper and appreciate exquisite finishes, for example.
Good print customers are open-minded. They are loyal to their best printers but smart enough to look around.
Good print customers keep up with new technology and new media. They know what’s happening within their own companies when it comes to marketing plans, campaigns, and strategies.
Good print customers can speak the language of “print.” They self-educate all the time.
Good print customers ask a lot of questions and are not too embarrassed to do so.
Good print customers are friendly to sales and press people.
Good print customers are professional and polite, respectful when it counts.
Good print customers remember to say thanks.
© 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.