By Margie Dana

I write a regular column for Printing Impressions about print buyer issues. The current one, entitled “Buyers’ Great Expectations” can be read here.

It started out as a blog – you know, short and off-the-cuff. But I couldn’t stop myself from listing all of the critical points that print buyers seek in their favorite print partners. The next thing you know, John Carr of Solo Printing in Miami sends me an email with his feedback to this column, and I thought it made sense to use it as a Print Tip. After all, there are two sides (at least!) to every story, and I welcome insights about the other side of this issue.

John Carr is Director of Sales & Marketing for Solo Printing in sunny Miami, FL. Visit his site atwww.soloprinting.com.

Here’s John Carr’s article in response:

What Buyers Expect: A Printer’s Dilemma

By John Carr

As a guy that has been in the printing industry for the past 30 years, I read with great interest a recentPrinting Impressions article, which just so happens to be written by our friend Margie Dana. The article nicely lists all the things that you, the nation’s print buyers, are looking for in their printing partners. Having worked on the print production side, buying side for a national newspaper, and now as the Marketing Sales Director for a dynamic printing company, I found the list to be very complete.

In essence, what print buyers seek from their printers is EVERYTHING! In addition to the customary price, quality and service, print buyers are looking for much more. These include a partner that makes you look good, helps in time of need, jumps through hoops, has the latest technology, offers unique service, provides useful information, spots trends, offers cost savings solutions and never lets you down. Trust me, this was one heck of a list! Now do not get me wrong. The list was long but actually very reasonable.

I’m sure I speak for every quality shop and dedicated printer when I say that our goals mirror your expectations. That said, while reading the article and ticking off, “I do this, I do that,” I thought, “We just installed a bunch of new presses and color system, we’re nice guys – so why is it so hard getting through to the decision makers?”

That’s the printer’s dilemma.

Now, we printers understand that you are extremely busy. We know that you have your established vendors and that every printer worth their salt is knocking at your door. So the questions remains, how do we, that have something unique to offer, seem to be a perfect fit for your products, and have everything you expect from a printer, get your attention?

I believe the answer lies with both printer and buyer. From the printer’s perspective, it is crucial that we deliver the absolute best in quality and service and stay current with the latest technology and trends. We must do everything in our power to help you succeed. Printers must be patient yet persistent in reaching out to those whom we can truly serve and benefit.

Buyers on the other hand must be willing to look outside of their circle of vendors for companies that offer those things you seek and need. Certainly your time is precious. It is often easier to stay with what you know, but in doing so, you may miss that golden opportunity that has been patiently knocking at your door.

© 2011 John Carr and Margie Dana. All rights reserved. Your comments are encouraged. You’re free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.