Margie Dana

o matter how much I think I know about getting things printed, it’s inevitable that from time to time, I’ll screw up a spec – like the finished size or the weight/finish of the paper.* Maybe I’ll fail to consider how a piece needs to mail, so I completely forget about meeting key mailing guidelines.

And you can bet that now and then I need to source something strange, wonderful and totally NEW to me, and no one in my peer group has done it, either.

That’s why I trust a select group of printers to get me out of hot water. You need to, as well.

The best advice I can give to print customers (that includes graphic designers as well as marcom folks) is to develop close business relationships with a small group of different kinds of printers and other graphics professionals (mailing experts and paper reps come to mind).

Once you’ve established this core group of ‘go-to’ professionals, you’ll have access to resources you can’t imagine….until you need them. For example:
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When your boss asks you to produce something you’ve never done before.
When you have to get something delivered outside of your country.
When you have to produce a series of materials in different languages.
When you’ve run out of ideas for a new format for an existing piece.
When you simply need a professional opinion about the direction you’re heading with a project, and you’d like a professional’s input.

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Develop these relationships, and reward them with your business. I’ve decided that the industry’s finest examples of print sales reps aren’t those who sell the most; they are those who are most generous with insights and suggestions. They’re there for you and will do whatever’s in their power to help you succeed.

Keep this in mind when you’re interviewing prospective printers. Will they be ideal partners of yours in this way?

*Remember the hilarious rock musical mockumentary “This Is Spinal Tap?” Someone (may have been Nigel Tufnel, not sure, sketched out the stage set for a song about Stonehenge on a napkin. Only problem was that this someone wrote 18″ on the napkin, not 18'. You can guess what that set looked like. They had to use midgets. I can relate. Math is not my strong suit.

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Gloria

March 19, 2012 at 10:18 am

You are absolutely right on all those points. And I’ll go one better and say the folks inside the shop look out for you, too. I’ve had a pressman catch a typo on press and while I hate stopping the press, I was happy to do it that day thanks to their eagle eye and caring enough about me and my project.

Elaine Neiss

March 19, 2012 at 10:20 am

You may a very good point Margie. Most printers probably wish customers would consult with them before they submit their project so there is time to get the kinks out. We encourage our clients to get us in the loop early on in the project not just for the print point of view but also to share marketing ideas. We’ve been a part of many, many projects and know the pitfalls that could potentially doom your project and can really add value and a different perspective. It’s all about communication.

Laurie McCulley

March 19, 2012 at 10:22 am

Margie, really to the point on this. We want our customers (and prospects) to succeed and try to give them the tools, education and insight to help them. Building relationships will grow your business no matter what product or service you sell.

Linda Basnik

March 19, 2012 at 10:32 am

That is why a good CSR is so important! I have CSRs that know my company and brand ID so well that they will contact me when they notice that something is out of spec in our logo usage. I trust them to find those little (and, ultimately, BIG) things that I may miss.

Dan Stanley

March 19, 2012 at 11:34 am

Margie;
Well said. A good way to assess a potential “go-to professional” is to see what type of networks they are involved in and reputation they have in the marketplace. Peers, paper and print suppliers, etc. are usually good at providing this important background and reference information to aid in gauging the value of adding a resource contact.

Pat Vernon

March 20, 2012 at 11:38 am

Long live “This is Spinal Tap?”!!