By Molly Joss September 18, 2002 -- Formal surveys involving hundreds of people can tell you a lot about a topic, but sometimes there is nothing better than asking for the honest comments of a few people. This is the first of an ongoing series of periodic panel gatherings with print buyers and printers. For our first panel, WhatTheyThink.com asked print buyers about their relationship with print suppliers. The responses were revealing. Print buyers value trust, reliability and honesty far more than low prices and hot technology. They also want printers to respect their valuable time. What print buyers don’t want is to be told about new services or technology that is of no benefit to them, to have their time wasted by incomplete or annoying phone calls or to be unable to get accurate and complete job status information. But that’s not all... WhatTheyThink.com contacted 12 of our members who buy printing for their company. We asked: - What is the most important aspect of your relationship with your printer? - How can your primary printer strengthen their relationship with you? Editor’s Note: We would like to thank our virtual moderator, Molly Joss for making this happen. We would also like to thank the participants of our first panel discussion. We look forward to conducting more sessions with printers and print buyers in the future. Thanks to: Nancy Becker, Carol Beisiegel, Beth Carpenter, Noam Chasan, Judd Frank, Amy Hitt, Jeff Lafrenz, Mark Molaison, Elizabeth Scruggs, Joseph Stoeckle, Leslie Taylor and Raquel Wenger. Panel Question #1: What is the most important aspect of your relationship with your printer? Nancy Becker: I believe good communication is definitely the way to a print buyer's heart. I look for a print rep who will communicate ideas, knowledge and honesty. If you are going to have a hard time meeting a deadline--tell me. If you have a more economical way to handle a job--tell me. If you have a good idea--tell me. Carol Beisiegel: For me, the most important aspect of the relationship relates to the solutions printers are able to provide me during a project. For example, I'll ask them for advice as to whether they recommend adding a PMS color to a print job or whether they feel they can match it using 4CP (four color process) throughout the job. Other times, they'll provide an electronic template for a special die-cut piece, making our job easier in preparing the electronic file. Many times, the good print reps will provide solutions without being asked. For instance, I was recently alerted to a problem with a 6 color 20 page catalog. Our file had been set up incorrectly in one spot, and the error was not discovered until the job was on the press late at night. The printer notified me of the steps they recommended taking in order to correct the problem at the same time they notified me of the problem promptly. I rely on the printers for their expertise and treat them with the respect and honesty they deserve, rather than being demanding. The good printers make me look good and, in turn, make our client look good. Beth Carpenter: The most important aspect is their attitude. I don't want them to be too pushy, but I do want to know that they are there and ready to help. Being pushy for me is calling every week to see if I have something to print. I will let them know when I have something to print. I do however appreciate calls to see how everything is going, just a friendly call, every once in a while. Noam Chasan: The most important factors between me and my print vendors would be both feedback and communication. Communication is the key--at least in my company's case. Our printing needs and deadlines change so rapidly that I need to be able to reach my account rep easily all day. Being able to obtain a status report on any one of my print jobs quickly and accurately is extremely important for me. In terms of feedback, I enjoy working with vendors who are knowledgeable about the print process and patient enough to suggest cheaper and more efficient alternatives to my print needs. Some factors involved in my printing jobs, while not always the most apparent, can have a dramatic effect on the project's overall cost. A vendor that is willing to suggest feasible alternatives and solutions that work towards lowering the overall cost of my printing is extremely valuable to me - that same vendor perhaps lowers his/her commission rate - but ensures future print work in the process. Judd Frank: The most important part of our relationship with our primary printer is proximity. They are very close by and we are always welcome to drop by. It is very important for us to be able to drop off and pick up jobs, artwork and quotes quickly. Amy Hitt: Trust. Over the years, I have developed some strong personal relationships with our printers. But the bottom line is trust. Can I trust them to handle our job with a high level of service--delivering a quality product at a reasonable cost. I want to be confident that they can handle our files, troubleshoot any problems and share their knowledge with me. I want a rep who is knowledgeable of the trade and will go out of their way to offer creative solutions. Jeff Lafrenz: The most important aspect of the relationship with my printer is loyalty. By my show of loyalty to their company they demonstrate a loyalty to me also. Always going out of their way to please me. Good paper deals, quick turnaround, communicating about new capabilities are all aspects of this loyalty. Mark Molaison: Dependability and responsiveness to our needs. Once you find a printer who is willing and able to meet and often exceed your requirements partner with them. At this point, price and other issues can be worked out. Elizabeth Scruggs: There are actually two important aspects for me and my company. Service is the most important. I need a printer that is available to us on a regular basis. Our print vendor comes to our office, looks at our jobs, and gives us feedback. We also need someone that doesn't make errors. I currently have a great printer that is both a great communicator and does almost perfect work. Joseph Stoeckle: A very open and responsive joint relationship in satisfying the audience of the just-in-time magic trick correctly, efficiently, and on time. Pet peeve--please do not leave me a message on my voice mail saying call me. Give me some info, for I am a juggler of simultaneous tasks with limitations. Leslie Taylor: My relationship as a print buyer with different printers is unique because I work in an in-plant for an educational institution. I can print numerous jobs in house but because of large quantities, full-color or time lines I need to outsource certain jobs. Sometimes all I need from an outsourced printer is finishing because my folder is not capable of the fold needed to complete the job. The most important aspects of my relationships with the different printers I outsource to are trust, honesty and communication. I demand complete honesty from the printer. If something went wrong, I want to know why. Because I have to answer to my customer and saying it was someone else's fault is not in my range of excuses. I need to feel completely trusting that the printer will place my needs as a priority and communicate with me at all stages of the job. I have a select group of printers which I use for outsourcing - some with alumnus of the college who work as salespeople. Who we use depends on the job, cost, turnaround time and quality of printing. I am very comfortable with my relationships with them all that they meet my needs of communication, honesty and trust. Raquel Wenger: I value trust in my relationship with a print vendor. Trust that their quality is high, trust that their pricing is competitive and trust that they will deliver what they promise. I value a print vendor that gives me advice on how to improve a piece or informs me of alternatives that will save my company money. That shows me that they value me as a customer and care about my success. In short, a vendor I can trust is a vendor I can be loyal to. Panel Question #2: What are some ways that your primary printer can strengthen their relationship with you? Nancy Becker: Knowledge of the print industry is a key aspect. As I stated above, give me information and communicate with me. Be my right hand so life is easier when you are not around. If my customers are happy, your customer (me) will be happy too! Carol Beisiegel: Follow through, honesty, keeping up with technology and adding services, meeting deadlines, adherence to quality, and offering advice are all ways the relationship can be strengthened. I need to be assured that the printed materials reached their destination in time. If there were to be a problem during the run or in the proofing process, I want to be advised of it rather than waiting to see if I catch it. Meeting tight deadlines goes a long way. I try to give the printers a break on those jobs that are not a rush to make up for the times something needs to be on press at the last minute. The printer also needs to maintain a constant level of quality on our clients' pieces, all the way through bindery and shipping. And printers need to constantly investigate different options when it comes to technological advancements and offer their customers improved product and services over time, not just cheaper prices. Beth Carpenter: I have a pretty good relationship with the printers we use. They are all understanding of a non-profit budget and work with us on prices and time schedules. Noam Chasan: The easiest way for a printer to strengthen any relationship is for a vendor to gain a clear understanding of a company's print needs. My company for example, tends to print similar jobs every time we go to press. The company has a consistent look and color scheme that is valuable in terms of brand and corporate recognition. I appreciate a vendor who recognizes this and, not only ensures consistency in printing, but does not waste time discussing features and options that will never be found in my printing needs. My concern is less about how many Heidelberg presses a vendor has, and more about how that vendor can turn my job quickly, efficiently, and at a level that ensures my company receives the greatest value for every printing dollar. A vendor that makes a point of taking the time to learn a company and that company's specific printing needs gains a level of comfort and reliability that works toward strengthening relationships in my opinion. Amy Hitt: Bagels. No, just kidding! If a printer can provide creative solutions and options, they will help to strengthen our relationship. Any printer can put ink on paper, but not every printer researches good paper buys, offers suggestions on how to run the job more efficiently or how to set up our files. We don't look at our printers as vendors; we look to them to share their knowledge and become partners in the printing process. I think we all share the common goal of producing a great product on time and within budget. Jeff Lafrenz: Keep the lines of communication open. Printers need to stay up to date with technical innovations and use them to increase capabilities and reduce costs. Elizabeth Scruggs: I can't think of a specific way that we can strengthen our relationship because our relationship is very strong. They do everything we ask of them and do a great job. Their billing could be a little more detailed but all the bills come through me as well as all the print jobs. That makes it easy to keep the billing straight. Joseph Stoeckle: This is easy. Do what they say and say what they do, correctly, efficiently, and on time. As a buyer, I feel that I am only judged/perceived as good as my vendors can perform for my company. Leslie Taylor: One area that can be strengthened would be spending more time making sure I feel important to each printer. Don’t just stop by, make an appointment to go over my printing needs for the next few months and not simply assume the jobs will be coming to them. By trying harder through communication and keeping me abreast of any new equipment or features they are offering that I can pass on to my customers.