As a print buyer, you're not likely to make appointments with every Tom, Dick, and Harry who wants to sell you printing. You're busy. You're fussy. You are, perhaps, just a little tired of hearing the usual sales pitches.

All of which leads me to wonder: is it a printer's actions that cement a relationship with a buyer? Or is it also what he or she says to a customer? What helps build a lasting relationship with a print buyer?

If you ask me, it's a combination of both actions and words.

Many buyers like to see exquisitely printed samples of jobs that mean something to them. They want samples of things they're likely to print. That's one 'action' that definitely speaks to buyers: seeing the merchandise.

Then there's the plant tour. Many buyers have told me that they really like seeing a printing plant, so that they can see the equipment firsthand and make sure the plant is clean. That's the second 'action' that speaks to buyers.

The third 'action' might be a symbol of the salesperson's accountability to the buyer. How accessible is the sales rep (and/or CSR) when the buyer needs information? How fast and how professionally does a sales rep respond when there's a problem?

The fourth major 'action' step is the delivery of materials. Is a print job delivered when and where it's expected? Does it look like the buyer expects it to look? Without a doubt, this is what printing is all about!

But with all the competition among printers, there are words - not ‘actions’ - that print buyers should listen for when they're contemplating which printers will make for successful, long-term relationships.

Here are some of those words:

"Tell me, have you ever worked with printers before? What was that like?"

"I'd love to send you samples that mean something to you. What kinds of things do you print, so that I can do that?"

"Do you have any questions about how we print something? Is there anything we've discussed that you don't understand?"

"I hope to work with you for a long time. Is there anything you can tell me about how you like to work with printers that will help our business relationship?"

"I blew that deadline - I'm sorry, I'll do everything to make sure it doesn't happen again."

"It's year end, you've been a great customer. Tell me, are we meeting your expectations, or is there something we should be doing better?"

"Thanks so much for the business this year. It means a lot to us."

The best printers are not just interested in making a sale. They're interested in finding solutions for you. They treat your business with respect. You'll see it in their actions; you'll hear it in their words.