While discussing a print project with a new client last week, I was reminded that most business people know nothing about printing. Nothing. What’s obvious to printers and sophisticated buyers is Greek to just about everyone else.

This client needs a two-color booklet printed for a professional association. She’s never done any print work before. She hasn't got a clue. As I started to discuss due dates, format, paper, ink, quantity, binding, and budget, I was struck by how much educating a printer has to do these days, especially for first-timers.

I wonder what reception this client would have gotten had she walked into a local print shop wearing her “print ignorance” on her sleeve?

Would the printer have taken the time to figure out she was clueless and needed information? Would he have taken advantage of her ignorance or perhaps even turn her work away?

Most print customers start out knowing nothing. Printers should find ways to quickly bring newbies up to speed. You never know how big an account they’ll become or what other print buyers they’ll influence. (I began as a know-nothing buyer and eventually oversaw $10 million a year. To this day I can name the printers who helped educate me and the ones who couldn’t be bothered.)

I’d encourage all new print customers to say, “I’ve never worked with a printer in my life - where do I start?” When faced with a new customer, every printer should ask, “Have you ever worked with printers before?” Then, let the discussions begin!

The quickest way to give your print shop (not to mention the industry) a black eye is to treat customers badly, even the green ones.