Recently, four professional print buyers shared their opinions about why they choose certain printers in a panel discussion I led.

The buyers included two from financial services, one from a leading manufacturer of integrated circuits, and one from a large university. The first three buyers had more than 10 years of experience each, while the buyer from the university had less than a year.

Here are a few highlights of their two-hour discussion. Keep in mind that these remarks represent their own opinions.

*The more experienced buyers are not influenced by their peers when selecting printers, but the NEW buyer is.

*The main reason these buyers maintain relationships with current printers is a combination of trust, honesty, and service.

*When rating quality, price, and service, the new buyer rates price first, and then service, while the other buyers rate service highest, followed by quality and price.

*If given a choice of working with vendors who specialize vs. vendors who are "one-stop shops," two of the seasoned buyers like vendors who are "niche" vendors. The others prefer one-stop shops. All of them realize that printers outsource. Two buyers prefer not to work with brokers.

*How would they describe the "perfect" sales rep? He/she is always available, returns calls promptly, goes on press checks, and is honest, reliable, and knowledgeable.

*Who might "the sales rep from hell" be? The one who calls too often, hounding buyers for work. And the one who says, "Your boss told me to call you."

*All four buyers expect their printers to be consultants.

*The value of printers' web sites differs to these buyers. One seasoned buyer says she looks at the sites to "make sure the printer's in the game." However, the new buyer likes looking up printers' web sites a lot: it's how she does her research to find new sources.

*All of the buyers put GREAT emphasis on a printer's digital prepress capabilities.

*The buyers like visiting printing plants: cleanliness rates very high.

*Have these buyers ever "fired" printers? One did, because he was tired of hearing excuses from his rep. Another did, too because of a bad experience with a CSR. (She talked to the owner about it and nothing changed.)

*What would these buyers like to tell printers? "Give us good samples! If we get any bad samples, that printer is in trouble."