Think the press check is only about quality control? Think again.
PRINT BUYERS come in all sizes and colours. It’s no surprise, then, that they approach press approvals somewhat differently. And, while the purpose of press approvals is to ensure the quality of the finished job, they also represent an opportunity for printers to solidify a relationship with the client.
Every interaction that you have with a print buyer represents an opportunity to demonstrate the value that you provide. Remember, value comes in many forms. While some buyers focus exclusively on price, others rely more heavily on the softer side of the business to make their purchasing decisions. The press approval represents your chance to show the buyer that you understand their needs and are the perfect partner for their project.
What type of buyer is it?
Most print buyers have a fairly specific way of working. Call it a routine. Some like to walk right out onto the shop floor while others prefer to review proofs in a conference room. If you don’t know how the print buyer wants the press approval to be handled – especially for a new relationship — the best course of action is to ask. Asking a buyer what their expectations are and what they would like to see before arriving at the press approval goes a long way to building rapport. It also proves that you are listening.
Of course, if you already have a relationship established you should know what a print buyer is looking for as you’ve dealt with their pre-defined set of expectations before. Toby Sime, a Toronto-based production manager with over 25 years experience purchasing print says that while the needs of the project influence the choice of supplier, he “deals with all suppliers in a constant and consistent manner whether that be the submission of specs, questions, [or] estimate deadlines.”
Remember: buyers are looking for quality results and for suppliers than can achieve those results on time and on budget with as little stress to themselves as possible. If you can accommodate their requests, it goes a long way to securing a solid business relationship. “Printers who I have dealt with on a long term basis know my preferences as far as colour balance, skin tones, sharpness etc. which has been established over many press approvals.” Sime adds.
The Entourage
Call me crazy, but I actually like the sensory experience of a pressroom. That’s probably because I don’t work in that environment day in and day out but I do recognize that while some print buyers are comfortable dealing directly with the pressmen, others aren’t.
There are also times when the buyer needs to bring along an entourage to the press approval. Perhaps an account representative from the agency or the client themselves who are overseeing the project. This is an opportunity to use the press approval to truly build a long lasting relationship with the buyer. This is your chance to help them shine.
I once worked on a project where the client’s Director of Marketing wanted to personally attend the press approval. I made a point of specifically asking some pointed questions: “Have you ever been to a press approval before?” and “What do you expect to experience at the press approval?”. These two questions were important, as they allowed me to work directly with the printer to craft an experience tailored to her specific needs.
In this case, I worked with the printer to create the right environment. Press checks were conducted at a board room table. The pressman was summoned to discuss ways to make adjustments to the quality of the output. While the adjustments were being made, the client was able to relax in the conference room, plug in a laptop computer, and continue working. Efficient? No. Effective? Absolutely. The experience made the right impression on the client and they were comfortable using that printer for all of their material.
Sweat the soft stuff
How do you make an impression on hard-nosed print buyers? Trust me, they appreciate the softer side of the sell, too (although they’re not likely to admit it). The beauty of soft-selling is that the only thing they require is that you pay attention. Human nature suggests that when people pay attention to us and our needs, we’re more likely to hold them in higher regard and pay more attention to them. Simple, really.
For example, before an early morning press several years ago the printer handed me a cup of coffee (exactly as I like it) when I walked in the door. He recognized that I would appreciate that small gesture and the fact that not only knew that I enjoyed a cup of coffee in the morning but how I liked it went a long way to establishing trust and confidence.
At the end of the day, it truly is all about understanding the needs of the print buyer. Understand that they are trying to complete projects for their clients with the least stress possible. If you can alleviate that stress – even if it means more work for you – they should recipricate with increased business over the long term. I say “should”, because as we know sometimes all the service and soft-selling in the world won’t push a buyer your way. But, even if it gives you a small edge in winning the business, it’s worth the effort.
Originally published in Graphic Monthly Canada magazine.
