Print buyers come in all sizes and colours. It’s no surprise, then, that they approach press approvals differently. And, while the purpose of press approvals is to ensure the quality of the finished job, they also present an opportunity for printers to solidify a relationship with a client. This is your chance to show the buyer that you understand her needs and are the perfect partner for her project.
 

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 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 his expectations are and what he’d like to see before 

the press approval goes a long way to building rapport. It also proves that you’re listening.
 

Of course, if you already have an established relationship you should know what the buyer is looking for. Toby Sime, a Toronto-based production manager with more than 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 suppliers that can achieve those results on time and on budget with as little stress as possible. If you can accommodate their requests, it goes a long way to securing a solid 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.
 

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 press operators, 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 who’s overseeing the project. This is an opportunity to truly build a long-lasting relationship with the buyer. This is your chance to help him 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?” The answers allowed me to work directly with the printer to craft an experience tailored to his specific needs. Press checks were conducted at a boardroom table. The press operator was summoned to discuss ways to make adjustments. In the meantime, 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 he was comfortable using that printer for all of his material.
 

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 you need to do is pay attention. Human nature suggests that when people pay attention to us and to our needs, we’re more likely to hold them in high regard and pay attention to them. Simple, really.
 

For example, before an early morning press approval several years ago the printer handed me a cup of coffee (exactly as I like it). The fact that he knew I wanted coffee, and knew 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 she is trying to complete projects for her clients with the least stress possible. If you can alleviate that stress—even if it means more work for you—she should reciprocate with more 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.