Don’t get me wrong, these are all important factors when it comes to selecting a print shop. But through all the years that I was responsible for purchasing print—either as a partner in a small design firm or leading design teams inside corporate Canada—nothing mattered more than forging strong working relationships with printers. It’s these relationships that save your bacon, pull your feet from the fire, and help you keep the peace with clients. They certainly bailed me out on more than one occasion.
 

That’s why I—and people who think like me—tend to use the same printers over and over. That’s also why it’s difficult for printers to land new clients. There’s an element of trust that a cold call or a brochure simply can’t replace. Many print buyers already have established relationships, so if you want to work with a new buyer, keep in mind that you’ll have to outwork, out-maneuver, and out-produce one of their current suppliers to get onto the short list.
 

So how do you build a long-lasting relationship? Keep it simple. Focus on service.
 

In my print buying experience, there were a few times when print shops or sales reps gave me exceptional service that set them apart from others and gave me the confidence to trust them with work over and over again. I routinely went back to the same people for different projects because I knew that I could trust them to get the job done. And, not only did I trust them with my work, I trusted them with my reputation, and referred business to them. Here are some examples.
 

My best relationships have always been with people who choose to consult with me instead of selling to me. They take the time to look beyond what they’ve been asked to produce and ask questions about why the material is being produced in the first place. How is it being used? By whom? Consultative sellers listen and recommend solutions that are truly tailored.

Several years ago I was responsible for printing what we believed would be a simple rush two-colour booklet. The designer had specified the paper stock and two Pantone colours. But after seeing the specs for the job, the printer recommended a different, but similar, sheet. We hit our timelines, saved money, and achieved similar results. My client was thrilled.
 

Sometimes the best thing a printer can do is to say “no”. Any print-related project that flows through a studio or an agency ends up hitting a press at some stage. In today’s fast-paced world, timelines are always tight. And while technological advances have made turnaround times faster, some timelines remain downright unrealistic. That’s why saying “no” can be a good move. It demonstrates that you aren’t willing to risk the longer-term relationship on one job that might go sour.

Of course, I was never thrilled to hear someone say “no”. But I was always thrilled when the printer presented me with options. Printers need to realise that print buyers are in a tight spot to deliver a finished product. If you give them options, you may be able to reach an agreeable solution. Worst case, they’ll have to push back the delivery date to meet the production schedule. In all cases, you haven’t damaged your relationship or future business stream because you took on a project that had a high chance of failure.
 

What really cements a relationship is feeling that a printer is watching out for you. Once, when I was preparing for a major sales conference under tight timelines, my printer drove 200 km to the venue to deliver a job and help prepare welcome packages for the delegates. The material could easily have been sent by courier, but for such an important event the printer didn’t want to take the chance that something might get delayed. 
 

Another trusted printer once hand- trimmed and hand-folded a brochure that had just come off the press—it was still too wet to be machine trimmed and folded—just to ensure that my team had what we needed when we walked into a major presentation. We were expecting to present mock-ups, when, an hour before the presentation, we were given enough hand-finished copies to make a major impression.
 

Of course, all relationships have to have a foundation of quality workmanship at reasonable prices. With that established, in my mind what makes one group stand above the other is service. And exceptional service, like the examples I’ve mentioned, builds confidence and trust that will keep a print buyer coming back to you for many years. Not every job requires exceptional service. Hopefully, none of them will. But we all know that there are times when you can go the extra mile. For those print buyers who value relationships, those extra miles are quickly converted to extra business.