DON'T TAKE THIS the wrong way, but nobody actually loves buying print. Sure, some absolutely enjoy the challenge of working with printers to make ink and paper come together just right, but for many print buyers the task of purchasing print is only part of the job. Print buyers, at their core, are experts at solving problems, managing relationships, and ensuring that projects are delivered on time, with a high level of quality, and within budget. That means they spend a good deal of their time talking to their clients, presenting them with options, and consulting on how to accomplish projects better, faster and—yes—cheaper.
 

What that means for printers is that the print buyer’s job may become more challenging as new technologies compete for precious budgets. At the very least, the number of buyers who work only with print is dwindling. They’re being replaced by people who also procure for a host of other services: distributing materials, co-ordinating mailings, managing media buys and web budgets. It’s a new world.
 

Unfortunately for printers it means that buyers are distracted, and in addition to considering other print suppliers, they’re starting to look to media that generally do not involve ink and paper.
 

Like other industries, printing has changed dramatically over the last few decades, from adopting computer-generated type to colour-accurate proofing, just-in-time delivery and the web. It seems apparent that to remain competitive in the age of the iPad, printers must also change.
 

And, in fact, many printers are changing. Sure, equipment always evolves and technology makes more printing possible. But it’s the structural changes printers have made that have been the most interesting to observe. Some have installed full-scale photography studios for clients. Others have assembled high-tech web development teams to provide online services. Still others have re-tooled their shops with new technology and are investing to secure a coveted spot in buyers’ hearts by bringing higher quality and lower costs to the table. These changes are important, but they involve a huge investment in equipment, space, and talent. But those aren’t the only changes that printers can make to find success.
 

It bears repeating that until you know the clients you work with, it’s very difficult to know where to make a capital investment. Many firms—especially large ones—already have the best feedback mechanism to poll customers, see what’s working and determine what areas are being overlooked: the sales team.
 

If you have a sales team, leverage its knowledge and expertise through regular feedback sessions and meetings. Invite sales reps to be part of the longer-term planning process. The type of customer insight they provide is extremely valuable, but you must also take it in context. Don’t invest a ton of capital into new gear or a business venture on the advice of a single sales rep or after a single feedback session. Gathering and distilling information is a time-consuming process. Only after many sessions can you identify the trends you need to understand to drive your business forward.
 

This may be easier in smaller companies, where there are fewer people between the customer and the owner. But even if you own or run a smaller shop, don’t overlook the importance of setting aside time to collect, record and think about feedback from clients. Don’t think of this as time wasted, as it truly is an investment in better understanding your business. 
 

Drawing your customers into a conversation about your business takes the relationship to another level. If you’re able to speak to them about your business, they’re more likely to speak to you about theirs. Tell them about some of the things you’re thinking of doing, and probe them about the type of services they’re looking for. Some print buyers will genuinely appreciate learning about where you are in your business. In fact, you may inform them about a product or service you offer that they aren’t aware of. This type of engaging conversation can expand the scope of your business relationship, too.
 

I once worked with a printer for a few years before learning that he offered services I was getting elsewhere. Simply telling me didn’t guarantee him the job, but at least he was top-of-mind next time it came to making a decision.

The industry will continue to evolve. So will the way print buyers work. And  the way printers respond. The successful ones will be those who engage customers in meaningful dialogue. At least, that’s the type of printer I’m looking for.