Feedback from Print Buyers —Dana

It's important for me to distinguish senior-level vs. brand-new print buyers when I speak of them…or to them. The gap between the two keeps widening. They possess different buying practices and behaviors, and they need different information from print providers.

If you listen carefully to your customers and prospects, you know exactly what I mean. Senior buyers might talk about color management, directed buy programs and the differences among the digital presses. New buyers tend to lump all printers together, and they lack the vocabulary to communicate their needs and projects very well. With senior buyers, you may find yourself on the defensive. With new buyers, you're a teacher.