What Print Buyers Want: No Surprises, No Excuses
JOE STOECKLE, senior buyer at R.L. Polk & Co., will go out of his way to maintain good working relationships with his print providers. The products and services that he purchases are important to his employer's business—and the job he does at purchasing them is critical in his position as a buyer. Having a good working relationship with printers is part of his job requirement.
R.L. Polk, headquartered in Southfield, MI, is a global provider of automotive information and data-driven marketing solutions. Stoeckle purchases a wide range of printed products and services, which include direct mail, corporate/marketing materials, business and stationery products, creative/marketing solutions and media calendar advertisements.
While Stoeckle values the relationships with his print providers, those partnerships must be two-way streets. He expects a lot from his vendors, and rewards those who perform to his expectations with continued business. However, print providers that are problematic and/or don't meet his standards are inevitably shown the door.
Below, R.L. Polk's senior buyer offers advice on how to obtain and keep his (or any print buyer's) business—as well as tips on how not to lose it.
What do you look for when considering a new print provider?
The most important things I look for are printers that will ensure my employer's expectations, as well as my credibility, for obtaining a true vendor partner. First, I need a competent salesperson with the support to communicate and process requests in a timely manner. Next, there must be good D&B report results to ensure stability for a long-term, loyal relationship.
I also view the printer's equipment list, and conduct a site visit to verify that the significant portions of what I'm procuring are being produced in-house and not outsourced.
What are the top three things you expect from a print provider?
1) They say what they do, and do what they say. 2) They understand and communicate with me on all levels. 3) No surprises allowed after the fact. These expectations assist me with surviving my role in a just-in-time world.
When meeting potential print providers, what determines whether they get your business?
The most critical consideration is that the print provider can produce the majority of my products and services in-house.
Also, the printer must be able to offer additional product or service capabilities relating to my potential needs. The least important consideration is the printer's location, even though I do try to support the local economy first.
What are some things that turn you off about a print provider?
I get turned off when approached to be entertained by a vendor, after they have made a mistake on my work or if something is in dispute. The same applies if I know that the company is having financial difficulty.
On one occasion, the president from one of my active printers (who I'd only shaken hands with a couple times) invited me to go golfing with him the day before his company closed its doors for business. I knew that they were having some financial strains, but didn't realize the situation was that bad.
Regardless, I declined; but I often wonder what the dialog and score card would have been like.
What causes the "disconnect" between buyer and print provider? How do you resolve this?
One of the bigger disconnects for me is when I have to inquire, after the fact, why something hasn't met defined timing expectations. To resolve this, and if I think that the relationship is worthy of it, I will initiate the following: formal corrective action; a Statement of Service (SOS) agreement, if one does not exist; and, if one does, reiterate or revise an existing SOS.
Cite examples of a print provider going the extra mile for you. Why was this important?
My best print vendor often exceeds my expectations in too many ways to describe (in brief). But, for example, one thing that I really appreciate is that my sales rep, as well as other capable staffers at the printing company, know how and when to throw up a red flag when issues arise. PI
—Cheryl Adams
