Do Print Buyers Lie?

For years, the number one complaint that I heard from printers about print buyers is “all they care about is price.” The pervasiveness of that comment surprised me because in the extensive work that I’ve done with major print buyers over the years, a printer having the lowest price is rarely the biggest factor in supplier selection. This made me suspect that perhaps print buyers aren’t always honest with their printers about why they weren’t awarded a project. That prompted the following survey: