But sometimes this strategy can land a print buyer in trouble

The wrong negotiation agreement can cause a printer and their client to split

I came across this when I was researching The Print Industry Negotiation Handbook.  There was a much talked about incident in the UK.  In this instance a print company chose to walk away from a client.  The client had pushed and pushed.  And the printing company could take no more.  So they got up and walked away from the table.

The print work involved was a major magazine contract.  So the print buyer was forced to have to find a new solution.  And they had to do that quickly.  They had to spend a lot of time sorting out a new agreement.  And they had to change their financial forecasts.

If only the print buyer had created a win-win situation they would have saved themselves a lot of trouble.

Print buyers who create win-win negotiations create better agreements

They create agreements that are long lasting.  They create agreements which cost less in terms of effort to run.  And they create partnerships with their printers.  They also keep control over their budgets.  And achieve their print buying goals.

Print buyers who do not practise win-win negotiation fail to achieve their print buying goals.  Sometimes it seems that they have no control over their print suppliers.  This is because they do not create partnerships.  And they do not create long-lasting agreements.

Here are three negotiation strategies that will create long-lasting agreements.  They will be worthwhile for both buyer and supplier.  And buyers who practise these strategies will find that they have an easier job in negotiating.

So what’s the first strategy?

Set flexible goals

Many print buyers think they can negotiate on price alone.  But if a printer puts their foot down, this can leave a print buyer in big trouble.  They are left with nowhere to go.  They have to back down or walk away from the table.

Print buyers who set flexible goals will find their job much easier.  I use a goal setting system called NICE.  And you can find out more about it in the Print Industry Negotiation Handbook.

But flexible goals are not the only strategy that needs to be used to negotiate effectively.  And my next strategy will also save the print buyer a lot of time.

Use Pareto agreement

Pareto agreement applies the 80-20 rule.  This states that you achieve 80% of a job in 20% of the time.

Many print buyers try to achieve 100% results from a negotiation.  But this means that they can spend a long, long time negotiating over tiny details.  Often this just creates frustration and bad feeling on both sides.

And all the time the buyer could have achieved more.  All they had to do was finish the negotiation and move on to the next one more quickly.

And sometimes the next negotiation opportunity is where you’re least expecting it.  It’s not in a new negotiation.

Look for opportunities to improve current agreements

Sometimes great negotiations can happen because both sides revisit a negotiation.  Here’s an example.

A printer was working with a client of mine on the production of voucher booklets. As they monitored and reviewed the agreement they were able to get to know the client much better. And they began to realise just how much other work could be available to them.

The client was open with them about the other work that they placed. This included a lot of direct mail. The printer went away and came up with a new proposal for the client. If the client placed direct mail work with them, the printer could reduce postal rates. This was possible because the total volume of mail became interesting to a different postal provider.

So the printer gained more work. And the client benefitted from reduced postal rates.  It’s a great example of how win-win negotiation benefitted both the print buyer and the printing company.

Here are action points to help you on the way to win-win negotiation

• Work out some other issues on which you negotiate, apart from price.
• Review how much time you spend on each negotiation.  Do you have opportunities to make your print negotiations shorter?
• Look at you current print agreements.  Are there any opportunities to go back to the table with any of them?
• Read up about negotiation.  Invest in a copy of The Print Industry Negotiation Handbook.  It’s a great place to find out more about negotiation skills that are really relevant to the print industry.

Do you want to risk your printer walking away from you?

Of course you don’t!  So make sure you put these strategies into action.  That way you’ll achieve win-win negotiation.

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P.S. Make sure you invest in The Print Industry Negotiation Handbook.  It’s a great place to find out more about negotiation skills that are really relevant to the print industry.  And, right now, there’s a special launch price.  But this is only for a limited time.  So make sure you purchase your copy right now.

It’s all about price.  That’s how many people see print buyers.

And the truth is, there are a number of print buyers out there who do focus on price.   But these print buyers don’t get the best from their suppliers.  And they certainly don’t get the best deals.

Print buyers who negotiate well will achieve more with their print budgets

Good print negotiation is about more than just price

But they will also be in control of their jobs.  This is because they create good agreements with the printers they wish to work with.  And these agreements will work for both parties.  And that means that they forge stronger partnerships with their print suppliers.

Print buyers who are not skilled negotiators do not manage to create these partnerships.  This is because they rely on price haggles rather than win-win agreements.  And that means their suppliers are less dedicated to them.  And the print buyers have less control over their job.  And they often end up paying more.

Paying more and receiving less is not a great negotiation strategy

So here are three negotiation strategies that I believe all print buyers should practice.

However, the first strategy may seem to be handing everything to the seller.

Think about what you can give in a negotiation

Negotiation is about giving as much as getting.  If you don’t have something to give you won’t get the same results.  Some buyers simply demand a lower and lower price.  But they end up with suppliers who are not engaged with them.  And they also have nowhere to go if the print company refuses to lower their price.

So it’s important to make sure you think of what you can give in a negotiation.  What can you do to help the supplier?  What can you give that is more likely to make them help you achieve your goals?

But isn’t giving way a sign of weakness in negotiation?  Not if you apply the next strategy.

Always get something in return when negotiating

If often see print buyers giving way when they are negotiating.  Giving is a good way to create a win-win outcome to a negotiation.  But it only works if you get something in return.  And that’s what many negotiators fail to do.

So make sure that you have a list of things that you would like to gain from a negotiation.  And if you give way on a point, make sure you get something in return.

But, for this to work successfully, you need to let the other party know what you want.

Be open when negotiating

Many negotiators think that knowledge is power when negotiating.  But this is rarely the case.  The best negotiation outcomes that I have seen happen when both parties are open.

It is much better for the other party to know what you want.  Then it is much easier for them come up with a solution that works for you.

And you also need to understand the other party.  You must ask them to be open with you.  Then you can work to help each other.  And that creates a successful negotiation.

But some print buyers don’t agree with a strategy of working together.

Shouldn’t successful negotiators concentrate just on their needs?

A good negotiator will always understand what they need from a negotiation.  They will understand what they think they can realistically expect from a negotiation.  And they will also understand at what point they need to walk away.

But they will also understand what they need to do to get what they want from a negotiation.   They understand that they will have to help the other party.  Otherwise a negotiation will become too one-sided.

And that’s when the other party is likely to walk away.  And the negotiation will fall apart.  Buyers need to focus on their negotiation skills to make sure that their negotiations are successful.

Make sure you focus on your negotiation skills

Here are three action points to start work on making your negotiation even better:

1. Discuss how you go about negotiation as a team or a company
2. Set yourselves some company targets for negotiation
3. Start reading up more about negotiation skills

So don’t just focus on price

Think about all the other advantages that you can gain from a successful negotiation.  You’ll discover that you and your company will end up achieving lots more.

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P.S.  I have just published The Print Industry Negotiation Handbook.  It’s a great place to find out more about negotiation skills that are really relevant to the print industry.  And, right now, there’s a special launch price.  But this is only for a limited time.  So head over and purchase your copy now.

Many people do a quick internet search.  But how can you be really sure that you have found the best print company this way?  There is a far better way to narrow down your initial search.

To find the best print suppliers you need to get personal

How do you make sure that you find a print supplier that gets the thumbs up?

Print buyers who use personal recommendations when they choose print companies often create more powerful personal partnerships.  This means that they can control their print jobs better.  And that they achieve what they need to achieve.

Print buyers who ignore the power of personal recommendations rarely achieve the same results.  Their printers are more likely to have been chosen at random.  So the print buyers struggle to keep control of their jobs.

To keep that control, you need a recommended print company.  So here are three ways to get these recommendations.  And the first relies on asking your colleagues.

Ask another print buyer to recommend a print company

Print buyers are usually very happy to recommend their favourite suppliers.  It means that their print companies gain more work.  And the buyers strengthen their relationship with their top print suppliers.  But they’ll also happily point out any shortcomings that these suppliers do have.

It doesn’t matter if you don’t know any other print buyers.  You just need to know of a company that is printing the same product as you.  Ring the company up and ask to speak to the person responsible for buying print.  They will be generally very happy to help.

Of course, you may not know other companies that produce the sort of printed material that you require.  And that’s where the second strategy for getting recommended print companies comes in.

Ask a print trade association to recommend a print company

Print trade associations exist to promote their members.  So they are well placed to recommend the type of printer that you need.  I am deliberately not naming any in this article as I do not wish to promote any association over another.  And a comprehensive list of print associations would be very long.  But Google “Print trade association” along with your country or area and you will get a good list.

If you go down this route it is also worth enquiring on what basis members are accepted.  Some associations are more demanding than others in how they accept members.  You want to make sure that they have evaluated a print company that they recommend.

Some people would sooner have a recommendation from a buyer.  So my third strategy for getting recommended print companies get you in front of lots of them.  Even if you don’t know any.

Use LinkedIn to get print company recommendations

LinkedIn has a great selection of print groups.  You’ll find a lot of knowledgeable print buyers in these groups.  Do as precise group search as possible:  you’ll be surprised at how in-depth some of these groups are.

But, of course, you probably won’t know the buyer who makes a recommendation to you.  And that means there probably a big doubt at the back of your mind.

Does a personal recommendation really mean the print supplier is any good?

A personal recommendation of a printing company is a great way to start your supplier selection.  But you still need to fully evaluate a print company.  So you’ll want to send them an evaluation questionnaire.  And you’ll probably want to visit them as well.

But, if the printing company has been recommended to you know you’re probably looking at a worthwhile supplier.

So remember the three ways in which you can get recommendations

• Ask another print buyer
• Ask a print trade association
• Use LinkedIn groups

Start using these strategies today.  Make a phone call to another buyer or a trade association.  Or ask a question on a LinkedIn board.

Remember – getting personal is a really effective way to start the search for a good print company.

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P.S.  If you would like to receive more articles like this, make sure you subscribe to the Print & Procurement newsletter.  You’ll also receive our free e-book “Ten Common Print Selling Errors and What To Do About Them”.

I have recently been learning how to use iMovie.  I have been amazed at how easy it was to create my first movie.  Just a few drags and clicks and I had an MP4 of my trekking holiday in Norway al set to music.

The trouble is that I have all the right tools.  But I am not a great movie maker.  I have a friend who is a corporate film maker.  I wouldn’t dare to compare my efforts to his.  But many people think they can achieve the right results just because they have the right software.

And it’s the same with printers.

Technology alone does not make the right multi-channel print partner

You can't choose a multi-channel printer by looking at their software alone

These days there are a great deal of new software solutions being sold to printers.  So many printers have multi-channel technology.  But this doesn’t mean that it they know how to use it effectively.

And that means it is all the more important for buyers to take care when evaluating potential suppliers.  In my last article I covered what was a multi-channel printer was.  And I also discussed why print-buyers may wish to consider using one.

However, print buyers face a problem.  There can be a big difference in the skills of these suppliers.  Some may seem great, but just won’t deliver.  And that could cause expensive promotional activity to fail.

It is vital that print byers choose these suppliers carefully

Print buyers who are cautious when choosing a multi-channel printer will achieve more with their print spend.  They will choose suppliers with whom they can forge a long lasting partnership.  And the right suppliers will also be able to help the buyers.  They will help them create a complete integrated strategy.  One that will create results.  The print buyers will find that they are in control of their marketing strategies.

Print buyers who do not choose the right multi-channel printer will struggle to gain this control.  Poor suppliers will fail to create strategies that lead to results.  The print buyers won’t achieve what they need from their budgets.  And they are likely to have to waste time looking for a new supplier.

So how do you find the right supplier?  Here are three things that you should consider when evaluating a multi-channel printer.

A multi-channel printer should practice what they preach

A multi-channel printer should be running its own marketing in a number of channels.  You should expect to see them using e-mail blasts, social media and maybe SMS.  As well as print.  You should expect to see that all this activity is integrated.

If a multi-channel printer is not able to run multi-channel marketing, then you should beware.  They need to be able to create their own successful campaign.  Otherwise, how can they create one for you?

And they can use their experiences to give you input into your own campaigns.

Multi-channel printers should offer advice and strategy

A good multi-channel printer won’t just offer more than one channel.  They will offer advice on how and when to best use each channel.  And they will offer advice on how to integrate the different channels.

Ideally a multi-channel printer will have a champion of strategy.  This person may come from outside the print industry.  They will certainly have good experience in putting different channels into practice.  Their role is to make sure that the customer is given practical advice.  And that their campaign has the right help to be as effective as possible.

But experience and expert strategy are not the only things that you should look for in a multi-channel printer.

Multi-channel printers must offer safe data handling

Your data is valuable.  And you will lose all trust from your customers if it is lost or mis-used.  So it is vital that a multi-channel printer offers the highest levels of secure data handling.

Here are some of the things that you should look out for:

• effective firewalls
• secure off-site backup
• encryption of data being sent off-site
• limited number of staff able to access data
• confidentiality agreements with staff handling data

ISO27001 will have all this and more.  But the if a supplier does not have this ISO, it is not necessarily a problem.

In fact some people see a much bigger problems in using a multi-channel printer.

Don’t you lose specialist expertise by putting all channels through one supplier?

If you choose the right multi-channel printer, you will have the right specialist expertise.  But this does depend on you finding a multi-channel printer with the right champion of strategy.

You may lose expertise if you judge a printer just by its software.

Make sure you follow these three action points to choose the right supplier

1. Check what marketing activity the printer is doing itself.  What channels are they using?  Are they integrated?
2. Ask how a multi-channel printer can help you improve your strategy.  Do they have a champion of strategy who can help you?
3. Audit the supplier’s data security procedures carefully.

That will set you well on the way to choosing a supplier that will give you the results that you need.  You don’t want to choose an amateur for your multi-channel communications.  Just as you wouldn’t choose me to create your corporate video.

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P.S.  If you’d like to receive more practical advice on print buying, make sure you subscribe to the Print & Procurement newsletter.  You’ll also receive our free e-book “Ten Common Print Selling Errors and What To Do About Them”.  So sign up right now.

I really enjoy spending time creating a mouth-watering dish.  But doing the shopping for this can be very time-consuming.  I have to go from shop to shop to make sure that I have all the right ingredients.

But the quick way to get all my ingredients is to go to a supermarket.  Then I can do a one stop shop.

And a one stop shop is exactly what marketing teams and print buyers should consider.  These days they should be look closely at using a multi-channel printer.

What is a multi-channel printer?

There are many routes to communicate with your audience - a multi-channel print can efficiently manage them all for you

A multi-channel printer is a printer who understands that there is more to communication than print.  They know that most companies need to communicate to their customers through different channels.  These channels might include:

• Print
• E-mail
• Website
• SMS
• Video
• Apps

The multi-channel printer will offer a number of these communication options to their customers.  They are far more than just a print manufacturer.

Buyers who use multi-channel printers create stronger supply partnerships

This is because they have less different relationships to focus on.  These buyers also achieve more because they can work efficiently with a single supplier.  They are in control of their supply chain

Buyers who do not use multi-channel printers do not have the same control.  They are dashing from supplier to supplier trying to manage everyone.  And trying to make sure that everything works together.  So they find it difficult to achieve what they need to in their working week.  And their partnerships are weaker, because they can’t focus on a single supplier.

Here are three more reasons why you should consider using a multi-channel supplier.

Using a multi-channel printer means that you manage your content less

Often a company has to send their content to several suppliers.  These may include the printer, the e-mail campaign manager and the app developer.  But each of these suppliers will need the content in a slightly different format.

So there is a lot of work for a company in re-formatting content.  And a lot of work in keeping track of what has been sent where.

This can all be forgotten if you use a multi-channel printer.  The formatting work is down to them.

And, even better, they can use the different formats together very effectively.

Multi-channel printers can create great integrated campaigns

Multi-channel printers make sure that the different channels work together.  They can analyse the data from each channel.  They understand what works for each prospect.  So they know exactly the right way to communicate with an individual.

And, of course, this means that there is far less wasted marketing material.  And far less wasted marketing cost.  It’s just one way in which a multi-channel printer can save you effort.

Using multi-channel printers is more efficient

If you have a multi-channel printer, you have taken out the need for lots of separate suppliers.  So less time is needed to deal with suppliers.  There is less communication needed to ensure that all the channels work together and are schedule at the right time.  And, as I highlighted earlier, you can spend less time managing content.

A multi-channel printer can save you time, money and headaches.

But is there a trade-off for this?

Doesn’t using a multi-channel printer lead to less flexibility?

It’s true that there are certain instances where one channel may have some very specific requirements.  And in these cases specialist help may be needed.  The multi-channel printer may not have the right expertise.

However, in my experience, the campaigns that require this are very, very rare.  Having separate suppliers in case a campaign like this comes along is a very expensive insurance policy.

Most campaigns can be more than adequately served using multi-channel printers.  Here are a couple of examples.

Let’s look at a multi-channel magazine printer

One printer encourages companies to look at other ways in which they can publish their magazines.  They started off by offering turning page technologies to their clients.  Now their clients can also create apps.  And make sure that their titles can be bought through Apple and other electronic bookstores.

They develop their offering to make sure that small publishers can keep up with evolving trends in publishing.  But the publisher doesn’t have to do any strategic thinking.  They have a supplier who knows the latest developments.  And can advise them on how best to use them.

But multi-channel isn’t restricted to publishing.

A multi-channel printer changed the marketing for a football club

The football club used to send out flyers and e-mails.  But they didn’t do this in a coordinated way.  Then they appointed a multi-channel printer.

The printer now runs an integrated campaign, using personalised print, personalised websites and e-mails.  They measure how everyone responds to each campaign.  So they know the best way to communicate with an individual

They have also created some great marketing giveaways such as screensavers and posters.  These feature a subscribers name on the football jersey.  The response rate to marketing has risen sharply.

By now you may be tempted to pick up the phone to your printer and ask for multi-channel services.

Don’t assume anyone can be a multi-channel printer

A company needs specialist skills if it is to offer these sorts of services.  Print buyers need a way to work out which companies really can do what they say they can.  I will be writing more about this in a future article.

But, right now, you can be making some preparations to go multi-channel.

Here are three steps to start using a multi-channel printer

1. Decide which channels you should be using
2. Find printers who can offer the right channels for you
3. Look out for my forthcoming article on how to choose the right printer

Soon you may be able to stop having to work with so many suppliers.  Whether you’re a marketer, a print buyer or a budding chef, it pays to remember the benefits of the one-stop shop.

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P.S.  Make sure you subscribe to the Print & Procurement newsletter.  You’ll also receive our free e-book “Ten Common Print Selling Errors and What To Do About Them”.  So sign up right now.

work out what piece goes where.  Thank goodness that they have standard bolts and screws.  Can you imagine the confusion if each one was different?

But often every print quote we receive is slightly different.  Making them all the same can save the print buyer a lot of time.  And that’s where the QR matrix comes in.

What is a QR matrix?

Print buyers should always use spreadsheets to make sure they analyse their print prices efficiently

A QR matrix stands for quote response matrix.  It is given to a printer when they quote on jobs.  It means that they will supply pricing to print buyers in a standard format.  The matrix should be supplied as a spreadsheet for printers to fill in.

Print buyers who use QR matrices remain in control of their buying.  They know that they are using an efficient bidding system.  And that they won’t suffer from pricing misunderstandings with suppliers.  And, as a result, they achieve more.

Print buyers who don’t use QR matrices don’t achieve the same results.  This is because they often receive print quotes that aren’t like for like.  So there are often misunderstandings about price.  These buyers aren’t in control of their buying.

QR matrices ensure that you retain this control.  Here are three reasons why:

QR matrices save time

I used to spend hours analysing quotes.  A lot of this time was because I needed to copy my prices onto a spreadsheet.  This meant that I could compare them side by side.  But not all printers sent the prices back in a like for like format.  So I had to spend time making the like for like.  And slowly typing in every price took ages.  Plus, of course, there was always the danger that would make errors with my typing.

But now I no longer type prices.  I can do a quick copy and paste from the QR matrix to a master spreadsheet.  On a busy day, that can save me an hour.  And my prices are all quickly side by side, in the same format.  And that means I can start doing some pretty powerful price analysis.

QR matrices allow easy price analysis

Once all my print prices are in the same spreadsheet, it is easy for me to ask lots of questions.  One quick formula will quickly tell me the lowest price.  But the real power is on more complicated projects.

What happens if you are pricing many different runs?  And what happens if the lowest base price does not have the lowest run on price?  Now it is easy to run different scenarios.  You can quickly work out who is the most cost effective print company for different projections.

And you can easily work out the extra cost per project for using a preferred supplier if they are not the lowest price option.

To get these results you no longer have to set up lots of complicated data on a spreadsheet.  The QR matrix makes sure that it is all there in the right format.  And there is another reason why this is so efficient.

QR matrices ensure all print quotes are like for like

I used to receive print quotes in lots of different formats.  Some included everything I wanted in one price.  And others had split out lots of extra prices.  This meant I had to add them all up to create a like for like price.  And I had to hope that I hadn’t missed any extra costs.  They were usually cunningly hidden away at the end of the quote.

The QR matrix gets rid of all this extra work.  Printers are forced to supply all their pricing in a standard format.  However, in order to achieve this, you need to remember one thing.

Remember that printers need exact instructions on how to complete QR matrices

It is surprising how many printers find it difficult to fill in a spreadsheet.  You need to make it easy for them.  Typically, you should colour the cells that the printer is to fill in.  You should also make it clear that they must not fill in any other cells.  Or alter the spreadsheet in any other way.

But once you have your print companies trained, you’ll want to use QR matrices all the time.  And you’ll be impressed at the results they bring you.

Here’s how a QR matrix saved me days of time

I used a QR matrix when I was running a big tender for magazines.  Every printer quoting had to provide a breakdown of all the different sections and finishing.  They had to provide a make ready and a run-on price.

Because this information was supplied in a standard format I could analyse it very quickly.  I had set up a spreadsheet which had the specification for every magazine.  So the spreadsheet created a cost from every printer for each magazine.  Within one hour of receiving all the bids I knew the lowest available price for every magazine.  And I knew the premium to pay for using a limited amount of suppliers.  And the premium for my preferred suppliers.

This result was down to the use of a QR matrix.  It was extremely useful on such a complicated project.

But isn’t the QR matrix just for big print projects?

I have been surprised at how much time can be saved even on small projects.  In fact it’s worth using for anything more than a comparison of prices for a simple project.  As soon as any extra options are involved on job you will save time with a QR matrix.

Here are the three steps you should take to get going with a QR matrix.

1. Think about any price analysis you want to do once you have received prices.  Always build your final spreadsheet first
2. Build a QR matrix from which you can paste prices straight in to the final analysis spreadsheet
3. Make sure you provide precise instructions for filling the QR matrix in.  Ask someone to make sure they understand your instructions

You’ll wonder how you managed without QR matrices

The standardisation of quotes from your printers will definitely make your life a lot easier.

Now I just wish that there was a way to make life easier when I’m assembling flatpack furniture!
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P.S.  If you would like to receive more articles like this, make sure you subscribe to the Print & Procurement newsletter.  You’ll also receive our free e-book “Ten Common Print Selling Errors and What To Do About Them”.  So sign up right now at http://printandprocurement.com/e-book

Print buyers should audit their suppliers

Print buyers should run audits, just like the taxman

If you use print companies, you need to know all about them.  And that’s what a supplier audit is all about.  It’s about asking for information from your printers.  It’s about making sure that your printers can deliver what you require.
Print buyers who audit their suppliers form powerful partnerships.  This is because both sides have a much better idea about what is expected in the relationship.  Print buyers who audit their suppliers have better control over their supply chain.  And they achieve more with their suppliers.
Print buyers who don’t audit their suppliers will not achieve the same results.  They won’t understand their suppliers so well, so they won’t achieve the same level of control.  And they won’t achieve the same level of partnership.

Here are three reasons why auditing your printing company will create this better partnership:

1)    Auditing your printer forces you to think about what you want from them

When you decide to audit your printing company, you have to decide what to ask them.  And, in deciding these questions, you are forced to think about what you really need from your supplier.
Are you simply looking for a good general printer?  One that prints efficiently to a reasonable commercial quality?  Or do you have special requirements?  Do you need a print company with particular manufacturing capabilities?  Or particular data management skills?  Or environmental commitment?  It is often the audit stage that provokes discussion about these questions.
But once you know what you want from a printer you need to be sure they can deliver.

2)    Auditing your printer forces them to prove themselves

If you audit a print company they need to step up to the mark.  They need to be able to explain their capabilities to you.  And they need to be able to demonstrate them too.  Some suppliers are much more focussed than others on what they deliver.  The auditing process will show this.
But the auditing process is not just about your print suppliers.  It’s also about you.

3)    Auditing your printer avoids internal politics

Have you ever had colleagues question your choice of supplier?  Have you ever been accused of favouritism?  Or, worse still, choosing the printer that buys you the best lunch?
A good supplier auditing system will allow you to explain your choice to your colleagues.  You will be able to show them that you went through a structured process.  And that your choice of print supplier was not just a random decision.
Of course, you may make a decision differently today than you would have done a year ago.  That’s why auditing your suppliers should not be a one-off event.

You should audit your printers regularly

Ideally you should carry out an audit of a print company every one to two years.  Print companies change.  They may no longer so well suited to your needs.
And your needs may have changed too.  You may have a different set of questions that you need to ask your print supplier.

Here’s how I used a print audit successfully

I needed to choose the right supplier for a laser over-printing contract.  The contract involved handling large amounts of sensitive data.  It required excellent barcode generation skills.  And the printer needed to be able to manage a product that had a high re-sale value.
So it was essential that I understood the capabilities of all the printers who might be bidding for this project.  A simple request for a quote would not have been enough.  If the printer couldn’t manage the data properly then the job would fail.  And I couldn’t risk using a supplier that didn’t have secure storage.
A supplier audit process made sure that I was certain the chosen supplier could deliver.

Here are three action points to make sure that your printers can deliver

1. Write down a list of exactly what you need from your print suppliers
2. Create a standard audit questionnaire
3. Consider using industry expertise to help you with your audit or to audit on your behalf.  Print & Procurement can help with this.

As you can see, a print supplier audit form is something that I’m very much in favour of.  Tax forms are a different matter!
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P.S.  Make sure you subscribe to the Print & Procurement newsletter.  You’ll also receive our free e-book “Ten Common Print Selling Errors and What To Do About Them”.

Using the phone will improve your response from printers

Don’t you hate those automatic phone menus.  The ones where you listen to a long list of options and still can’t work out which button to press?  The ones where is seems to take forever to get past.

Don’t you just wish you could speak to a real person instead?

Sometimes talking to a real person can save you a LOT of time

And that’s a lesson that many print buyers would do well to remember.  I hear tales of buyers sending out 50 quote requests by e-mail.  And then struggling to work out which printer they should use.  They have become as impersonal as those phone menus.

I read an excellent piece on e-mail quotes this week by Paul Castain.  He discusses how to engage with buyers who send out e-mail quotes.  The piece reinforced the thoughts that I have held for some time.

Picking up the phone for a print quote is more effective than e-mail

Buyers who pick up the phone to their printers forge much stronger relationships with suppliers.  And, as a result, they often receive better service and more competitive quotes.  These buyers end up achieving more with their budgets.

Buyers who simply fire off quotes by e-mail rarely achieve the same results.  Their printers often take their quotes less seriously.  And they take their relationship with these buyers less seriously.

There are many other reasons why you should consider picking up the phone more often when buying.  Here are three of themPicking up the phone shows that you are serious

These days it’s pretty rare for a print buyer to pick up the phone for a print quote.  Print companies are used to receiving hundreds of requests a day by e-mail.  So if they receive a quote request by phone it stands out.

The printer sees a print buyer who has taken time to engage with them personally.  They see a print buyer who is serious about getting a price from them for this job.  Guess which quote request goes to the top of the pile and gets the most attention?

But that’s not the only advantage that a print buyer gets from picking up the phone.

Picking up the phone gets you more help

Every time I pick up the phone to a printer I am always surprised at how much advice they can give me.  I’ve been print buying for twenty years, so I like to think that I know a thing or two about print.  But that doesn’t mean that I have nothing less to learn.  With complex jobs I can often work out a much more competitive solution by discussing the specification with the print company.

But there is other useful information that I can gain from the print company as well.

Picking up the phone means you know that you’re getting a serious print quote

Sometimes a printer gives a quote because they really want that job.  Maybe there’s a gap in their schedule.  Or maybe it has a specification that is particularly suited to their machines.

But sometimes a print company puts in a quote simply because they’ve been asked to.  They don’t have any real expectation of winning the job.  Or maybe they are not bothered about winning the job.  Maybe they have plenty of work booked in on the same schedule.

I would always prefer to work with a print company who really wants the job.  But sometimes it can be difficult to know who really wants the job and who doesn’t.  Picking up the phone can give you that information instantly.  And sometimes you may even decide not to progress with a quote from that particular printer.

So that’s just three reasons why picking the phone can benefit you when you are getting print quotes.  But some of you will still be wondering whether it is worth all this effort.

Doesn’t phoning up for a print quote take too much time?

Let’s be honest, picking up the phone is always going to take longer than an e-mail.  But the benefits often make that time well spent.  Here’s one example of when picking up the phone was well worthwhile.

In this instance I was asking for quotes for some laser overprinting.  Picking up the phone had allowed me to discount some suppliers who seemed to struggle with the complexity of the job.  But then I picked up the phone to a print company that I hadn’t spoken to before.  They were keen to help.  And the print company saw that I was a serious buyer.  Because we were talking, they were able to discuss some alternative ways of producing the job.  In fact, we ended up using inkjet in a way that I hadn’t seen before.  Picking up the phone saved me an awful lot of money on that job.

I’m a big fan of the phone.  But it’s not the only way you should communicate when getting print quotes.

Don’t forget to use e-mail too

This may seem like a strange statement when I have claimed that e-mail is too impersonal.  However, e-mail is still important when you are asking for print quotes.  It is always essential to use it to back up a phone conversation.  That way there can be no misunderstanding about the specification you require the printer to quote on.

But before you e-mail a specification, you should definitely use the phone first.

Here are three action points to get you quoting by phone:

1. Pick up phone next time you need a print quote.
2. Make sure that you have a worthwhile conversation:  don’t write the print specification down before the call.  That will help you have more dialogue with the printer.
3. Make sure that anyone buying print has been trained to deal with suppliers in the best way. Find out more about how Print & Procurement can help with this.

Remember the benefits of a personal relationship with your printers

After all, you don’t want to be given the same attention as an automated phone menu!

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But the people doing the most preparation are the athletes.  They are now in continual training.  They are working on improving their skills.

Print buyers should also be in training

Athletes train constantly - so should print buyers

Print buyers who train and improve their skills will achieve more.  They will remain in control of their projects.  And they will be able to continually lead new strategies at their companies.

Print buyers who do not invest in their skills will not be valued by their companies.  They will have less input into company strategy.  The projects that they run will be less successful.  They will achieve less.

So here are the three areas that print buyers should focus on. If they improve their skills in these areas they will make sure that they achieve more in 2012.

Skill 1:  Negotiation

Negotiation is going to be a key skill for everyone in 2012.  All companies are suffering from challenging economic times.  A good print buyer is going to need to achieve the best deal for their company.  But getting good deal requires a lot of creative thinking.  Printers cannot always offer what the print buyer wants.  After all, they are facing their own set of rising costs.

Print buyers have to deal with printers effectively.  They have to know what they can offer printers. They have to know how to structure the right negotiation offer.  And how to research what will make a realistic offer to a printer.  Otherwise they won’t get the best opportunities from their suppliers.  The right negotiation skills can help you to achieve a successful outcome.

However, a print purchase needs far more than negotiation skills.  And that’s where the second skill comes in.

Skill 2:  Purchasing skills

Print buying is about far more than technical print knowledge:  it is about being able to buy effectively.  Good buyers will:

• be excellent at print specification
• know why they are using their chosen suppliers
• have a range of buying processes to suit their project
• be able to instruct their suppliers appropriately
• deal with problems effectively

Good buyers will also be able to continually review their purchasing processes.  This allows them to make sure that they are working as efficiently as possible.

But good print buyers know that they also need a successful long-term relationship with a printer.  They need the third skill.

Skill 3:  Supplier management

Supplier management allows a print buyer to remain in control of their relationships with printers.  It allows buyers to measure true performance of both themselves and their printer.  It gives a framework for the relationship that everyone understands.  And it gives them a process to deal with issues.

Good supplier management allows:

• managing issues before they become problems
• being able to review your suppliers regularly
• being able to highlight opportunities for both sides to work more effectively and more profitably

Good print buyers will already have a process for managing all these issues.  But they also know that they need to be constantly improving these skills.

Of course, some print buyers will be wondering about what might seem to be a big gap in these skills.

Print doesn’t seem to feature in the print buyer’s skills for 2012

Print skills may seem like a very important omission.  However, I am going to be controversial.  I would suggest that they are not as important as some people say.  Print knowledge is an important part of a print buyer’s skill set.  But it is useless without proper set of purchasing skills.

So I would encourage print buyers to focus on a set of purchasing skills this year. And it is something that they should focus on throughout the year.

Remember:  a single piece of training is not enough

It is important that print buyers constantly focus on improving their skills.  Learning needs to be put into practice.  And it needs to be repeated to make sure it becomes second nature.

Here are three action points that will help you improve your skillset:

1. Read relevant books.  One you may be interested in is The Print Industry Negotiation Handbook – see here for more details
2. Consider investing in print training – have a look here for some potential courses
3. Start a discussion on best practice with your colleagues – LinkedIn is a great place to do this and there are a number of specialist print groups

Make sure you train throughout 2012

And, just like the Olympic athletes, this could be the year when you go for gold!

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P.S.  The Print Industry Negotiation Handbook launches soon.  To receive a free extract “How to avoid using straight line negotiation and giving way on price” sign up here.  You’ll also receive updates on the launch and news of a special launch offer.

New Year means many different things to people.  For me, New Year is a great time to focus on the many great people I know.

New Year is a time to think about relationships

2012 should be the year when print buyers work on their relationships

Sometimes in the print industry we tend to focus too much on machines and technologies.  So this year I have set three New Year resolutions for print buyers that stick firmly with people.

Print buyers who apply these New Year resolutions will discover that they can create new partnerships.  They will improve their relationships with suppliers and clients.  And they will achieve more in their job role.

Print buyers who decide not to make these resolutions won’t find the same job satisfaction.  They will be frustrated at not achieving new things in their job roles.  And they will miss the opportunity to create new and more worthwhile relationships.

And creating new relationships is the focus of the first resolution:

1)  Go to a print event

In my opinion, not enough print buyers get out to print events.  Good print events can provide excellent inspiration for print buyers.

I have seen buyers walk away from these events with:

• valuable new industry contacts
• introductions to new suppliers
• ideas for new print products
• ideas and software for making processes more efficient

So that is four good reasons for attending an event.  And the most valuable of these is meeting new people.

But 2012 shouldn’t just be about new relationships.  It should also be about improving your existing relationships.  And that’s where the second resolution comes in:

2)  Challenge your supplier

You may not think that challenging your supplier is the best way to improve relationships.  But good print companies love a challenge.  It gives them an opportunity to do something new and interesting.  And it gives them an opportunity to prove their worth to a customer.

So challenge your printers to do something new.  You may want them to improve the quality of a product.  You may ask them to find ways to make your relationship more efficient.  Or you may decide to ask them to come up with some completely new print ideas to help your business to achieve its aims.

And, of course, if your suppliers can help you come up with new solutions you help your clients.  And that’s what my third resolution is about:

3)  Come up with a new idea for your client

Clients often stick with what they know.  And that can be dangerous for a business.  And boring for a print buyer.  Sometimes it is the print buyer’s job to come up with new inspiration for their clients.

This doesn’t have to be restricted to new print solutions.  It can also be focussed on better data management.  Or improved ways of working together.  But if you can create a great new idea for your client, they will be delighted.  And your relationship will improve.

And relationships are what all of these 2012 resolutions focusses on.

But these resolutions don’t even mention technology

Technology can seem an important area to keep in touch with.  After all, it is changing rapidly.  But relationships are still the most important thing in today’s print market.  So that’s why I have decided to focus on these for 2012.

And often your relationships will help you learn about new technologies.  And they will help you focus on the right ones.

So make 2012 your year of print relationships with these three action points

1. Diarise an event to attend.  If you are based in the UK you should consider Publishing Expo on 28-9th February.  Or Cross Media on 3-4th September.  (Both are based in London).  I will be presenting at both these shows and it would be great to meet you
2. Set a meeting with a printer now.  Make sure you have a date in your diary when you are going to set one of your printers a supplier challenge
3. Ask your client what else they would like to achieve from their print.  Then you can set to work to create some new solutions that they will be delighted with

Make 2012 the year of building relationships.  It’s not all about technology.  And it’s not all about parties, champagne and songs.  It’s about people.

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P.S.  One other resolution that you might like to make is to become better at print negotiations.  I’m launching the Print Industry Negotiation Handbook.  To receive a free extract “How to avoid using straight line negotiation and giving way on price” sign up here.  You’ll also receive updates on the launch and news of a special launch offer.