Print buyers

Like the rest of us, print buyers have come through a challenging time. COVID has surely affected their jobs, and the profession itself has changed as print’s place in the marketing spectrum has evolved.

Today’s buyers include highly experienced professionals who understand the technicalities of print and are fascinated by equipment, and newly minted entrants who are likely to be digital natives or marketers without a great deal of printing experience. For them, buying print is not a primary function, but only one task in a broader portfolio. And let’s not forget that a lot of print buying has moved online.

If you missed our blog, "From the Other Side of the Desk," then you missed getting your FREE DOWNLOAD of our eBook.

Highly personalized and customized print communications that drive customer engagement have won awards and been featured in highly acclaimed case studies for decades.  Marketers have experienced response and conversion lift when they leverage variable data. This phenomenon has been documented many times.

Why are so few of these campaigns executed? Most direct marketing programs do not leverage the demonstrated power of data. What is it about variable data that keeps marketers from using readily available technology to their advantage?

A Print Buyer Perspective on Typical Sales Calls

How would you like to learn how your sales force is doing – directly from prospective customers? Wouldn’t you like to find out what is going through buyers minds as they sit through the presentations tendered by your sales force?

We all know the print marketplace is changing, so print sales people must adapt. How is that working out? Are your salespeople giving customers what they need to encourage them to do business with you? Are you failing to sign business you ought to get?

In a new eBook from Gimbel & Associates, printing companies get a rare look into the minds of customers. We asked print buyers to tell us how they perceived the print service representatives that called on them. We wanted to find out what salespeople are doing right and where they need to improve.