The 9 Secrets You Need To Know About Printing Brokers
The 9 Secrets You Need To Know About Printing Brokers
Printing Brokers do not have any printing machines whatsoever, so why are they more effective??
Think about this!!
Do you reckon anyone cares about, or simply thinks about, exactly where the most current journal they may be reading was printed, which kind of printing machine it was actually produced on or if the high gloss laminate on the front & back was heat bonded or cold pressed... zzzzzzz yawn!*^?
Printing Brokers don't have any commercial printing machines at all, so , just how could they be cheaper??
I don't think so Ricky.
The vast majority of printing organizations continually sell the features and not the benefits.
They fight to impress the clientele by talking sexy (sexy??) business jargon on how they've recently "commissioned" their unique whiz bang 5 over five colours + aqueous varnishing printing press that does an excellent flat white & mows your grass every other Weekend.
You'll be able to hear the popping as the customer's eyes glaze over!!
Perhaps this stems from long ago when business people visited the printing plant to be greeted by the president or the ""floor manager"" dressed in coveralls splattered with ink or a charming dark blue apron over Khaki shorts.
Awesome!
I know this kind of stuff simply because it is precisely what my manager once wore when I was doing my training. Oh, and I used to wear the same outfit too.
Call me blind but regardless of how hard I strive I just can't picture either character winning sales after knocking on your front door & explaining in detail exactly how their 2 colour printing press was recently serviced and is currently operating far better so they require more work for it... who gives a rat's?
Here's Exactly how a Print Broker Operates
Print Brokers operate on a very similar model as an insurance agent or finance broker.
What business owner or manager these days does not take advantage of the services of one or both of these providers. And the majority of property loans are now written by home loan originators (finance brokers) And the reason is... they provide an excellent service, typically at a far more competitve price
When they are given a quote or an order from the client, they bargain & haggle with their dealers to get the best price. If they don't end up being the most suitable price first time, they go back with a large piece of wood with Customer penned on it and whack them around the ears till they get the absolute lowest price achievable.
All the while, every supplier knows that they are contending against other providers for the order. Which means that the Print Broker's clients get very low prices and pay less than they have ever paid for their company printing requirements.
The Early Days
Initially, a lot of brokers were particularly wary of allowing their clients to know about what they basically did.
They would, well, you know, kind of suggest that they are printers, being fearful that if their clients realised that they didn't actually print anything they might finish up on the wrong end of - the gaze of death.
I'm certain you know what I'm talking about.
However over the years as their self-assurance grew they began to talk openly, although warily at first, about the service that they supplied and I soon began to understand that they had absolutely nothing to be afraid of.
The majority of customers could see the advantages of trading with a print broker. They realized how the advantages could be worthwhile to their organisation.
Most brokers today make it known to everybody, at each and every chance, that they are most definitely NOT printers which is the very basis they need to use a print broker for all their printing requirements.
From where I sit, it's a no brainer.
Printing & publishing Companies are PRODUCTION Driven.
Many have large, highly-priced, ravenous presses (with huge lease contract payments) that they utterly must keep running at all expense so their particular attention is entirely on production problems & issues.
And so it should be.
Keeping up with "bleeding edge" technologies so "my press runs quicker than yours" is definitely an pricey game to play. But that is what they need to do to remain competitive.
I have experienced it frequently.
Printer A has constantly got a huge amount of work on on the timetable mainly because he has the latest technology and is also the preferred supplier with advertising agencies as well as the "leather lounge set"
Then, printer B catches on and updates his equipment (at significant cost, a large industrial press may cost up to $1 million) and over a time period, printer A's job planning board begins to look somewhat lonely.
So the really expensive game continues...
A print broker simply hasn't got these problems. They don't spend time on production related problems so they have extra time to focus on you, the customer.
Print Brokers are SERVICE Driven.
So.. you now know.
If you are a very busy enterprise with little time for the menial task of printing, a Print Broker could be exactly what you need.
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