Friday, May 21, 2010

Mistake Number 5

Mistake Number 5: You allow customers to make dumb mistakes.
“I buy from printers who watch my back,” a buyer once told me. No one wants to make mistakes or look stupid. Making big expensive mistakes can get a print buyer fired, so it’s your job to prevent customers from making them. Ask more questions. Insure buyers fully understand processes and delivery schedules. Point out potential problems and discuss them. If you catch a typo late in the game, speak up. Let the buyer make the call on fixing it. If you’re asked to produce a job in a costly and inefficient way, discuss it. Stopping customers from screwing up is a big value-add, so be sure you include it with every order.

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