AMiable Solution #58: Weatherproof Vendors

Surviving the changing marketing environment isn’t something you need to or should do alone.  Partnering with the right vendors not only makes your job easier, but it also puts you in a better position to reach and serve your market.

How do you find the right vendor for you?  Before you send out that first bid request or negotiate rates, do the following:

1.  Ask for samples.  Your customers, members, or clients don't care if your printer has sheet fed or web equipment, twenty-year-old technology or two, single-head inkjets or double.  They'll only notice if a promotional piece is attractive and clean.  If you're not impressed with a vendor's samples, your audience probably won't be, either.

2.  Ask for hypotheticals.  Not all jobs go smoothly.  Deadlines slip.  Equipment breaks.  Lists arrive late.  Consider issues you've encountered in the past and ask your vendor to explain how it would or has handled such a situation.  Learn about the company's customer service style and responsiveness to inquiries and with the handling and ultimate outcome of inevitable unforeseen situations. 

3.  Talk to references.  Don't just ask if they're happy with the work printer X or mailhouse Y has done: they wouldn't have agreed to serve as references if they weren't.  Instead, ask about specific projects on which the vendor in question really shined and about situations they resolved.

4.  Tour the plant.  Knowing what a company can do and seeing it in action are two different things.  Look for clean work areas, orderly jobs, and calm, confident workers.

5.  Identify the niche.  Sure, some printers could do just about any job you send them, but chances are they're not going to do every one of them efficiently.  Find out what equipment they have and which types and sizes of jobs they consider their specialties.

When you do select a vendor, be sure to make communication a priority.  Relationships with vendors are like any other: the more and better you can convey your needs and concerns, the more likely you are to achieve your goals and resolve issues.