Wednesday, January 7, 2009

‘Custom’ is six-eighths of ‘customer.’

Presswork expectations are different from print buyer to print buyer. The presswork that one customer may require might be rejected outright by another – like the limited edition artist pictured above. Also, each print buyer will have different priorities and expectations from one project to another. Today pleasing color for a flyer. Tomorrow hi-fidelity for an Annual Report. One size – or presswork standard – does not fit all. However, if you tailor your production workflow and presswork look to meet the individual customer’s requirements for the specific job at hand, you are no longer simply providing a commodity but rather becoming a valued partner – and you are also differentiating yourself. While you may not be able to charge any extra, your customer-centric capabilities may make the difference between your getting the project vs your competition.

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