Printers, does Print Broker “Prejudice” Harm You?
I’ve been waiting a little longer than usual to make this post. My last post the top 5 reasons print brokers p.o. printers is still drawing a good response and I didn’t want to lose any readers before proceeding, either that, or I just didn’t get around to it yet. Both excuses are probably true to some extent.
My promise at the end of the last post was that I would toss out some ideas to reduce friction between Printing Brokers and Printers so that both could benefit. That particular promise will have to wait until the next post as I continue to explore the understanding gap that exists in commercial printing sales.
The following thoughts are mine alone. I would really hope that readers would go to the bottom of the post, past the hat logo, tags, categories, and click on comments. This is where you can leave your opinions. I do have to approve which opinions are accepted, but I promise I only delete those who appear to be spam, or who may incite a law suit. Other than that, you can disagree with me all the live-long day and I’ll let it go through.
I’ve learned that my vantage point is rarely the same as another’s. Just because someone doesn’t see things my way, doesn’t necessarily make them wrong. I like to say, “I could be wrong about that, I’ve been wrong before, and I’ll probably be wrong again.” The world might be a better place if we all let go of the idea that we have to be right, or I could be wrong about that too. See how it works?
I’m going to be addressing printers primarily, because in my experience it is the printers, who more than print brokers, cut off their noses to spite their faces. Again, please feel free to disagree.
In a conversation with a print rep the other day, we agreed that the negativity thrown at print brokers is often undeserved. Instead printers should look toward their hired sales representatives. A print broker is more vulnerable, and has to walk a tighter line, in other words a broker has much more too risk. Involving themselves in transactions that are shaky can ruin more than just a certain project. The name of my company, for example, is Bill Ruesch Print Broker, LLC. If I screw up, I tarnish my name, my company name, and risk my entire career. A printer’s sales rep on the other hand can botch something big-time and maybe get fired, but they can, and most always do, migrate to another printer where they can start over.
I read a survey a long time ago that concluded that the mindsets of a successful entrepreneur, a salesman, and a criminal were very similar. To be good at any of those three paths there had to be a willingness to accept a great deal of risk. It seems that the riskier the better. Printing company owners, sales representatives, and print brokers all have risk in common, but it is the effect on careers that makes the critical difference.
For commissioned sales people have immediate needs. You can’t feed the family or pay the mortgage if you don’t earn a paycheck. Therefore, they are often tempted to ram a square peg into the round hole. I don’t care how big the printer is, no company can efficiently serve the needs of every customer. The printer needs work, the sales rep needs a commission, and the customer, unfortunately, sometimes comes up short. And don’t say it never happens at your company because it does. See my previous post about withholding information from a customer to the benefit of the printer.
This may sound like I’m being critical of company sales reps — I’m not — I’m only being critical of the marginal ones. To tell the truth I have a great deal of admiration for those who work for one company. I’ve been there, done that, myself. I often wondered why there were few older folks working in sales. One reason is that it is nearly impossible to please management. Either you are bringing in too much work, or not enough, and the line for the exact perfect amount moves daily. The stress is wearing.
I can tell you that as a broker I don’t miss the constant harangue, not at all.
Print brokers make their living at bringing print jobs to printers able to do the job. They work very hard at finding a good fit. Theoretically a print broker will only bring in jobs that hit the printer’s sweet spot. Sweet spot jobs are those that the printer is best equipped to do.
My point is that brokers are more likely to bring work through the doors that is a better fit, and because it is, it usually runs smoother with fewer complications. Doesn’t that have real intrinsic value? It is one of the many invisible benefits brokers bring to the table that are overlooked by printers.
Tags: Commercial Printing, Commissioned Sales, Company Owners, Criminal, Customer, Entrepreneur, Invisible Benefits, Management, Marginal Reps, Mortgage, Paycheck, Post, Print Brokers, Print Rep, Printers, Printing Sales, Reduce Friction, Risk, Saleman, Salesman, Successful, Sweet Spot, Understanding Gap
This is a great post. After working as an operation manager for over 20 years, then inside sales at a open web printer for 4 years, I am now working as a broker, which I really love. Sometimes it’s hard for me to say I am a print broker and I’m not entirely sure why. I think some of it is my own prejudice from working at private companies and not really thinking about the broker side. You are absolutely correct when you say that it’s a win win for printers though. I have been completely shocked sometimes when a printing company acts outraged when they ‘discover’ that I am quoting the job with other vendors.
Thanks for your post. It makes me feel better about what I do.
Dear Bill,
I’ve been at this (printing)for over 40 years and self self employed for all but 2 years. At one point in the early 90’s I had everything in the shop paid off and was looking at paying some serious taxes as my depreciation was depleted. I had two choices: 1) borrow money and upgrade or 2) sell the business. I picked number two. Kind of funny how that worked out as I sold the business to a broker who thought the grass was greener. He brought two sons and a daughter in law with him which did not work out well. They did make their payments though over the next 8 years but eventually declared bankruptcy.
During my last year, as the owner of an 8 employee company my income was $40k. As a broker it increased to $125k which in 1991 was some serious money. The reason that this all happened is that I have the power of observation. And with this great power I noticed that the brokers were driving big expensive cars and I was driving a Cutlass!
Excuse me, but I digress. As for brokers; never much cared for the group. The word “weasel” comes most to mind most. It was a lot of “How cheap?” and How fast?” The “fast part ALWAYS came after you quoted the job. Some were even brazen enough to ask me stupid questions like “Is this a wholesale price?” which promptly made my blood boil because as any good printing estimator knows that you quote based on your costs and an acceptable markup that lets open the doors the next morning. There is no such thing as wholesale printing;however, some printers are more efficient than others.
During my tenure as a broker I treated my printers with respect, paid them in less than 30 days and never intimated them. In short, brokers, like a lot of groups, get the respect and reputation they earn.
Bob
I appreciated this post, as well. I come to print brokering as a graphic designer gone freelance after refusing to sign a non-compete contract with my employer (after three years of work, having never had a non-compete before). I love brokering, even though I’m not sure that what I do is the same thing that you (Bill) do (i.e. if my resources/printers are the same kinds of resources you use). There are trade printers out there, some good and some so-so, etc. And I imagine that if I want to make $125K (like the previous comment’s author), then I have a lot of ingenuity and salesmanship to come up with. That’s one reason I appreciate this blog… to learn what I can. Thanks.
Hi I am also a print broker and I didn’t feel anything while saying that I am a broker
Usually people gave a good response in this regard.