The older gentleman was not seeking a relationship. He had called earlier for pricing on a book. 250 copies perfect bound with 160 pages. Finished size was 8.5 x 7, a little different, but not unheard of. Like many of our customers these days, he had no real knowledge of paper . . . something nice but not too expensive. Brian provided an estimate for the job and felt good about it.
A couple of days later, the gentleman called back. “How much would it be just to do the binding?” he asked.
Now, in better days the answer to this question is “Sorry, we’ll pass.” Binding someone else’s printing provides opportunities for all kinds of problems. There is a need for setups and waste . . . meaning you have to explain that if the customer brings 250 book blocks and covers, the binding equipment is likely to eat a few. Covers have to be cut a certain way for perfect binding and space has to be allowed for the spine. There’s the problem of trim and margins and where the page numbers go . . . all things we look at when we print a book. All things that a customer who has never printed a book before doesn’t know.
But Brian liked the fellow and we certainly needed any kind of order, so he said “yes” and tried to explain all of the complexities that the old gentleman would need to know. Brian also asked why we wouldn’t be doing the printing.
“Office Despot beat your price on the printing,” was the reply. “But they couldn’t do the binding.” was the part he didn’t say. Besides, when getting the lowest price is the object, the details don’t matter, do they?
We have been fortunate to have some really wonderful customers over the years. For instance, the consultant, whose books we have shipped all over the US. She works with government agencies and is really suffering from budget cuts now, but we’d do anything for her. Or the school that seems to understand just how tight things are right now and sends checks almost instantaneously after jobs are complete. Or the construction company that is always in a hurry, but so very pleasant and easy to work with. Or so many more . . .
We’ve had a few customers that have strayed and come back; and lately, with the bad times, we’ve lost a few. Some have disappeared altogether – out of business. We lost the educational establishment that was so devoted to the local community that they sent all of their printing to the low bidder in Atlanta. We’ve also lost a couple that have trimmed printing out of their budgets altogether.
The one that hurt the worst was a long-term account, a non-profit. We never did all of their printing, but for years we did the bulk of it and we supported them with fairly frequent donations. I was worried a little when management changed a couple of years ago, but we continued along for awhile. One day, I received a request for pricing on all of the items we had printed for them. I was led to believe that it was budget time and that numbers were needed to prepare for the next year. I was naive . . . they were going out for bids and I missed it. We lost most of the business. Shortly thereafter, Poor Richard received a request for donations for the following year. They wanted a relationship, but not the kind that works for everyone involved.
Back to the gentleman and his book. Poor Richard grumbled and tried to make sure that the i’s were crossed and t’s were dotted. Both Brian and I had the same conversations with the customer. First, we tried to convince him that it would be much better if we were allowed to do the whole job. He had already committed to Office Despot. All of their specs were the same, he said, but the price was cheaper.
Then, we tried to go over the details and repeatedly emphasized that we would not be responsible for waste or misprints. The old gentleman said that he understood.
When the job came to us, it was not a surprise. He delivered exactly 250 books. The quality of paper was poor and the quality of print was mediocre. Best of all, the book blocks had been miscut. Page sizes varied by about 3/8″ within each book. We pointed this out to the gentleman and did the best we could. We did not put the finished product in Alphagraphics boxes. The old gentleman did not complain, but he did not receive a good value for the money he spent on the project.
It’s difficult not to worry about the state of things . . . of business in general, the printing business in particular and our business in specific. Poor Richard still maintains that printing does not make a good commodity. Too much detail is required and every project is different. The products of printing turn out best when printers and customers work together, when they have a relationship.
Poor Richard is decidedly old school . . . I like dealing with people. I prefer to buy things from salespeople and whenever possible from local businesses. It’s difficult to have a relationship with a website or WalMart. I enjoy the relationships we maintain with our customers and I try to make sure that they are mutually beneficial. And I still believe that even in a depression, value trumps price every day.
But perhaps Poor Richard is idealistic . . . or naive. It’s tough turning 50.