3 Things Man’s Best Friend and Print Vendors Have in Common

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Of all of the old sayings and fables, one that I consider to be especially true is that a dog is man’s best friend. The bond between a dog and its master is unique and powerful. That’s not to say that there aren’t similarities in other relationships, such as those between human friends, colleagues and others on which we depend. In fact, there are even a few similarities between relationships with dogs and relationships with print vendors.

First There is Loyalty.

Regardless of how friendly your dog is to other people, or how much you can’t resist giving other dogs a pat on the head, there’s no denying the mutual loyalty between dog and master. I’m always there for my dog, Copper, and he is always there for me. We’re best buddies in the truest sense.

The same goes for the relationship between print buyer and print vendor. You know the printer does work for other clients, and the printer knows you occasionally send work elsewhere, but there is a sense of loyalty. The printer has done right by you, so you do what you can to send work the printer’s way. The printer is thankful for your business, so the printer bends over backwards to fit your project into the schedule.

Then There is the Matter of Trust.

Loyal friends look out for one another. When I’m taking Copper for a walk in the woods, he follows happily along, because he trusts me. However, if he runs ahead, suddenly stops, blocks the path and growls, I know it’s not safe to continue, because I trust him and his instincts. I wouldn’t call it blind trust, but it’s close.

In print buying there is a tendency to give work to a particular vendor based on trust. When a printer has always met your expectations, you trust them to do it again and again. While the trust between master and dog may not be completely blind, the trust between print buyer and print vendor often is.

However, There Can Be Uncertainty, Too.

Even without his training, Copper is a very well behaved and dependable dog. But a dog is still a dog, and while it doesn’t happen too much, I’m not always certain he won’t take off after a squirrel in the yard.

Whether you realize it or not, there is uncertainty in print buyer-print vendor relationships too. Sure, you know a loyal print vendor will squeeze a project in for you, but do they really have the capacity to deliver on-schedule, at the quality you require? Will they charge more for the favor? Will they outsource it to another printer, because they don’t have the time to do it on their own? Based on previous performance, you trust a printer’s capabilities, but do they have the right equipment and skill for your latest job?

Taking Uncertainty Out of the Equation.

You can send a dog for more training, walk it on a leash, build a fence or use one of those expensive electronic collars to reduce the impact of uncertainty that can be triggered by fast moving rodents with bushy tails. But what can you do for print buying relationships? The impact of uncertainty in these relationships could be enough to destroy the loyalty and trust on which they are built.

That is one of the reasons we developed eLynxx software. eLynxx removes the uncertainty from sourcing and managing direct mail, marketing, publications and all things print. eLynxx software, and the multi-patented sourcing method that powers it, not only preserves the loyalty and the trust you have built with your print vendors, it strengthens these attributes as well.

There is no uncertainty regarding vendor capacity using eLynxx, because vendors participate based on their honest capacity and desire to do the job, not the pressures of loyalty. Printers are free at last to bid higher than normal, lower than normal, or not bid at all if they already have a full schedule. Loyalty is not at stake when vendors know that they will not be penalized for pricing a project a bit higher, or for not pricing a project at all when production is already busting at the seams. And loyalty is not at stake when vendors know that they will not be setting a precedence for future price expectations by pricing a single project super low to fill empty and immediately available production capacity.

There is no uncertainty regarding vendor capability using eLynxx because objective qualification of skills, equipment and quality— not blind trust — determine which vendors compete for a given project. Trust is not at stake when vendors are not compelled to push the limits beyond their capabilities to meet expectations.

With eLynxx software, the loyalty between you and your vendors grows stronger without the pressures that can compromise it. Trust also builds as you discover and make more efficient and mutually-beneficial use of your vendors’ true strengths and capabilities. Because only your equally-qualified vendors — with the capacity to deliver on-spec and on-time — compete for the project. Price then is the final determinant removing any uncertainty that subjective expectations drove prices higher. In fact, when you use eLynxx, you achieve improved quality and service along with a reduction in per-unit cost of up to 40% (and more).

Stop by our website or give us a call, we’d love to show you how eLynxx is loyal, trustworthy and the print buyer’s best friend!