One of the best ways to evaluate prospective suppliers is to carefully review samples of their work. Although it is customary for a supplier to send print samples either before or when first meeting with you, not all suppliers are equal in their selection or presentation. Samples reflect the attention to detail that you will experience with this printer down the road and will, of course, demonstrate the quality of their work.

Here are a few things to consider when evaluating samples:

• Quality control
  Most buyers look closely at the quality of the printed samples. Samples that have obvious flaws, such as hickies, offsetting, and crooked folds, indicate that either the sales representative didn't take care in selecting the samples or the printer's product quality is below average.

• Compatibility with your business
  A smart sales rep will tailor the samples just for you. Printers can target these samples by:
  • industry
    If you work for a bank, they can send samples of work they have done for other financial institutions.

  • product
    If you work for an ad agency that specializes in annual reports, it would be smart for them to show you annual reports.

  • specifications
    If you buy only two-color work, they should demonstrate their two-color capabilities. Full-color samples would not be appropriate.
• Labels
  It's a classic case of the obvious being overlooked. Printers will often send you a pocket folder stuffed full of beautiful samples to show off their skills. But what usually happens? Those samples fall out and get mixed in with others. Later, when you find a sample that you like, you can't tell where it's from. Each sample should have a label attached that provides, at least, the company name, phone number and website address. Because this is such a simple marketing tool for your printers, ask them to label their samples, if they haven't done so already.

• Less is more
  Sometimes it's better to see one or two great samples than a stack of twenty. I used to know a sales rep who would send me one sample a month that was relevant to my business. He also attached a personalized letter explaining what his company did to satisfy a particular client and how those techniques could also benefit me. Now that's using samples effectively!

• Tell a story
  Good sales representatives don't just plop the samples on your desk. They use each piece to tell a relevant story about how the job was produced, how they saved the day, or to show specialized services. What do they think is important about the pieces they've selected to show you? What are they trying to tell you or get you to look at?

The most important thing is that your sales representative listened to you. He took the time to ask about your expectations and the types of products that you buy. Then he tailored the samples accordingly. That type of attention leaves an impression.

Reprinted with permission from Print Buyers Online.com; written by Suzanne Morgan, founder. For more information on Print Buyers Online.com, a free, educational e-community for print buyers, go to: www.printbuyersonline.com.