What customers are really looking for when they choose a print supplier
One of the most common questions we receive at Chichester Print is, “How much will it cost?” It's a perfectly reasonable question. Whether you're ordering business cards, brochures, exhibition graphics, packaging or banners, budget will always be part of the decision-making process. But after many years working with businesses across Sussex and beyond, I've noticed something interesting.
Very few clients stay with us because we were the cheapest.
They stay because they trust us.
That's why I often encourage prospective customers to look beyond price lists and take a closer look at reviews, testimonials and recommendations. They reveal something that a quotation never can – what it's actually like to work with a supplier when deadlines are tight, expectations are high and there are important decisions to make.
It's easy to compare prices
Most print suppliers can provide a quotation. Most can print a flyer. Most can produce a brochure, a roller banner or a set of business cards. The challenge for a customer is often working out what happens after the order is placed.
Will somebody answer the phone when there's a problem?
Will they spot a potential issue before it becomes an expensive mistake?
Will they help you choose the right specification rather than simply selling the most expensive option?
Will they keep you informed if schedules change?
Those are the questions that don't appear on a quotation, yet they're often the things that determine whether a project runs smoothly or becomes stressful.
The things people remember
Recently, we received some lovely feedback from clients that reinforced this point perfectly. Michelle Stead from Perfection Spa & Beauty wrote: “He just got what we were trying to achieve straight away, and made the whole process feel really easy from start to finish.” She went on to say: “Nothing was ever too much trouble, and you can really see the care and attention that's gone into every detail.” For me, that's what good customer service should feel like.
Print can sometimes seem complicated. There are paper stocks, finishes, quantities, artwork specifications, delivery schedules and production deadlines to consider. Most customers don't want to become print experts overnight – they simply want confidence that the job is in safe hands. That's where experience makes a difference.
Trust takes longer to build than a brochure
Another recent message came from Kevin Watson at Cartotrade, who commented on the values he associates with our business: “Loyalty, trust, teamwork, commitment and consistency.” Again, none of those words describe a printed product. They describe a relationship.
Over time, that's what many businesses are really buying. They want a supplier who understands their business, looks after their interests and consistently delivers what was promised. We've worked with some clients for many years and, in some cases, decades. During that time we've produced everything from simple business cards to large-scale exhibition displays, direct mail campaigns and promotional materials.
The projects change.
The relationship remains.
Looking beyond the quotation
Of course, price matters and it always will. But when you're choosing a print supplier, I'd encourage you to spend a few minutes reading the reviews as well.
Look for comments about communication.
Look for comments about reliability.
Look for comments about problem solving.
Look for comments about whether people would happily recommend the company to others.
Because when the project is finished, that's what you'll remember. Not whether somebody was a few pounds cheaper. But whether they made the process straightforward, professional and stress-free.
And that's exactly what we aim to do at Chichester Print.
