Commercial trade printing is a business framework whereby a printer provides print or printing materials to printing companies or businesses at wholesale rates. Such printing businesses include ad agencies, copy shops, print brokers, marketing companies, and graphic designers. When a trade printer transports an order, the reseller gives it to the ultimate consumer/client or ships the order straight to the final consumer on behalf of the reseller. Most times, the name of the trade printer does not show on the package that is transported to the end-user. Moreover, a trade printer has nothing to do with the clients of the resellers. Even if required, it has to be done with the consent of the reseller. A trade printer will offer print materials at a wholesale price, enabling the reseller to set prices for printing materials at market comparable retail prices. The margin of the reseller may fluctuate based on the services provided to clients by resellers and market prices. Some print resellers may place orders and have them delivered to their customers. While the rest may be getting print bids, attending press runs, providing the final package to the client, and designing the piece.
So, who makes use of trade printers?
Trade printers are utilised by print brokers, ad agencies, marketing firms, graphic designers, and others who resell print materials to clients. Some business printers also use trade printers if they don’t have a particular printing capacity like large format printing, foil stamping, or spiral binding. We will be taking a closer look at the things a reseller should look for in a trade printer.
What are the factors to be considered in a trade printer?
- Printing prowess and capabilities
A good trade printer should be able to perform the role of a print consultant and provide answers to the professional printing needs of clients. Also, a good trade printer will as well offer a broad collection of services which include paper options and multiple finishing. May also include services that deal with mailing, enabling the possibility of one-stop shipping, hence taking out the need to look for various or several dealers. A good trade printer will also examine one’s files and give ideas and suggestions on how to enhance the quality of the client’s project instead of just printing the file as given.
- Safeguarding one’s client relationship
Trustworthy trade printers will never think of stealing a reseller’s client, even if the trade printer also deals in the selling of commercial printing materials to the final user. A good trade printer will provide a reseller with generic catalogues and samples to give clients. And also, will not have any dealings whatsoever with the reseller’s client without seeking approval from the reseller. The reseller’s customers will receive the printed materials in “blind” or plain packaging that doesn’t reveal the printer.
- Quality and Dependability
Transact with a recognised and well-known trade printer that possesses a performance history of excellence. One has to be sure as it involves putting one’s reputation at stake. So it is fundamental to know how long the trade printer has been operating in the business. One can ask for samples of the trade printer’s previous jobs to examine the standard or quality of print materials produced by the trade printer. Also, one can observe the variety of the trade printer’s print materials to have an idea of what kind of commercial printing technologies that are being offered.
- Shipping and Production options
A good trade printer will have in place several production and shipping speed options to meet one’s customers’ plans. As a reseller, one may have printing order production and processing.
- Enthusiastic Customer Support
Find a commercial trade printer that has well-trained customer support representatives. Representatives that have the requisite knowledge in printing and are reachable by phone to respond to questions. The customer support representatives need to be capable of turning around quotes on time to avoid resellers missing out on business. A good trade printer should also have online platforms that provide resellers with access to their ordering page. This access will enable resellers to see the status of their orders and quotes from time to time.
- Ratings and testimonials
Take a look at the trade printer’s website to see current awards, testimonials, supplier ratings, or Better Business ratings from establishments like Sage and ASI. When uncertain, request for references.