Connect with us
Tel: 0845 652 1572
< Back to blog

New research: buyers don’t choose on price

Buyers are beginning to change their habits

These days, price is by no means the only thing that interests buyers. One trend that has been growing over the past few years is the importance of the customer experience when making a purchase. New research shows that 2022 is the year in which customer experience could outweigh price in purchasing decisions.

This research is amongst consumers. You could be excused from thinking that this doesn’t apply to print sales. However, this is not the case.

This new trend is just as applicable to print buyers

I have been talking to a group of print resellers and brokers recently. These are about the toughest group of buyers you can find. Their business depends on being able to buy good print as cheaply as possible and to sell it on to their clients at a good markup. When it comes to buying print, they know what they are doing!

So I was really surprised when, during our discussions, many of them talked about making buying decisions that weren’t just about price. In fact, many of them told me that they placed business with suppliers even when they had found cheaper prices elsewhere!

Here are some of the reasons that they gave

  • Speed of estimating
  • Online ordering and estimating systems that are quick and easy to use
  • Ease of artwork upload and approval
  • Help with design and artwork
  • Clear reporting
  • Confidence in quality and delivery
  • Communication if errors are spotted or if things go wrong

What’s your customer experience like?

Maybe it’s time to review what things look like if someone is thinking of working with you for the first time.

Does your sales message stop buyers choosing on price?

Check out my book How To Stop Print Buyers Choosing On Price to find out how to create a sales message that encourages prospects to choose you even when they can find a cheaper printing company.

Get your free copy of “10 Common Print Selling Errors And What To Do About Them’ (worth £19/$29) right now

* indicates required

Profitable Print Relationships will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please check the e-mail box to confirm you would like to hear from us:

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.

< Back to blog

Download your free copy of 10 Common Print Selling Errors And What To Do About Them (worth £19/$29) right now

Claim your free download here