The Empathetic Expert

A few months ago, I was enjoying a few happy hour cocktails with a friend of mine, a fellow printer with whom I’ve also done business for many years. In addition to the usual life and work updates, the conversation ran the gamut – from local printing industry gossip, to cool things we’re doing in our respective organizations. More often than not, however, the discussion came back to crazy customer stories, things we say we’ll eventually publish in a book titled something like “You Can’t Make This Stuff Up.”

Like the graphic design rookie who insisted on scheduling a press check for a black-and-white printed copy job.

Or the call from veteran marketing director regarding the size of her mailpiece when she curtly replied, “It’s basically one large sheet that folds in half.” My response (total deadpan), “So basically it’s the size of a piece of paper – or approximately half as much?” Her response, “Yes.”

Or the email we’ve all gotten from a client looking for a six-page saddle-stitched booklet, and when you explain the physics behind needing booklets to come in page multiples of four, you’re somehow the bad guy (who is also obviously profiteering by needlessly adding pages to their well-designed publication).

Like the designer who insists on getting estimates on six different shades of natural white paper, all sourced from swatchbooks produced during the Clinton administration, usually with the long-discontinued Unobtanium-Weave finish.

Or the request to print that document “invitation size.”  Or “poster size.” Or “whatever size people usually do.”

I’m sure you’ve got your own list, and maybe you swap these familiar tales around your own breakroom table or conference luncheon. While humorous – and sometimes maddening – in the moment, these interactions underscore the real value we hold with our clients.

The old-school days of classically trained graphic designers have rapidly given way to a new crop of print customers, many of whom simply don’t know (or frankly, don’t need to know) their way around the Adobe Creative Suite. They certainly don’t think about bleeds and crops, and for many, paper math is a lost art. Even I’m a little ashamed to admit it, but I, too, fire up Canva more often than InDesign some weeks.

As print experts, we provide much-needed translation services between the everyday language of today’s print consumers and the production team, and precisely how we do that can make all the difference whether our clients view us as valued partners or simply just another vendor. Of course, that looks different with every client; for some, it’s extreme hand-holding and explaining every step of the process without unnecessary jargon. For others, it’s anticipating their needs, and making educated suggestions on the best print and finishing technique to convey their message. Do you think most clients know that reducing the size of a postcard by an inch or two may save them thousands in extra postage cost? Do they know that a non-skid floor graphic would be more effective than a foam core sign? I doubt it.

Regardless of the approach, I believe the most important quality we print experts must bring to the table is empathy. When we can put ourselves in the customer’s shoes, regardless of experience or skill level, and demonstrate that we really understand and care about their success – we are taking the first step toward earning a long-term client and truly building a partnership.

What does this look like in practice? First, building rapport is key. It’s helpful to begin each client interaction with a personal touch, like asking about their recent projects or challenges. This not only warms up the conversation but also provides valuable insights into their business needs. As you continue to dig into the details, be sure to use language that resonates with the client's level of understanding when discussing technical concepts (think ‘two-sided’ versus ‘four over four’). Simplifying complex ideas without losing their essence is a skill that strengthens client trust and satisfaction.

Finally, get in the habit of following up with clients, checking back in after a project is finished. A simple call or email asking for feedback or offering additional support not only shows that you care but also opens doors for future collaboration.

Printers who master these techniques tend to get the first phone call or email when a print need arises.  For those who excel at being that “Empathetic Expert,” you may find that pricing is not even the focus of your conversations, a testament to your well-earned level of trust.

Printing can be a strange industry, and yes, it’s important to laugh when you can. But never underscore the power of empathy in building our business relationships.  Like it or not, we’re the experts, and it’s our job to help humanize the peculiar world of printing for the large population of those not fluent in print-ese – even if they ask for pricing on a three-sided flyer.