ASSESSING YOUR NEEDS

Your business will need the services of a commercial printer if your printing jobs require any of the following:

• If you need more than 100 copies of a particular document, a good commercial printer can do the job more economically and efficiently. While you may be tempted to use many of the desktop publishing programs now available, keep in mind they are OK for creating an original. But if you require high volume of copies, let the commercial printer do it for you, because this will save you wear and tear on your own equipment.
• If your document will have photographs, you will need the highest-quality photographic and imaging technology that a printer can offer. A nicely printed brochure deserves good-quality photos.
• If your printing job requires color, whether a simple splash of one color to add pizzazz to your brochure, or an outright four color process, let a good commercial printer advise you and guide you to the best possible process.
• If your printing job requires an odd or irregular shaped document, you will definitely need a commercial printer. The process of printing irregular- shaped documents is known as die cutting in the printing industry.
• If you want your printing job to be embossed to enhance the look of your document, ask the printer to show you the latest available embossing and stamping technology. Sometimes adding an embossed logo to your business cards or letterhead will make your company stand out among the competition.

A commercial printer is definitely needed to print business cards. While it is true that many desktop publishing programs offer an option to create and print business cards on your laser or ink jet printer, keep in mind that a potential client might think twice about giving you his business if he thinks you are too cheap to invest in decent-looking business cards.

Remember that printing jobs that are done on desktop publishing programs might be sufficient for a very small business, or a home-based business, but if you want to be known as a serious player in your field, then use a commercial printer when the job calls for one.

FINDING THE RIGHT COMPANY

Choosing a reliable commercial printer shouldn’t be a difficult process, but many business owners aren't quite sure how to go about finding one that suits their needs, and in many cases, end up selecting the wrong one. Prices will vary, depending on the volume and the complexity of the job you need, as well as how fast you need it.

Here are some tips to keep in mind:

• Ask your local business association, chamber of commerce or better business bureau for a list of recommended commercial printers.
• Ask business associates what commercial printer they have been using, and why they continue to do business with them.
• Ask the printer what type of equipment it has and what equipment it will be using to print your job.
• Ask about their prices. And be cautious about any commercial printer who claims to beat any competitor’s price. Just make sure the quality is the same, otherwise you may end up tossing away your printing job and finding someone else to do the job to your satisfaction.
• Ask about the quality of the finished product. Will the printer allow you to review a sample for approval before printing the entire job?
• Ask if the job can be completed when you need it, otherwise, you may end up with a quote from a printer that says, "sometime on Friday, or maybe first thing next week."
• Ask about the company's customer service record -- if it's good, the printer will likely have book filled with laudatory letters from happy customers, or some other documentation. Deal only with commercial printers who have an excellent track record of customer service.
• Ask the printer how long it's been in business. With today’s high tech improvements in desktop publishing, many people are starting a printing business with not a great deal of experience under their belt.
• Ask the printer to explain every step of the printing process so that you understand just what it is you are paying for, and how the job will be done. The time to ask questions is before you drop off a large printing job, not after it has been printed and delivered.
• Ask if they will pick up and deliver the finished printing job to any location you specify.
• Ask about submitting your printing job online, via the printer’s Web page. Or by email, or even fax.
• Ask about any special sales or promotions they can offer you as a first-time customer.

Remember that you need to choose a good commercial printer carefully, because the finished product will no doubt be passed on to potential customers of your own. So you want every job you have printed, no matter how large or how small, or how simple or complex, to be the best it can possibly be. Stick with a printer who you enjoy working with, and you will always get the best possible price and the best possible service.