Yes, buyers are looking for lower prices, but quality of service is equally, if not more, important to them. Customer service, from the print buyers' points of view, is about devoting yourself to their needs. Not just delivering a good end product, to specification and on time and at the right price, but making the journey along the way as easy as possible. Very importantly, it's also about looking beyond what they've asked for, and using your expertise to see if there's a better way of doing it. To do this, you need to know something about the customer's business, and to understand what they need to achieve.
Buyers select printers to quote according to their
quality of service and only then choose according to price
A second and very important message is just how much printers gain from learning about their customer. If it's a new prospect they are approaching, they are far more likely to get their foot in that door to be heard if they know enough about the buyer's business to make a very targeted approach. If it's an existing customer, knowing what's important to them can help ensure that they are offering what is wanted, and, just as importantly, not wasting time and money on things that are not.
Know your customer!
A further important point to think about is that a buyer's job is to support their employer's business: to know what is important to that business and find the best ways of delivering it. Their employers will not necessarily consider a detailed understanding of print an important part of this. So, with the exception of a minority of buyers with an involvement in the more technical aspects of printing, buyers are not so interested in what your plant is, as in what it can do for them and how it can help their business. Giving detailed technical specifications of your plate-making, press and workflow management is unlikely to grab as much attention as saying how you can use it to deliver better value: by shortening schedules, bringing costs down, giving guaranteed colour matching across all parts of a project - whatever is important to the type of work they produce. And then backing it up.
A plant list does not impress half as much as saying what you can do for the buyer