Why Don’t Printing Companies Take the Advice of Their Suppliers?

The printing industry is constantly evolving, with new technologies, materials, and processes emerging to enhance efficiency and quality. Suppliers—who provide ink, paper, machinery, and software—are in a unique position to offer valuable insights into optimizing print operations. Often times there are financial incentives tied to improvement metrics that require buy in from the customer. Yet, many printing companies hesitate or outright refuse to take their suppliers’ advice. Why is that?

1. Skepticism About Supplier Motivations

One of the main reasons printers ignore supplier recommendations is skepticism. Many printing companies assume that suppliers are primarily driven by sales goals rather than a genuine desire to help. They believe that any suggested upgrade or process change is merely a ploy to sell more expensive products rather than a strategic move to enhance efficiency or quality.

The Reality

While suppliers do have sales targets, they also rely on long-term relationships with printers. If their customers fail, they lose business. Many suppliers invest in research and development, working closely with other print businesses, giving them a broad view of best practices. Their recommendations are often based on data and real-world success stories rather than just an attempt to upsell.

2. Fear of Disrupting Established Processes

Printing companies operate on tight deadlines, with little room for experimentation. Changing ink formulas, switching substrates, or upgrading equipment can disrupt workflows, cause production delays, and even increase costs temporarily. Many print shop owners and managers prefer to stick with what already works, even if it’s not the most efficient method.

The Reality

While change can be disruptive, stagnation is riskier in the long run. Suppliers often suggest improvements that can reduce waste, improve print quality, or enhance speed. Printers that resist change may find themselves falling behind competitors who embrace innovation.

3. Lack of Technical Understanding

Not all print business owners or operators have deep technical knowledge of printing chemistry, mechanics, or software. When suppliers suggest process improvements, they may use technical jargon that confuses rather than convinces. This gap in understanding can lead printers to dismiss advice simply because they don’t fully grasp the benefits.

The Reality

Suppliers often provide training, demonstrations, and data to support their recommendations. Taking advantage of these resources can help printing companies make informed decisions rather than rejecting ideas out of uncertainty.

4. Cost Concerns and Budget Constraints

Many printing companies operate on thin margins, making them hesitant to invest in new materials or technologies, even if suppliers promise long-term cost savings. Upgrading a press, changing workflow software, or switching to a new type of ink often requires upfront investment, and many print businesses simply don’t have the budget to make these changes.

The Reality

Suppliers can often provide cost-benefit analyses, showing how an investment in better technology or materials will pay off over time. Some even offer financing options or trial periods to mitigate risk. Printing companies that dismiss supplier recommendations based purely on cost may be missing out on long-term savings.

5. A Culture of Resistance to External Influence

Many printing companies take pride in their expertise and independence. Business owners and managers may feel that they know their operations better than any supplier could. This mindset can create resistance to outside advice, even when it comes from knowledgeable industry experts.

The Reality

While experience is valuable, the printing industry is always evolving. Suppliers work with a wide range of clients and have insights into emerging trends, successful strategies, and potential pitfalls. Partnering with suppliers rather than resisting them can lead to stronger, more competitive businesses.

Conclusion: A Missed Opportunity?

Printing companies that ignore supplier recommendations may be missing valuable opportunities to improve efficiency, reduce costs, and enhance quality. Instead of viewing suppliers as mere salespeople, printers should see them as partners with a vested interest in their success. Before looking at your suppliers and asking why hasn't our operation improved since we brought you on board, look in the mirror and ask have we listened to their recommendations.

By fostering open communication, testing new ideas, and being willing to adapt, print businesses can gain a competitive edge—turning supplier advice from a sales pitch into a strategic advantage.