Five Reasons Customers Prefer a Print Broker
Instead of direct communication with a printing office, a customer would prefer to carry out printing orders through a print broker, for the following reasons.
The first reason is that the owner of a printing office is more involved in technical issues and cannot spend time and energy on communicating with individual customers with minor orders. Assume a customer orders a visiting card. Such an order is minor, with a small price, and the owner would rather handle the production process.
The second reason is that customers are not familiar with printing matters and are unable to convey their ideas clearly. In case of a direct visit, the printed product may differ from what the customer expects. This is costly because the profit margin is narrow in printed products and a reprint would impose a severe loss on the printing office. A print broker explains the technical printing issues in the customer's language and offers the order to the printing office in technical terms.
The third reason is the services which are exclusively provided by a print broker, which an owner of a printing office is too busy to provide.
The fourth reason is that a customer does not need to deal with various printing offices for different orders. Print brokers would publish anything, while most printing offices and publishers only work in a certain field.
The fifth reason is cost reduction. A print broker prorates the production cost according to the number of orders he or she keeps. If a visiting card would cost 1500 dollars alone, putting 100 different visiting cards in one single sheet makes it cost 15 dollars.