Decals So Many Materials So Many Choices; Choose Wisely

Decalcomanias (AKA decals) all are not created equal. Our customers do rely on us to inform them what material and printing process is best for their application needs. Some customers ask for a decal manufactured with a particular material using a certain method of printing.

It is our responsibility to ask the question to determine what material and method of printing is needed for each customer need. Just because the customers ask for a particular material and or printing method does not mean this is the best choice for the application. Many times what a customer wants is not what they need.

In our modern society, we are all specialist in our field of study, or vocation. Many times when we need to purchase a product we educate ourselves on the internet and believe we have a clear picture of what to purchase. I hope that we are aware that not all information on the internet is created equal. The information we glean from the internet is not comprehensive or exhaustive information.

Purchasing decals or labels from a printing company should be accomplished with the advice of an expert who prints or sells decals and labels. It has been my experience that many purchasing managers purchase the wrong type of marking product. Let me illustrate this with an example

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A case history of Arrowhead Water that took place in 1983, Mr. Decal had a sales appointment with the purchasing/warehouse manager will call him Chuck to discuss his decal needs. During the sales interview, Chuck was willing to allow Mr. Decal to quote on a particular decal. The decal was a matte silver polyester decal with one color 1” X 2” and the text read “CAUTION HOT.” The decal was mounted on a water cooler above the hot faucet outlet of the unit. This decal never was outside or exposed to any sun or Ultra Violet light at any time. Therefore, Chuck gave me a sample and wanted a quantity of 50,000 quoted.  

When I returned with the quote I also had made a sample of not a decal, but a label printed on the same material with a lamination. Chuck the purchase/warehouse manager was astounded that the quoted price was 50% less than the price he was currently charged. His question was how did you quote such a great price? Mr. Decal informed Chuck that currently he was purchasing a decal and what he really needed was a label. I continued a decal is usually reversed for outside environments, your application is an inside an office condition, where a label would suffice.

Chuck responded that his current supplier did not educate him about the difference of a decal or a label; they just said this is what I needed. He continued by asking why would they not inform him of this. Since Mr. Decal knew, whom the supplier was I offered this information; your current supplier is a screen-printer and they print decals not labels, so they sold you what they sell not what you needed. The end of this anecdote is Chuck awarded Mr. Decal all of his decal and label business.

Mr. Decal was willing to ask the right question and because I had no stake in how the printing job was done, I got the account because I sold Chuck what he needed, not what I sell, or what he wanted.

There are so many types of materials and printing methods available to us. Purchasing manager need to let the experts in printing and materials inform us of the right material and printing method that is best for your application.

A post scrip; take care who ask, because some experts have a vested interest in the advise they tender to you. 

Mr. Decal’s next post; why should the purchasing manger use a print broker, instead of a printing manufacture?

Doug Bryant

<br><a href=”http://www.decalfactory.com“>The Decal Factory – The best decals, signs, labels, posters, stickers and banners in the industry for business and hobby.</a> <br>Toll Free – (800) 369-5331