Pricing Archives - Marketing, content, & technology to help printers sell more printing

Remember the childhood game of “kick the can”? It was fun, simple, and easy. You’d kick a can down the street, pushing the challenge just a little further ahead, never truly resolving it, just postponing the inevitable. But when you’re running a printing business, playing “kick the can” with your pricing strategy isn’t fun; it’s risky. Why Traditional Pricing Feels Comfortable (But Isn’t) Many printers rely on gut instincts and legacy methods to price their services. It feels comfortable. You know your clients, you know your business, and you think you know your costs. But the reality is often different. You’re frequently pricing based on assumptions or guesses, not facts. And when uncertainty creeps in, you instinctively compensate by inflating costs in areas you believe are already covered. You’ve effectively kicked the can a little further down the road. You haven’t solved your pricing discomfort; you’ve just displaced it somewhere else. The Real Problem: Avoiding the Uncomfortable Truth Let’s face it. The reason you’re increasing the perceived cost of something you’re already confident about is that there’s another area in your pricing you’re less certain of. Maybe it’s labor, maybe it’s materials, maybe it’s overhead. You have a sense that

Pricing could be considered one of the great debates. Small business owners are often riddled with questions like these: “Should I lower my prices to beat out the competition?” “Or should I increase my prices to show I have more value to offer?” “Should I show my pricing on my website?” While these types of questions may continue to come as part of entrepreneurship, the last one can be tackled by looking at a few myths regarding online pricing. Take a look below. 3 Myths About Putting Pricing on Your Print Website Myth No. 1: Not Having Pricing on My Website Doesn’t Reflect My Print Business Famous American poet Emily Dickinson once wrote, “Saying nothing sometimes says the most.” Are you “saying nothing” when it comes to your website pricing? Listing pricing on your website lets your clients and prospects know exactly what they will get and for how much. You could even go so far as to say that pricing helps to build trust with your audience because it allows you as the printer the opportunity to both offer and delivery on a promise. Another way pricing reflects your print business is it gives your print buyers an idea

Are you charging too little and leaving money on the table? Or maybe you’re charging too much and scaring potential customers away before the money even makes it to the table? It’s hard to know… Until now! With this simple assignment, you’ll be able to verify that your pricing reflects what the market will support. Your Guide to Goldilocks Pricing Getting that “just right” pricing for your print company can be an intimidating project if you let it. But there’s safety in numbers; you don’t have to go it alone! You have the opportunity to join hundreds of other printers in the National Print & Sign Owners Association (NPSOA) 2020 Offset & Digital Printing Pricing Survey. This survey, written by printers and created by printers who are still in the industry and relevant, will provide you with valuable insight as to how your pricing strategy compares to other printers. By participating, you’ll get a sense as to how close you are to your desired “just right” Goldilocks pricing. And speaking of pricing, guess what? All NPSOA members and non-members who participate in the survey will receive a free copy of the 2020 Offset & Digital Printing Pricing Study when released