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

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