When I speak with almost every print business owner, I typically hear the very same challenge. Their customers only care about price. The good news is that, having worked with hundreds of printing companies around the world, I can say with confidence that it’s not a pricing problem; it’s all about the perception they leave their clients with.
The hardest truth many don’t want to hear is that they are creating this problem themselves.
Why Customers Think Your Print Prices Are Expensive
Let’s start with the customer’s perspective. They’re not print experts. They don’t understand substrates, finishes, setup times, or production complexity. All they see is a price attached to something they don’t fully understand.
So, what do they do? They compare you to every other commodity printer out there.
We know how this is usually played out. They get three quotes. They look at the numbers. And they make a decision based on the only thing that feels clear to them, the price.
Now here’s where it gets interesting. If every print company presents their quote in the same way, a list of specs and a total cost, then you’ve just made it incredibly easy to be compared.
At that point, you’re not selling the value your business brings to the table. You’re competing in a spreadsheet.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
