Blog - I Need Your Lowest Price

I Need Your Lowest Price

Oct 21

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10/21/2011 7:05 AM

I Need Your Lowest Price

In the race to secure new business we hear this refrain from every customer – I need your lowest price.

The government requires bidders submit their lowest price to win their business, then pay twice as much, or more, when they want it to work the way the RFP was written.

When we buy for our families and loved ones, do you always choose the lowest price, the cheapest quality? If you were sick, would you choose to have the least expensive treatment to save your life?

If you wouldn’t put your loved ones in jeopardy, why would you do that to your reputation when you sell your goods and services everyday? The landscape is competitive, no doubt. When it comes to margin and deliverables what’s the best policy and the right decision?

Driving prices to the bottom is not the answer. The “Walmartting” of the printing industry has driven many printers to the poor house and out of business. Print is not a commodity based product, even though many would argue against that statement. It requires skill, craftsmanship and knowledge to produce saleable printed materials.

Digital based systems have made it easier to produce printed materials faster and in smaller quantities. Digital and toner based machines do not require the make-ready of traditional press systems. Your time and skill to prepare a file a customer submits for reproduction has value to the end-user. In fact they may have tried producing a project at one time and see that it requires more expertise than they realized. The service and advice you provide is valuable – don’t discount your value.

Never sell to your lowest price. Be prepared to show the value you and your organization provide in producing a product worthy of your company’s name and reputation.

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Mark Robinson

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