Announce a Price Increase on Printing Services...Why? -Carl Gerhardt

By Carl Gerhardt

I have written before on the importance of intelligent pricing and its impact on profitability. A question I often get is, “Should I announce a price increase?” My answer is, “No.”

Why would you want to? Why call attention to a price increase and invite questions or shopping around by clients?

Don’t get me wrong, I am not suggesting that you need to apologize or hide the fact that you must increase prices to keep up with inflation. On the other hand, you don’t need to raise the “red flag” either. Certainly, if you have a fixed or contract pricing with a customer, you would be required to inform that buyer, but that does not apply to the bulk of business for most of us.

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Business Management - Productivity/Process Improvement

Carl Gerhardt Author's page Carl Gerhardt is the chairman of Alliance Franchise Brands LLC, the parent company of Allegra Network LLC and Sign & Graphics Operations LCC, and a world leader in marketing, visual and graphics communications, linking more than 600 locations in the United States, Canada and United Kingdom. The company’s Marketing & Print Division, headquartered in Plymouth, MI, is comprised of Allegra, American Speedy Printing, Insty-Prints, Speedy Printing and Zippy Print brands of marketing, printing, mailing and Web services providers. Its Sign & Graphics Division, headquartered in Columbia, MD, is comprised of Image360, Signs By Tomorrow and Signs Now brands of sign and graphics communications providers.

Carl and his wife, Judy, owned and operated their own successful Allegra franchise for nearly 20 years before selling the $2.3 million operation in 2003. He is a PrintImage International/NAQP Honorary Lifetime Member and was inducted into NAPL’s prestigious Soderstrom Society in 2010 in recognition of his contribution to the industry.