Dickeson--Don't Play "Printers' Roulette"

A successful merchant knows what competition is charging for the same item and then must do things that add a value the customers can perceive and desire.

What's your strategy for pricing? That's a discomforting question, isn't it? It's much more comfortable and less of a nuisance to install a computerized cost and job estimating system and just mark up the costs to set the prices. That's really a cop-out—the nonthinking person's approach to print management. Three things can happen by pricing under that system: