ESTIMATING AND PRICING — RECOGNIZING THE DIFFERENCE

ESTIMATING AND pricing are the two most indispensable areas of the printing sales process, according to Gary Cone, vice president of Seattle-based commercial printer Litho Craft Inc., and author of the NAPL book “Price Doesn’t Count.” He notes, however, that although printers sometimes use the terms interchangeably, they are definitely not the same thing—and it’s critical for managers and salespeople to understand the difference.