ESTIMATING AND PRICING — RECOGNIZING THE DIFFERENCE

Some printers use low prices as a way to get their foot in the door—a strategy Cone terms as “risky at best.” This approach doesn’t allow the salesperson to learn and focus on what the buyer really needs, which is one of the best ways of building client loyalty,” he says.

He notes, however, that using low price as an entrée might work, however, “if a printing company has a well-thought-out, solid pricing strategy that includes a lower introductory price as part of an overall program for building and maintaining customer relationships.”