ESTIMATING AND PRICING — RECOGNIZING THE DIFFERENCE

Just as lowering prices is not the right strategy in some cases, raising prices in certain situations is also the wrong approach, according to Cone. For instance, “printers often raise prices to discourage certain market segments,” he notes. “This is done all the time, but it doesn’t make it right. Every printing plant has certain segments of work that fit its equipment better than others and receives requests from customers for jobs that it is capable of producing, but will not make a profit.