ESTIMATING AND PRICING — RECOGNIZING THE DIFFERENCE

Because of the huge impact pricing has on a company’s profit performance—for good or for bad, depending on the expertise of the individual determining it—pricing must be a management decision, Cone points out.

“For most commercial printers, pricing is not determined from a pre-defined, fixed grid. Placing pricing decisions in the hands of individuals who don’t understand the principles involved or who are more prone to discounting than to balancing the prices could result in several financial consequences for a printing company,” he adds.