ESTIMATING AND PRICING — RECOGNIZING THE DIFFERENCE

“These activities are needed to arrive at an accurate estimate and that, in turn, enables proper pricing,” Cone says, pointing out that “the estimate forms the critical base for price variations or adjustment. Incorrect or inaccurate information at the start compromises the entire process.”

Cone advises printers to not accept estimating information from salespeople that is vague, inaccurate, or skewed by a desire to lower prices just to win the job. Also keep in mind that some clients may provide less-than-accurate specs to keep the price down, he says.