Curbing Price Quote Chaos —Morgan

Because print buyers assume printers are achieving much higher profit margins, they may take for granted that there is room for negotiation because it will just come out of the printer’s profit. This, in turn, generates the belief that the most important thing to a buyer is price.

It’s in the Details: Print buyers are generally very good about capturing the specifications for a print job (i.e., finished size, ink specifications, etc.), but rarely include the overall goals or expectations for the print projects (i.e., how the project will be used, the expected ROI on the piece, quality expectations, etc.). Buyers’ bid sheets are generally flawed because the overall expectations aren’t communicated.