Build Trust, Build Business —Morgan

WHEN COMPANIES analyze how to save money, promotional and print costs are often an easy target. In many organizations it’s common that print buyers are given a mandate from management to cut last year’s budget by 5 percent or more.

Just as most buyers are not given proper training on printing technology, they also are not given training on financial tools and tracking. Most organizations don’t know how much money they are spending on print, don’t know how much they are spending with each of their printers, what their AA costs are, or which costs are controllable. Without sound financial information, some buyers may have a knee-jerk reaction to cutting costs—they bid out jobs to a few more printers and go for the lowest price.