Page 35 - Print21 Jan-Feb 2020

Wide Format Printing
7Know your costs 8Transparent pricing
So many wide format printers don’t know their real costs of doing business. Yes, they know how much they pay for ink and for media, but what about the cost of wastage? The costs of difficult installations, labour, and myriad other costs that are often not accounted for? Build these in and you will be
in a better position – and remember, it takes five seconds to lower the price, but it will take a lot longer to get it back up.
9Have back-up
I am amazed by printers who call and say they are out of ink, let alone media, and need stock urgently for a job. This brings unwanted stress and additional cost into the business. As soon as the last ink cartridge goes into the printer, you should call your supplier to get more on the shelves. You never know if you are going to get a rush job, or a large job, and you want to be able to say “yes I can do it”, not “I’ll need to check if I can get more ink”. You need to know you have the capability to produce. Be prepared. We live in an on-demand world, and being able to deliver will get you repeat business.
Be transparent with pricing. Everyone knows Amazon, for instance, itemises a separate shipping cost on its final charge – why don’t you? Be open and upfront about the costs. If you are offering design as part of the job, cost it on the estimate or quote. Then the client will know – if they think it is too much, then fine, they can get the design done elsewhere.
10Know your industry
Know what the competition is doing and get in touch. You might need each other when your printer is down or you have a job too big for just you. Help each other and they might bring you work too. Visit the trade shows to see what is new, and keep on reading Print21 to keep up with the latest in our industry. 21
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