“Pricing” – Where Does it Rank?

Earlier this week (April 8-10, 2019) we posted a graph and some summary comments regarding a survey conducted by RIT in 2003. We encouraged reader feedback and while we did receive two comments, we are looking for additonal feedback that we can post here.

Click artwork to download 2-p PDF

In the meantime, we have obtained permission from the original author to reprint the entire 2-page article. You need to read this article with an open-mind, rather than through some heavily tinted glasses that always seem to blame pricing for all your woes. Way too many printers often cite “pricing” as the primary cause for their lack of growth, poor profits, and the lack of customer loyalty, just to name a few.

If printers could only hear themselves talk sometimes. If they did they would realize that they use “pricing” as an excuse for their troubles. They blame printing brokers, low ball competitors down the street as well as the lack of loyalty from their own customers. If these printers did a little bit more probing, they would possibly discover that it really wasn’t pricing that caused their customers to leave, but things like consistent failure to meet deadlines, sometimes poor quality and less than friendly CSRs.

Anyway, enjoy the article and send us your feedback to: [email protected]

Yes, we would love to do this survey all over again and see what has changed and what has remained the same, but getting our hands on a representative list of prospects to whom we could mail would represent a real challenge. Any ideas>