Tony's corner
The advantage of partnering
with local printers
Tony Curcio
Take your Print Finishing to the next level with
industry leading solutions from
ROBERT E THISTLE LTD.
In the hectic daily struggle to keep a small print shop profit-
able, many may fall into the trap of cut-throat pricing – quickly
seeing what competitors in your area are charging and shav-
ing a few percentage points off their prices. This race to the
bottom helps no one and makes margins wafer thin.
Proudly representing leading edge technology by:
Example: I have a friend who runs the Toronto International
Bicycle Show. His printing needs each year involve every-
thing from show passes, floor plans and perforated exhibitor
badges etc., to full-colour brochures. Last month he had
to use four different printers for these relatively simple
projects. One local franchise printer raised prices a few
percentage points, so he got a quote from another fran-
chisee closer to where he lived. It was double (yes, double!)
An offset printer who does his full-colour brochure was
very competitive, but couldn’t compete on the one-colour
and B&W pieces. Another printer that handled his B&W
items and envelopes didn’t have perforating equipment,
so the exhibitor badges went to yet another printer. At the
end of the day, my friend saved about $2,000.
Here’s my point: the most successful local printers I know
never work in silos. They visit local competitors, introduce
themselves and suggest working together. What are your
strengths and theirs? What equipment do you/they have,
and where does your efficiency and expertise lie? Are there
jobs that you’d rather not handle for whatever reason? If I
owned a print shop and specialized in full-colour brochures,
for example, I’d make sure that I knew every other print
shop in my area that could do one-colour and B&W items
more efficiently. Then I’d recommend them to the client.
With one move, I’d keep the client happy, foster loyalty,
and encourage my competitors to recommend my shop
for higher-end projects.
Now this may seem like a fairly obvious business strategy.
But be honest: how often have you rushed a job through
so you could earn a few extra dollars, while possibly sac-
rificing more lucrative future work? Sometimes you just
can’t take on all requests cost-efficiently. Don't be afraid
to recommend local competitors. Find your niche, know
your local printers’ niches and work together. Then every-
one wins!
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Books, Magazines, Catalogues,
Posters, Brochures, Flyers, etc.
Prompt estimates
T:
416-299-8568
F:
416-299-3977
E: [email protected]
Until next time, always remember that we’re here to help.
30 Production Dr., Scarborough, Ontario M1H 2X8
www.bestdealgraphicsprinting.com
Tony Curcio
Editor, Graphic Arts Magazine
[email protected]
8 | March 2018 | GRAPHIC ARTS MAGAZINE
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1-866-719-3339
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