Awards & Engraving

November '19

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8 • A&E NOVEMBER 2019 I n the world of sublimation, pricing is a challenging subject; there is no simple solution to building an accurate pricing system that guarantees a profitable pricing structure. Each business has its own unique costs and operational characteristics that must be taken into consideration. In addi- tion, each market has a different take on what constitutes a fair price. In reality, pricing is based more on per- ception of value on the part of the cus- tomer than anything else. Thus, marketing plays a huge part when it comes to setting and sticking with your prices. It's a vari- able that cannot be easily calculated in a mathematical formula. You can only begin planning pricing once you know what it costs to actually produce a sublimated product in your own business. It's an involved process, as you have to look at your total operational costs and compare them against your produc- tion efficiency to see what it really costs to deliver high-quality products. Short on time? Check out some quick sublimation pricing pointers here: Award-winning author and international speaker Jimmy Lamb has over 25 years of product decoration business experience. He has extensive knowledge in many facets of digital decorating and embellishing, including busi- ness startup, applications, techniques, marketing, sales, mobile, production and management. Jimmy is currently Sawgrass' Education Manager. By Jimmy Lamb WHAT DO I CHARGE? Sublimation pricing pointers With every job you have three phases: pre-production, true production, and post- production. Only the true production time generates revenue. Regardless of how many pieces are in a job, the pre-production and post-production times tend to remain pretty much the same. True production on the other hand increases with more pieces. ALL IMAGES COURTESY JIMMY LAMB

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