GRAPHICS PRO

December '20

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G R A P H I C S - P R O. C O M 2 0 2 0 D E C E M B E R G R A P H I C S P R O 8 5 If you do not have a retail storefront, cre- ate some print information that outlines the same pricing information, including that asterisk and statement. It can be a price sheet, brochure, your website… anything that you can place in front of the customer that has established pricing information dis- played on it. This counters the perception that whatever price you quote is random since you have it in print. PRICING WARS Establishing effective and profitable pricing is challenging. It is a tough line to walk to make your pricing attractive to customers and simple to understand all while applying it to custom work and hitting your profit- ability goals. Using valid information—the data from previous orders—is one of the best ways to develop these price points suc- cessfully. So, what do you say to the customer when they ask why your price is different than the other business? Speak to what you can and will do for your customer. State your price, guarantee your work, and honor your deadlines. Set the bar high for your com- petition. Do not get pulled into a pricing war, because both apparel decorators lose in the end. If you feel particularly bold, ask the cus- tomer why they want pricing from you in- stead of placing that order elsewhere. The customer is not going down the street for a reason. It is likely they were getting exactly what they paid for and it was not meeting their needs. The work may have been poor. A deadline may have been missed. They may not have liked how they were treated. This is your opportunity to show them what you can do. GP JENNIFER COX is one of the founders and serves as president of the National Network of Embroidery Professionals (NNEP), an organization that supports embroidery and apparel decoration professionals with programs and services designed to increase profitability and production. You can contact her at jennifer@nnep.com. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing units, screen drying cabinets, screen registration systems, wash-out booths and utility equipment. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing units, screen drying cabinets, screen registration systems, wash-out booths and utility equipment. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 Rockets ink temps up to 350°F in the first several inches and holds at-cure temps longer for the highest possible rates. Digital temp control of 3 height- adjustable heaters maximizes efficiency for each ink type. Cure 1080+ plastisol-printed garments/h, 555+ water-based or discharge-printed garments/h, and 185+ garments/h inkjet printed with white ink. 18-, 30-, 54- and 78-inch wide models. OF PLASTISOL, WATER-BASED, DISCHARGE AND DTG WHITE INK +1-610-625-2702 SALES@VASTEX.COM VASTEX.COM II-0821 Mix & match chambers and conveyor extensions for limitless possibilities! Made in USA Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 +1-610-625-2702 SALES@VASTEX.COM VASTEX.COM +1-610-625-2702 SALES@VASTEX.COM VASTEX.COM +1-610-625-2702 SALES@VASTEX.COM VASTEX.COM +1-610-625-2702 SALES@VASTEX.COM VASTEX.COM +1-610-625-2702 SALES@VASTEX.COM VASTEX.COM Made in USA II-0821 Faster Drying X3D_Impressions_20200713.indd 1 RICOH Ri 2000 • Blazing-Fast Single Pass Printing • Innovative Automatic Head Cleaning Jig • Software Solutions to Grow Your Business RICOH Ri 2000 • Blazing-Fast Single Pass Printing • Innovative Automatic Head Cleaning Jig • Software Solutions to Grow Your Business Call for a FREE Deluxe Sample Pack! 866.402.7450 RicohDTG.com/GraphicsPro2000

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