Do buyers force price down? Or are print companies the real culprits?
I hope you are well.
How are you finding the trade at the moment?
For us it has been very up and down, at the moment we are very busy. But, as always, we want more work, so if you have anything that is suitable to my presses, both B1 and B2, then please contact us for a quotation. If we have already quoted and you know that something is in the pipeline then please let me know so I can arrange the schedule.
I look forward to hearing from you.
I’m sure you’ve seen a lot of similar e-mails in the trade. Maybe you’ve even received one like this yourself.
There appears to be nothing wrong with a message like this. It is simply a reminder to the buyer about the printer. And a reminder that they should ask the printer for a quote.
But this message encourages the buyer to choose on price
Messages like this will reduce a printer’s chance of receiving worthwhile work. There are three reasons why this message makes a print buyer choose on price. And here’s the first one:
This message focusses solely on quotes
So the only reason that I would send this printer a quote is to see if I could get a cheaper price. E-mails like this actually encourage buyers to practice price-based buying.
This message makes the printer look desperate
As a keen buyer, I always look at messages and try and find the real reason behind them. And in this e-mail the message is clear. The printer needs more work.
This message doesn’t value me as a customer
For a start, I am called Matthew, not Michael. So if you want me to engage with you as a printer, it helps if you get my name right. Otherwise I am made to feel like a faceless prospect.
But beyond this error, the whole tone of the message is transactional. This e-mail works on a purely one-deal basis. The buyer sends a quote. The printer sends a price. It will be chosen if it is the cheapest.
I featured this this e-mail in my book “How To Stop Print Buyers Choosing On Price”. I felt there was a lot that print companies could learn from it.
And it shows that it’s not just buyers who are forcing down print prices.
P.S. Find out more about how about how to engage with buyers so they focus less on price: download the free e-book “Ten Common Print Selling Errors and What To Do About Them” today.