P+P: What keeps you up at night?
ELD: Well I sleep fine, but I hear the complaints of many print sellers in the industry. As I mentioned before, it is the devaluing of print by those who think cutthroat pricing is the answer in this market. Nowadays, most advertisements for print contain a discount or some other pricing gimmick, and I think printers are really selling themselves short. It is completely unnecessary. All customers want service, consistent quality and value. You can compete on that. The "beat everyone's price" sales approach diminishes the entire industry and creates a weaker market from top to bottom. Those of us who love printing work hard and place a value on what we do. Customers will always respect us for it. Price yourself correctly and do the job right. You will lose more than sleep if you sell yourself too cheap.
- Places:
- Baldwin
- Salt Lake City