Did You Hear?
When working with a budget-conscious company, it's a different story. Knowing that cheap online options exist, they need to be addressed. So I show them something cheap, and then show them what I want them to buy. Printed pieces are tangible, so I always put samples in their hands. I let them feel the weight, the texture, the depth of the impression (I love embossing, foil and letterpress). Rarely am I able to make a difference in color quality a reason to choose me, so my game is mostly about stimulating tactile senses. 'Quality you can feel' might be a slogan I would endorse. Between specialty coatings and imprint techniques that are harder to shop online, I generally find that the budget-conscious customer will want to pay more for something different.
But I'm really selling two things: the product and the service. If the product is apples-to-apples with something cheaper, then service needs to be better. Quick responses, answering the phone and flexible turnaround are helpful. Thoughtful consideration of the best way to meet someone's needs is something I strive for, and pointing them to the right place [...] in cases [where] I'm not the best solution can ensure someone will want to come back."