For the past several years, printing company managers have been urged to practice a value-based approach to selling and pricing. Value-based selling and pricing are particularly important for companies that provide more complex offerings such as personalized direct marketing campaigns and online collateral management systems or other web-to-print solutions.
Purchasing these kinds of solutions often requires the buyer to make a significant change from the status quo. Therefore, demonstrating the value of the proposed solution can be critical to closing the sale. Unfortunately, many printing companies are not quantifying the value that their solutions will deliver. Over the past several months, I’ve reviewed numerous sales proposals for direct marketing campaigns and web-to-print solutions and not one of these proposals contained a quantitative estimate of value or an ROI calculation.