Pressed to Print: Before You Say “That’s Too Expensive”

“That’s too expensive.”

If you own a small business, chances are you've heard those words before.

And as a customer, you've probably said them too.

But before we decide that something costs too much, it helps to understand what goes into the price.

When you purchase a custom shirt, printed materials, promotional items, or a service from a small business, you're not simply paying for the item itself.

You're paying for materials, equipment, time, labor, experience, preparation, customer service, business expenses, and the knowledge it takes to get the job done right.

There are also costs customers don't see.

Rent. Supplies. Software. Equipment maintenance. Shipping. Taxes. Insurance. Advertising. Electricity. And all the little expenses that add up when you're running a business.

And then there's time.

Time spent answering questions.Time spent preparing an order.Time spent correcting artwork.Time spent communicating with customers.Time spent making sure the finished product is right.

Small businesses don't always have the buying power of large companies. We may not be able to purchase thousands of items at once or receive the same discounts from suppliers.

That doesn't mean we're trying to charge more just because we can.

We're trying to price our products and services in a way that allows us to stay in business and continue serving our customers.

Does that mean every small business has the perfect price? Of course not.

Customers should absolutely ask questions, compare options, and make sure they're comfortable with what they're purchasing.

But instead of simply asking, “Why does this cost so much?”, sometimes it helps to ask:

“What goes into this price?”

That question can open up a much better conversation.

Because behind every small-business price is a person trying to build something, pay their bills, serve their customers, and keep their doors open.

Value isn't always visible.

So the next time you receive a quote from a small business, take a moment to look beyond the number.

You may discover there's a whole lot more behind it than you realized.

What do you think?

Business owners, what do you wish customers understood about your pricing?

Customers, what information helps you understand why a product or service costs what it does?

Let's talk.

Helping you build business behind the business.