Special Pricing Deal When You Convert to ONYX Thrive Workflow Software

ONYX announced new incentive pricing available at LexJet when you convert from ONYX PosterShop or ProductionHouse to ONYX Thrive, a full-featured, scalable PDF network-based workflow solution based on the Adobe PDF Print Engine.

Large format print workflow software
One of ONYX Thrive's big benefits is scalability: customize your print workflow and easily grow with business demands.

Conversion incentive pricing is good through March 29, with considerable savings when you convert from PosterShop or ProductionHouse to Thrive. If you trade in your ONYX PosterShop version 10.x for ONYX Thrive 642, for instance, you receive a value of $2,500. Trade in ONYX ProductionHouse version 10.x for ONYX Thrive 862 and receive a value of $4,000. There is also special pricing available for ONYX versions 6.5 and 7.x.

Thrive offers print shops a cost-effective way to grow their business by spreading out the workflow across multiple computers and streamlining the Adobe print process. Therefore, Thrive is more easily scalable as the print shop adds more printers and grows their business.

Plus, you can drive production from a mobile device, like an iPad, with the new Thrive Production Manager. With Thrive Production Manager on a secure network you simply open a browser, point it to the RIP Queue, and away you go, wherever you are.

To find out all the conversion pricing, and for more information about the incentive, contact a LexJet customer specialist at 800-453-9538.

Selling Beyond Price

Your price is too high. These are five words that can strike fear into the heart of many salespeople. Yet it’s a known fact that the lowest-priced quote most often doesn’t win the business and that low pricing doesn’t keep the customer long-term. Why?

How to portray value to your customersWhat are the key differentiating factors you must be able to communicate to your prospective customer? How do you deliver this message so the customer will fully understand your added value? Let’s take a closer look at this important issue and how to win the business and keep it, not buy it and lose it.

Price, Cost, Value
You’d be surprised how many salespeople believe these three terms mean the same thing. They don’t. Let’s take a moment to look at the actual definition of these important words in the world of sales…

Price: The sum or amount of money or its equivalent for which anything is bought, sold or offered for sale. What did I pay to obtain the requested product or service?

Cost: The total expense incurred from owning or using a purchased item or service. What is the expense incurred by your customer for this product or service over its lifetime of use?

Value: A product or service’s relative worth, merit or importance when evaluated as a return on total investment. Were the amounts paid to acquire, own/use and retire a product or service exceeded by its performance toward the desired result? Did I get what or more than I expected?

Price and cost evaluations are based completely on the objective measurement of how much. Value evaluations are based on a complex combination of objective and subjective measurements that are unique to each customer. Price and cost are simple arithmetic.

Value is more like complex mathematics involving wants, needs and satisfaction. Customers will tell you that price/cost are all that matter, but they will leave you for failure to deliver them a good value as they perceive it.

What Determines Value?
Before we approach this topic it’s critical to remember who determines whether or not your product/service delivers value. That person is the customer. Period. It doesn’t matter what we think our value may be. It only matters if the customer believes it’s valuable to them.

Therefore, it stands to reason that the only way to know a customer’s perception of value is to learn it from them. You’ll need to dig and dig deep if you want to build a competitive advantage for your company. Here are some sample questions that will help you understand how and where to dig…

Know Your Customers
What level of commitment and performance do they promise to their customers?

What makes them different/superior to their competition?

Who is their customer and what are they trying to communicate with their graphics? Value is a downstream process. If you want to make your customer delighted with you, you need to make their customer delighted with them.

Who did you use for your last project? There are a host of reasons this question is important and why you must be completely prepared to address their responses. You’ll need to know your competition inside and out.

Know Your Competition
What do they sell to their customers versus what they actually deliver?

Do you have any former customers of theirs who now do business with you?

What was their experience and why did they switch? Are they willing to say so?

What did you like/dislike about their performance as a partner in profit?

Did they do the job right the first time?

Did they deliver on time and on budget?

Did they guarantee their work?

Were they flexible in meeting any changes to the project?

These questions are only but a few examples of those you should ask, but you can see how the more you know about your competitor’s ship the better you know where to aim your torpedo.

Know Your Company
The questions about your competition should also be asked about your own company. From there you will need to be able to communicate what makes your company stand out and provide examples to prove it… Experience with similar projects, your firm’s unique attention to detail, any satisfaction guarantees you provide, how your company’s commitment to them mirrors their commitment to their customers, and your professional assistance and expertise are important elements to include when helping them understand your value proposition.

Your goal is to be a valued partner they can rely on, not just a one-and-done supplier. What you know and what you say mean nothing if you don’t make it happen. You can’t just make the sale and then punt. Be active. Stay engaged in the project from start to finish. Over communicate. Solve problems. Be a key part of the difference between the price your customer pays and the value they receive. It doesn’t cost anything and it pays over and over again for you and your customer. 

Print Pricing: Promoting the Bread Winner and Multiples for Multiplied Profits

Pricing inkjet prints by promoting the breadwinner

In yesterday’s blog post I discussed a couple of easy ways to adjust your pricing so that your customer orders the sizes that are the easiest for you to produce. In the second part of this series, I’ll go over two easy ways to adjust your pricing to make more money.

The first step is to identify your major bread winner, and promote it heavily. The second is to give a discount on multiples.

Promote the Bread Winner
Take the time to look at your current product offering. Is there one particular type of print you make a lot more money on than usual? Identify this offering and promote it. Many photographers and print producers have realized that they can make huge profits from canvas and fabric prints. If you have a wide-format printer and don’t offer these solutions to your customers, you may want to reevaluate this opportunity.

Let’s say you charge $200 for a 16 in. x 20 in. stretched and framed canvas print. Your ink and material costs are $4.20 for canvas and ink, $1 for Sunset Gloss Coating and $27 for a Sunset Pro Stretcher Kit. You pay yourself $50 per hour, and spend 15 minutes color correcting the file, and 30 minutes finishing the print:

Price                                                      $200
Material Cost                                     -$32.20 (ink, canvas, bars, and coating)
Labor                                                     -$37.50 ($50 per hour x .75 hours)
Profit                                                     $130.30

(Note: these figures may not reflect the normal pricing in your area.)

That’s a lot of profit, especially when you consider that you paid yourself $50 per hour to make the canvas print. Since you have so much profit, you have room to play. Try running promotions at different percentage discounts and take notes on the results.

Eventually you will learn what discount rate works best in your area to increase your profit. I’ve heard photographers say that they do make more money than usual when they sell a canvas print, but they don’t sell that many. So, if dropping the price of this size and type of print by 20 percent (down to $160) enables you to sell 30 in a month as opposed to 15, then that would be worth it according to the math below…

Month 1 – 15 x $130.80 = $1,962.00
Month 2 – 30 x $117.45 = $3,523.50

That’s a big increase in profit month over a month. You should be aware that this increase in volume took up an extra 11 hours and 15 minutes of your time, but you did get paid for that extra time at a rate of $50 per hour. Do some research to find out which works best for you, put that discount plan into action, and collect the extra money!

Discounts on Multiples
This is a quick and easy pricing idea. The initial cost of producing a print is the highest. You have to shoot the shot, color correct it, crop it to size, and then print. However, in order to make another reproduction you will usually just have to change the number of copies in the OEM driver or RIP you are running from one to two.

Since there is really no additional labor involved, especially if you are making a print that the printer cuts to bleed (see Part 1 from yesterday), then you should encourage your customer to purchase more by offering multiples at a discount.

They probably wouldn’t buy more than one if there was not a discount, so this is a great way to get more money from an existing customer. It is far less expensive to get an order from an existing client than it is to find a new client.

Pricing Your Photo Printing so the Printer Does all the Work

How to print borderless and price your workAs I examine the pricing that photographers charge, I find a serious lack of consistency across the board.  That is why I have decided to do a quick two-part series on pricing. The next part will appear tomorrow morning here at the LexJet Blog.

Many photographers and fine-art producers base their pricing on the square foot cost of the material and ink. It is an easily measureable cost, so I understand why this is the trend. But there are many other factors that should be considered when setting up your pricing structure.

For example, labor should also be considered, as I will illustrate in the first part of this two-part series.  The next installment will provide two other methods of tweaking the pricing structure in order to make more money.

Epson and Canon large format professional printers have the ability to print borderless left to right, and cut top to bottom to bleed. To find out more about how to print borderless, go to the following posts at the LexJet Blog:

Borderless Printing through Photoshop and the Epson Driver

Borderless Printing through Photoshop and the Canon Driver

Borderless Printing through the Canon Plug-In

Check your Tech Data Sheet to see which sizes your printer can print borderless, and purchase rolls in these widths. For example, if you are printing on a 10-in. roll on an Epson Stylus Pro 7900, the printer can drop perfectly trimmed 8x10s in the basket for you. There is no trimming labor involved with frame sizes that have one dimension the same length as a roll you have loaded, like in the previous example. 

Also, it is very simple to make one cut in between to frame sizes that are half the width of the roll. For example, if you print two 5x7s on a 10-in. roll with double cut on, then you will only need to make one cut in between the two for perfect 5x7s. Therefore these sizes should be promoted to your market.

The frame sizes that don’t fit these parameters should be priced significantly higher for two reasons: 1) To cover the additional cost of labor involved with trimming, and 2) To discourage the customer from ordering these sizes. Here is a quick example of how a pricing structure should look to encourage customers to use the sizes that are most profitable for you:

2 – 4x6s = $10.50 ($31.50 per sq. ft.)
2 – 5x7s = $10.00 ($20.57 per sq. ft.)
1 – 8×10 = $11.31 ($20.57 per sq. ft.)

By making the 4×6 more expensive than the larger 5×7 and barely cheaper than the 8×10, the customer is sure to pick the 5x7s or the 8×10. If they really need the 4×6 size, it is still offered, but at a price that covers the additional labor involved.

Your customer may ask why the pricing seems out of line. I would respond to them with honesty, but in a manner that does not reveal your exact methods. A good example of a response would be, “Unfortunately, a 4×6 is an odd size in my photographic process, so it costs more to produce that particular size.” This is a simple response with which your customer can relate.

By adjusting your pricing slightly you can encourage your customers to purchase the products that are the easiest for you to produce. This should decrease your labor costs and increase your profit per print, which will have an immediate impact on your bottom line!