Achieving higher prices and defending them starts with one essential element: value.

If you’re struggling with pricing but your print quality is inconsistent, your turnaround times are unreliable, or your customer service is lacking, pricing isn’t your real problem. Fix those first.

But if you provide high-quality, high-speed, variable-data-driven inkjet printing that delivers superior results, how do you defend your pricing against a barrage of price objections from customers?

How do you hold firm when customers say, “Your price is too high,” or “We can get this cheaper elsewhere”?  How do you hold the line in the face of constant feedback from customers that your prices are too high?  The answer is simple formula:

Messaging + Preparation = Confidence

Messaging: What’s Your Value Story?

Your ability to hold the line on price starts with a clear and compelling message about why your production inkjet print services are worth a premium. You need answers ready for:

• “Why are you more expensive than my current provider?”
• “Can you match this competitor’s price?”
• “I have a tight budget; can you lower your price?”
• “Why are you increasing prices?”
• “Can you sharpen your pencil?”

Make a list of every price objection or request you hear. Then, craft strong, value-driven responses. Not all customers have the same concerns, and the same responses will not be effective against every customer, so tailor your messaging for:

• High-volume clients focused on total cost efficiency
• Marketing agencies looking for high-quality personalization and fast turnarounds
• Retailers & brands needing consistent color reproduction across various materials
• And so on…

The right time to prepare these answers is not in the moment the customer challenges you. Be ready. Own your value.

Preparation: Practice Until It Feels Natural

A well-crafted message is useless if you can’t deliver it with confidence and fluency. Practice! That’s where the most abhorred activity on the planet comes in:  role playing.  Yuck.  But seriously.  You have to be ready to deliver the message in a voice that is natural, not robotic or scripty.  This isn’t about memorizing a script; it’s about internalizing your value and being ready to communicate it effortlessly.

• Role-play price objections with your team.
• Practice responding out loud until it feels natural, not robotic or defensive.
• Rehearse in front of a mirror, with a colleague, or even your dog.

Practice until you’ve found your voice and feel comfortable, calm, and clear in delivering your message in response to price objections. Because when a customer challenges your price and you hesitate, stumble, or get defensive, you lose ground. But when you respond with clarity and certainty, you shift the conversation from price to value.

Confidence: The Ultimate Pricing Tool

When your messaging is solid and your preparation is strong, confidence is the result. And confidence is key in price negotiations, allowing you to:

• Hold the line on pricing without unnecessary discounts
• Push back against price objections while reinforcing your value
• Close deals at stronger margins because you believe in what you sell
• Make more money!

And remember, this is all underpinned by solid value.  Production inkjet printing isn’t just another print method; it’s a game-changer for efficiency, personalization, and quality. Incredible production inkjet print services are the motor for pricing power.

Messaging + Preparation = Confidence.  Put in the work, practice relentlessly, and watch your pricing power grow.