You saw how special enhancements such as metallic, clear, white, gamut colors, and fluorescent dry inks and toners can transform an ordinary print job into something that stands out and attracts attention.
You’ve read that customers are willing to pay anywhere from 27% to 89% for print enhancements beyond traditional CMYK. And you want to take advantage of the huge opportunities.
But if you’re like many print shop owners, you have questions. Here are some answers to the questions we hear the most.
1. How much do I sell it for?
“My typical series is several hundred pieces. I usually charge around £100 more per set up job. I also add up to £1 each for silver or gold ink.’
While there is no magic math equation for Beyond CMYK pricing, there are many factors that affect the price you can charge. These include the market demand for the type of decoration, the client’s brand awareness and the number of local competitors, as well as the type of media, the coverage area of the special dry ink/toner, the finishing method, the degree of personalization and your cost per click.
For Zoltan Kanovits, CEO of Kanovits Print Atelier in Slovakia, the formula works out to be three times the total cost of printing on average. It calculates the cost of the special dry inks used based on the coverage area of the application. He adds this to the basic cost of printing and factors that, along with the markup, into the final cost.
2. How do I shift the conversation with customers from price to value?
It’s simple: seeing is believing.
Many print shop owners believe that sharing sample sets is enough to get a product into the hands of marketers. When you compare the value that Beyond CMYK brings to each application in terms of leverage and ability to exceed customer expectations and increase customer loyalty, it’s no longer a dollar-for-dollar or rand-for-rand comparison.
Many said their customers would pay the highest premiums for textures, foils and metallics (40% to 89%) and lower premiums for specialty spot colors and coatings (24% to 37%).
“We consult with our customers about how their artwork can be enhanced with special colors. Sometimes we attract them by initially giving away part of the improvement task for free. If you show your client beautiful work, they will come back for more.”
3. How much will it cost me?
“Global dot-coms are competitively priced, but they don’t handle same-day appointments like I can. Special printing on tight deadlines demands a premium.’
Specialty dry inks/toners can be more expensive than CMYK only. The costs of using ink and toner and additional technology should be considered. Unlike some companies that add a premium fee for specialty colors, we treat them the same as CMYK. In any case, these costs are minimal compared to stand-alone alternative processes such as foil stamping, embossing, spot varnishing, etc. Doing it all inline with CMYK saves time and means no additional labor or equipment.
With short run and personalization capabilities, Beyond CMYK digital effects typically generate additional pages and new print jobs, increasing revenue.
4. What is ROI?
ROI can be measured in a variety of ways, including new applications, increased print volume, improved pricing strategies, improved margins, the ability to provide capabilities that competitors cannot, and enhanced value propositions such as marketing and design services.
One thing is clear, however: going beyond CMYK is quickly becoming an important product feature as well as a means to expand applications and transfer more offset pages.
All of this means a higher return on investment for you because you can charge more value.
“When we evaluate a job, we start by figuring out the CMYK cost per click. When I add special dry inks, I increase the cost per click by a few cents. I also put a premium on top of that to help pay the cost of my rent.’
In summary, there is no single pricing structure for selling Beyond CMYK. It’s an art and a science that depends on your market, your business, and your ultimate goals. But the pioneers who have adapted to the future of print are proving that the rewards are worth it. And we’ve prepared a series of guides to take the mystery out of this equation. When you’re ready to go beyond CMYK with your customers, contact your Xerox representative to continue the conversation. In the meantime, request free guides to learn how to develop a pricing structure that’s right for your business.
About Altron Document Solutions
Altron Document Solutions (ADS) is Africa’s leading document management technology and services company and the largest Xerox distributor in the world. It is an authorized Xerox distributor in 26 countries in sub-Saharan Africa, offering a full range of Xerox document equipment, software solutions and services. Altron Document Solutions is part of Altron Limited, which is listed on the JSE.
Xerox Holdings makes every day better. We are a workplace technology company, building and integrating software and hardware for businesses large and small. As customers strive to manage information across digital and physical platforms, Xerox delivers a seamless, secure and sustainable experience. Whether inventing the copier, Ethernet, the laser printer, and more, Xerox has long defined the modern work experience. Find out how these innovations continue at xerox.com.
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