Why your business won’t grow with unstructured pricing

Stop letting profit slip through the cracks of a manual process and start leading with data-driven accuracy. In this column, Colin Sinclair McDermott, aka, The Online Print Coach explains how accurate pricing will help keep your profit margins.

I have spent nearly 30 years in this industry, and I have seen the same scene unfold in hundreds of printwear & promotion businesses. A customer calls for a price, and the owner pulls a scrap of paper out of their pocket to scribble down some figures. They are pricing based on memory, relying on a gut feeling of what the job should cost based on a similar project they completed three years ago.

It might seem quick and efficient in the moment, but it is actually the riskiest way to run a business. This manual, ‘in-your-head’ method results in inconsistent margins, overlooked line items, and constant anxiety about whether you have actually made a profit once the job finally ships.

Most owners believe their main issue is the speed of their press or the efficiency of their finishing department. In truth, the greatest profit leak isn’t how fast the machine operates: it’s accuracy and consistency. If three different people in your workshop give three different quotes for the same 500 brochures, your pricing strategy is simply a guessing game.

Every time you forget to include a setup charge, a special laminate, or a delivery fee, you are effectively handing your hard-earned profit back to the customer. Even worse, if your process is so disorganised that jobs sometimes get lost in the shuffle or you forget to invoice for a finished project, you are working for free.

The ‘single point of failure’ trap

One of the main risks in any business is having the vital business strategy confined to one person’s knowledge. If you are the only one aware of the specific quirks of a client or the ‘right’ price for a complex job, you have created a single point of failure. This means the business is limited by your personal capacity and cannot operate without your constant input.

You need to shift from ‘involvement’, where you are directly engaged in every calculation, to ‘visibility’, where you can observe the data and the progress of a task without personally doing the calculations. Real growth occurs when you democratise that data and transfer it from your mind into a shared system.

A professional quoting process captures knowledge into a system that anyone on your team can follow. It begins with standard product templates. Instead of building each quote from scratch, you rely on pre-configured templates that include every variable, such as material costs, time-based labour, finishing touches, and packaging. This guarantees that profit is built into the price before the quote even reaches the customer.

This system should also manage approvals and deposits automatically. There is nothing more frustrating than starting a job only to realise the client has never officially signed off on the price, or chasing a payment for a project completed weeks ago. Having a job history at your fingertips is also crucial for repeat work. When a client calls to reorder, you shouldn’t have to search through a filing cabinet or a disorganised inbox to find what they paid last time. You should be able to see the exact specifications and previous margin within seconds.

Reframing the fear of systems

The most common resistance I encounter from owners is: “I am not big enough for a Management Information System (MIS).” They worry that advanced software systems are too complex or too costly for a small operation. I want to shift that perspective. You are not just purchasing software; you are reclaiming your time and safeguarding your profit margins.

An MIS provides the definitive source of information that enables you to shift from ‘guessing’ to ‘knowing’. It offers visibility to see the real margin on a job before it even reaches the production floor. When you have that data readily available, you can lead with proactive clarity instead of reactive emotion. You cease being a reactive problem-solver and become a proactive strategist.

My 90-day plan

Switching to a structured system doesn’t have to happen overnight. You can begin with a 90-day plan that feels achievable even when you’re busy.

First, identify your top 20 products. These are the items that constitute the bulk of your orders. Set these up in your system as templates first. Do not attempt to automate your most complex, one-off projects on day one. Focus on the ‘bread and butter’ work where accuracy and speed will have the biggest immediate impact on your cash flow.

Second, set up the system before you personalise it. Many owners struggle to adapt the software to their disorganised routines. Instead, examine the standard workflows the system offers and adjust your shop to follow them. These systems are built on industry best practices for a reason.

Finally, monitor your margin improvements during the first 90 days. When you move from guessing to knowing, you’ll likely see your average order value rise as you start charging for everything you genuinely do.

Leading with intent

You already possess the technical skills to run a successful business. Now, it is time to develop your strategy and confidence to apply those skills effectively. The aim is to shift from a reactive firefighting mode to a proactive leadership approach. When you have a structured quoting process, your conversations with clients become calmer and your decisions clearer.

If you are ready to stop being the bottleneck and start building the structure that allows your shop to thrive, let’s have a straight-talking conversation. We can review your current setup and find where better systems can improve both your life and your margins.