GMS_Sales_Training_Manual_Expanded BDS

GRAPHIC MEDIA SOLUTIONS | Corporate Sales Training Manual

15. Pricing and Profit Strategy GMS pricing is variable and dependent on materials, quantity, finishing requirements, turnaround time, and delivery logistics. There is no universal rate card — every quote is customized. Your job is to sell value, not compete on price. Key Pricing Principles • Always present value before price: Walk the prospect through the expected ROI of the campaign before you reveal the investment figure. • Bundle to increase perceived value: A standalone postcard campaign feels like a cost. A 'New Customer Acquisition Campaign' that includes postcards, design, mailing list, and postage feels like a service. • Use price anchoring: Present the Expansion Campaign first, then work down. The Starter Campaign will feel more affordable in comparison. • Avoid competing on price: If a prospect pushes back on price, redirect to value — 'What would 50 new customers be worth to your business over the next quarter?'

Pricing Variables to Discuss with Production • Quantity (print run size) • Size and format (folded vs. flat, paper stock) • Finishing (lamination, UV coating, die cutting)

• Mailing list type (EDDM vs. targeted list) • Turnaround timeline (standard vs. rush)

Pro Tip: Never quote pricing verbally on the first call. Always send a written proposal that frames the campaign professionally — it increases perceived value and reduces price objections.

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