Here is a meeting that recently took place (summarized):
Client: “I think I like these two colors”.
Broker: ” To do those particular colors is considered Pantone Matching (PMS), which means the printer will need to mix paint in order to make those colors. That will cost about $__ per printed batch. The color you chose is very close to this stock color, and which does not cost extra. Also, the other color is very similar to paper you have chosen, so you could save yourself money by eliminating that color altogether, and allowing the color of the paper to show through”.
Client: “OK. We’ll go with the standard color. I like the sample card, where the artwork goes to the edge of the paper”.
Broker: “That is called full bleed, which is a chargeable service of $__ per side”.
Client: “OK. Let’s stay away from that. Can I have raised ink?”
Broker: “Absolutely, and there is no extra charge for that”.
Client: “Can I print on the back side?”
Broker: “Yes, there is a second side charge for that”.
It sounds like the broker is leaving money on the table, but what he/she is really doing is being a consultant, further establishing a trusting relationship. Too many brokers will be ‘order takers’, but when the client sees the bill, they look elsewhere for future orders.
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