The Letterville BullBoard: Basic vinyl pricing

This is topic Basic vinyl pricing in forum Design/Cost Workshop at The Letterville BullBoard.

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Posted by Rod Ort (Member # 928) on :

I am a part timer and need advice on basic pricing

Are those small price guides really the accepted norm?

Sample pricing situation..
I have a customer that regularly gets vinyl decals for their trucks (qty of 5) its a 32"w x 8" high logo that was provided in eps format all I do is cut them from high performance vinyl and deliver them. What should I charge?

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Posted by Dana Aaron on :

I struggle hard with pricing, but am beginning to get a better hold on it.

A lot depends upon the area you are in. I am in a very small town and cannot charge the prices that others can get in larger areas. I have a 1995 pricing guide that I follow for the individual letter prices.

The other way I figure vinyl is $8 a square foot. I use the two methods and figure out a price.

I keep a notebook on my desk with prices written down so I can refer back to it. I keep costs as well in there, since some things I do charge tax on, but the others that I don't, I write down the costs of materials. That has also helped me figure out where my prices should be.

Here is an example - a local contractor has me cut all his vinyl & he installs it. Only words, but the last set I did was 3" x 49", white, one line copy. Already in computer, just had to tweak size. He needed 2, I delivered (only a couple miles away) and charged him $40.

I dunno, maybe other people will get on here and ream me out for being cheap. All I know is that I was happy, he was happy. And he has lots more to do, pays right away (usually has a signed check waiting for me) and has sent several people my way.

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Dana Aaron
Sign-A-Saurus
Nevis, MN
ICQ# 37949659
It's a dog-eat-dog world... and I'm wearing milk bone underwear.

Posted by Chris Cullen (Member # 913) on :

Dana is on the right track. If a customer is a regular and always pays on time I think they deserve a little extra courtesy.
Don’t worry so much about price, make service the issue.
Most customers who come back again and again, like contractors, are looking for reliability, not economy.
I charge a minimum. One hour, $45.00 per hour. The pricing guide book is a good reference, but, you cannot rely on it exclusively because of region and sourcing.
Don’t fall into the square foot trap. Charge what you think you are worth and the good customers will stick with you, the whiners will walk.

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Thanks; Chris

Posted by Dave Sherby (Member # 698) on :

I've been noticing shops having a minimum charge in the $35 to $45 range. Do you stick to that religously? What about the guy that needs two 3" number 6's for his semi. Or the kid that wants a 4 inch Chevy Bow Tie? Seems a little steep to me. I've started charging a $30 minimum for a finished sign, but when it comes to vinyl letters where they install I charge by the letter. On odds and ends I charge like Super Frog, material cost multiplied by 4 or 5 depending on what it is and my perceived value. If material cost is small and there is considerable computer time involved, computer time gets added at $60 per hour.

By the way.... I'm in a small town too. Do we get discounts from Roland, Gerber, Midwest, N. Glantz, etc. because we're in a small town? Most of our costs are the same as our big city counterparts. We need to make a living too.

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Dave Sherby
SherWood Sign & Graphic Design
Crystal Falls, MI 49920
906-875-6201
ICQ: 21604027
[email]sherwood@up.net[email]

Posted by Rod Ort (Member # 928) on :

Thaks for the feedback, Its very helpful. Since I am part time I have a few good regular customers. I probably don't charge enough but they are regular, the work is easy (usually same old stuff) and they pay on time. I stay away from real small jobs as much as i can and focus on getting more regular work (like the customers I have). My advantage is that I work evenings and weekends when vehicles are not in use. the disatvantage is obvious, I'm not readily available days. I have used the price guide in the past. I definitely want to get work at full price, since it's only my side job I have the luxury of choosing. My concern is to not charge enough or grossly overcharge.

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Posted by Bruce Bowers (Member # 892) on :

just me being my opinionated self....

when it comes to pricing, this can be quite the quagmire. the pricing guides are good for a reference and would be a good source if everyone used them like mechanics use the "chilton's" manual. but since many people haven't a clue about to charge or feel that they have to be the lowest price around, the pricing guide becomes almost useless.

charge what you feel is appropiate and don't worry about what other people charge. we aren't the cheapest or the most expensive shop in our area, nor do we aspire to be. don't waste the time worrying about what other people get. we don't... anymore! hehehehehehehe...

we make a good living and i sleep great at night knowing we provide our customers what we feel is the best value based on price and service.

there are far too many variables to be dealt with when dealing with large vs. small markets. some things cost more and some cost less.

by the way... i think you will find that supply house do award different discounts to customers but based on dollar amounts purchased and payment history. gee... same thing we do.... funny how that works, huh?

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Bruce Bowers
DrCAs
Signtech

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