SMART BLAST

There’s a tendency in the commodity business to undercut value for the lowest price. Printing and mailing services are commonly seen that way. You shop around town, gather three quotes for your project, and go with the lowest bidder.

But is that always the right route to take?

Think of it this way: when you’re building a house, it would be nice if you had a budget large enough to allow you to do your research and choose the contractors that will give you the very best quality construction on every single aspect of the house – the cabinetry, the trim, the windows, the kitchen tile… But unless you’re Warren Buffet, that’s not always an option, and you have to choose your priorities and go with the lowest bidder.

But if you go with the lowest bidder on every part of the house – the cabinetry, the trim, the windows, the kitchen tile – you’re going to end up disappointed in the end, with cabinets that aren’t level, corners that don’t meet, and a contractor who may or may not care when you call to complain.

Now think of your business as a house you’re building, and the contractors are your print and mail vendors. It’s not easy to come across an unlimited budget, so in reality you often have to use the lowest bidder and sacrifice not only some quality and service, but you risk becoming just another job number.

On the other hand, if you take a step up and establish a relationship with your vendors, you’ll get more than just better quality – they’ll have the chance to understand your needs and your customers and will be able to advise you on ways to improve your future efforts. It becomes more than just another project. Instead, it becomes an investment on both sides.

Think about that the next time you’re shopping around.