Gemini-Bimonthly-August - Flipbook - Page 3
A Note from Gary
If there’s one truth that sign professionals
know well, it’s that every job starts with the
numbers. Yet even seasoned pros can fall
into common traps when it comes to profit
margins. One of the biggest misconceptions?
That direct costs—materials and labor—are all
that matters. While these are foundational,
it’s easy to forget recurring indirect costs like
rent, utilities, software subscriptions, or the
wear on your equipment. These aren’t just
occasional expenses—they’re essential parts
of your pricing structure.
Another overlooked factor is the value of
your own time. Whether you’re staying late
to run machines or managing installs over
the weekend, that effort has a real cost—not
just in dollars, but in personal time and lost
opportunities. If you’re tied up on a lowmargin job, you’re not out selling, designing,
or securing your next profitable project.
Material waste is another hidden drain. Sure,
you might not use a full sheet of vinyl or
metal—but remnants often sit on the shelf
longer than expected. Instead of hoping they’ll
be useful later, it may be smarter to price the
full sheet into the job to protect your margins.
Profitability isn’t just about charging more or
cutting back—it’s about pricing smarter, with
a full understanding of your actual costs. In
some cases, the most profitable move might be
walking away from a job where the numbers
don’t work. This month’s feature dives deeper
into understanding and protecting your
margins with five actionable tips. When you
price with intention, you don’t just stay in
business—you build one that lasts.
Gary Harder
Director of Business Development
Signage Spotlight
2
