I agree with Gino here. Reputation is everything. It's the reason some shops will command $1500 for a job while others complain their customer's don't want to pay $500 for the same work.
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A couple of years ago we quoted a $40,000 job for real-estate
signs to be shipped all over the country. I wrote it up, had James look at it, and sent it off to the customer. I woke up in the middle of the night in a cold sweat thinking I had done something wrong.
The next morning I reviewed the quote and realized that the material cost for the job alone would be $42,000. I didn't even cover material, let alone labor, ink, packaging.
I reached out to my customer, and asked if they had bid the job already. They said yes. My heart sank. I told them we would honor the price, but it was a one time deal of the century, and if they didn't get the work, no one would.
Fortunately, the job didn't come through, but I was willing to eat thousands of dollars to uphold our reputation, and I'd do it again. What else do we have?