Let’s talk about pricing — not the math, not the spreadsheets, not the cost-plus formula your finance guy loves — but the real game: perception. Because in the world of printed circuit boards, just like in every other business, customers don’t buy the cheapest. They buy what they can justify.

That’s right — nobody brags about getting the cheapest PCB. They brag about getting the smartest deal. They don’t say, “Look how little I paid.” They say, “Here’s why I went with these guys — they’re reliable, on-time, AS9100 certified, and their engineering team saved my design from disaster.”

So, if you’re out there trying to win jobs by being the lowest bidder, let me be blunt: you’re not competing. You’re commoditizing yourself. You’re telling the customer, “I’m interchangeable.” And once you do that, good luck climbing back up the value ladder. You’re not a partner anymore. You’re a line item on a spreadsheet.

Price Is a Story

Here’s what smart shops understand: pricing isn’t just a number. It’s a narrative. It says something about who you are, what you deliver, and how much you believe in your own work. When you lead with price, you’re saying, “Please pick me.” When you lead with value, you’re saying, “Here’s why we’re the best choice.”

And that story better be tight. It had better be confident. Because if you’re not sold on your price — if you hesitate, discount, stammer, or dodge — guess what? The buyer smells it. Like blood in the water. Confidence sells. Uncertainty kills.

I’ve seen this too many times in board shops that panic at the first whiff of a price objection. They fold like a cheap lawn chair. “We can knock 10% off,” they blurt out, before the customer even finishes the sentence. You just told them your value was negotiable. You told them you didn’t really mean it. You told them they were right to doubt you.

Anchoring Works — Use It

Now, let’s get into something called price anchoring. This isn’t just a fancy MBA term. It’s sales psychology 101. You show the most expensive option first — even if you know they probably won’t take it. Why? Because it sets the stage. It makes every other option look more reasonable by comparison.

Let’s say your premium rush job — 24-hour turnaround, full testing, high layer count — is $10,000. That’s your anchor. Suddenly, your standard 5-day $4,800 option doesn’t look expensive. It looks like a deal. Same boards. Different perceptions.

You’re not manipulating. You’re educating. You’re showing the spectrum of value. You’re helping the buyer understand what goes into the work — and what they get for the money.

Discounts Aren’t Always Deals

Now let’s tackle the discount trap. I’m not saying you can never offer a discount. There are strategic reasons to flex. But there’s a big difference between a planned incentive and a panic drop.

Here’s the danger: discounting becomes a habit. And soon, your customers expect it. They wait for it. They ask for it even when they’re ready to buy. You’ve trained them to wait until you blink.

Instead, build a value case so strong that the discount isn’t the reason they say yes — the results are.

Say this with me: “Here’s why it’s worth every penny.” Not “Here’s 10% off.” Say it again if you need to. Tape it to your monitor.

Scarcity and Urgency Still Work

Look, we’re all humans here. We’re wired to react to scarcity and urgency. It’s biology. “Only two slots left this month” gets attention. “Lead times are tightening fast — we can hold this slot for 24 hours” creates action.

Again, this isn’t trickery. This is clarity. If your production schedule is tight, say it. If your quote is only valid for five days, stick to it. That’s not pressure — it’s professional. It shows you run a real operation, not a flea market.

Urgency works when it’s real. Scarcity works when it’s earned. So don’t fake it. But don’t hide it either.

Frame Around Value, Not Cost

Let’s get something straight: nobody cares what your material costs are. Nobody’s losing sleep over your laminate pricing, your copper weight, or what you paid for ENIG. They care about the end result. They care if their boards arrive on time, pass inspection, and make their product work.

So, stop framing price around your cost structure. Start framing it around their outcomes. What happens if they choose the wrong supplier? What’s the cost of late delivery, bad impedance, poor solder mask registration? You’re not selling PCBs. You’re selling certainty. And that’s worth paying for.

I once had a shop owner tell a client: “We’re not the cheapest — because we don’t play guessing games with your deadlines.” That customer became a repeat client for years. That’s value framing. That’s what works.

Own Your Price — Or It Will Own You

Here’s the thing: PCB buyers talk to a lot of suppliers. Most of them sound the same. Most of them are trying to “sharpen their pencil.” If you want to stand out, don’t sharpen. Stand firm. Be the one who says, “Here’s our price — and here’s why it makes sense.”

Back it up with testimonials. Back it up with delivery stats. Back it up with a sales engineer who actually knows what impedance is. Confidence builds trust. And trust makes price make sense.

So, stop racing to the bottom. There’s nothing down there but regret, low margins, and sleepless nights.

At the end of the day, pricing is a trust game. It’s not about being the cheapest — it’s about being the clearest, the most credible, and the most confident. If your pricing feels like a panic button, fix your pitch, not your price.

Your customers don’t need another bargain. They need a partner who gets it right the first time. So, write your price like it means something. Say it like you believe it. Deliver it like a pro. It’s only common sense