How to Set Print Markups & Maximise Profit as a Reseller

Pricing is one of the most important parts of running a successful print reselling business. Too high, and you risk losing the work. Too low, and you could be undercutting your own profit.

But with the right pricing strategy, and by taking advantage of WTTB’s quantity-based price breaks, cashback rewards and customer loyalty benefits, you can grow your margins without raising prices unfairly or risking client relationships.

Here’s how to price smart, sell confidently, and build long-term profitability.

1. Know What You’re Really Spending

Before you can price effectively, you need to understand your actual cost per job, including:

• Product cost (including finishes)
• Any time spent on project handling, communication, or file setup
• Tools or design work you may provide

WTTB offers free delivery on all orders, so there’s no need to factor in shipping fees unless you choose an optional upgraded delivery time slot. These are ideal for time-sensitive jobs or when offering premium service levels.

Top Tip: WTTB’s live price calculator and quantity tables give you instant visibility into costs, so you can quote efficiently and accurately.

2. Understand Markup vs Margin

Getting your pricing right starts with knowing how markup and margin work.

• Markup is the percentage you add on top of your cost. For example, if something costs you £40 and you sell it for £52, you’ve applied a 30% markup.
• Margin is the percentage of the sale price that is profit. In this case, £12 profit on £52 equals a 23% margin.

For most resellers, a 30% to 50% markup is a realistic and sustainable range that allows for profit while staying competitive.

WTTB’s quantity-based pricing often means that ordering slightly more can reduce the unit cost significantly. For example, 150 brochures might cost only marginally more than 100, giving you room to:

• Quote for the higher quantity and improve your perceived value
• Or supply the larger quantity while keeping your pricing the same, offering a bonus to your client and encouraging loyalty

3. Choose a Pricing Model That Suits Your Style

Not every client or job fits into a single pricing structure. Here are three common approaches resellers use:

Flat Markup - A consistent markup across all product types. Easy to manage and good for predictability, though it may miss opportunities on lower-volume jobs.

Tiered Markup - Apply higher markups to lower-value or urgent jobs, and lower markups on high-volume orders to stay competitive.

Value-Based Pricing - Price based on the value the print provides, not just the cost to produce. For example, a branded sales brochure might be priced based on the result it delivers for the client, not just on the paper and print.

Top Tip: Use WTTB’s pricing tables to identify opportunities where small increases in quantity lead to significant drops in unit price.

4. Add Value Without Adding Cost

It's not just what you sell that matters, it's how you help your customer make the right decision. Providing guidance, reassurance and expertise adds significant value that helps justify your pricing.

As a print reseller, your role is to simplify the print process and provide recommendations your client can trust. That service has genuine commercial value.

Ways to enhance perceived value include:

• Recommending premium finishes such as soft-touch lamination or foil
• Guiding clients toward effective formats for their campaign goals
• Offering advice on artwork setup and print suitability
• Providing delivery time-slot upgrades for tight deadlines or high-priority jobs

Leading with service and expertise builds long-term trust and supports stronger margins.

5. Use WTTB Rewards to Strengthen Your Margins

A key advantage available to resellers is WTTB’s rewards scheme, which gives added value as your monthly print spend increases.

Once you reach Silver Tier or above, you start unlocking benefits including:

• Up to 15% discount site-wide
• Cashback credits based on your spend
• Print Perk Points, which can be redeemed for added-value services like a 34-point expert artwork check

This professional file check ensures accuracy, quality and readiness for print, and can be positioned as a premium service for your clients. You can choose to include it as part of your offer or upsell it as an optional extra, knowing the cost is covered through reward redemption.

Your rewards tier is reassessed every 30 days, but as soon as your account qualifies for a higher tier, you are instantly upgraded. Customers whose accounts are actively growing may also benefit from double cashback for the remainder of the 30-day period.

To access rewards, customers must opt in to marketing communications. Once opted in, new customers are automatically placed in Silver Tier, which includes cashback, discounts and Print Perks for 30 days.

6. How and When to Raise Your Prices

While holding prices steady is often the goal, there may come a time when an increase is necessary. The key is to approach it with clarity and strategy.

• Communicate changes clearly to your customers in advance
• Add new value alongside the increase, such as improved turnaround or upgraded stock
• Focus on the outcomes your service delivers, not just the specification

If your client sees better results, smoother service and greater reliability, they’ll understand the value behind your pricing.

Final Thoughts: Profit Comes from Strategy, Not Just Sales

Mastering markup isn’t just about adding a percentage to your print costs. It’s about understanding what creates value for your client, quoting with confidence, and using tools like WTTB’s live pricing and rewards scheme to your advantage.

Spend smart, price fairly, and lead with expertise. With the right approach, you’ll build a more profitable and trusted print business.

Not registered yet? Sign up now to unlock instant Silver Tier benefits, including cashback, up to 15% off site-wide, and Print Perks from your first order.

TL;DR – Quick FAQ

Q: What markup should I use as a print reseller?

A: 30% to 50% is typical, depending on the job.

Q: What’s the difference between markup and margin?

A: Markup is based on cost; margin is based on sale price.

Q: How can I improve profit without raising prices?

A: Use WTTB’s volume discounts, cashback rewards, and value-add perks.

Q: Can I raise prices without losing customers?

A: Yes, by improving service and clearly communicating the value behind the change.

Q: What rewards do WTTB resellers get?

A: Cashback, up to 15% off, and redeemable perks like expert artwork checks.