We all want a good product, whether it’s a product we sell, or one that we need in order to make the sale, such as marketing materials or trade show booths. But we also want it fast and don’t want to pay too much. So how do you make the decision on what route to choose – fast and good, fast and cheap, or good and cheap? And what are the advantages and consequences of each choice?

First, understand that you can rarely get all three of these; you’re just asking for too much. Perhaps you may get lucky once in a while, but expecting all of the above from your vendor will only end in disappointment on both sides. Decide what’s important to you and how it fits within the project triangle and then decide on which side of the triangle you would like to fall. Or ignore the triangle all together and simple aim for a good quality product that shows off your company’s best side (hint: this is the ideal choice, so give it a thought!).

Want Good and Fast?

Good + Fast = Expensive!

So you want a great product or design, and you want it fast. Are you prepared to pay more? You should be. Keep in mind that by asking for something that is great as well as fast means you’re asking a designer or manufacturer to essentially drop everything they are doing so they can focus solely on your project, which can have a negative effect on their other deadlines and possibly impact their relationship with other clients. They may also incur additional costs – such as paying overtime to staff, rush ordering raw products, or express shipping the final delivery.

Like the old adage, time = money, so if you want to monopolize someone’s time, expect to pay for it.

If you want to avoid this situation all you need to do is plan ahead. By ordering well ahead of time you can save money and avoid putting too much pressure on your vendor to perform, so they can concentrate on providing the best design or product possible to all of their customers. You can also leave more wiggle room for proofs, revisions, or corrections so you get as close to perfect as possible.

Want Good and Cheap?

Good + Cheap = Slow!

This option sounds great on the surface, just remember that you aren’t going to get it fast – your vendors and designers have other customers they have to keep happy and won’t be prioritizing your project, particularly if you are paying less than market rates. So hopefully you aren’t in a hurry.

Instead of choosing this option, perhaps you can increase your budget. Look at standard rates for the products you are ordering and ensure your budget can handle it. Look for ways to combine or get more use out of a product. For example, could a sale banner be used at a trade show as well as on your sales floor? Could you pay a bit extra for a mobile-friendly design as well as one for print and the web? Work with your designer to get a product that is worth the time and the investment, rather than trying to cut corners to save a few dollars.

Want Fast and Cheap?

Fast + Cheap = Poor Quality

If fast and cheap sounds too good to be true, you are way ahead of (and more realistic than) most people. What you’re asking here is for a designer or manufacturer to drop what they’re doing and make something for you, for less money than they are usually paid. The results will be exactly what you ordered, cheap, rushed, and likely full of errors or using sub-standard materials.

If that’s not bad enough, by demanding fast and cheap you may affect the relationship with your supplier and they may not be willing to take on a job the next time you need them. Which means that if you’re next job is also a rush, you may find yourself up the creek without a paddle, which is not a good place to be.

Plan ahead and pay a fair rate – that’s really all there is to it here. You want a product that is going to attract attention in a good way and stand up to the test of time, so you should be willing to spend an industry standard amount to get it.

But What If I Just Want Good?

Good = Good!

Now you’re talking! Ideally this should be the mindset of every company – to create a good product, design, or marketing campaign. Not to be in a rush or expect a cut-rate discount, but just to end up with something they are proud of and that can be used long into the foreseeable future.

Good takes a bit of planning. Good may cost a bit more, but not so much if you plan ahead. While good may take a bit more time and effort on your end, good is well worth it. You’ll end up with a better product, a happier designer/vendor, a longer life to your design, and above all happier customers and a better bottom line. Honestly, in the long run, good will probably save you money – so why not give it a try with your next trade show booth or marketing materials?

Good isn’t hard – and it’s well worth it.