Tom Nichols
Estimator
Editor’s Note: On a typical day at Reflection Printing, Tom Nichols’ office is generating its usual buzz of activity. More likely than not, Willie Nelson is crooning in the background about wayward trains and melancholy memories. Tom's desk is probably covered with requests for print quotes, submitted on everything from formal memos to e-mails to the tiny notepads that he uses for taking notes over the phone. And, if it’s the afternoon, it’s a safe bet that a customer who has done business with Tom for decades is sitting across from him, waiting on an estimate while sharing tidbits of information about former colleagues or industry change.
While he goes by the title of Estimator now, Tom Nichols has been a printer since he was a young boy, learning the craft at his father’s feet in the late 1940s. Tom owned a print shop on Houston’s southeast side for over 20 years, and after closing it, was persuaded to join Reflection Printing in 1997. Tom has a realistic vision of what it takes to bring a print project to fruition because he’s literally done it all, and it’s not unusual to find him researching paper resources across two time zones one minute and helping a younger employee get the kinks out of a saddle-stitcher the next.
Editor: Tom, the printing industry has obviously changed a lot since you started working, but what are some of the more interesting changes that you’ve seen take place?
The biggest change I can think of is how type is set. In 1991, I bought a computer. My dad came down from Tyler and I showed him one form I had set. It took about 15 minutes. He said that same form would have taken him three weeks to set for letterpress printing.
Editor: What are the four or five most important details a customer can give you in order for you to prepare an accurate estimate?
I need to know the type of piece (envelope, letterhead, booklet, etc.), the size, the type of paper, how many colors of ink, the total quantity and how the artwork will be delivered.
Editor: You have hundreds of paper books in your office and more keep coming every quarter. What do customers need to know when selecting paper for their print jobs?
They need to give a lot of thought to how they’re going to use the item. For example, if they ask for label stock -- do they want permanent or removable adhesive? What kind of surface is the label being affixed to? Does the label need a backer? Also, some specialty papers require extra lead time for ordering because they’re not housed in Houston, so if a customer is set on a specific paper, they need to build that delivery time (or expedited delivery cost) into their project.
Editor: Are there any common elements that customers tend to overlook when preparing their estimate specifications?
They may leave something out initially, but that’s okay because a print estimate is really just a starting place. Many times, customers take our initial estimates and incorporate them into a budget proposal that is then discussed with their own customers or colleagues. That’s where the changes tend to take place, because during these discussions the quantity will change, or the artwork will be revised or the entire concept behind the printed piece may change. As more information is obtained and the print piece moves from concept to reality, we can revise our print estimate accordingly.
Editor: How fast can a customer get a quote? Can someone walk in, sit down and get a quote within a few minutes?
Our standard turnaround on quotes is 24 hours, but if we’re not inundated with work, we can turn a quote in 30 minutes if it doesn’t require a lot of research. It’s always better to look at the artwork first – a sample of a previous print job, or a PDF of a proposed job – so that we’re on the same page as the customer. And yes, we do get occasional walk-in requests for quotes. These are usually small business owners who want a quote for business cards or general marketing materials.
Editor: In closing, tell us something personal about Tom Nichols.
I have five grown children. I probably watch too much TV. Estimating is a lot easier on the body than printing all day... and I’m not complaining.
E-mail your quote requests to Tom at estimator@reflectionprint.com or contact him at 713-271-2253.
