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Negotiating/haggling on production costs

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chriswhite
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Joined: 07/10/2011

Hoping to get some accurate information from people more experienced or knowledgable than myself...

I know that many BGDF users have self-published games using manufacturers such as Xinghui, Wingo, or Ludofact. I know another growing trend is to use a manufacturing liaison like Grand Prix or PandaGM.

My question would be–– Once you've gotten a quote, is it acceptable or advisable to negotiate with the rep?

One objective would be to find a price you are most comfortable with. Another might be to silghtly adjust your production profile without going into the hassle of formally asking for a new quote (which can take weeks).

Examples:
"You are offering to produce my game for €5.35 with 90 pawns. If you can do it at €5.00 with 95 pawns, I will sign today."
"I would agree to an order of 5000 if you can provide them for the unit-price for an order of 10000."
"€41,017, you say? Can we just call it an even €40,000?"
"If you can cover the shipping costs (or provide some other related service), we're in business."
"Your competitors claim to do the same work at 90% of that cost. Can you match that?"

When turning the question over in my mind, these things sprang to mind:

Seems like you could because...
a) In most of the world, labor costs are negotiable, even when raw-materials are involved. (e.g. construction, medical work).
b) It is inherent in the nature of a "quote" that the exact expense to the laboring party is inaccurate.
c) Haggling prices is a ubiquitous norm in China, which is where most of these manufacturers are located.

On the other hand...
d) Ascertaining diverse manufacturing costs is usually a complex calculation, whereas other the most commonly negotiated things (e.g. cars) are usually priced on the spot.
e) Small runs by independent designers rarely have the leverage of a large order size or a long-term relationship.
f) Haggling is best done when you never plan on seeing the seller again. If you have the intention of establishing a long-term relationship with a manufacturer, haggling can jeopardize this, as you run the risk of humiliating yourself, appearing naive, argumentative, stingy, or belligerent.
g) Along that line, reps will probably be more responsive, accommodating and motivated to work with you if they have the impression that you have the potential to spend a lot of money on their services, and squabbling over pennies 'tilts your hand' too much.
h) If a party agrees to work for less than their desired payment, they are encouraged to cut costs by rushing labor and using lower-quality materials, which can be a disaster in this industry.

So, the questions––

1) When dealing directly with manufacturers (and their reps), is it acceptable to haggle?

2) Is the situation any different with a manufacturing liaison?

Perhaps relevant to the second question would be–– How do these firms make their money? How personally invested are they that you work with them or agree to their quote?
I can imagine that the manufacturers may pay them a flat rate to represent them (like a PR rep) independent of how much actual work is sent their way. Or it could be that they submit your quote to their manufacturers and simply add a % commission on top of that. Or that they are an integrated entity with the factories that produce the ordered components. Do their representatives make commission on the contracts they secure? It seems like knowing the specifics here are very important to answering the question of negotiability. Can anyone shed some definitive light on this?

Swiftshadow
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Joined: 04/02/2013
I see a lot of great

I see a lot of great questions here that I would love to hear the answers to.

UnnumberedT
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Joined: 01/17/2013
I see a lot of great

Ditto. I'd also be interested in hearing from anyone with experience in this. As a well-trained American consumer, I tend not to haggle. In fact, I dislike haggling. But neither do I want to make mistakes, and be gouged.

Ludo Fact
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Joined: 09/22/2011
Quotes are approximations

Sorry, that it took a while... I just don't have the time to be on the web as much as it may be preferable...

But, here I am now, so let me shed a light on this. Of course, I can only talk for Ludo Fact, and we are not Chinese, we usually do not haggle. Negotiate? Yes, *that* we do.

In general, we try to give prices that are good. Good for both sides. We need to make money, too. But nothing is ever set in stone. If we can move a bit or not is unfortunately depending solely on the project and the components in question. There is no rule to that. Components that we need to purchase from independent suppliers give us no room for negotiations, if we can do all in-house the story is different. If we have a print run of 10000 it leaves an opportunity for financial optimization. 1000 games usually leave us no choice.

So, to answer your questions:

1) Yes, that is generally acceptable
But: you need to be able to accept answers like these to your examples above:
"No, but I can meet you in the middle for $5.18"
"No, that is too big a difference. How about I grant you a 2% fast pay discount and throw in 24 free copies that you can use for reviews?"
"..." here I would probably say yes most of the time, depending on the game, but an order for $40k usually does give me that freedom. Not always. But usually.
"..." Shipping: Different story for a European manufacturer - we have to work on ex works terms as from here games are shipped to the US while copies remain here. This is where we offer additional service, but that is a different story.
"Sorry, no. Good for you, best of luck, I hope all will go well with our competitor." :)

Note: Prices are usually difficult to compare. Every manufacturer has slightly different materials and standards. Some offer more services than others. Some locations of manufacturers are better for some projects for tax or shipping costs. But that is different for each project.

So, now I take the liberty of elaborating a bit on how we work. Because the process that you describe is not how we choose to work. Of course, we do that, too, but your way is a lot like trying to buy a book online and compare prices including shipping, and then decide to order from cheapbooks.com or bargainreads.com.

My preferred process is that a publisher approaches me at an early stage. We the talk about the game, maybe play the prototype and develop the components together (I played almost all Eggert games for 2014 already, and two weeks ago I had a nice peek at two Hans Im Glück games which are in their planning - one even depending on the question if we can make it for a reasonable price; if not, it goes back to the designer; in New York during Toy Fair I played a game from a US publisher which will be an Essen release so we could define the best way to do it together).

In these cases I offer to bring production expertise to the table (along with a little bit of games knowledge - I am a gamer still, and work in the industry for 18 years). Of course, when we do that together I do not expect an "your competitor now quoted the specs we developped together at 90% of your cost". Because in these cases we work towards a goal like "this must be a $40 game, I get $xx from my distributor, so I can only pay you $yy. How can we make it?"
Then we determine components, print run, risk. Together. Sometime you may even get a "are you sure you want to publish that?" from me as a warning. But the whole thing is worked on from all angles to optimize the project for both sides - only a happy publisher will return to me with his next game. On the other hand, there are publishers I do not work with like that because I know that all they care about is cheapest prices, and I won't even try to compete with some of the Chinese printers. I want to explicitely state that this does not apply to several excellent manufacturers in China, but you know what I am talking about. Each show has a fair amount of products that are obviously optimized for cheapest manufacturing. That we will never be, so I won't bother.

This process is based on mutual respect for the person and the professional and on the trust that no side will try to take the other in. Something which can only grow with time. But if someone wants to try, meet me at GenCon (make an appointment with me at frank.jaeger (at) ludofact (dot) com, please). Or if you just want a straight quote, just email me your specs. I do that, too. But the other option, although a lot of more work for me, is the one that is more fun. have I mentioned that I like games? :)

Cheers
Frank Jaeger
Ludo Fact GmbH; Germany

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