When Can I Have It?

I can’t believe it—I found myself asking the same question today that so many of my clients ask: “When can I have it?”

Those five little words. They always show up right after a print job gets approved. You’d think by now we’d have this figured out! We live in an Amazon-driven world where clients expect things fast, and we have the technology to deliver. So why are we still surprised when the question comes up?

Instead of dreading it, I’ve learned to embrace it as an opportunity. When clients ask, “When can I have it?” I like to do three things:

1. Add Humor

Sometimes I’ll jokingly say, “Never” or “Seven weeks!”—clearly unrealistic responses that can lighten the mood (especially when you know your client well). Laughter can go a long way in easing the tension of tight timelines.

2. Show Our Speed and Efficiency

For me, selling print is less about the product and more about making people’s lives easier. Delivering something quickly and efficiently isn’t just a transaction—it’s a way to make someone’s day. That’s what keeps me passionate about what I do.

3. Educate

This is where things get interesting. Print often has a gap between how clients perceive a print project and how that project is actually produced. Clients may have different priorities depending on their needs:

• Some just need something quick and cheap—fair enough! Fast, low-cost print can get the job done.
• Others want fast and high-quality. That’s a different story.

Let’s pause here for a moment. Think about this: When was the last time you went skydiving and opted for the cheapest parachute? Or bought the cheapest bottle of wine, expecting it to taste like a premium vintage?

The same principle applies to print. High-quality work takes time, and that’s a good thing. If you want fast and cheap, that’s fine—just know its limitations. But if you want something beautiful and impactful, it requires patience, time, and of course, money.

The Bottom Line

We should always aim to stay ahead of the question, “When can I have it?” But when it does come up, I use it as a chance to connect with my clients. I add a little humor, highlight my efficiency, and educate them about the process. Because at the end of the day, great work is worth the wait.

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