Sampson to examine pricing quandaries at WMS Live stage
September 5, 2021 | 12:54 pm CDT
Shaker Cabinets FDMC 2020 Pricing Survey

FDMC Editor Will Sampson will discuss the fundamentals of pricing custom woodwork, and common pitfalls to avoid in the estimating process.

MISSISSAUGA, Ontario -- FDMC Editor Will Sampson will present "Solving the Pricing Puzzle" at the Woodworking Machinery & Supply Conference Expo. Sampson is scheduled to take to the WMS Live stage at noon Friday, Nov. 5 at the International Centre.


The veteran woodworking journalist will share the highlights and his personal insights of FDMC's annual Pricing Survey. He’ll examine what various shops charge for the same work, the fundamentals of pricing custom work, and common pitfalls to avoid in the estimating process.

Sampson has spearheaded the collection and analysis of the FDMC Pricing Survey for more than two decades. He said he is constantly amazed by the wide range of prices submitted by participating readers who develop their estimates using a common set of project specifications. Invariably, he added, the larger and more complex the project, "the more startling the price variations.” 

The 2020 Pricing Survey, results featured in the November 2020 issue of FDMC, included a Shaker kitchen, retail buildout, a maple "whole house" project, an Adirondack chair, and a home entertainment center with barn doors.

Sampson will review some of the best practices he gleaned by comparing the detailed costing estimates submitted by woodworking professionals including materials, construction and installation hours, and profit margins. “To get an even better handle on their cost estimates, we asked them to report their hourly shop rates, whether they use software for bidding, whether they use CNC machines manufacturing, and what state or province they are from,” Sampson said. 

WMS 2021

“I think everyone, even seasoned professionals, can learn how to sharpen their bidding skills by exploring a variety of pricing models used by their peers,” he added.

About the Woodworking Machinery & Supply Conference & Expo
WMS is world-renowned as Canada’s preeminent industrial woodworking event. For more than four decades, WMS has connected Canada’s woodworking professionals with the world’s most prominent machinery manufacturers and suppliers.

WMS 2019 attracted attendees from nine Canadian provinces and two territories. The 2019 edition featured 75,000 square feet of exhibit space and more than 175 exhibitors.  

For information about exhibiting and sponsorship opportunities, contact Rich Widick,; 630-929-7918.

View the interactive prospectus.

More upcoming Woodworking Network events
Executive Briefing Conference (EBC) Sept. 8-10, 2021, The Broadmoor, Colorado Springs, Colo. -- Annual forecast of economic, technology, and design trends for the North American woodworking industry.

Wood Pro Expo Lancaster, Oct. 14-16, 2021 at the Spooky Nook Sports Complex/Warehouse at the Nook in Manheim, Lancaster County, Pa. 

Closets Conference & Expo co-located with Wood Pro Expo California, April 27-29, 2022, San Diego Convention Center, San Diego, Calif.

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About the author
Rich Christianson | President/Owner/C-Level

Rich Christianson is the owner of Richson Media LLC, a Chicago-based communications firm focused on the industrial woodworking sector. Rich is the former long-time editorial director and associate publisher of Woodworking Network. During his nearly 35-year career, Rich has toured more than 250 woodworking operations throughout North America, Europe and Asia and has written extensively on woodworking technology, design and supply trends. He has also directed and promoted dozens of woodworking trade shows, conferences and seminars including the Cabinets & Closets Conference & Expo and the Woodworking Machinery & Supply Conference & Expo, Canada’s largest woodworking show.