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1. The Challenge: Quoting That Drains Time and Growth
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1. The Challenge: Quoting That Drains Time and Growth 2. The Solution: AI Estimator 3. The Results: Convenience Delivered 4. Conclusion
HomeundefinedBusinessundefined From Price to Convenience: How ESP Colour Uses AI Estimator to Win on Speed

From Price to Convenience: How ESP Colour Uses AI Estimator to Win on Speed

Simon Banner
Connect BlogSep 30 2025

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From Price to Convenience: How ESP Colour Uses AI Estimator to Win on Speed
 1. The Challenge: Quoting That Drains Time and Growth 2. The Solution: AI Estimator 3. The Results: Convenience Delivered 4. Conclusion

Ready to transform your print operations?

For decades, ESP Colour built its reputation as a high-quality UK print provider. But in a market where competing on price was becoming unsustainable, CEO Simon saw the need for a strategic pivot. His vision: stop fighting on cost, and start winning on convenience.

That shift demanded rethinking ESP Colour’s operations. And one bottleneck stood out above all others: quoting.

Quote about business strategy and AI Estimator by Simon Smogur, CEO of ESP Colour, on an orange background.

The Challenge: Quoting That Drains Time and Growth

ESP Colour processes more than 200 quotes a day. Traditionally, each estimate could take anywhere between 10 minutes to 4 hours  That meant:

  • Sales teams chasing quotes instead of nurturing customers.

  • Customer service bogged down in admin instead of selling.

  • Slow responses that put ESP Colour at risk of losing orders to faster competitors.

In a strategy built on convenience, the quoting bottleneck was holding them back.

Quote about the importance of convenience in business, attributed to Simon Smogur, CEO of ESP Colour, on a pink background.

The Solution: AI Estimator

When ESP Colour deployed Gelato’s AI Estimator, quoting transformed overnight. Instead of typing job details into spreadsheets and waiting for human validation, the system refined, verified, and generated quotes in seconds.

  • Average estimate time:  4 hours → 15 seconds.

  • Volume: 200+ quotes processed daily, without additional staff.

  • Consistency: Quotes validated against ESP’s pricing logic to protect margins.

The Results: Convenience Delivered

  • 10-week margin upstreak: ESP Colour has seen continuous growth in added value (margin) for commercial digital work since adopting the AI Estimator.

  • Sales focus unlocked: Customer service team spends more time building relationships and closing business.

  • Increased team efficiency by cutting down on internal interruptions and making routine information instantly accessible.

  • Strategic alignment: Estimation speed now matches ESP’s convenience-first strategy.

  • Competitive edge: Faster quotes mean more wins.

Quote by Simon Smogur, CEO of ESP Colour, about speed and margin improvement, in a blue speech bubble with a yellow name tag.

Conclusion

ESP Colour’s shift from price to convenience has been reinforced by a quoting process that finally keeps up with their strategy.

“We’re processing 200 estimates a day—what used to take hours now takes 15 seconds.”

For Simon, AI Estimator isn’t just a workflow improvement. It’s the engine powering ESP Colour’s future.

Discover how you can win on convenience like ESP Colour.

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Ready to transform your print operations?