Brian Johnson handles the computer graphics at Signature Graphics, London, ON, Canada [www.signaturedisplays.com], and does a lot of vehicle graphics. His work was featured in the Sep/Oct 2011 issue of SignCraft.
He also shared a great sales tip in the Design & Price feature in the Jan/Feb 2012 issue of SignCraft. When meeting with a client about vehicle lettering, he shows them an illustration that provides six options for vehicle advertising from a full wrap down to basic door lettering. Click here to download Brian's Illustration.
“I printed the illustration, then mounted it on an 11-by-17-in. piece of corrugated plastic. As they look at it, I give a ballpark price range for each option. You can tell a lot by their reaction, and it helps make sure both you and the client are on the same page. “Sometimes they say they want a wrap, but have no idea of the cost involved. I give a price range for a quarter-wrap, then they say, ‘Oh, let’s just put the logo on the doors….’ That doesn’t mean you don’t try to sell them what they need, but if the budget just isn’t there, you’re wasting your time.”
Showing them their options works both ways. Often when a client sees that they could move up a notch and get a lot more advertising, they do it. It’s easier when they can see the difference on the illustration rather than trying to explain it in words. Most clients understand things faster when you can show it to them.