By signcraft
Posted on Monday, May 29th, 2023
Almost every sign sale begins with a conversation between the customer and the sign maker. In that conversation—and every subsequent one—you are laying the groundwork for either a successful business relationship or something less than that. It’s also an opportunity to educate the customer about the types of signage available, the importance of effective design and the value of signs.
Taking advantage of this initial meeting has been very successful for Bob and Teresa Kaschak [Artisan Signs & Designs, Peru, New York]. Bob believes that educating the customer pays off—whether you’re dealing with the owner of a small business or a community board or a management team. It saves you time in the long run and helps clear the air on what signs cost.
“I think those initial sales meetings are very important,” says Teresa. “They lay the groundwork for the project. Fortunately, Bob is very good at that. He is a natural teacher, so he is good at explaining design, textures, colors and the process. It puts the customer at ease. And he’s a good listener. The most important thing about that first sales meeting is to listen to the customer.”
For Bob, talking about these key points eliminates a lot of their questions—especially when they get back to work or home. They know what to expect, and they know that the success of their sign will be important to him.
“Later that day,” says Bob, “I don’t want them wishing that they knew how long the sign would last or how it would be installed. I want them to be relaxed and confident that I’m going to make them a high-quality, durable sign. I want them to be aware that there is more to designing an attractive, effective sign than just typing the copy on the computer screen.
“Quite often, their questions are questions of concern. How long will the paint last? Will the gold leaf wear off? Could it blow over? I want to address all these before they ever have to ask them. I explain the materials and the hardware, the finishes and the installation.
“The conversation usually makes them more comfortable. If you watch, you can usually see them relax. Their shoulders drop and the tension in their voice may disappear. They may look around the shop and ask about a few projects. Now the worry is gone, and they’re getting interested in what colors I might use on their sign and what the design might look like.
“This also reveals to them what’s involved in making a quality sign. It’s not about just pushing a few buttons. After your presentation, they may say, ‘I thought I might spend $800 or $1000 for this sign but I can see that they cost more than that.’
“Above all, I want them to realize that I am genuinely interested in them and their project. If you’re not, the customer will pick up on it. They’ll get the subconscious message that, to you, it’s just another sign or that you’re in a hurry.”
After thirty years of selling signs—and many high-end custom sign projects—Bob has some points that will help every sign person be more effective in their sales efforts:
Make time for the conversation:
“When I meet with a customer, I make sure that I have adequate time for the meeting and that my head is clear of all stresses. When they walk in the door, they are greeted with a smile. They don’t hear that my truck had a broken battery or that I’m having computer troubles. If they ask, everything is going great.”
Don’t complain:
“You don’t want the customer to hear your trials and tribulations. Don’t tell them you’re buried with work or can’t find good help. Be positive and keep the focus on their project.”
Under-promise and over-deliver:
“Give realistic time frames and explain that you book work in advance. Don’t give a delivery date that is only possible if absolutely everything goes absolutely perfect. We all know that life doesn’t work that way. The customer won’t be disappointed if you deliver the sign on the day you said you would—or better yet, the day before. If you miss that date, though, it won’t make a very good impression.”
Honesty is essential:
“Most importantly, be upfront, sincere and honest. That is critical to building a long-term relationship and a good reputation. That includes being honest when things don’t go as planned. If you didn’t get the material for their sign ordered on time or a product you planned to use, let them know that their sign will be delayed.”
Listen and remember:
“Pay attention to what they tell you about themselves. Maybe their son is playing college soccer. Remember that for the next time you see them and ask them about him. To me, this relationship isn’t just a business transaction—I’m making a new friend.”
Connection matters:
“I want to see their business succeed, and I want their sign to help with that. I want them to be happy with their sign. I want them to tell their friends about how they were treated. I want to make a personal connection, and that’s something that is often absent in our high-tech world.”
Stay in touch:
“Look for ways to stay in touch with your customers. You may want to use social media for that or send a thank you card when their sign is complete. (Including a photo of their sign or truck is a nice touch.) I routinely drop in on people I have made signs for in the past at their business. I always get a nice welcome, and it’s really a fun thing.”
A word about sales presentations to a group:
“Some of the toughest sales you’ll ever make involve presenting a project to a board, committee or other group. I do this often and have found that it requires a more thorough version of dealing one-on-one with a customer. These groups want to make an informed decision and deal with someone who is competent and knowledgeable.
“It’s especially important to be ready to educate them first about the value of signs followed by what you can do for them. Make your focus not on ‘getting the job’ but educating them on the importance of their sign and what it communicates to their customers or the public.
“In the beginning of the meeting I explain that I’d like to talk briefly about signs in general, from the most basic yard sign to big electrical displays. I often start by asking how many have ever bought a TV? Lots of hands go up. A car? Again, lots of hands. A sign? One or two go up, and often none. I say, ‘Let me tell you a little about them…’
“I explain the different types, and you can tell they are interested. I go on to cover the tremendous advertising potential of an effective sign and their low cost compared to other advertising.
“I find this puts them at ease about the purchase and their decision. Often at the end of the meeting, several will come up and thank me for that information. I’ll hear, ‘I never thought about signs like that. I thought they were just…’”
