By signcraft
Posted on Monday, December 18th, 2023
It’s a simple fact of business that is easier to increase the value of a sale to an existing customer than it is to find a new one. It’s also easier to sell the customer who is standing in your office a $500 upgrade than it is to find a new customer and start from scratch to sell them a $500 sign.
The point is to look for ways to help existing customers get even better value from the sign they need, or to buy other high-value signs and printed items along with it. You may be able to see opportunities that your customer has to boost their sales even better than they can. Here are a few tips:
Three-tier pricing:
This approach is a proven sales method for many shops. Mike Jackson described this in SignCraft years ago. Rather than offer a sign design at just the customer’s budget level, offer a step up and then a further step up. A customer may not want to spend the extra money for the top-of-the-line version, but often will opt for a step up from the basic version.
There are many ways to do this. If the customer comes in for a flat sign, offer a version with a little dimension, like a cutout of their logo, then a custom version with 3D letters as well. If they came in for a two-color lettering job for their truck, you could offer a version with printed outlines or prismatic effect letters, then possibly a door wrap.
You can also show how a more appealing sign actually costs less than a basic version because it catches the eyes of more viewers.
Most customers will probably pass on the highest priced deluxe version. But many will choose the middle version, partly because it’s obviously a better value compared to the basic version.
Three options work better than two. It’s easier to turn down the option of one upgrade than it is to choose between three. (Notice how often you are offered “Good/Better/Best” versions of everything from paint brushes to car trim options.)
Dan Antonelli, KickCharge Creative, Washington, New Jersey
Business cards and other printing:
After using three-tier pricing comes offering other branded items and secondary signs. Many a sign company has discovered the benefits of providing print media like business cards, brochures and stationery to their sign customers. Most customers prefer “one-stop shopping” rather than finding a printer and sending files.
Randy Howe, GetZum Exposure, Port Dover, Ontario, Canada
T-shirts, caps and sportswear:
This is another item that your customers may plan to buy that you can provide with no effort on their part. Some use them as staff uniforms while others use them as giveaway items. Either way, it’s another low-cost way to get their name in front of viewers. You can print these in-house or outsource them.
Scuba Shack: Rob Cooper, Koh Tao, Thailand
Fresh Flowers: Carla Hassell, Georgtown Sign Works, Georgetown, Ontario, Canada
Chip Kinzer, Chipper Signs. Gallatin, Tennessee
A-frame signs:
These hardworking little signs often bring in traffic that otherwise might have passed right by your customer’s business. They’re especially effective if there is pedestrian traffic or slow moving traffic.
Dick Haemmerle, Bay Signs, Pacific Beach, California
Promotional banners:
Pizza shops, restaurants, retail stores, auto service companies—businesses like these can benefit greatly from a banner that announces a special. A banner is very inexpensive advertising and if the ordinance allows one (even for a limited time), it can pay off nicely for your customer.
Bob Fiddler, Johnny’s Signs, Bedford, Indiana
Lobby wall signage:
Who says you only need your logo on your sign out front and your stationery. Rather that using generic art on the office or waiting room wall, your customer’s logo gives them another opportunity to build their brand.
Doug Downey, The Image Factory, Stratford, Ontario, Canada
Interior digital prints:
This is another interior signage opportunity that can show what the business does and advertise services to their customers. Adding their logo to photos or specials makes them another brand builder. It can be several wall posters or a full wall print.
Enter/Exit signs:
If permitted by the sign ordinance, this is another way for your customer to get their logo into the line of sight of more viewers while guiding people into their parking area. Feature their logo on the Enter/Exit signs along with an arrow to get the job done.
Wayfinding signs:
Many businesses require directional signs and nameplates for the individual offices. These signs are another opportunity to feature their logo along with the directional information. These can often lead to repeat orders as office layouts change and expand.
Window signage:
You can help them use the same approach to boost their sales by offering point-of-purchase graphics that pitch upgrades that they can sell like garlic rolls for the pizza shop or wiper blade replacements for the tire store.
Don’t just take an order
The point is to use creative selling to help your customers get all the benefits they can from your skills, knowledge and services. Signs and the secondary items you see here are the best advertising value a small business can get—at a fraction of the cost of other forms of advertising. Don’t let them miss these opportunities by just taking the order for the sign they describe in your first sales meeting.
