Signmaking Course 2 -- C201
Selling Your Sign Making Expertise
Return to the course selctor page
2.1 ~ Selling Your Sign Making Expertise
You've advertised and promoted your business. You've mapped out your business plan, and worked hard to project a professional image. What next? When the potential customer walks into your office or calls on the telephone, you must now convince that individual into accepting a product or service you have to offer. Selling your expertise is even more imperative especially if YOU took the initiative to contact a prospective client first. So don't sit back but take the necessary steps to secure that job.
Once you have an interested party, there are certain guidelines you must follow to be effective and to be able to close that sale, too. We will examine the initial impression, determination of the customer's sign needs, the sales presentation, and the closing of that sale.
2.2 ~ The Initial Impression
People are basically visual. That means, what they SEE is what they think they'll get. So, build on that knowledge. Create a positive impression in the first few minutes that will garner their confidence. How?
Your clothing should be clean, neat and professional. A business suit may be out of place in a sign shop but dirty, ragged attire is likewise. Many shops choose uniforms to solve this problem, but that may not be necessary if standards of good taste are followed.
Your business brochures, leaflets, and proposal sheets should be organized and crisp. Tattered handouts and invoices bespeak of an I-could-care-less attitude. Samples should be labeled properly and in a handy case.
Secondly, people also rely on what they HEAR. You need not be an English major but speaking distinctly and slowly gains respect. Identify yourself quickly with your name and company. Tell them what you have to offer and how it can benefit them. Business people are busy but will stop a minute or two if you show them how this will benefit them.
How can you create a positive image with the correct things to say? Don't try to be a flashy salesman with catchy phrases. Whether making calls on the telephone or in person, nothing puts off a customer faster than a "wheeler dealer" impression. Honesty sells and builds confidence in a future relationship.
Give them a reason to listen and hear you out. The signage you offer may increase their sales, lower their current advertising costs, or create a better impression. Draw emphasis to the POSITIVE benefits that a reevaluation of their identification can bring.
2.3 ~ Assessing The Customer's Needs
A sales presentation cannot begin without an assessment of the customer's advertising needs. First, LOOK, LISTEN, and LEARN. Then suggests solutions.
Listening to what the customers has in mind conveys an interest in his particular advertising needs. YOU may be the sign expert, but your CUSTOMER knows his business best. He may likely know what type of advertising medium has generated the most profitable response. Also, listen to what your customer can afford.
Looking at what your potential customer already has installed and offering ideas to modify and upgrade his identification can be another starting point in weighing needs. Look to see if the sign is showing age, or if the identification is of the proper size and color. Point out how important quality appearance is to increasing his sales.
Learn from the customer's needs, wants, and current identification to bundle together a sales presentation that will be specific and within his budget. Then suggest custom window lettering, banners, vehicle identification, or particular building signage tailored to his industry and pocketbook.
2.4 ~ The Sales Presentation
After gathering the preceding information, you are now able to present an advertising package. Offer particular solutions one step at a time. By doing this, each response can be met individually to determine what is best for him and which solution he likes the best. As you proceed, be sure you are a name dropper! Let him know who you have done work for and their particular sign needs and solutions. In this way you can build their confidence and assist them in making a practical purchase.
The sales presentation should be relaxed and unhurried. Take the time to answer any questions along the way such as how long the sign will last, the cost of each sign, and whether ordering additional identical signs will be discounted. This is also the perfect time to sell additional advertising solutions since the initial sign design and price has already been addressed.
Mention seasonal promotions that may be coming up and what temporary signage you offer during this time to increase his sales. Also, remind the customer that if he has a logo digitized or scanned there will not be an extra design charge to put that on other signs or banners. Offer a quantity discount for certain same-type signs. If he is looking into a large building sign, would he also like window lettering or interior signs?
Make sure the customer is satisfied with the material, color, type style, and size he has chosen. The customer needs to be assured this is a purchase he is totally involved in. Additionally, this can also diffuse any potential misunderstandings after the sale.
2.5 ~ Finalizing or Closing the Sale
When you feel confident that all the questions have been answered and the customer has been "sold", finalizing his decision is the next step. Closing the sale can be very simple if it is done by asking a question such as, "When did you say you would like this banner to be ready?", or "Let's write your order down so that we can get this into production". Then, pull out your order form. This will smoothly guide the customer onto that next step.
Accurately spelling out your payment terms is vital so that no future misunderstandings ensue. Most vinyl sign shop managers ask for a deposit of 50% down upon placement of the order, with the additional 50% upon receipt of the sign. Be sure to calculate sales tax, unless selling to a school, church, or like. Purchase orders are acceptable from LARGE corporations. But remember, this means NO money down, so be sure of your customer and whether YOU can afford to outlay the material cost!
2.6 ~ After the Sales Call
Whether you "sold" the customer or not, you should evaluate your performance. If you received the sale, note what you feel was the determining factor in convincing that customer to buy your product or service. Was your sales presentation organized and thorough? Did you offer a variety of solutions and let him make the decision?
If you did not receive the sale, ask yourself why you think the customer did not respond. As in a cold call, did you call at the wrong time? Was it not within his budget? Did you listen to his needs and respond to them?
Always keep a positive attitude, as this will reflect on your confidence with the next sales presentation. No one sells their product EVERY time! Your outlook will be a factor in wanting to improve and polish your sales technique.
Copyright © 1998 Grayson Business Computers, Inc. All Rights Reserved
|
