Signmaking Course 3 -- C303
How to Make Great Customers

Quite often, sign design and installation professionals expect the potential buyer to supply them with all the information they need without telling the customer what it is they require. Do you do that? Ask yourself: When was the last time I was frustrated with a client that couldn’t decide what they wanted or how much they wanted to spend? Have I ever become upset with a customer who made design or installation changes and then failed to communicate those changes in a timely manner?

Problems that can destroy a business relationship can be avoided when you, the contractor, educate your potential buyers as to what you will need and require. Just furnish them some guidelines! This can make them into some of the greatest customers you’ve ever worked with.

Here are just seven areas that can make the team effort a success. Tell the customer that they need to:

1. Set a budget. Assure them that a competent signmaker will assist them to figure out how much they can realistically afford on the project. They probably already have a good idea! In addition, let them know how much they should allow for any unforeseen problems and hidden costs.

2. Let you know what their budget is. Explain that an experienced advertising professional should be able to tell if their dream sign will be the right one for their pocketbook. Also, make sure they let you, the design contractor, know which details are optional. That way, when certain components or materials run above initial estimates, you can comfortably reduce their total cost without sacrificing necessary requirements.

3. Evaluate their needs. Inquire whether they’ve asked themselves what their short-term and long-term advertising goals are? How long do they want or expect the sign to last? Will the sign fit into their advertising scheme one year from now? Five years from now?

4. Let you know what they like or what they don’t as soon as possible. Changes and revisions at early stages are fairly inexpensive. Tell them not to wait for the construction or installation phase!

5. Communicate changes directly to you. Inform them that the crane operator is not properly authorized to assume that responsibility. And on their end, if someone other than themselves will be making the signmaking decisions, insist that only one member of their organization should be designated a key contact. Prevent confusion.

6. Write changes down and make sure you both agree upon them. Both parties authorized parties should sign a written change order, discuss and agree upon the cost of changes.

7. Realize that unforeseen problems can cause delays. Weather and long lead times that are often needed to get materials can play havoc with time schedules. They should cooperate and be pleasant. You are doing all you can to complete their job in a professional and timely manner.

Since any sign design and installation project requires a team effort, furnish your buyers with some guidelines so they can supply you with necessary information. Head off potential problems that can build frustration and destroy a business relationship by taking the responsibility to educate. Take the time to make some great customers!

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