Issue no. 2
In this issue…
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Bypassing Potential Banner Installation and Expectation Problems
In our last issue, we headed off potential vinyl installation problems by taking the opportunity to educate the customer. Appropriately, this same advice can apply to other advertising mediums we sell. So therefore, we continue our series by including some precautionary instructions for banners.
To bypass some of the problems associated with those that want to hang their own, take a moment to inform them on how to install the banner. In addition, educate them on proper cleaning methods, storage recommendations, and realistic expectations of their purchase. If you don’t, you may well have your share of unhappy returns.
You may wish to have a printed sheet detailing the information below:
Thank you for your purchase. Banners are among the most reasonable promotional values available. Although durable, follow these suggestions to extend the life of and receive the most from your new advertising medium:
Installation: Banner should be tied taut but not stretched. Securely tie banner with a slight sag to allow it to absorb wind load. When installing banner between two structures, makes sure the structures can handle anticipated wind loads. Long banners may need to be hung from a cable between two structures.
Cleaning: Regular cleaning keeps your banner in good condition and extends its life. Avoid any harsh chemicals or solvents that could damage lettering or banner material. Use a mild detergent dissolved with water only. Rinse.
Storage: Banners should be rolled up for storage. Do not wind tightly. Instead, roll the banner with the graphics or lettering facing out around a tube, preferably 4" in diameter. Before rolling, place a sheet of paper over the face to prevent vinyl adhesive from sticking to other portions of the banner.
Expectations: Be reasonable and realistic. Promotional advertising such as banners are not a substitute for permanent signage.
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Keep the Cash Flowing
Signmaking entrepreneurs can face serious adversity when invoicing and collection problems get in the way of cash flow. To alleviate bottlenecks and make sure you get what’s yours, try a few pointers that can get your invoice into the right hands and paid on time.
Most importantly, make sure your terms of payment are visible on the proposal. Standard sign industry terms are 50% of the total upon acceptance and the other 50% upon completion. Then, stand by your terms. Collect from your customer the day the sign installation or service is completed. Don’t assume that just because you received a 50% deposit for the fabrication that that’ll suffice. You shouldn’t feel guilty for obtaining the balance! Remember that your deposit has already been consumed through material purchases and labor expenses. And after all, your deposit isn’t an agreement to finance.
When servicing or repairing a sign, prepare your customer by indicating that payment is due upon completion. Have the customer sign a work order before you start. (Some corporate accounts may have a NET 30 policy. So be ready to wait for payment. If you do decide to accept terms other than your own, make certain that the company you’re dealing with has a reputable remittance record. Check with the local Better Business Bureau.)
Now, as you write up the initial proposal or work order and when you invoice the balance, identify the name of the person who placed the order and put that name on the document. If you have a Purchase Order number, don’t forget to enter that. Name and describe the products or services. Accurately itemize each item and specify labor charges by entering the hours worked and the rate charged for each hour. And of course, clearly state the total. Even if you previously wrote up a proposal, detail an invoice upon completion. Don’t assume the amount to pay is at your client’s fingertips.
Your proposals, work orders, and invoices should have a professional appearance with the word "Proposal", "Work Order", or "Invoice" printed near the top. Your company name, address, and telephone number should also clearly stand out. State your terms again. To speed payment and keep that cash flowing, add ‘Payment due upon receipt’ where applicable.
Some businesses charge interest or penalties if an invoice isn’t paid as agreed. They state these charges right on the bill. Just remember that if you place these stipulations on a bill, you may be opening the door for negotiations. A few customers may reason, "Why not swallow a small fine for waiting an extra 30 to 60 days to pay?" Is that what you really want? But on the other hand, it may be appropriate to offer a discount if payment is remitted within a few days or so. The point is – get your money ASAP!
Getting your bill into the right hands can reduce invoicing and collection problems that get in the way of cash flow. Preparing the customer for remittance by specifying your terms and sticking by them adds to speedy payment as well. Do your share to minimize bottlenecks and get what’s rightly yours!
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Secure On-Line Ordering Survey and Our Response
In a recent survey conducted by Sign Warehouse, polled customers overwhelmingly responded that they would buy signmaking supplies over the Internet. However, a chief concern was security – security of the transaction and privacy of the information.
To address these concerns, Sign Warehouse has launched an on-line ordering effort -- the Order On-Line Sign Catalog. The Order On-Line Sign Catalog assures customers that credit card and personal information are kept 100% safe and secure due to enhanced security features. (/security.htm) To back the assurance, Grayson Business Computers, Inc d/b/a SignWarehouse.com and Sign Warehouse is offering a 100% Safe Shopping Guarantee.
As to privacy of the information gathered through the use of the Order On-Line Sign Catalog and through any survey response, Sign Warehouse has issued On-Line Privacy Practices and Guidelines. (/privacy.htm)
To take advantage of the Order On-Line Sign Catalog just follow these easy steps; (/twostep.htm).
In addition, be sure to visit the ON-LINE ORDERING INFOCENTER (/infocenter.htm) for sales tax information on all on-line orders using the Order On-Line Sign Catalog.
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Designing an Effective Headline
Placing an ad for your signmaking services in your local paper or putting together one for the ‘yellow pages’? Then you know how important it is to design an effective headline! After all, you have only a few precious seconds to grab that potential customer’s attention. So be determined to write a headline that motives.
A few things to consider on your next brainstorming session:
- Focus on a benefit. Think about what your signs can do for your customer. Will they increase business? Will they streamline traffic flow or minimize problems? Select a few, well-chosen words to describe one benefit and use them in your headline.
- Use an attention-getting word or phrase. Used over and over by professional direct marketers, ‘now’, ‘free’, ‘new’, ‘finally’, ‘introducing’, and ‘announcing’ continue to bring results. ‘Announcing Affordable Signage’ can be used to alert buyers of just how inexpensive magnetic signs, banners, and window lettering can really be.
- Try a question. As long as the customer can’t say ‘no’ in his mind, a question can raise interest and awareness. Think about things people want or need more of – time, money, etc. Incorporate these into the question. For instance, ‘Want More Attention? Banners will bring you some!’
- Use a verb. These are the action words our English teacher wanted us to use more often. They motivate. No need to get fancy! Even simple verbs such as ‘try’, ‘use’, ‘enjoy’ and ‘find’ are effective.
- Utilize a testimonial. If you’ve done work for a well-known business or individual in your community, use their testimonial in your headline. Just make sure the quote is brief and specific. Try something like, ‘My car turned into a moving billboard!
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Six Ways to Spur Sign Sales
- Make a commitment to take on the day and make a couple of cold calls. You’ll be surprised at the results. Even if the contact doesn’t buy immediately, your interaction will likely be remembered when future sign needs arise.
- Be alert to new business openings and promotional announcements made by local companies. Use your neighborhood newspaper to gather pertinent information and visit or send literature to these.
- Follow up on any personal visits, direct mailings, and e-mails. Don’t be afraid to reinitiate contact. After all, you’ve already paved the way.
- Distribute brochures and business cards to your lawyer, accountant, banker, advertiser, or employment agency. Utilize a free sales force that know your work and can recommend your services!
- Call previous customers. Offer a promotion to motivate repurchase.
- Don’t ignore the Internet. Even a basic site can do much to inform customers of your sign selection. Cut mailing costs when potential clients view advertising options.
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