A new sign shop just moved 100 yds from my front door. I don't know what to make of this. They said they aren't competition but do some of the exact same things we do. Vehicle lettering, vinyl signs, Large format digital printing, banners, to name a few. What I have on them is 15 years in business and I do hand lettering, airbrush, pinstriping and custom signs. To say the least I'm not very happy about this. Any advice? Words of encouragement? Thanks, Monk
Posted by Gene Golden (Member # 3934) on :
Wow! That's close. The worst I had was a Sign-A-* and a Signs By * within a mile, which, by the way, DID NOT affect my client base. My theory is that you have a solid base to work with. People have their doctor, lawyer, mechanic and signman. I believe they are loyal to each one of them.
I will advise to NOT get into a price war with them. Sell quality and service and class. Don't talk about him to your customers, you will look bad. Keep your prices up and he will be bogged down with the price shoppers and PITA customers. McD's and KFC's exist in harmony. More similar business types in the area may bring customers to the location. You may get spill over from him and vice versa. Antique rows exist because people know they can come to an area to "shop". Auto business seem to find a similar locale. That may happen in this case.
Posted by Bruce Bowers (Member # 892) on :
Monk,
From my point of view, it doesn't show a lot of business savvy on their part. I certainly would never open up a new shop that close to an established shop.
The only reason I could think that they did that was to try and weasel in on the fact that you have been there for 15 years and will try and capitalize on that.
I would make sure that my space looked better than their's. I would absolutely refrain from any disparaging remarks directed at them or to them. Keep a friendly yet professional relationship with them. You don't have to have them over for drinks and a weekend B-B-Q but don't fall into the trap of being a bummer of a neighbor.
I would make sure that I had some kind of indication of my longevity in the Craft. This could be in the form of a new sign, flyers, ads, etc. Stress all your strong points. Do not point out their weak points. They will become apparent soon enough.
You are a 15 year veteran of the sign wars. You have an edge they can not hope to have. You are a winner and I am sure that you will be the better for it. When the dust all settles, you will be the one standing.
I, like you, wouldn't be too awfully thrilled with the situation. You have to maintain an air of professionalism. No egg or snowball throwing! LOL! Don't stand at the fence and shake your fist at them, either. They might throw eggs or snowballs... or worse. Hahahahahahaha!
Posted by Monte Jumper (Member # 1106) on :
On a more positive note:
Relax Monk...we had the same experience ...only we were the ones that moved in across the street from another shop ...I think at first they were concerned but we came with our own clientele and we never tried to move in on theirs.
Over the years we have become friends and borrow from one another frequently.They've been to our home for a Letterhead "Party before the party" and we've even had lunch with them.We discuss city codes and permitting problems and both of us have never ever discussed pricing.
From time to time we would get "walkovers from them and they got some from us. Once in a while if we have a "lookielou" we'll pick up the phone call them and just say "incoming"...they know the routine and do it to us too.
It's all in what you make it...extend your Letterhead philosphy and attitude... see what comes of it ...be nasty and I'll guarantee you what will become of it.
There is no "law" that says someone can't move in on your doorstep...in our case a building just happened to come available at the right place and at the right time and for the right price. We were neighbors for 15 years (til we built our new shop a block and half away) ...there was never any intent of taking away their business...I wasn't even conceited enough to think I was capable of it...afterall they had been there nearly 25 years at the time and their clientelle was pretty locked in.
Sounds like it would be a good time to get to work tho...if'n ya know what I mean!
[ November 07, 2004, 01:32 PM: Message edited by: Monte Jumper ]
Posted by W. R. Pickett (Member # 3842) on :
...(If you don't already)...You now need to have a teriffic sign for your sign business that is effective, cool looking, and reflects your ability and experience.
Posted by Bob Stephens (Member # 858) on :
Gasoline and a match! Just kidding! or am I?
What is the quality of their work? How long have they been in the business? Have you met each other yet? Competitors can work together.
I send all of my overflow work to the area sign shops. I just cut some material for my long time competion on my router last week. His shop is up the street from me. I've all but put him out of the sign business since I've been here and I'm the most expensive shop in town.
You can fear him or you can embrace him with loving arms! Just kidding again, or am I?
Posted by Dan Sawatzky (Member # 88) on :
I've seen it before and your reaction is critical to your continued success.
My advice...
Breathe deep. Take another DEEP breath.
Ok now relax. Then GET TO WORK! CONCENTRATE ONLY on your business.
Is your show room the very best it can be? Is your shop truck lettered, gold leafed and airbrushed?? How about the outside of your shop? Is it sparkling and outrageous? Is your business sationary (business cards, brochures and such) right up to snuff??
You have lots to think about besies them.
Position yourself to get the very best work in town and to charge a good buck for it too.
The guy who's a hundred yards from your door is real handy to send the folks who want to shop price or do the cheap stuff. And DO send him those customers, with a big old grin on your face. Keep him so busy he doesn't have time to COMPETE with you.
Above all have FUN!
-dan
Posted by Mike Pipes (Member # 1573) on :
Here's a thought.. don't make *anything* of it.
No reaction is the best reaction of all, just focus on your own work.
There's no harm in extending a friendly hand to them either, maybe establish a friendly working relationship where you both know you can go to the other place for materials in a pinch or outsource work if the need arises. Just don't get upset if they don't return pleasantries, not everyone is in the same frame of mind.
Posted by Jillbeans (Member # 1912) on :
I wouldn't overthink it. You've been there 15 whole years, and you probably have quite a client base at this point. I would make myself the most custom, kick-ass, no-holds-barred awesome new sign. You already offer things that they can't. I wouldn't make enemies. They are probably already intimidated by you anyway. It does suck, tho. But it isn't the end of the world, just a new chapter in your life. I have a guy right by me that just got a plotter, a guy 1 mile away that bought some new fancy-schmancy digital thingy, and a guy over the hill who moved up here from my hometown. He once told me (at 18) "Kid, you'll never be a sign painter." Which is precisely why I am. And now he's the new guy. Good luck. Love....Jill
Posted by TransLab (Member # 470) on :
If you want to compete with McDonald's set up shop next to them ...
You may see benifits to this, their customers will have to drive past your door. Make sure your storefront is businesslike & professional looking, make sure your own signage is crisp, clean & visible.
If you hit busy periods you can sub work out (if your sure they can meet your standards) the reciprocol will happen if they're busy.
Posted by dispatch (Member # 1053) on :
You have fifteen years of work on display all over your community, and spent those years introducng yourself and your services to everyone. They've seen you out here working (who could miss that truck!) and as a hardworking, honest, long term member of the community, who has the experience, integrity, and forsight to continue to serve their needs.
No need to fight for work, surely the next 15 years growth in the town will be more than enough for anyone who really has what it takes to survive in a small business. Most new businesses close in just 2-3 years.
Go on oer and see what you two can do to help each other, he might even want the jobs you hate!
Posted by Curtis hammond (Member # 2170) on :
Yes, its been done to me. At least two or three times. Only thing is I am still here and they are long gone.
Yes, be sure to NOT get into ANY type of verbal discussion about them. Because, cleints will play with all kinds of unknown rumors just to get a rise out of you.
Then concentrate on your bizz. Forget them. Your bizz will grow all for the same reasons car dealers like to be next to each other. It creates MORE interest.
And, this little kick in the butt will get you thinking about more ways to market even better.
Enjoy it. It will be fun
Posted by Mike Monckton (Member # 3599) on :
Thank you all for the positive feedback. Funny thing, I have been locked in my shop on weekends lettering my truck for 3 weeks. (Gold Leaf, Airbrushed, Pinstriped) and didn't even notice them. Another sign shop that started the same time I did called me to ask about them. I am known for my quality and service and will continue to promote that. (I would never bad mouth another shop. As my mother always said "If you don't have anything good to say, don't say anything at all".) I bought the building I'm in back in March and don't have my permanent sign up so this will give me the incentive to get going on it. It was next on my list after finishing my truck but I'm sure I would have dragged my feet a little. Thanks again to all and I'll keep you posted. I love my job!!! Monk It has lit a fire under me which is a good thing. I will get my new shop sign
Posted by Kevin Gaffney (Member # 4240) on :
Do'nt panic. Two electricians, carpenters, blocklayers, plumbers etc can live side by side and still earn a living, why not two sign people. Most towns and cities are expanding, therefore they should be able to support additional service industries. After 15 years your work must be top class, so stop worrying
Posted by Kissymatina (Member # 2028) on :
Wouldn't hurt to put "established 19??" or "since 19??" on your sign either.
Posted by Doug Allan (Member # 2247) on :
my former employer is 3 doors up on my street... Kwik Sign is half a block to the south... with one of those plotter-owner custom car-sticker guys in-between... Instant sign is 1 block to the north & SignPro is 2 blocks to the north. Not counting the car sticker guy... all of the 5 of us do a lot of the same types of jobs, 3 of us have edges... one guy gets more into router work & channel leters, but of the other 4 of us really the edge work is the only thing setting 2 of us apart. I've done edge work for 4 of the 5 so far (before one of them got an edge) & will be doing some for the 5th next week because his machine is down... I've done silk screen work for 3 of them, & I've bought router work from that guy. Several of us have split freight to bring in large orders by barge together & we constantly check with each other for swapping small amounts of odd colors etc to avoid buying whole rolls... or to get jobs out quicker.
We call out Monte's "incoming" warnings once in a while too Posted by Stephen Faulkner (Member # 2511) on :
Hell in Phoenix everyone seems to heve circled thier wagons around the supply house... last count 7 on the same block!.... I think maybe the supplier wanted to save on delivery time Posted by Ian Stewart-Koster (Member # 3500) on :
Here's another twist- a good friend who was a 2nd hand car salesman (one of the rare honest nice ones) lost his business(had to sell) in a messy divorce.
When he opened up again, he had a new location, right between two of the biggest car dealers in the best 5-ways location in Brisbane. They spent a fortune on adverstising. He only stocked & sold what they also sold. He just didn't advertise at all, so had far lower overheads, and got customers who visited the other two dealerships and then saw his prices on the same items and bought from him.
Eventually one of them bought him out, and he then altered course totally to become a service & tyre place as he correctly predicted a downswing in car sales! He's doing fine.
Posted by Joe Rees (Member # 211) on :
quote:Originally posted by Ian Stewart-Koster: He only stocked & sold what they also sold.
(but for less) - which would be a problem for everyone involved. Luckily in the sign business it's the easiest thing to overcome. Sure there'll be some overlap of products, but there's also tons of ways to specialize.
quote:Originally posted by Doug Allan: Several of us have split freight to bring in large orders by barge together & we constantly check with each other for swapping small amounts of odd colors etc to avoid buying whole rolls... or to get jobs out quicker.
This is the ideal relationship once you've gotten past any feeling or fears of competition.
Really, the only bad scenario I can think of is a competitor who not only sells a very similar product mix, but can match your design and service, while steadfastly selling for discount prices. Why anyone would want to do that is beyond me but I hear of it happening occasionally. The laws of economy have an especially nifty trick to show them.
Posted by Ray Rheaume (Member # 3794) on :
quote: What I have on them is 15 years in business and I do hand lettering, airbrush, pinstriping and custom signs.
If they aren't doing that kind work, no prob.
If they start lowballing you, it's short walk to have a little chat and get them on the right page...in the pricing guide.
Rapid
Posted by Ricky Jackson (Member # 5082) on :
Mike, nothing takes the place of Takin' Care of Business. You can be friendly but you've also got to be competitive. Experience has shown me the need to keep my business close at hand and be sharp. They can tell you all day long that they are not your competitor but if they are selling the same things you are then, by definition, they are a competitor.
Posted by Ian Stewart-Koster (Member # 3500) on :
What must not be overlooked is that in the car dealership game, they're buying in a product, and reselling the same product mostly as it is.
They don't design the car, buy the paint, tyres, wheel nuts, seats and engine from five different supliers and then try and make a unique item designed to promote a business.
We're a custom design & creation labour & materials & expertise & service business, as opposed to a straight out retailler.
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