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A customer come to pick up her sign & we started talking. I had done one for her in the spring to advertise a special & she wanted to do a different special.
We talked about different forms of advertising available here (our local paper sucks!), salespeople bugging us to sell us advertising, but their advertising doesn't reach our target markets, etc.
It turned into my philosophy of my job being to help the customer reach their markets. Sure, I try to teach the customer (i.e. dark blue letters on black is NOT going to be readable) but ultimely they should understand their business direction & market better than I so if they don't want to take my advice, my job is to at least make them a happy customer.
At this point, she then tells me how she feels confident with me. She comments on my truck & little signs looking nice and how there is 1 shop in town who's graphics & lettering is so bad on their own truck that she laughs & says her 3 yr old draws better whenever she sees it. She says that if she were to call them, she'd feel the need to be real controlling, don't do this, don't do that but she's thrilled with the layout I came up with and knows that when she calls me, she doesn't have to worry, it'll look good, do it's job and make her money.
That totally made my day. And it's so nice to have a talk like this with a customer who understands not all signs are created equal.
-------------------- Chris Welker Wildfire Signs Indiana, Pa Posts: 4254 | From: Indiana, PA | Registered: Mar 2001
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-------------------- Harris Kohen K-Man Pinstriping and Graphix Trenton, NJ "Showing the world that even I can strategically place the pigment where its got to go." Posts: 1739 | From: Trenton, NJ, USA | Registered: Jun 2001
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That's Great! She will be your Goodwill/Common Sense Ambassador...like. the slow education of the masses!
John
-------------------- John Lennig / Big Top Sign Arts 5668 Ewart Street, Burnaby, British Columbia, Canada bigtopya@hotmail.com 604.451.0006 Posts: 2184 | From: Burnaby, British Columbia,Canada | Registered: Nov 2001
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-------------------- Kimberly Zanetti Purcell www.amethystProductivity.com Folsom, CA email: Kimberly@AmethystProductivity.com
“Organizing is what you do before you do something, so that when you do it, it is not all mixed up.” AA Milne Posts: 3722 | From: Folsom, CA | Registered: Dec 2001
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My mind wanders. And that's not a good thing, 'cause it's too small to be out there alone. Posts: 3129 | From: Tooele, UT | Registered: Mar 2005
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-------------------- Frank Magoo, Magoo's-Las Vegas; fmagoo@netzero.com "the only easy day was yesterday" Posts: 2365 | From: Las Vegas, Nv. | Registered: Jun 2003
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Hang on to that customer! She will be your best advertising for months to come. I have a few customers that have confidence in me and will just say "do it" without fussing over color or layout, etc. It really makes the difference in this business. Congrats on doing great work.
Hey, did you ever have your anniversary yet? I used your advice for mine in July about the business cards, magnetics on the counter for give-a-ways, etc. They went fast. Thanks. Sign-cerely, Steve Luck
-------------------- Steve Luck Sign Magic Inc. 2718-b Grovelin Godfrey, Illinois 62035 (618)466-9120 signmagic@sbcglobal.net Posts: 870 | From: 2718-b Grovelin Godfrey, Illinois 62035 | Registered: Dec 2004
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Yay Kissy! It is great getting the accolades AND the confidence from a good customer. It is worth more than the little negatives that we more often deal with.
Even though they may not express them as often, just a smile or a "Wow!", does a lot to rejuevenate my batteries. What a payment!
You also mentioned discussing her advertising needs. We constantly push the aspects of signage as one of the best, if not THE best, means of advertising the customer's business.
Again - you are selling a service, not a commodity. Rewind. Repeat.
This quote is from the "copyright" discussion we're having right now, but it is pertinent here. It's from Dan Antonelli, and I hope he doesn't mind me excerpting it (is it copyrighted?)
quote:Communication is key. When a business asks for truck lettering - they really don't want truck lettering. They want advertising. Start selling advertising instead of lettering and you'll make much more money. Educate the client on the difference and you'll have someone who understands that you're their ally, not their adversary.
The more we act like professionals and treat OURSELVES with the dignity we deserve, the more our CUSTOMERS will treat us as professionals. We are entitled to it.
-------------------- Gene Golden Gettysburg Signs Gettysburg PA 17325 717-334-0200 genegolden@gettysburgsigns.com
"Art is knowing when to stop." Posts: 1578 | From: Gettysburg, PA | Registered: Jun 2003
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The signs I did were nothing spectacular, just 2 sided coros to hang beneath her lit sign. Here's the sketch, like I said real simple, certainly not "portfolio designs" but cute, she loved it & they're effective. She's seeing the difference in business when she runs the specials and these signs are the only advertising she does of the specials.
Steve, glad to see that worked out for you. You may not get an instant result, but don't be surprised if a year from now you get an order for magnets or whatever, because they remember the ones you did for you.
Gene, the advertising we talked about what the local paper (it sucks!), shows she does & billboards she has now (expensive, bad locations). I enjoy talking to other businesses in the area about different marketing & advertising available. I know not all forms work for all businesses, but so far the concensus has been the same on a few and I've learned of a few more that may or may not work for me, but I will keep in mind to suggest to other customers.
-------------------- Chris Welker Wildfire Signs Indiana, Pa Posts: 4254 | From: Indiana, PA | Registered: Mar 2001
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Cha-ching! Nothing like a tip with the payday.
-------------------- Ricky Jackson Signs Now 614 Russell Parkway Warner Robins, GA (478) 923-7722 signpimp50@hotmail.com
"If I have seen further it is by standing on the shoulders of giants." Sir Issac Newton Posts: 3528 | From: Warner Robins, GA | Registered: Oct 2004
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A GOOD word, once in a while and a Smile from a Customer that realizes You've helped make THEIR business a success..
That's special.
That's why we DO THIS, isn't it?
...mostly...
-------------------- Karen Wunch (kwunch on chat) A2Z SIGNS in Buford, GA 678.714.1965 ---------------- "Believe there is a great power silently working all things for good, behave yourself and never mind the rest." ~~Beatrice Potter Posts: 126 | From: Buford Georgia | Registered: Jan 2003
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