Ready to close more sales? Use our handy sign calculator to help your customers see the value of a sign and how much it will really cost over time.
When it comes to signs, customers love to ask, "So how much will it cost?" Do you get that a lot? How do you answer that question?
What if you could flip that around and instead of informing them of the cost of the sign, show them the value of it?
Sign prices vary greatly, from temporary signage, to outdoor signs, and even higher for pylon and monument signs. Some people get thrown off by high prices. But don't let your customers think their way into someone else's sign shop for a cheaper price.
Instead, show them how much a sign will cost per day.
Did you know a commercial sign can cost as little as $0.46 cents to $2.74 dollars a day!? That's right! For the price of a cup of coffee, your customers can walk out of your shop the proud new owners of a beautiful commercial sign.
How's that for a sale?
Benefits of Outdoor Signage
When it comes to offering up their money, customers tend to forget the reasons they are parting with their hard-earned bucks in return for a carefully crafted sign. Here are 5 benefits to help your customers remember the whys of investing in a sign:
1. They are cost-effective.
Over the life of a business, many dollars will be spent on marketing through various channels. Unlike print or online advertising, once you pay for a sign it pays for itself. The sign sits in a conspicuous location and remains there indefinitely until you change it. That's like getting millions of clicks on your online ads but without having to keep up the costs. Signs are also very low-maintenance, especially with modern LED lights which rarely have to be changed.
2. They are customizable.
Signs can be personalized with your original artwork, your brand colors and any custom logos or slogans. Your signs can really reflect your brand voice and identity, and go for the tone you want to display- whether that be playful or formal, colorful and cutesy, or fun and frenetic. The ideas are yours and your sign company will help you implement them.
3. They respect personal space.
Unlike TV commercials or online pop-up and banner ads, outdoor signage is not in-your-face about it. No matter the sign, a person can choose to look away or keep walking. Instead of forcing someone to see what you are selling, it gives a person the chance to come closer, to examine the artwork and appreciate it for its beauty. And yes, to see your brand behind the sign. It comes alive and let's them safely approach. They know they aren't being solicited, so they feel comfortable engaging on their own. And inevitably, it brings them in to see more.
4. They act as a locator beacon.
Whether you are a veteran business or new to the neighborhood, an outdoor sign will help people find you. It allows people to easily identify you among the many other shops jostling for attention. If you are a chain or a franchise, people can quickly identify you by your logo and colors, even if they didn't know you were there. Signs help you increase footfall sales with messages that are quickly seen and easily digested. Let people find their way inside instead of hovering outside the window looking in.
5. They reach a wide-range of people.
Depending on the neighborhood your shop is in, retail foot traffic can average in the hundreds or thousands daily. This means lots of people seeing your store and stopping in. It also means that you are reaching a larger variety of people compared to online targeted ads. While ad targeting can be beneficial if you are trying to reach a specific demographic, when it comes to walk-in sales you want to reach as many different types of people as possible. And that is what an outdoor business sign can do.
Show Them the Value
Cost per day: $0.00
Cost per month: $0.00
Cost per year: $0.00
After discussing with your customers the many benefits of an outdoor sign, it should be obvious why they should buy. But if they are not yet throwing themselves at you and begging you to create their sign, then proceed to the next step.
Show them the benefits.
With our handy Sign Cost Calculator, you can literally show your customers how much their sign will cost over a year, month and day based on the price of their sign.
It's so easy to use. Let's say the sign costs $500, and is expected to last 3 years. That would mean that the yearly cost is $166.67, the monthly cost is $13.89, and the daily cost of a mere $.46 cents! If that doesn't sell the sign on the spot, we don't know what will.
Your customers will get the benefits of a sign for less than the price of a daily cup of coffee! And for a $10,000 sign expected to last at least 10 years, the daily cost is $2.74 which is just about how much you pay for a cup of no-frills black coffee. (Which, as of this writing is an average of $2.70.)
This really helps put it into perspective. Yes, they have to hand over a rather large sum of money at the outset, but in the long run it more than pays for itself.
Nurture the Sale
Your customers want to feel like they are getting the best value for their money, and they want to feel cared for. They are more likely to buy based on how you make them feel. If you think that makes it impossible to make a sale, you're wrong.
More than walking your customers through the cost-benefit analysis, talk to them about the process of making the sign. Let them ask all the questions they have, and address any of their concerns. Make sure that before they leave your shop, or hang up the phone, they know everything they need to know- from how long it will take, to what materials you will use, to how you plan to hang the sign.
Not all customers will need or want the same information. Some might leave it all up to you and let you make the decisions. Some might want to be more involved. But all of them want to feel nurtured, and secure in their decision to hire you. They want to feel that you are reliable and they are making a safe and sound decision.
When they get that from you, they are more likely to give a deposit on the spot and be ready to move forward.
Close the Deal
Image by Capri23auto from Pixabay
You have discussed the multiple benefits that an outdoor sign can bring your customers, and you have shown them how low the daily cost will be for them over time. You've nurtured them and brought them in on the process, fostering their trust and positioning yourself as an industry expert and a friend, someone who is looking out for them.
Now, close the sale. Whether this means getting a retainer or having them pay up front, at this point your customers should be ready to sign on the dotted line and move forward with the sign fabrication.
And congratulations! You just made another sale!
Final Thoughts
Now that you know what your customers are looking for, it should be much easier for you to smoothly and speedily make a sale.
Let's review:
- If customers ask how much a sign will cost, explain to them how the sign will pay out. This is more important in the long run.
- Discuss the 5 Benefits of an outdoor business sign. Our clear points are easy to understand, and you can even add a few of your own.
- Show them the cost of a sign over time with our sign calculator, based on the estimated price and life expectancy of the sign. Remind them that their brand can get maximum exposure for less than the price of a daily cup of coffee!
- Nurture your customers and give them the reassurance they are looking for that they are in good hands. Make them feel safe in hiring you to build their sign by answering any questions they have.
- And finally, close the deal by getting a retainer and signing the contract to move ahead with the sign fabrication.
With our easy-to-use cost analysis calculator, along with our tips and tools how to explain the benefits of a sign and nurture your customers, you are almost guaranteed to sell more signs and faster.
Reach out to your sales rep for any questions or further tips!
At S&F News, our mission is to keep you informed on the latest industry trends and tips. Check back often for updates.