Fundamentals of Sign Sales Part II

My background happens to be in the electric sign industry and I will be introducing a series of posts on this site that relate directly to that market. However, the principles discussed will be applicable to any business!

Pitch Book, Sample Case, and Tools

Show. Don’t tell – It is incredibly important to be able to show your customer what their options are when investing in an on-premise sign. At the same time, you are involving them in the design of their new sign(s) while providing them with an education. Don’t be surprised if they assume an ownership position during this process. Buying sign! Keep all of these in your car.

Pitch Book – Include the process of investing in a sign, photos of sign types, your company story, EMC cut sheets, and testimonials from happy customers.

Samples – Plex, lexan, trim cap, vinyl, color charts, lighting (l.e.d. or neon), dibond, letter samples (flat cut, Gemini, P.C. letters).

Tools – A good tape measure that you can fly for height, digital camera, scale rulers, rolling measurement tool for frontages, a target for scaling from photos, and color wheels.

Know Your Sign Codes

This also includes landlord CC&Rs and planned sign programs as well as the permitting process and length of time to do so.

Have files for local ordinances, master sign programs, and shopping center CC&Rs.
Research zoning and ordinance prior to meeting with customers. Pay attention to any special sign districts, master sign programs (which may grant additional allowances), and any other restrictions.
Review landlord requirements (if not on file, contact them and get these before your 1st meeting). Introduce yourself to the landlord.
Identify if a variance will be required and what your chances of success might be.
Leverage the knowledge of your other team members. Have they done signs nearby or in the same shopping center?
Do a drive-by before your first meeting and note other area signs and any potential issues with free standing or wall mounted sign placement and methods of installation. Pay special attention to right of ways, vision triangles, and overhead utilities.

Be prepared to discuss these things with the customer at the first meeting. Important! Be sure to let the client know that, in preparation for your meeting, you have researched code, CC&Rs, and area signs and this is what you have learned. It will be appreciated!

I would suggest that you need to do your own permits and, particularly, any variances. I also know that you very likely want to kick me for even saying that. I have only met one salesperson who was happy with this statement. Me.

However, you will become known as the go-to-person to get signs approved. You will also become known to, and respected by, planners. You will be able to leverage these relationships when needed. At the very least, maybe a support person creates the permitting package, but you oversee that process, review it, approve it, and submit it.

I can’t even begin to tell you the number of deals, and larger accounts, that I secured simply based on the fact that I understood code better than the other salesperson and, often, even better than the planners. I also never met a variance that I did not like.

One night I was doing a variance for a state-wide bank. At that meeting, a local developer introduced me to the architect who was in town representing The Home Depot who wanted to open their first store in Idaho. I got that variance for the bank. I also secured The Home Depot as an account on a multi-state basis. I personally permitted every location.

When Boise was about to adopt a new highly restrictive sign ordinance without input from developers and sign companies, I raised holy hell and got that action tabled. A committee was then formed and we drafted an ordinance that worked for everybody and it was adopted without revision.

The word gets around and these skills are definite hot-buttons with larger companies with multiple locations!

Questions? Book a free 30-minute Zoom meeting with me! Email – craig@adaptive-business.com

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Craig M. Jamieson

Managing Member at Adaptive Business Services

Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!