Category: Operations

Like it or not, sales prospects do not make decisions based on reason; instead most people make decisions emotionally and then support their decisions with facts. That is why you must first identify the prospect’s most salient emotional needs and desires in your initial sales meetings and then construct a sales argument which not only […]

The post What Motivates a Sign Sales Prospect? appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

Graphics Unlimited in Putnam, Connecticut is an award-winning sign shop that specializes in sign design and fabrication that took a leap forward about five years ago when owner Aaron Perry decided to buy a plot of land and build a new facility. Prior to that, Perry’s stepmother and business partner was running a different division […]

The post Lean Operation: Connecticut Sign Shop Succeeds appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

The technology shift from analog to digital, which began more than forty years ago, provided sign makers with many new business opportunities. Innovations in computerized plotter-cutting and digital print technology initiated mass-produced graphics and reduced production costs. These technological advances also lowered the barriers to entry and opened the flood gates to a torrent of […]

The post How to Deal With Competitors in Signage appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

A strong visual identity is the core of successful corporate branding. But how do you create a compelling and cohesive visual identity? What makes it recognizable? And will it drive attention to a small business? Most entrepreneurs have these questions in mind as they set out to transform their brand image. I don’t think branding […]

The post Small Business Branding: How to Amp Up Visual Identity appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

There’s an ongoing battle between designers and sales representatives, which is predictable considering designers like to have more time with projects and sales reps need everything now. This can create much tension between these departments. However if we keep the main objectives for these groups in focus, it will be easier to maintain a relationship […]

The post How Sign Designers and Salespeople Can Work Together appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

When we think of the evolving technological landscape available, some people are quick to count out key mediums like print. However contrary to popular belief, Americans have proven the value and necessity for print, claiming it still has skin in the game and is often times preferred to newer mediums. Despite the ongoing flow of […]

The post The Effectiveness of Direct Mail appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

If your organization is like most, you employ leaders and rising high achievers. But are you connecting those two groups in a meaningful way? Dr. Sherry Hartnett says many organizations aren’t—or at least they aren’t doing so in a way that maximizes the wealth of knowledge and experience your most experienced people possess.  “Senior employees […]

The post 7 Steps to Build A Mentoring Program appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

Finding the right people to bring your vision to life is a challenge every sign business owner faces. In the signage industry, where creativity and technical skills meet, your team can make or break your success. Hiring and retaining employees is no easy task, but with the right strategy, you can build a dedicated crew […]

The post Hiring For Success appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

When Levi King opened his electric sign installation and repair business as a 20-something entrepreneur, he assumed that a reputation for fast, affordable, high-quality work was the secret to success. Though that was mostly true, he soon learned that less obvious factors–like the strength of his business credit–would play an equally vital role in growing […]

The post Four Ways to Financially Level Up in 2025 appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.

There’s been one common theme I’ve been noticing in my recent conversations with shop owners: proactive sign servicing. Shops all over the country have begun to join the movement behind the popular trend. Some sign businesses now have teams that go out on weekly, or sometimes even daily, patrols to check their local installs to […]

The post Editor’s Column: Service Industry appeared first on Sign Builder Illustrated, The How-To Sign Industry Magazine.