The Online Magazine For The Sign Trade
e-NewsLetter Volume 11 Issue 22
Monday Novemer 15, 2010

In this issue:


Plan Your Negotiation

    "Let us never negotiate out of fear. But let us never fear to negotiate."
      --- John F. Kennedy

There is a plethora of material available describing the best techniques for negotiating. Books abound in the business section of your local bookstore and library. Most offer good insights into how to negotiate and how to create a win-win situation for all parties involved.

Some of the material offers the important step of preparation for the negotiation, but unfortunately, many readers breeze through that chapter or don't bother to read it at all --- at least that seems to be the case from what I've experienced. Perhaps you have too.

    "Your ability to negotiate, communicate, influence, and persuade others to do things is absolutely indispensable to everything you accomplish in life. The most effective men and women in every area are those who can quite competently organize the cooperation and assistance of other people toward the accomplishment of important goals and objectives."
      --- Brian Tracy

There are four critical things that need to be accomplished prior to beginning negotiating. First, you need to know the consequences or what Robert Fisher, author of the book, Getting to Yes: Negotiating Agreement Without Giving In, calls BATNA, which stands for Best Alternative to a Negotiated Agreement. In other words, know where the boundary line is or what you are willing to accept in the negotiation. Know your best available alternative. This is essential to the pre-planning phase.

    "He who has learned to disagree without being disagreeable has discovered the most valuable secret of a diplomat."
      --- Robert Estabrook

Second, know what the other side is going to do, or at least anticipate what they are going to do. Remember that they too have a BATNA and are looking for their best outcome. Try putting yourself in their shoes in order to determine what they might be striving for.

Thirdly, know what the real issues are before going in. A good example that Fisher uses is the company that wants to increase sales by strategically aligning one company with another, when in fact the bottom line is to justify increasing productivity of a particular product. Determining the other side's real reasons for the negotiation can help to better move your position.

    "My father said: 'You must never try to make all the money that's in a deal. Let the other fellow make some money too, because if you have a reputation for always making all the money, you won't have many deals'."
      --- J. Paul Getty

Finally, understand both sides' priorities. You may be able to give up on some of your issues in order to win what is most important. The other side also has priorities and may be able to fudge a little on areas that are of less concern at the moment. Knowing your priorities and trying to figure out those of the other side will give you wiggle room during the negotiation process.

    "In business, you don't get what you deserve, you get what you negotiate."
      --- Chester L. Karrass

Advertiser - Sign World INT'L by the USSC

Sign World INT'L 2010 in Atlantic City, NJ December 2-4, 2010 - by United States Sign Council

On-site registration, exhibits, seminars, and workshops, all at the Atlantic City Convention Center, One Ocean Way, Atlantic City, New Jersey. On site you can enter to win a 2 night stay in Atlantic City, a $300 dinner & $200 gift card to the walk in Atlantic City on Saturday. Must be present to win. For more info on Sign World INT'L 2010 click here.

Feature Articles

UV Coating Technology: Past, Present & Future
By Jim Tatum

Besides quicker curing times, today's liquid coatings have advanced to offer a variety of specialty finishes and applications. What was once an offering of a basic gloss, luster or matte finish has blossomed into a host of coating types that include specialty products like dry erase, anti-graffiti and even anti-slip finishes. Truly, a window of opportunity has been opened when it comes to UV curable liquid coating technology in terms of reduced cost and a wider variety of available products.
Read the article...

Digital 2.0: Digital Workflow - The Next Big Thing in Profitability
By Chris Bernat

The current business environment calls for new priorities such as increased productivity and a focus on creating efficiency and automating systems. Productivity gains are being recorded throughout the economy. Read on to learn more.
Read the article...

Looking for an article or trying to find an old one? Check out the article archive:
     View the archive now



The Epson Stylus® Pro GS6000 produces the industry's widest color gamut - with eight individual colors - for unparalleled output quality at the fastest print speeds in its class. Its profit-focused design sets new standards in overall reliability, maintenance and a reduced total cost of ownership. And, while its all-new ink technology is compatible with virtually any solvent-based media, it has less impact on the environment and worker health. Produce prints with amazing color fidelity and accuracy for the most demanding vehicle wrap or fine art project. Or create stunning outdoor banners, posters, and tradeshow graphics faster than you thought possible. Whether you're trying to supplement your existing production process or require a single printer to produce virtually any print job that comes your way, the Epson Stylus Pro GS6000 is the ultimate investment for any size printing company. To learn more about the way solvent printing should be, visit

Funny Signs

Seen on Pacific Coast Highway:

    "No motorized bicycles, horses or dogs allowed on pier!"

Sign seen in Madison, WI:

    "No parking violators will be ticketed!"

Sign above a toilet in a local cafe:


We know those funny signs are out there. Take a moment and send them in to us and we'll share them with the world. Send all hysterical observations to:

Product Showcases

Engraved Signs of All Kinds - CAB Plastics
Manufacturing all types of Plastics, Brass, Aluminum, and Stainless Steel Signs, from 1" x 1" all the way up to full 48" x 96" sheets. Come see what we can do, click above.
Read on...

Saw Trax Panel Saws for Your Sign Shop
Combo cutting machines are simply the only choice for Sign Shops. They cut all materials used in sign shops. It's Faster, Accurate, Cleaner, Easier, Safer. Five cutting options to choose from...Makita 15 amp saw, Scoring Razor Knife, ACM/DiBond rolling shear, Floating Router & Floating Freedom Saw. Check it out now.
Read on...

Epson Stylus® Pro GS6000 produces the industry’s widest color gamut for unparalleled output quality at the fastest print speeds in its class. Its profit-focused design sets new standards in overall reliability and maintenance while having less impact on the environment and worker health. Learn more at
Read on...

Need Service For Your Mimaki, Roland, Mutoh, HP DesignJet, Colorspan, or almost any other wide format printer or laminator? Contact GrafxNetwork!
We offer an unmatched array of services through our nationwide technical service network. Repairs, preventive maintenance, installations, software and hardware training, moving and logistics are only a few of the many services we offer. We can help you buy or sell equipment too! INDEPENDENT SERVICE TECHNICIANS - contact us for the many benefits of being a GrafxNetwork member.
Read on...

Rhinestone software, vinyl cutters, stencil film, decal film, pre-made patterns, transfer tape, and millions of rhinestones all at JSI!
Check out these great deals and other additional specials from JSI Sign Systems by clicking above.
Read on...

Economical Omega-Bond™
With a 3mm solid-core aluminum composite panel, Omega-Bond is an economical choice for a range of applications, including digital printing. Use it for interior and exterior signage, POP displays, exhibits, billboards, fascias, canopies, and scoreboards. Offered by Laminators Inc. For details, call 877.OMEGA.77 or click here.
Read on...

Advertise a product showcase monthly for $100 or an entire year for just $1000. Get with the program and see what you've been missing!
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Industry Press Releases
What the heck is happening in our industry? Find out here...
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- Wishing you much success,

  Sean Scott
  Managing Editor

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