The Online Magazine For The Sign Trade
e-NewsLetter Volume 17 Issue 4
Monday February 15, 2016

In this issue:

Product Showcases

Smoldering New Colors from 3M™ Wrap Film Series 1080
Stop car enthusiast in their tracks. Eight new colors, including Satin Smoldering Red and Matte Riviera Blue, bring the 3M collection to 83 colors and finishes. This high-performance film needs no printing or overlaminate, so it’s ready to use right out of the box. See colors and get samples online.
Read on... Subscribers: Free Pass to ISA Sign Expo
Get a free pass to the trade show floor where nearly 600 exhibitors will be on hand displaying their products and services that can help you become more profitable and efficient, and gain an edge in the marketplace.
Read on...

Pro Vehicle Outlines 2016 from CADlink
Over 860 new and updated templates included! More than 9860 templates in all make it the largest vehicle template library of its kind. FREE 12 month online subscription included with all Pro packages. Same great after sales support. Special upgrade pricing. Click for more.
Read on...

APPPEXPO, the giant printer and signage expo, will open March 9th, 2016 in Shanghai.
See all of the UV, solvent, water-based, textile printers, cutters, laminators, coaters, digital signage, all printable media substrates and LED lighting in the market. Known commonly as APPPEXPO, but also as Shanghai Int'l Ad & Sign Expo, now co-located with the Shanghai Int'l Lighting Expo. Last year 2,100 exhibitors and 146,437 visitors. Visit this year March 9-12, 2016
Read on...

In the market for a Digital Table Cutter….???
Have you seen the BLUE table cutter yet? DYSS DGS V PRO, New X5 Series. Superior productivity, high-end technology, 24/7 reliability and fast...really fast. Learn more.
Read on...

Advertise a product showcase, like above, 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: 407-656-5892 or

Sign Industry News

Sign Industry Press Releases
What the heck is happening in our industry? Find out more here...
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What They Really, Really Want

    "We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better."
      --- Jeff Bezos

Providing the right products and services to suit the need of your customers is always a challenge. Some "experts" believe that it is imperative that you first conduct extensive market research to determine the needs, wants, and desires of your market area first before you even open a business. The reasoning is that once you get a grasp of what the masses want, you simply fill that need and people will beat a path to your door.

Then there are other highly successful businesses that simply create a product or service and hope that customers will want what they have to offer. Steve Jobs of Apple is an example of one who used this approach. In response to why he does business this way, Jobs responded, "Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets." The results of using this strategy are obvious… at least for Apple.

    "Human behavior flows from three main sources: desire, emotion, and knowledge."
      --- Plato

To understand customers requires the business leader to practically have a doctorate in psychology. Customers are fickle and particularly those in the sign industry. Sure, you may have a customer request 100 real estate signs or a plain-jane, vanilla banner or two, but quite often you will get customers wanting you to tell them what they want. The customer may have an idea, but the smart sign professional will walk the customer through a process of ideas leading to the ultimate solution.

    "Repetition makes reputation and reputation makes customers."
      --- Elizabeth Arden

Here is a good sales technique to practice with every customer. When the customer calls or enters the shop for one of your products, take the time to, as the Spice Girls say, find out what they want, what they really really want. Use visuals and stories to help the customer along in their decision process. Educate the customer on what works best and where. Hold the customer's hand and guide them to the ultimate solution. Doing this on a regular basis builds your selling muscles and improves your company's reputation.

    "Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business."
      --- Zig Ziglar

Don't neglect negative feedback. You will receive it so you may as well embrace it and use it to improve the sales force of your business. This is a great opportunity to again hold the hand of the customer and lead them to understand what it is that they want, fill that need, and create a positive experience.

    "Spend a lot of time talking to customers face to face. You'd be amazed how many companies don't listen to their customers."
      --- Ross Perot

Employ all the tools necessary to understand what your customers want. These include online comments from your website, satisfaction surveys, feedback mailings, customer appreciation lunches, and more. Once you begin using every opportunity available, and taking them seriously, you'll probably be surprised at what you learn. Take that information and act on it.

Advertiser - Get registered for ISA International Sign Expo 2016!
Get registered for ISA International Sign Expo 2016!

Let's get real: ISA Sign Expo 2016 is THE place for you - a serious sign and graphics professional - to find the people, equipment and technology you need to increase your profits and expand your business.
Registration is now open at:

ISA Sign Expo 2016 is back at the Orange County Convention Center, South Building, in Orlando, Florida. At every corner, sign professionals can explore the leading products and innovations in the sign and graphics industry. Printers, neon, channel letters, architectural signage and digital sign systems all will be on display.

Popular educational events - like a day devoted to rapidly expanding digital signage and a series of courses aimed at project management - also are on tap. ISA Sign Expo 2016 is the only place to see the diversity of the sign and graphics industry all in one location. Why travel to multiple events when everything you need to grow and expand your business will be here?
Register today at:

Feature Articles

We Put Ink on Paper
By Bob Flipse

When asked what we do, a lot of us on the sales side - especially those of us who have been doing this for a while - simply say, 'We put ink on paper.'
Read the article...

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

Funny Signs

Kyushi, Japan Detour sign:

    "Stop: Drive Sideways"

At a conference in LA:

    "For anyone who has children and doesn't know it, there is a day care on the first floor"

As seen in North Vancouver:

    "Attention Dog Guardians: Pick up after your dogs. Thank you. Attention Dogs: Grrrrr, Bark, woof, Good dog"

We need those funny signs you've seen in your travels, come on, we know they're out there.
Send them to us at:

Advertisers That Make Possible
The rest...not so much.

Manufacturers & Vendors that support us:

  3M Commercial Graphics:
  CADlink Technology:
  Clarke Systems:
  Estimate Software:
  International Sign Association (ISA):
  American RENOLIT Corp:
  Supply 55:
  United States Sign Council (USSC):

We want your feedback! Let us know what we can do to serve you better. Send us your comments to us at: or give us a call at 407-656-5892

- Happy New Year,

  Sean Scott

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 407-656-5892 to learn more about this and other advertising opportunities on

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