The Online Magazine For The Sign Trade
e-NewsLetter Volume 20 Issue 5
Friday March 1, 2019

In this issue:

Product Showcases

Latest Vehicle Templates & wrap artwork - from $25
Introducing SignElements, an online library curated exclusively for the Sign Industry. Royalty-free vehicle templates, wrap artwork, vectors, images and vinyl-ready. Click above to see more.
Click Here

CNC Routers For Sign Makers
Industrial CNC is the global leading manufacturer of Industrial strength, Integrated CNC Router Systems. Designed, Engineered & Built For The Professional Sign Maker.
Read on...

Are you leaving your money on the table?
Is your business one of the many B2B companies that could be leaving thousands of dollars on the table each year when accepting commercial credit cards from your business or government clients? You can find out with no obligation. Isn't that worth checking?
Read on...

Convert bitmaps into Vector Graphics in Minutes, with Graphic Tracer Professional!
With Sensedge(tm) auto-tracing, quickly fix most common shapes, arcs, curves and lines using 'smart' clean-up tools. Automatically identify and replace text in graphics with the correct font. Able to identify over 100,000 fonts.
Read on...

Improve Sales and Efficiency in 2018 with Modular Signs
A modular sign system contains most - if not all - of the building blocks you'll need for everything from a single sign to a comprehensive identity or wayfinding program. The basic components - aluminum extrusions and acrylic mounting clips - allow you to create everything from a multi-column building directory or menu boards to single office and personnel signs.
Read on...

Advertise a product showcase, like above, monthly for $100 or quarterly for just $270. Get with the program and see what you have 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...
Go Now --->

Your co-workers or friends may find this newsletter useful too...
Please forward this e-Newsletter along to them, or point them to subscribe at: This link. :)

4 Customer Service Areas to Work On

    "Your customers are the lifeblood of your business. Their needs and wants impact every aspect of your business, from product development to content marketing to sales to customer service."
      --- John Rampton

Every business anywhere can always improve their customer service. Even the best at customer service, such as Apple and Chic-fil-A, are always looking for better ways to provide a better customer service experience, which is probably why they're the best. The sign industry has its top leaders in customer service too, and it would serve us well to strive to emulate them.

Customer service isn't just about providing a quality product or service at a great price, but it is about creating an experience for the customer that makes them want to do business with us again. It is about delivering a level of quality that makes the customer tell their family and friends about us. It is showing empathy for the customer and having a deep-down desire to provide solutions for them. To help you do that, here are four segments of customer service we can all begin working on to improve:

    "Grandpa didn't have any idea of customer service. But he wanted to make a living. Eventually, we saw it was not in our best interest to be arguing with customers."
      --- Bruce Nordstrom

First, we all know that the customer is not always right. In fact, it is okay to fire a customer if they are wrong too many times. But some businesses go out of their way to prove the customer wrong. They are like the sign industry's version of the Soup Nazi in the Seinfeld's episodes. To be better at customer service we must first learn to listen to the customer.

Communication experts tell us that the most important part of communication is listening. Learn to really listen to the customer to uncover the root issues. If we are arguing, we're not listening and not uncovering how to best serve the customer. Read Dr. Bommelje's "Listening Pays" book as well as others to learn how to really listen.

    "Customer service, they say, is dead. Actually, it isn't. It's just hiding behind a call center in Manila."
      --- Timothy Noah

The second step for improving customer service is to be real. Your customers want a human being, preferably in person, to vent to. They want someone who can, not just provide solutions, but empathize with their situation. Be real with your customers. Sit across from them with a cup of coffee and strive to understand their issues.

    "I think one of the things that, at least, I found out over - and many have in the industry - is that of all the customer service desires and needs, price is one of them."
      --- Oscar Munoz

Thirdly, rethink your pricing strategy. You don't always have to be lower than the competition, but your pricing should be reasonable from the customer's point of view. To make that happen, you may have to educate your customers on the value of what it is that you provide. Show them what goes into your service or product and how that high level of quality has costs associated with them.

    "Customer service teams at many companies have already embraced social media, often out of necessity."
      --- Ryan Holmes

Finally, get with the times and showcase your business on social media and any other new outlets available. The key here is that you want to shout your great customer service from the rooftops. In order to do that, you have to learn everything that is available for you. For those in my age bracket, that may require tapping the skills of a younger team member to assist with this or take on the task completely.

Focus on these four customer service areas and make them as perfect as possible. If you do, you will notice a considerable improvement in customer loyalty as well as increased branding via your customers.

Advertiser - International Sign Association
ISA International Sign Expo 2019
Las Vegas, NV
April 24-26, 2019

Why You Should Attend

ISA Sign Expo is the only place to find everything you need to be successful in the sign, graphics and visual communications industry - including wide format printing, digital signage, LEDs, vehicle wrapping and more.

Feature Articles

Cut and Sew: Opportunity Abounds, But It's Not for the Faint of Heart
By Bill Stein

The addition of cut and sew services to a garment decorator's business can provide a true value-added service that has the potential to increase business and attract new customers.
Read the article...

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

Advertiser - International Sign Association
ISA International Sign Expo 2019
Las Vegas, NV
April 24-26, 2019

Why You Should Attend

ISA Sign Expo is the only place to find everything you need to be successful in the sign, graphics and visual communications industry - including wide format printing, digital signage, LEDs, vehicle wrapping and more.

Funny Signs

In a Tokyo shop:

    "Our nylons cost more than common, but you'll find they are best in the long run."

In an East African newspaper:

    "A new swimming pool is rapidly taking shape since the contractors have thrown in the bulk of their workers"

In the window of a Beauty Shop in Illinois:

    "Curl Up N Dye Hair Salon"

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

Making Possible

These great companies below enable to serve you!

Clarke Systems:
Estimate Software:
International Sign Association (ISA):
Matrix Payment Systems:
American RENOLIT Corp:
Supply 55:

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

- Have a great March,

Sean Scott

If your company would like to sponsor this newsletter, please contact me at:
or call 407-656-5892

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