The Online Magazine For The Sign Trade
e-NewsLetter Volume 7 Issue 7
Monday, April 3rd, 2006

In this issue:


Everyone Sells

    "Everyone lives by selling something, whatever be his right to it.."
      --- Robert Louis Stevenson

You've hired all of the right people for business. All of your staff is in place and you feel content that each member of your team understands their responsibilities and the duties within their own job descriptions.

The shop personnel will carry out the duties of the shop, the installation people know that they install and your sales force know that their job is to sell. In fact, you may be surprised to learn how relieved the shop people and other "non-sales" people are in knowing that they don't have to sell.

    "Supposing is good, but finding out is better."
      --- Mark Twain

Now is a good time to have that company meeting you've been putting off, because you see, you may be losing profit possibilities due to sales opportunities walking out the door. You also may be losing sales because of a lack of selling knowledge on the part of all of your company members.

Your entire business should be a giant sales force. Sales are what drive your business. As obvious as it sounds, without sales, you have no business. Doesn't it make sense that everyone on the team should be responsible for selling and helping to drive up sales?

    "No matter what a man's vocation or avocation may be, the nature of his progress through life is largely dependent upon his ability to sell. And the most important things he has to sell are himself and his good qualities."
      --- Frederick W. Nichol

A new thought process is required in order for you to change the culture of your business. Your competition probably isn't looking at this the same way and you can get a jump in your market simply by implementing some basic training for your team.

First, do what it takes to get everyone on the sales train. It is time to implement the new culture. Gather the gang and instruct them that from now on, everyone sells. You will get resentment in the beginning, but over time, and knowing that not everyone will be making cold calls; your team members will come to enjoy their new responsibilities.

    "Junk is the ideal product ... the ultimate merchandise. No sales talk necessary. The client will crawl through a sewer and beg to buy."
      --- William Burroughs

Second, label the new culture. Change job titles if you have to. Make it official that the person operating the printer is now the "Inside Sales Assistant", or the receptionist now becomes the "Front Sales Professional". Do whatever it takes to change the mindset of your team members to now think sales at every level.

    "Lots of ambitious work by young artists ends up in a dumpster after its warehouse debut. So an unknown artist's big glass vitrine holding a rotting cow's head covered by maggots and swarms of buzzing flies may be pretty unsellable. Until the artist becomes a star. Then he can sell anything he touches."
      --- Charles Saatchi

Lastly, and this cannot be over-emphasized; let everyone in on your plan. Teach the team the direction the business is going. Teach them how important it is for your customers to have your products and services; how your customers lives are better because of each and every function of the business, and how the team member's function in the business is an integral part of the overall sales process. Help them to see and believe the importance of their part in making the company a success.

    "The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell."
      --- Jay Abraham

Internatioanl Sign Expo - Advertiser
Mark Your Calendar for the 2006 International Sign Expo
April 5-8, 2006
Orange County Convention Center - Orlando, Florida

ISA invites you to celebrate our 60 years of unsurpassed great moments, educational programs and the best opportunity to network in the industry. We're inviting over 24,000 people to the International Sign Expo's 60th anniversary celebration! Come and discover over 1,600 exhibit booths, 37 high-powered educational and training sessions, the DPXtreme launch of ISA's new digital training conference and Orlando's world-famous attractions.

For more information on the Expo:, contact the ISA at: (703) 836-4012 or

Feature Articles

High Brightness LEDs Shine On
By Louis Brill

Light Emiting Diodes (LEDs) have distinguished themselves as a highly unique and significant lighting source that has both immediate and far reaching consequences for the sign industry.
Read the article...

Printing Halftones (Part Two): Two Critical Factors in Halftone Stencils
By Bill Stephens

We've come to the point in the process where we need to start thinking about creating a halftone stencil. The qualities that make good halftone stencils are substantially the same as those of any other stencil used in finely detailed printing, though as always, we have to be prepared to meet higher standards of accuracy.
Read the article...

Do You Speak the Language of Color?
By Jennifer LeClaire

The language of color is vast, with deep meanings that speak to the subconscious of consumers. Understanding its meanings can help your sales.
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

In A Washroom Stall

    "To avoid flooding please do not flush anything but toilet paper."

In a Department Store

    "Bargain Basement Upstairs"

In A Dry Cleaner's Window:

    "Anyone leaving their garments here for more than 30 days will be disposed of."

Have you seen any funny signs lately? Why not share them with the world? Send your comments, suggestions, and hysterical observations to:

Product Showcases

Philips Vidiwall release World's first LED based 120'' TV. Designed and Engineered for Digital Signage Applications.
The newest product range introduced by Philips Vidiwall goes by the name of Candeo. These 120'' LED-based screens are the latest in Philips displays. Ultra-high brightness, so viewing is crystal clear, even in bright ambient conditions.
Read on...

COOLFLEX® dreamScape™ Digitally Printable Wall Coverings from Cooley Digital Products
Typically used for commercial and residential wall coverings, borders, indoor sign displays, trade show banners, indoor banners, murals and more. 20 oz. weight and 12 unique textured surfaces.
Read on...

Expand and Improve your Product Line with Channel Letters from AI Innovations
Count on AI Innovations for Wholesale Only Channel Letters. At AI you can choose from, front lit, back lit, flat cut out aluminum, and stud mount acrylic letters. All letters are available in a variety of colors and styles. Whether you need something custom or standard, AI is the only source you need for wholesale only channel letters.
Read on... Offers Complete Web Design and More for Sign Companies ONLY.
Whether you need a web site or a 'site overhaul', can help. We do complete web design, search engine placement, site upgrades and much more. Click here to find out about our awesome ' Special' good for a limited time only!
Read on...

Flexi-Jet Multi-Substrate Printer- The Printer of The Future is Here!
Unbelievably Fast this printer will print on Shirts, Towels, Mouse Pads, Garments of about any type, Wood Products, Tile and More. With the Flexijet 4800S you will be amazed at the Quality and Speed of the Prints.
Read on...

Wholesale ADA Signage for the trade only.
Whether you require Magnesium, Zinc, Photopolymer, or Raster Braille you can count on Advance Corporation for superior quality at an effective cost. Contact us for a free sample and feel the quality. Backed by more than 65 years of experience, the Braille-Tac™ Division of Advance Corporation is the acknowledged leader in the specialized field of ADA products on a wholesale basis. We offer competitive prices, quality, and a quick production time.
Read on...

Advertise a product showcase for just $90 per month.
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Marketplace Press Releases
See what's new and what's happening in our industry all in one place.
Go Now --->

INDUSTRY ALERT- EPA Reconsiders On-premise Rulemaking
By International Sign Association

Find the latest legislative moves that effect our industry.
Read the article...

Could your co-workers use this newsletter?
If you have a friend or colleague who you think would be interested in receiving this newsletter, we encourage you to forward this message along to them. Or have them visit: Join Here

Our Supporters
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

Visit our friends and advertisiers that support this publication:

  Advance Corp, Braille-Tac™ Div.:
  Alcan Composites:
  Corel Corp:
  Graphtec America:
  Info-Lite LED:
  International Sign Association (ISA):
  Roland DGA:
  Wasatch: Car Wraps:

- Wishing you much success,

  Sean Scott
  Managing Editor

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 888-350-3357 xt 201 to learn more about this and other great advertising opportunities within

(c)2006 |
Worldwide Rights Reserved.