If you run a small digital-graphics shop or sign shop, then this story is for you. I first told this true story a number of years ago but it’s time to revisit the important message it has.
I needed a shop that could handle a vinyl window sign job for a retail store. I felt that it was a job a small shop with a Roland could easily handle and, besides, it was an opportunity to support a small local shop.
I made inquiries and was given the names of four small sign shops capable of doing the job I described and, as is common practice, I turned to Google for contact information. I didn’t name the shops at the time, and when I tell you what happened, you’ll understand why.
First shop: I found a web site but there was no telephone number in the contact information. Inquiries had to be made by email.
Second shop: Nobody answered the phone and a message instead invited me to leave a voicemail.
Third shop: A similar result to what I got at the second shop. Apparently I’d reached a home number with a message that (first name) was unable to answer the call and that I should leave a voicemail.
Fourth shop: No web site.
At this point I needed answers and didn’t have time to wait for voicemails to be returned or for emails to be answered. So I called a big graphics company I’d known for a long time. The phone hardly rang once before a friendly person answered in a very professional, polite manner. I asked to speak with the owner who, in spite of being busy running his business, came on the line almost immediately. Within minutes I had all the information I needed including a rough cost estimate.
By now you’ve probably seen where I’m going with this. If you’re a small sign shop hoping to survive in a competitive market, you’d better understand what successful businesses of all sizes understand:
- People are impatient. When they need information, they need it now. Not when you feel like getting back by phone or email. Now!
- People are skeptical. They don’t necessarily believe that they will receive a response to an email or voicemail. They’ve been burned before and waited and waited without result.
- People make assumptions about your professionalism by how you present yourself. For Pete’s sake, get a web site, even if it’s a couple of pages to boost your image and provide contact information. Include a phone number someone will answer.
Small businesses can compete with big businesses and can even beat them in some areas but not if they don’t embrace a certain degree of professionalism. If your small sign shop isn’t doing well, it might be because it appears hokey to potential customers.
I don’t usually like the expression, “Fake it until you make it.” It sounds so phony. But when you’re a small shop up against big shops in a competitive market, there’s some wisdom in it, at least to the extent of presenting your shop to customers in the way that a big efficient shop would do.