The sign industry consists of printing companies large and small; some as small as one-person home-based shops. The problem for the smaller shops is that they are often competing for the same business as the bigger shops. And often the smaller shops are their own worst enemy in these situations by being sloppy about the image they put forth.
Bigger businesses tend to present polished images because they know that a “business-like” image gains them credibility with potential customers. Sadly, many smaller business just don’t get it. I’m not suggesting that you fake it by pretending that you’re big when you’re not because sooner or later you’ll be caught out and your credibility will be shot.
But there are measures you can take to present a polished image that will help to generate confidence. Nowadays a lot of people want to support smaller local businesses but they don’t want to have to deal with sloppy business practices. Here are some image-building things to which smaller shops should pay attention id they are to beat big shops at their own image game:
- Make sure a polite, attentive, human being answers your shop’s phone within a few rings (you, an employee, an answering service—doesn’t matter who, just make sure it is answered).
- Answer email inquiries promptly, even if it is to say you have received the inquiry and will be in touch. Then follow up promptly.
- Have professionally-designed and printed stationery (cards, letterheads, envelopes, brochures etc.)
- Dress in at least business-casual attire for meetings or customer visits.
- Have an impressive well-put-together portfolio of examples of your best work.
- And of course it should go without saying that your product prices, quality, and service must be top-drawer.
Small shops don’t have to pretend to be big, they just need to beat big shops at their own image game..