posted
I am in need of some information -- I am in a small, family-owned business located in a small city. We've been in business for about 2 years, and through all the struggles and learning experiences and daily problems, there is one overriding question that haunts me each night before I sleep -- how do we get more business??? Our competitors in town seem to get a great deal of the new business that comes to town, and I'm not sure where he is listed that we are not. We do work with some project companies such as Dualite, Persona, and Starlite, but I think there must be larger ones out there that are unaware that we exist. How can a channel these areas and get this larger side of the business going? :clap: :dunno: :clap:
-------------------- Brandy Roberts The Graphics Wizard 1301 Albia Road Ottumwa, Iowa 52501 Graphicswizard@rew2000.com
"Jump right into my nightmare -- the water is warm." Posts: 2 | From: Ottumwa, Iowa | Registered: Jul 2004
| IP: Logged |
posted
One suggestion is to check on a regular basis with the local building permit department and see who has applied for permits to build or finish out space. Sometimes you can get your foot in the door earlier by being proactve in this way.
-------------------- David Harding A Sign of Excellence Carrollton, TX Posts: 5095 | From: Carrollton, TX, USA | Registered: Nov 1998
| IP: Logged |
Find some reason, any reason, to write up a press release and submit it to the local paper. It could be anything from a little donation to a local cause up to promoting a new service your shop offers - or maybe promoting a service your shop has always offered, just bring it back into the public eye.
Be visible and approachable, potential customers are more likely to chose someone they've already met and feel comfortable with.
-------------------- "If I share all my wisdom I won't have any left for myself."
Mike Pipes stickerpimp.com Lake Havasu, AZ mike@stickerpimp.com Posts: 8746 | From: Lake Havasu, AZ USA | Registered: Jun 2000
| IP: Logged |
posted
I am big on yellow page ads, but I know that most aren't. Show pictures in your ads of the biggest and best stuff that you have done. Those that aren't into yellow page ads, get their business from their website. After reading that a few weeks ago, I am going to get a good website up and try to get most of my business that way so that I can cut the cost of my yellow page ads. Get a brouchure done. Try putting graphics all over your vehicle telling people what you do...don't forget the phone number and website if you have one.
If you can afford a store front.. go for it. I get lots of walk-ins, even thought there is about 3 other sign shops within our small city
-------------------- Laura Butler Vision Graphics & Sign 4479 Welch Rd Attica, Mi 48412 Posts: 2855 | From: Attica, Mi, USA | Registered: Nov 2000
| IP: Logged |
posted
it might be a PRICE THING...just because hes got more new business, he may be doing more work and makin less money! i see it all the time where iam at, the SIGNS NOW, SIGN-A-RAMA,SIGNS IN ONE DAY ETC ETC. they all get new business, but most are lowballin to get the work to pay for storefront and equipment leases.....if hes got a $5000 a month outlay from employees, rent, lease, YELLOW PAGES, radio or tv add....and his cut for owning the place, then they need to look busy just to make that 1st $5000.00!!! get the picture?
-------------------- joe pribish-A SIGN MINT 2811 longleaf Dr. pensacola, fl 32526 850-637-1519 BEWARE THE TRUTH.....YOU MAY NOT LIKE WHAT YOU FIND Posts: 11582 | From: pensacola, fl. usa | Registered: Nov 1998
| IP: Logged |
go "knocking on doors", also know as "cold calling"...be a sales person.
Just walk into a business and introduce yourself, hand em a card and let them know what you do and that you exist.
Sales professionals figure 1 in 10 cold calls will result in a sale. From there word of mouth will help spread your business around.
-------------------- Dave Grundy retired in Chelem,Yucatan,Mexico/Hensall,Ontario,Canada 1-519-262-3651 Canada 011-52-1-999-102-2923 Mexico cell 1-226-785-8957 Canada/Mexico home
posted
You do need to have your vehicle done up, but don't just slap something on it. Take the time, work up a killer layout & do the job right. Make sure you always have business cards with you and if you're driving the shop vehicle, don't plan on any "quick" stops as when you're in a hurry, you're guaranteed to be stopped by at least 1 person who notices your truck and wants to talk about a sign he needs.
Cold calling sucks, but it does work. Just don't expect fast results. You may get lucky and get a nibble out of a person or two when you stop in, but I'm getting calls now from people I cold called 2 years ago.
-------------------- Chris Welker Wildfire Signs Indiana, Pa Posts: 4254 | From: Indiana, PA | Registered: Mar 2001
| IP: Logged |
I respectfully disagree with Laura. In reading a post from Dan Schwarsky a couple weeks ago, it makes perfect sence.....your money is better spent on your building, or shop truck, (keep it clean, and touched up).
Spend a moderate amount on yellow pages, just so people know your name and location. I do agree that you need to be VISABLE. Be sure to buy everything you can locally. groceries, dinner out, coffee, whatever, and never leave home without a pocket full of cards. It won't take long for the locals to know who you are.
""Good judgment comes from experience; and a lot of that comes from bad judgment" - Will Rogers Posts: 3489 | From: Beautiful Newaygo, Michigan | Registered: Mar 2003
| IP: Logged |
posted
ask your customers for referrals,develop a strategy to generate referrals it is much easier to meet with someone that you have been referred to by a friend or customer whoever than it is to coldcall, I have not made a sales call in 5 yrs as a result of referrals and word of mouth and business is good
-------------------- Dan Streicher Slidell, LA Posts: 445 | From: Slidell, LA | Registered: Feb 2004
| IP: Logged |
posted
It may or it may not help to become an (active!)member of the Chamber of Commerce, but it certainly wouldn't hurt. I was a member of the Chamber for a while and will quit now, because I think they're stuck in a rut, but everybody knows who I am by now, and that's good. A lot of business comes through the right "contacts".
Look for opportunities and speak up. For example, when you deliver some decals, say casually "Your parking signs must be a quite a few years old. We've got this material that doesn't crack like plywood does. Real good stuff, never peels or chips." You will be surprised by how often they bite. Be prepared to answer an "How much" question and try to close a deal on the spot.
Also, make sure the businesses you work with are aware of ALL you have to offer. Maybe leave a brochure with new customers?
There, I told you all I know and it isn't much....welcome to Letterville anyway Stick around.
posted
Number one: and this is BEFORE you do anything else! Decide what sort of sign busines you want to be, and as part of that, what kind of customers you want to work for. Do you want to be a truck lettering shop? A banner shop? A carved sign shop? What do you want to be known for? Getting to a destination requires knowing where you want to go to begin with.
Number two: Find a sign shop outside your market area that fits the sort of profile you want your business to become - established, profitable, focused on the kind of customers you want, doing the sort of work you want to do - and then call them and politely ask for an appointment to talk to them about their business. By going outside your market area, you aren't going to be perceived as trying to pick their brains to try to take their customers; by being polite and respectful of their time, you can gain a lot of insights into marketing, pricing, and business strategies just "talking shop". That way you find out what REALLY works, from people who know what they are talking about. In my early years in business I made a couple of those types of calls - Jay Cooke, in particular, gave me about an hour and a half of his time one day back in 1991, just on a cold call to ask about pricing - and the insights gained from that have been priceless.
Number three: When you get good advice, USE IT! Mike Jackson and I have had conversations about people he calls "yes butters". A yes butter is a person who asks how to do something, analyzes the answer, focuses on any one point that doesn't agree with a pre-conceived notion, then rejects the advice with the phrase "Yes, but...." The point is, you are going to hear things that sound counter-intuitive, or things you've never done before - don't automatically reject them.
Which brings me to number four: Consider the Source. By this I mean, ask and accept advice from people who have actually succeeded in doing what you want to do. An intelligent person doesn't go to a car mechanic for tips on home decor, or to a pastry chef to ask about roof repair. Be specific in what you want to know, and be careful in who you ask.
-------------------- "A wise man concerns himself with the truth, not with what people believe." - Aristotle
Cam Bortz Finest Kind Signs Pondside Iron works 256 S. Broad St. Pawcatuck, Ct. 06379 "Award winning Signs since 1988" Posts: 3051 | From: Pawcatuck,Connecticut USA | Registered: Nov 1998
| IP: Logged |
""Good judgment comes from experience; and a lot of that comes from bad judgment" - Will Rogers Posts: 3489 | From: Beautiful Newaygo, Michigan | Registered: Mar 2003
| IP: Logged |
posted
Thanks for all the helpful advice!! Some of your ideas, we have tried -- others are new and have been a great source of information. Keep those ideas coming as they hit you. I'm more concerned with the large companies, as we have a lot of expansion going on here. Famous Footwear, Applebees, Pizza Hut -- they all used our competitor without even asking us for a bid. But, I'm sure there are others that ask us for a bid and don't ask our competitor. Maybe that's just the way the market is.....is it?
-------------------- Brandy Roberts The Graphics Wizard 1301 Albia Road Ottumwa, Iowa 52501 Graphicswizard@rew2000.com
"Jump right into my nightmare -- the water is warm." Posts: 2 | From: Ottumwa, Iowa | Registered: Jul 2004
| IP: Logged |
posted
I'm assuming your competitors are more then 2 years new. All the ideas above will work, none work perfectly. The competition has most likely done some of the above & is now reaping the rewards of... exposure, good connections, word-of-mouth. No magic pill will catch you up with someone ahead of you in the "race" overnight... concentrate more on seeing that your growth rate IS increasing (& in the desired direction, as Cam stated) & less on the work your not getting.
I've run my business for 7-1/2 years & was probably feeling similar to you 5 years ago. I thought about cold calling, but although I was slower then I wanted to be, I always had at least one or two jobs to do, so I decided to consider cold calling only if I caught up on every single job in-house. Not that I am at all fearful or uncomfortable talking to srangers about my business... but going door-to-door just seemed to desperate, so I made that little rule to myself to see the cup half full instead of half empty, & not to "worry" about more jobs... just keep crankin out the ones I had, while also following the good advice such as what has been posted above. I never got caught up on every single job except one time & then it lasted about 8 hours. I have never went door-to-door.
Most of the last 5 years has been too busy to do w/o working long hours & I've learned to raise prices to regulate that.
posted
Hiya Brandy, All the advice above is good. The other respondents figured out what works or doesn't well for them. So, Cam's post should really hit home. It really boils down to a great business plan and perseverance. Most of the sign companies I've worked with really didn't hit their stride until their 5-7 years out. By then you've established a good client base and figured out what works well for your company in terms of type of work, advertising and profitability.
Havin' fun,
Checkers
-------------------- a.k.a. Brian Born www.CheckersCustom.com Harrisburg, Pa Work Smart, Play Hard Posts: 3775 | From: Harrisburg, Pa. U.S.A. | Registered: Nov 1998
| IP: Logged |
"Maybe that's just the way the market is.....is it?"
Actually, "it" is two distinct markets. One market is the local dry cleaner and dentist type mom and pops that will never know the difference between a "good" sign and a bad sign; but they know that the smartest investment is the sign with the cheapest purchase price. The other market is the sophisticated repeat buyer of effective signage, that coincidentally has a healthy budget that it recognizes it must invest in advertising.
If you think the quality of your shop's signage is top caliber, consider hiring a sales and marketing consultant (preferably with sign experience) to market your services to the Applebys and Pizza Huts. Be prepared to invest between $5k - $10k.
-------------------- Jack Leyden Jack's Signage 1330 "H" East St. Andrew Place Santa Ana,CA 92705 Posts: 22 | From: Santa Ana,CA | Registered: Nov 2001
| IP: Logged |
![[Wink]](wink.gif)
![[Smile]](smile.gif)
![[Eek!]](eek.gif)
and it can't be said enough!
Printer-friendly view of this topic