The answer is BENEFITS. NOT FEATURES - BENEFITS.
Answer this question quickly: what are the primary benefits of a well designed, professional sign?
That is one “cheat sheet” list you need to have ready to fire at all times. Because when a prospect sees the price of a professional sign, they are often surprised and taken aback. You’ve probably heard more than once “that is a higher sign price than we expected.”
Remember, we are talking benefits here. Not features. Not the materials the sign is made of, not the manufacturing process, not the acrylic color on the sign face, not the new brand of LED. Those are features, and do not have nearly the selling impact of benefits. But overstressing and discussing the features are a common signage sales mistake (and this applies to all signage types - not just channel letters.)
So what are the primary benefits of professional signage? Check out this list:
• Increased foot traffic
• More impulse purchases
• Location awareness
• Brand awareness
• 24/7 advertising
• Reinforcement of other advertising
• Top of mind awareness
• Location image enhancement
• Increased web site traffic
• Higher revenues and greater profit
Which of these is the most important? Which is the “Mac Daddy” of business benefits? Obviously, the last one - higher revenues and (hopefully) greater profit. Which business owner would not want that?
Also, note that these are the benefits of PROFESSIONAL signage. That means the basics such as sufficient contrast, conspicuity, proper kerning and correct illumination (if needed) are covered. If the signage design and/or installation company fails at one of the basics, then this list is null and void.
With all of the change and innovation in the signage industry, it is easy to get enthusiastic about features, while you overlook the signage benefits. But to close more sales, your presentation MUST stress the benefits of signage, not the features.