Bolster Your Bottom Line: Building Your Professional Network, Partnerships, and Sales for Sign Shops

65% of sign shops polled reported that they expect sales to increase in 2024, according to Sign of the Times. The other 35% aren’t as confident, stating that they expect sales to decrease this year.  No matter which outlook fits your shop’s forecast, fortify your bottom line for years to come with these steps.  

It’s hard to know where that next new project might come from or what it might lead to. Don’t miss an opportunity to connect with potential clients. Make sure you’re networking with other local businesses owners and members of the community at every opportunity, both in person and online.  

Consider joining your local Chamber of Commerce and build a relationship with the local economic development authority. These organizations are often the first to know when new businesses are open and can be a great source of referrals. Industry associations, like the International Sign Association, and the World Sign Associates are also powerful networking communities that will help build connections with other businesses, sign shop owners and sign manufacturers.  

Host a business leaders networking event through local service groups like Rotary Club or other philanthropic community organizations. When people are invited to learn about your business and interact with you and your team, you’ll build awareness of your products and services and establish your expertise.

 

Word-of-web is the new word of mouth. Be active on social media to demonstrate your capabilities, highlight your work, and broaden your online visibility. For business owners, LinkedIn is a great place to share your thoughts on industry news and business development in a way that builds your brand’s reputation.  Social media is a two-way street, so remember to share your own business achievements, too. Posting pictures of recent projects, customer stories, or community involvement are all great ways to increase your sign shop’s visibility to other business owners and decision-makers.

Protect your margins by leveraging manufacturing partners to avoid unnecessary and costly equipment investment. Evaluate potential signage manufacturing partners for production capabilities and ​critical areas of the customer experience that impact your client’s experience, like on-demand order tracking.     

• Quality Assurance: What does the manufacturer’s warranty entail? Choosing a manufacturing partner that stands behind a strong warranty will help you protect your margins and keep your customer satisfied with their signs.  

• Product Portfolio:  Look for a partner that offers a broad product portfolio. Capabilities like extended color matching capabilities, custom fabrication options, and lighting options allow you to maintain the customer’s budget by getting the look for less. This can be a big win for your bottom line.  

• Expertise: Choose a manufacturing partner that has the expertise to support your unique project needs with bespoke solutions. Explore past projects, like Gemini’s Notre Dame Case Study, for a look at how solutions have come to life on other projects​. 

• Added Value: Consider the manufacturer’s added value offerings for partners, like marketing materials, order tracking capability, or a dedicated contact for your account.  

The sales and ordering process can make or break a great customer experience. And when referrals are a critical source of leads, it’s imperative that each client is satisfied with the process and the final product.  

• Customer-Centric Approach: Listening to understand your clients’ specific needs and preferences allows you the opportunity to deliver personalized solutions that enhance satisfaction and encourage repeat business. 

• Upselling and Cross-Selling: Train your team to identify opportunities for additional sales by determining additional areas that could be value-added options to provide solutions. Many projects could benefit from added lighting, Braille signage, or dimensional letter signage.  

• Utilize Technology: Leverage online account management tools like Partner Portal to get a quote, review and approve designs, and track order status. This makes communication seamless from design to order tracking easy for you and your customer.  

By focusing on growing your professional network, selecting a strong manufacturing partner, and enhancing the customer’s sales experience your sign shop will continue to impress customers and thrive in sales well into the future.  

Ready to elevate your sign shop’s capabilities? Become a Gemini Authorized Partner today.