2011 Sign Franchise Review: Thriving in the New Normal

“We need to focus on helping customers grow their businesses and achieve their objectives,“ Monson continued. “We need to go beyond being order takers and begin to really understand our customer’s businesses and what they are trying to achieve. From there, we need to respond more comprehensively to our customer’s marketing challenges. We also need to expand the range of products and services we provide. We are also looking for ways to find new revenue before and after production of the image. If we wait for the customer to ask for a price, we have waited too long to maximize our opportunity. We need to get involved with the customers earlier in the process, before sign types and designs have been specified. And we need to look for new opportunities and unique applications. To accomplish this, we need to be at the customer’s place of business, asking open-ended questions and then coming back to them with comprehensive solutions to their business challenges.”