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Knocking Down Customer Roadblocks

(April 2014) posted on Wed Apr 09, 2014

How to address the four most common roadblocks customers use in their dynamic-signage protest.

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By Beth Osborne

If customers are still undecided, consider offering them a 90-day trial, with the stipulation that at the end of the trial run they will share data related to their goals. If you’ve created a successful dynamic-signage program for them – including stimulating content and easy-to-deploy technology – they should see results.
Another way to deflect the how-much challenge is to talk long-term savings that come about as a result of the decline in expenditures related to prints and reprints. The cost and the savings begin to even out at certain points.

The technology challenge
Even though we live in a world of smart phones and e-readers, not everyone feels comfortable with technology. But technology doesn’t have to be scary for your customers. Assure them that the skills needed to use your software are minimal; let them know you have already chosen to provide a user-friendly system with an easy-to-understand dashboard. The best way to curtail this worry is to demo the system – show your customer how easy it is to make changes or create schedules. Let them play with the demo, and experience how the system works.

Even when they begin to feel confident with how things work, customers still need to know and believe in your support responsiveness. Depending on the size of your organization and the number of accounts, you might need to offer 24/7 service, especially if your users have hours of operation outside a normal eight-to-five workday. Instill in your customers confidence that you are their partner not their vendor – their success is your success, and you are there for them. Create a Help Center that includes video demos and user guides with screen shots as a supplement. Increase responsiveness by deploying a remote-monitoring software for a tech to use to get inside the servers running the signage and repair as if he was onsite.

The ‘dynamic’s-not-for-us’ challenge
Another impediment to transitioning brands to dynamic signage is the idea that it’s just not right for them. I’ve heard customers say, “I don’t want my shop to look like a sports bar.” Well, no one is hoping for that impression when placing signage. I’ve seen my share of signage that was clearly an afterthought, and in these instances, I would have recommended removing it.

The design of a dynamic signage display must be purposeful. In a new building or renovation, you can literally start from scratch, and be very strategic with placement, creating a memorable customer experience.

In situations where an existing layout will be utilized and the only modifications are adding signage, finding a perfect alignment between functionality and appearance can be tricky. Keep in mind best practices for placement as well as all of the available mounting options in creating the most seamless integration of screens.

The difference you bring
Your last card to play when customer objections persist is that you can offer something different. Because you’re a print shop and can create custom displays, you have an advantage over firms that come from a purely dynamic-signage heritage. You can enhance dynamic displays with digital prints and dimensional pieces in various ways, including:

Custom bezels: The look of most monitors is very modern, as bezels become thinner. This might not fit your customer’s aesthetic. But it’s easy to build custom bezels that mesh well with the existing brand. Depending on the capabilities of your shop, you might be able to offer bezels made of metal, wood, or a vinyl print on a material like Sintra. Because bezels fit around the screen and are not a means of support, the substrate options are limitless.

Build a background: Another interesting way to integrate screens into different settings is to install a bright (or, alternately, a subtle) vinyl mural that echoes the space’s current design. Or, add print by integrating long canvas murals – almost as bookends – to screens, adding a touch of style.

These are a few examples of what to expect when meeting with clients. Be prepared for these questions and many others. Most importantly, begin to create your own brand’s resources, just as you have with your print business, so that your audience is engaged. Publish relevant content that focuses on best practices and strategies rather than just sales fluff. Having your customer consider you the expert is certainly the best way to overcome doubt and earn new business. Keep in mind that these are challenges; and challenges are just things to overcome.