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Monument Sign Selling 101

Discussion in 'Dimensional Signs' started by Peachtree Monuments, Aug 17, 2012.

  1. Peachtree Monuments

    Peachtree Monuments Member

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    Jan 21, 2008
    :Welcome:We (Peachtree City Foamcraft) have been getting several calls lately from retail sign shops who are looking to increase their profitability in the dimensional signage market, but need help to learn the basics of selling monument signs. Many sign shops are specialized in the products they offer and may be reluctant to tackle the bigger dimensional signage products such as 3D foam props or monument signs... but truth is, selling monument signs has never been easier and it can be extremely profitable.

    I hoping this brief "monument signs 101" post will assist YOU if you are looking to learn the basics of how to sell foam monument signs.

    KNOW THE PLAYERS

    There are many different types of materials that can be used to manufacture/finish a monument sign. From actual brick/stone to dryvit, Urethane to Plastic Polymers... the pricing, durability and quality varies
    based upon the product. For this "monument signs 101" we are going to focus on Foam Monument Signs.

    You can learn about the different type of foam monument sign finishing systems here. As for "manufacturers" there are only a handful of Foam Monument Sign manufacturers across the U.S. However, Peachtree City Foamcraft is the ONLY manufacturer to have their product independently tested and approved to withstand 175 MPH winds. We are also the only manufacturer with multiple manufacturing facilities.

    GET YOUR SALES MATERIALS READY

    [FONT=Arial,Arial][FONT=Arial,Arial]Peachtree City Foamcraft offers comprehensive sales tools to retail sign shops. We are 100% Wholesale Only, so we will require verification of your status as a reseller of signage prior to providing literature/sales materials and pricing to company.

    We recommend that you request a literature packet from our company which includes our catalog and design dvd.

    The dvd has all of our standard models in vector format, hundreds of high quality photos, wind load specifications, a color chart and more.

    Peachtree City Foamcraft also offers unbranded sales sheets which you can customize by adding your store’s label or stamp. Small quantities of pre-printed sales sheets are available upon request, or you can print the sales sheets in large quantities by using the print ready file – available on the design disc.

    Once, you gather all of the sales materials – we encourage you to create a sales binder with your company information and logo.

    The binder should include some or all of the standard models, a price list (100% suggested mark-up), photo examples, technical specifications and any other components from the disc that would benefit your client.

    Creating a sales binder customized with your company information and catered to the market you are targeting is an excellent way to increase the effectiveness of your monument sign sales presentation and ultimately seal the deal.

    [/FONT]
    [/FONT]II. How are Foamcore monument signs made?

    (*This applies to Peachtree City Foamcraft ONLY since Poly-Armor (TM) is a registered trademark of Peachtree City Foamcraft)

    Foamcore Monument Signs are manufactured using an expanded poly-styrene foam core. The EPS core is extremely lightweight and is also considered a green-friendly product, since it is inert and 100% recyclable.

    The EPS foam core is then encapsulated in a Poly-Armor™ hard coat, which makes them extremely durable and resistant to rot, termites, extreme climate conditions and more. Finally, the structure is finished with a light, stucco texture which is sprayed on to ensure consistency.

    *Note: An excellent way to communicate the manufacturing process of a Foamcore monument sign is by showing your client a section sample (which shows the EPS core and Poly-Armor ™ hard coat) or hammer sample (which shows the Poly-Armor ™ hard coat – you can actually hit the sample with a hammer!) – both are available free of charge by calling 1-877-862-0840 or by contacting us via email.

    III. What are the benefits of a Foamcore Monument Sign?

    Foamcore Monument Signs offer several benefits, which include:
    • Lightweight yet Durable – this will save your client both time and money, by eliminating the need for heavy equipment or on-site construction. Foamcore monument signs made with the Poly-Armor ™hard coat are approved to withstand 175 MPH winds and are offer exceptional resistance to rot, termites, moisture, extreme climates, and damage.
    • Versatile & Long Lasting - dimensional letters, LED message centers, illuminated cabinets and more can be integrated into a Foamcore monument sign. In addition, Foamcore monument signs have a 5 year limited guarantee.
    • Easy Maintenance – no need for daily care – Foamcore monument signs can be cleaned as needed, using a mild soap and water solution.
    • Unlimited Design & Color Options [FONT=Arial,Arial][FONT=Arial,Arial]– the possibilities are endless. Your client can choose virtually any design, shape or color they would like. In addition, hand sculpted faux brick and stone accents can be added to their monument sign to match their existing signage or building.
     
    [/FONT]
    [/FONT]IV. The "Monument Sign" Sales Process
     
    A. Plan ahead for your initial meeting.
    a. Make sure to bring any samples & sales materials to your initial meeting with your client. Prepare your sales binder ahead of time.

    B. Engage Your Client in the pre-qualification process.
     
    1.) Determine Your Client’s Budget.
    In order to specify a monument sign, we recommend a minimum budget of $2,000 per sign. If their budget is less – suggest a less expensive, post and panel sign.

    2.) Determine Client’s Basic Needs.
    Monument signs are exterior, free standing structures. If they are seeking an interior sign or a wall mounted sign – consider an HDU, PVC or Aluminum Sign.

    3.) Quantity & Ability to Pay.
    Before pre-qualifying your client’s ability to pay – ask how many signs they are looking for. Then determine their immediate and long term plan and ability to pay for the signage they would like to purchase.

    C. Gather Signage Specifics Prior to Recommending & Specifying.
    Ask your client the following questions:
    a. Do you have a size in mind?
    b. Will the sign(s) be single faced or double faced?
    c. How many colors would you like the sign to be?
    d. Do you want an illuminated or non-lit sign?
    e. What is your level of expectation regarding design?
    (Stone, Brick or Stucco appearance)
    f. What will your sign say?
    g. Do you have any signage currently?
    (Are we matching, replacing, re-designing..)
    h. Do you have a sign permit or know your limits?
    Once you gather answers to the above questions, you will have all of the information you need for a quote and you will also be able to provide a more educated recommendation to meet your clients’ signage needs.

    D. Payment Pre-Qualification

    At this point, you know what your client wants, how many signs they want and how much they think the signs will cost. Now, it is time to ask your client – how do they plan to pay for them? Keep in mind, Peachtree City Foamcraft and most other wholesale sign suppliers will require a 50% deposit at the time order with the remainder due on the ship date.

    E. Recommendation/Specification Process

    Once it has been pre-determined that the client has a realistic budget and all wants/needs have been outlined, now is the time to recommend. Using your sales binder, show your client a couple of Peachtree standard models that fit their budget and can be customized to fit the other needs they specified. Gather their initial thoughts on the standard models and make notes as necessary. Determine the importance of their "wants" if all of them cannot be accommodated within their budget. Ask your client if they have any other questions and set-up a second meeting to show them a more specific drawing and/or price(s).

    F. Second Meeting – Specify & Sell

    At the first meeting you gathered all of the specifics and determined your client’s wants and needs. Prior to the second meeting you should create a couple of drawings customized for your client, using the standard models that they expressed initial interest in. You should also have verified the price with Peachtree City Foamcraft, and marked up the cost accordingly.

    Finally, you should place a quick call to determine the size limitations if any in securing a permit.

    Show your clients the drawings – further specify their needs, narrowing down size, design, needs and the reality of meeting those needs within their budget. Once this is done, seal the deal.

    G. What do I need to get a quote from Peachtree City Foamcraft?

    • Signage Dimensions - Height, Width, Depth
    • Quantity
    • Single-Faced or Double Faced
    • Number of Colors
    • Graphics
    • Lettering? Raised or Recessed?
    • Logos? Raised or Recessed?
    • Will you be applying a sign panel or Gemini Letters?
    • Where will the sign be delivered?
    • Will there be lighting?
    • Cabinet, Letters, LED?
    • Will substrate or conduit be required?
     
    H. How do I place my monument sign order?
     
    1. Make sure you have received an estimate. (remember – the
    standard model price list is for the structure only and does not include
    additional colors, graphics, substrate or faux brick/stone (*unless noted).

    2. Have your final artwork ready. We accept .cdr, .eps and .ai files.
     
    3. Make sure you have your permit. :Cool 2:
     
    4. Double check all of your specifics: color, size, quantity, dimensions,
    integrated components, any text. Make sure your client has signed off on
    the final rendering indicating their approval of the entire design.

    5. Did you get a deposit or pre-payment from your client?
     
    6. Send your final artwork to Peachtree City Foamcraft via email at
    [email protected]. Call 877-862-0840 to confirm your order, and
    review shipping, your design, etc..

    I. Monument Sign Installation Process
    [FONT=Arial,Arial][FONT=Arial,Arial]*Reference installation video on Peachtree Design Disc or website*
    *Reference written instructions in Peachtree Catalog* :thankyou:

    [/FONT]
    [/FONT]
     
  2. SignManiac

    SignManiac Major Contributor

    8,521
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    Mar 25, 2006
    Mars Florida
    Very well written!
     
  3. dukebrown

    dukebrown Member

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    Sep 19, 2011
    rosenberg,tx
    I have a sales kit but haven't had time to upload their info. Got to get one of those samples for the hammer test too. That is an easy up sell closer.
     
  4. Sign Up Graphics

    Sign Up Graphics Very Active Member

    1,798
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    Jan 8, 2007
    Sign Up Graphics

    Thanks for the great info. :thumb:
     
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