Thank you all.
What began as 20pcs 18" x 24" 2-sided signs, has blossomed into 50 each for instead of one agent... to 6 agents. They seemed impressed the extra mile we went to to give them a proper layout and explanation. The key thing was exactly what Bill had mentioned. Our new & improved version with the kerning and spacing corrected, just made up their minds for 2 locations.
The numbers are astounding and if this were in a different category, I'd reveal it, but suffice it to say from several $100's to many $1,000's at this point.
I hope this can be a lesson to many here, that presentation and professionalism can really make a difference, especially to a completely new customer. This person walked in the door about 2 weeks ago and now has turned into a good customer, not to mention all the extras she brought along and will continue to do.
edit: it was striper14 who made the comment on bad kerning. just giving kudus where due