Let me preface this by saying I'm coming from a non-sign small-business background (I've just moved into the sign business).
While I agree with a lot of what you posted there (I think most of your critique of the OP is spot on), you're missing the point on this statement. There are an ever growing number of people who simply don't care about quality. In my other business, I take a great deal of time and go to a great deal of effort to educate my customers about the differences between high and low quality work because customers who understand that are generally better customers and more willing to pay a realistic price for the service or product. However, I have also, far too often, gotten a response of "Oh, yes, I absolutely see what you're saying and I absolutely can see that what you're suggesting is a higher-quality option. However, I don't want/need the higher quality, the only thing that matters is how cheap it is."
5 years ago, I had maybe 10% of the people who called for a quote saying that they'd knowingly choose poor quality if it meant getting a lower price. I tended to suggest a couple of other shops that I knew cut corners to those people. When the recession hit in full force, that dropped to 0%. The only people I got were people who wanted it done right regardless of the cost. I think the cheap people were just plain not buying. As things started to recover, that number has been steadily rising. I'd say that 60-70% of new business possibilities are flat out saying they don't care how bad it is, it just has to be cheap.
So, Gino, where I'm going with this is that you can no longer expect educating the customer to convince them of the value of better quality. Sure, if you do it right, you'll convince them your way/product/service is better quality. That no longer logically leads to them concluding it's worth the extra money to them.
When you're getting enough work from people who want to pay for quality, it's an easy decision: send the other people packing. However, when enough people in your market make the switch to knowingly turning down quality to get a lower price, you're going to have to make the decision on wither or not you want to keep your doors open.
will.... after looking at your profile, I have no idea what you're doing here. However, since you are indeed here, I can only say this.... once you stop educating your potential customers, you will begin to fail. Today's methods are completely different from those of years ago. Years ago selling signs and truck lettering was a breeze. Today, you need to step up and show what you're made of and sell yourself.... then your shop and what you can produce.
If one uses the three tier method of selling, you can always go down in price, but don't you want to at least show people what they
CAN get for a few dollars more.... how if they stretch their dollars a little it might be more cost effective to do
X,
Y or
Z ??
Maybe I'm lucky and have very talented people working for us and step in chit and come out smelling like a rose, but none of it's by chance. I don't wait for it to happen. I'm constantly sending things out, contacting old customers e-mailing, mailing and going to mixers and township meetings, rubbing elbows with people in the limelight and with the shakers. One of our recent accounts came by way of drinking at the bar and this one guy and I get to talking as we were both chit-faced and loose. He told me where his kid worked and I asked for a meeting with him and he said... give me a card. The following week I had a meeting with this guy and since that meeting, now we do all the work for this township, letter the police cruisers and trucks, the ambulances and most any signs they need in the township..... playground signs, local advertisements and so much more. No matter how old or large you get... you have to keep shaking those bushes.
If you or anyone else is only getting people that want the lowest price and that's their only concern... you are looking in all the wrong places for customers. You need some lessons on how to present yourself and look successful.
William.... no it ain't hard making your claims, so by the looks of that one..... it's time for you to change
your environment. Don't wait for this stuff to walk in and fall in your lap. Go look for what you want. You make it happen. Sure, it's easy to say, but if you try two or three nice businesses a week and spend three or four hours a week.... within no time.... you will land one. The odds are in your favor. After that, you'll start building your confidence and land another.... and another and so on. If you all accept this mentality that it jut ain't possible, you wont get it. You're just prolonging the agony, so you might as well sell your chit now and find something where you can sit at home and do nothing.
I mean, really, this isn't hard to do. I was always a letterer and pictorial artist. I worked and made money for other shops until people started asking me to do their work on my own. Well, I didn't take work away from any of my employers, but I did start reaching out on my own and started by landing a realtor. After that, I reached out to other realtors, then contractors and plumbers and whatever I could find. Then word of mouth kicked in, but once you hit a certain volume, you still have to pound the pavements and make things happen. Contacts go away, people change jobs and businesses move, so you have to stay on your toes. After having enough people to do the work, I started selling and quite honestly I hate it, but someone has to do it and for some reason.... I'm good at it. Once you start closing 60% or more of your jobs... you raise your prices and you keep doing that and you stay at a level and don't look to go backwards. You can if you want, but why do it unless someone touches your feelings. We're far from a huge shop, but we do a fair amount of work in a year's time for being only a few guys and some part-timers. I have a responsibility to give them a check every week pay some mortgages and still have money left over to have fun..... :Oops: and
Good luck finding a company with competent installers willing to drop everything and run out with 12 hours notice to go install 300SF of full coverage frosted vinyl on glass for $1.66 per SF for your big corporate client.... 
It's not going to be my company, that much is for sure.
