How to tell a Client what they need.

Need. vs. Want.

I work in the signage industry. It’s an invisible industry to most. Signs to most people just look the way they do, because, well…..

“That’s how it was made right?”

Explaining to anyone what I do for a living just gets the semi-nod with…

“That’s nice. Are you busy?”

But that’s for another article.

No. The reason I say it’s invisible is because the soul of the term “signage” is dying. It’s dying because most shops put little to no thought in the product or service they represent.

“Just give the customer what they want.”

This line is the number one reason that the sign industry is invisible. I don’t go to my dentist and say, “ you know what I want? I just want the Novocain and that’s all I’m going to pay for.” Would this professional person do it? Shit no! So why do people think its better to just give a client what they want, rather than risk upsetting them and figuring out what they need.

Money.

Less questions to get to the money. But what does that say about your service or the industry you represent? The truth is, if your coming into a shop with a new business and you need a sign, you’re better off with a blank sheet. Because going in thinking you know what you want may not be what you need. And maybe the professional behind the desk is just the person to help you and your business get noticed.