- Selling Signage
- Sales Vault May 2025
10 Things You Need to Know About Selling Signs
Selling signs isn’t just about the material—it’s about marketing impact. Bill Farquharson shares 10 actionable tips to help you sell signage more successfully and close bigger, better deals.
1. Know Your Signage Types Cold
Before pitching, make sure you can confidently explain the differences between banners, monument signs, vehicle wraps, wall graphics, and wayfinding signage. Speak their language and they’ll trust you faster.
2. Sell the End Result, Not the Material
Don’t focus on aluminum thickness or vinyl grade unless asked. Instead, paint a picture of the impression the sign will make: “Imagine your brand grabbing attention even from 300 feet away.”
3. Tie the Sign to a Business Goal
Ask: “What is the primary goal for this sign?” Whether it’s attracting foot traffic, reinforcing branding, or driving sales, you’ll present a solution that feels custom-built.
4. Always Offer Installation Services
Remove friction by bundling installation into your proposal. Many clients hesitate because they don’t want the hassle of finding an installer. Be turnkey.
5. Use Local Proof
Show examples of signs you’ve done nearby. Local credibility is your secret weapon — people trust vendors they see already working in their community.
6. Educate on Visibility Factors
Teach prospects about sightlines, traffic speed, color contrast, and font size. Being the expert who advises — not just sells — makes you the obvious choice.
7. Get Permitting Help on the Table Early
Signage permits can be a nightmare. Even if you don’t manage it in-house, offer guidance or introduce a permit service partner. This removes a major buyer fear.
8. Propose Options, Not One Choice
Present three levels: Good / Better / Best. When clients pick, they feel in control — and you subtly upsell without being pushy.
9. Get Clients Thinking Beyond One Sign
Ask, “Do you have additional locations or seasonal promotions that could also use signage?” One small project can often lead to a package deal if you prompt the thought.
10. Follow Up with a Photo
Once a sign is installed, send a photo to the client. It reinforces the value, triggers referral thoughts, and gives you an excuse to stay in touch without “checking in.”
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