When I talk about business signage, I am referring to signs on the outside of your business windows, as I assume your building signage is already completed and cannot be changed. Most of the window business signs owners’ use usually says generic stuff like, “Sale,” “Financing Terms Available,” or “Holiday Sale.” In this day and time those types of signs are not worth the plastic they're printed on.
If you really want powerful and effective signs on the windows of your showroom, you must use signs that state your USP and draw customers in. For example, which one do you think is more powerful: “Sale” or “Guaranteed Same Day Delivery On In-Stock Products Or It's FREE!” Compare these two: “We Sell All Major Appliances” or “FREE Delivery With Any Purchase Over $500!”
The key to having business signage which attracts prospects and customers is to focus on the benefits that customers want. If you have no idea what the customers in your marketplace are looking for, then you need to ask every prospect that comes into your business and use that information to create a U.S.P. that attracts the right type of prospect.
Another place for you to focus on effective business signage that most businesses overlook is inside your business. Just because you got a prospect to walk into your business doesn't mean that your job is done. In your office, store or building, you must have signs that capture the prospects attention and compel them to ask you about it. Here's a quick test you can perform to see if you have good signage in your business: When is the last time a customer was in your business and pointed to a sign and asked you about that product/program/service/offer? If the answer is never or you cannot remember, then chances are that your in-business signage isn't working as effectively as it could be working.
Effective in- business signage can help your staff close a sale, remind customers of why they came into your business or keep a sale closed for you because customers are constantly reminded of your unique U.S.P.
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