Show your clients the difference    |    Number 38

When I talked with Larry Elliott, Elliott Design, McLemoresville, TN, about the power of Mike Jackson's three-tiered pricing approach in the last Trade Secrets, he passed along some great insight into how he built his business over the past 45 years. He's in a tough market, too--a rural area where he serves a lot of small towns, and folks are generally conservative about graphics and budgets. 


"Telling someone how their sign can look is impossible," says Larry. "How many times have you had a potential customer say, 'I want a really nice sign for my new business....' Right away you start thinking, 'Wow, he's looking for a carved, gold-leafed beauty with ornamental posts....'

"Then reality hits you right between the eyes when they say, 'Just something with a white background and maybe red or black letters. And here's a sketch my kid's done. Can you make something like this?'" 


Click here to see how Larry has successfully turned many such prospects into great clients who got great value--and spent a little more in the process. 


"So, everyone's concept of a 'really nice sign' is different," says Larry. "It can range from 

 There's more below...

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very simple to extravagant. It's up to you to show them the difference."
Larry has developed a simple process that any sign professional can use to help the client see what you can do for them--quickly and easily. It can make the difference between your business just getting by and turning a healthy profit for you.
Click here to see how he does it by using examples and up-selling them to a sign with more value and more appeal.

Missed any Trade Secrets? Click here to see them on our website and get more tips to help you speed production, get better organized, produce more effective designs and sell signs easier.
to forward this Trade Secret to a friend. Thanks!
Tom McIltrot, Editor
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