Mon Jun 09, 2003 6:56 am Author: Rodney Gold
IMHO the real "meaning" of this poll is what sort of business plan and long term personal view/goals one has
A lot depends on the type of business you do and what machinery you have in determining where and how you work
As a previous poster suggested , big business views home based industry as sort of "cottagey" and it's difficult to get a foot in the door of the bigger companys in that case.
Working at home brings other problems and advantages , work is near and flexi hours are fine and overheads cheap.
However in a business one is forced to keep standard hours (albeit you can work whatever time) , there is the "prestige" factor , there are no home distractions and there is some pressure to cover overheads.
I have found that taking the risk or incurring the expense is something that motivates one to sell more - you worry about covering the expenses and become "lean and hungry".
Its all about what your ambitions are and what your long term goals are.
Remember that if your business is a one man show and you are making a comfortable living , you rely on your own 2 hands , what happens if there comes a stage where you are not able to use those hands , get sick etc.
At least take some key personel insurance
Often a smaller 1 or 2 person company gets bogged down in trivia , paperwork etc .
One has to look at ones strengths and weaknesses , say for example you are good at selling and design conceptualisation , then filling in the vat form , doing the paperwork , working on the sign package , running the machines , applying , assembling etc could perhaps be best served by someone else - freeing yourself for the more important things - you will soon wonder how you did it the "other" way.
One of the BEST ways to grow a business is to promote it. A Rep is a very good start , especially if you make it a commision based salary. Equip the rep well with all the tools they will need - they are your "shop frontage" if you dont have a showroom etc.
Always think big , no matter how small you are , have quality letterheads made , print EXCEPTIONAL business cards , answer the phone smartly and with a professional tone (often thats the first contact a customer has with you and influences how they "see" you)
A decent sample range is an essential - if you photgraph stuff , try do so early morning or late afternoon when the light is "better" - try different angle , make that photo look stunning.
Business is all about how others percieve you , you have to inspire confidence - price alone does not do that
As to high street premises , well if you want itty bitty passing trade , thats the way to go , if you have decided to take premises , then take something just off high street , where you will get double the area for 1/2 the rental , it will stop passing trade and tyre kickers - do not keep an open door , this is an invitation for time wasters.
DO set up a very good showroom , a counter with a zillion boards of various stuff wont set you apart from the opposition , the very least is to have decent lighting , strip flourescents will not show off your stuff , try floods or spots.
Have a desk where you and the client can sit etc.
Your production facility should never be visible to your client , let him think you have millions of machines whirring away back there , let your products speak of your ability , not your machinery - tempting as it is to show someone your latest aquisition.
I do not beleive there is good money in a job shop specialising in small walk in signage.
Set various policies , for example we NEVER do samples without acceptance of a quotation , and we make it plain that if a job does not materialize thru no fault of our own , we charge 10x the unit price quoted.
Doing artwork for a job and not getting it incurs an artwork charge and the customer NEVER gets the artwork , they pay for your preperation and work , not to get something to take to other signmakers to do cheaper.
Often one can do artwork free of charge if lets say one is quoting on a large job and you feel a sample would be a VERY good selling tool , we often take this gamble.
Listen to your customer , if they bulldust you initially , blow them off.
We had a crowd who came in and promised us 200 brass plates a week for coffins , I told them to get lost when they asked for a sample , or if they wanted one , to pay a grossly inflated price for it.
The reason : 200 plates a week = 30 funerals a day - thats an impossible undertaking - even for the big guys in our city. If you lie to me initially , thats it!!
Always upsell , educate your customer that a cheap single colour vinyl on .9mm abs as a primary sign for a business is a waste - would you go to a doctor that has a laminated inkjet printed plate up?
Know your materials and explain the difference to a client , for example using extruded acrylic vs cast for something that is machined will promote stress cracks in the extruded if it is heavily worked. another example is brass signage , explain to the customer in no uncertain terms that this is NOT maintenance free signage.
My saleslady got all excited till I explained the logistics to her.
The thing is , in our business , one thinks of oneself as a craftsman
There is a sort of divide between a craftsman and a businessman - one can straddle that with a good business plan.