Interestingly, studies show that many people lose the motivation to buy from a sign shop whose owner “claims” they are the best in town. Yet many sign shop entrepreneurs assume that the number of customers they have is mainly because of the superior products that they sell and their great motivation. There’s no denying that these are also contributors, but surprise, surprise, they are not the main reasons as to why your custom sign shop is flooded with new customers from referrals.
So if really your sign shop is not the best in town, what could be motivating your customers? Feelings and emotions. Yes, you heard that right. Humans constantly make decisions based on emotion, feeling or instinct concerning their purchase. Afterwards, they use facts to justify the money they spent.
Think about it, did you really research all the coffee cake mixer brands the last time you went out to a store to buy one? Did you review all the consumer reports, check out the features that specific brads came with or even compare different brands? Most probably not. Like signage buyers, you simply looked at the price range, and assuming that all the cake mixers are the same, bought the one you felt best suited your taste.
People Attach a Personal Connection to a Sign Shop
When people begin searching for a sign company, the first assumption that they make is that all the shops must be professional since they are all in for business, aren’t they? The factor of skill and competence is a non-issue in the minds of most signage clients since in their imagination there are lots of companies that have this quality.
Sometimes there are a lot of warning signs that a particular sign company is horrible. You may wonder, don’t they notice that a certain company produces custom vinyl signs that don’t last longer than three months, or that they never cut the signs in good shape. Maybe they notice, maybe they don’t. But then you will see them sticking to that one custom sign shop for years despite the many flows. This is because people attach a certain type of personal connection to their sign shop of choice.
Your repeat customers come to you again and again because they feel that they have a personal relationship with you. So the next time you are scavenging for customers ask yourself, what steps do you take to fulfill people fundamental need to feel vital and important?