Which would you rather own: a battery powered, gold-tone pocket watch with machine-stamped inlay designs that you got for a bargain price; or an authentic Swiss-made 17-jewel high-grade mechanical movement, gold-plated stainless steel pocket watch with hand carved inlay designs that you paid a fair price for? Be honest now—which one would you really pride yourself in owning? 

 

Of course we’d all prefer the real deal. Why? Because the authentic item offers quality. Both pocket watches ostensibly are able to tell the time. Both are gold colored. The bargain watch would not be expected to last very long while the Swiss watch could last for generations—and might easily become a family heirloom. 

 

The guy who buys a bargain watch will never think much of it. The guy who buys the Swiss watch will treasure it as long as he owns it. He’ll show it off to his friends and tell them where he acquired it. Similarly, customers in our industry—though they may not always vocalize it—fully appreciate the getting real quality with each job you do for them. 

 

And that added value may take many forms. It may be the extra time you took learning exactly what the customer was looking for, and then carefully matching the sign you create with that need. It may be the nice finished edge you put on that simple foam board sign. Or, the fact that you laminate everything without an extra charge (even though the cost is built into the price)—or that you recommend a better laminate that you know will better stand up to the abuse that trade show graphic is about to receive.

 

It may be a higher-grade waterproof substrate for that outdoor sign, or a higher-quality white LED system in a channel letter job that you know the customer will be happier with in the long term. It’s the fact that you always deliver on time and that the finishing details on every job are always tight, that you never leave a sloppy seam or a curling edge. All these things resonate with customers. 

 

And most customers are willing to pay a bit more for quality like that. Little extras can add profit to your bottom line in the form of an up-sell—but the real value in added value is far more important than an extra $30 bucks on that $300 job. 

 

The real value comes in the form of loyal customers who know that they can get a product that will remain functional and attractive for the entire time it is needed. One thing I’ve learned over the years is that customers remember a high-quality product much longer than they remember a so-called bargain price. And they remember a shoddy job longest of all. 

 

Always fulfill your promises to customers and always charge a fair price. Try to deliver just a little bit more than the customer expects—every time. Don’t think of it like you’re “going the extra mile”—better to conceptualize it like you are simply taking the high road with your customers, making sure they are satisfied with high-quality work. 

 

Satisfied customers are repeat customers. And repeat business is gold for any business. Repeat customers aren’t won—they are earned. The payoff is long-term customers—and the inevitable word of mouth ripple effect. Word of mouth is a powerful tool that can cultivate new customers who—if you continue to take the high road—will also become loyal repeat customers. 

 

Okay, back to work.