Simpler all-in-one digital signage solutions are often the best way to transition a signage client into digital.

In a previous article on digital signage we examined “all-in-one” digital signage solutions, offering detail on various configurations and more (see S&DG, March 2010, “Simple is Better” or http://tinyurl.com/25guqlk). All-in-one digital signage solutions tend to make for a much smoother transition for sign clients who have never worked with digital signs, as compared to larger networked systems. The article also examined some things that clients need from digital signs:

 

• Little initial investment in the hardware/software and installation

• No recurring costs

• Less complexity—fewer points of failure

• Low maintenance costs, if any

• Simple to use

• Enterprise level features providing flexibility to your clients

• Easily net-workable

• Low power consumption—green

• Extended up time

• Small size

• Instantaneous delivery of emergency information

• The finest quality picture

 

With that background, we can now discuss how to convert these client needs into sales for you. We will also cover your presentation to the client, your enthusiasm for the product and what your relationship should be with the manufacturer of the digital signage product.

 

CLIENT’S NEEDS INTO SALES

To begin the sales process, ask lots of questions. Identify as many of your clients needs as possible, and then focus on finding the appropriate solution to solve their needs. Matching the product to the client’s actual needs is crucial to a successful sale. Up-selling can be dicey, especially with a first-time digital signage client. When you pick the right digital signage product to resell, you can make sure that most of your client’s needs are taken care of, and your job just became much easier.

 

A good thing to keep in mind is that your clients come to you for signs, not ad networks. It would be within reason for them to expect the same functionality out of a digital sign as they would a static sign, if they choose to use one. We find more of our clients every day, big and small, looking to modernize their place of business, and one of the best ways to do that is with digital signage. 

 

HEADING OFF MISCONCEPTIONS

In many cases, digital signage is used incorrectly, causing it to be viewed by potential clients as difficult to use. A badly used digital sign is nothing more than a screen flashing ads in front of your face, which eventually gets tuned out. Remind your clients when presenting digital signage that you’re not trying to “trick out” their place of business; you’re only showing them the natural progression of things. 

 

Identify your clients’ needs to increase the probability of a sale.

Static signage is now being replaced with digital signage just as the paper news journals of yesterday are filling the screens of mobile devices and our computer screens today. Once the stereotype of gaudy, expensive and complicated digital signage has been removed, your client can start brainstorming, sometimes on the spot, about new ways they can use digital signage to benefit them. 

Another misconception that we run into with clients is that they can only relate to digital signage as they see it in large deployments like airports, which gives them the mindset that they would never be able to afford such a solution. The truth is, in most cases with large deployments, they can’t. Find the right digital signage company to partner with that offers products that fit your client’s needs at the right price. 

 

Some even fight the idea of digital signage, saying, “If it ain’t broke, don’t fix it!” It depends on how reasonable your client may be, but consider this; technology that we rely on everyday such as the telephone, television, “talking pictures” or, in other words, movies with sound, all had critics that said that they were nothing but fads and not worth pursuing. Now consider the evolution of technology. The Model-T automobile from The Ford Motor Company was available in any color you wanted, as long as it was black. Now, the automobile of the 21st century has enclosed cabins, power steering, heated seats; they can even parallel park themselves! This is why we like to define digital signage as the natural progression of the sign, and so should you.

 

ENTHUSIASM SELLS PRODUCT

Once you’re to the point that you have chosen the manufacturer and have identified the right product for your client, it’s time to sell. Be enthusiastic about the product’s ability to achieve your customer’s objectives, but use the utmost caution when talking about the product’s features with your client. 

 

You should never lead your client to digital signage with feature sets. Client’s really don’t care. That’s right, they don’t care how many jacks, menus, pixels per inch and ‘canooter-valves’ it has. If the client needs a VGA connection for the TV, they may need to know about it eventually, but should never lead your client with features. The most important thing to them is how the system will meet their needs, and you shouldn’t forget that. For your client’s sake, get enthusiastic about the objectivity of the solution that you’re bringing to them. If you lack excitement or are not very knowledgeable about the product, this is an indication that something is wrong. 

 

Clients are looking for signage solutions, not ad networks.

Enthusiasm is as contagious as the plague, and you will stand out to your client every time if you have it (enthusiasm, not the plague.) Just as Tom Sawyer got all of those kids to white wash the fence, we can use our enthusiasm to our benefit, but unlike the dear young boy Tom Sawyer, we don’t have to be deceitful.

 

There are many things to be excited about digital signage

• How good it will look in your client’s store

• How it will improve their image

• What your client’s customers are going to think of it

• How much your other clients love the digital signage in their locations.

 

The list goes on and on. Enthusiasm isn’t always easy. That is why Dale Carnegie, one of the best motivational speakers of all time said, “Act enthusiastic and you will be enthusiastic.” It’s fun, try it!

 

FACTORY DIRECT—THERE IS NOTHING LIKE IT

Clients want to work with you because you have all of the answers. It isn’t realistic that you have every answer requested of you, so having a direct connection with the factory for your digital signage is fundamental. Many manufacturers have you purchase product through distribution channels. This can be a problem. Distribution is just one more hurdle for you to jump over when you’re in need of an answer.

 

In the software industry the adage always goes, “Software is never finished.” Things happen, and the person that you need to speak with is at the factory. Try to find a digital signage manufacturer that writes their software and designs their hardware in the USA and use them, lean on them even if the job may be small. Not all manufacturers out there are willing to do this, so look carefully.

 

IN A NUTSHELL

Remember to keep your client’s needs in mind when presenting them with digital signage options. Turn those needs into sales. Come to a common ground by reminding them that digital signage is the natural progression of the sign, and do all of it with enthusiasm. Work with the factory to receive the support that you need to make your project a success.