Selling Electronic Message Centers (EMCs) poses unique challenges for sign shops. Unlike other signage products, EMCs demand a consultative sales process, requiring time, relationship-building, and a deep understanding of customer needs. Here’s how to navigate this rewarding sales journey and turn EMCs into impactful solutions for your customers.
Recognize the Unique Challenge of EMC Sales
Sign shops often handle a wide variety of products and customer demands, ranging from bumper stickers to channel letters. This diversity makes it difficult to develop expertise in every area. However, EMCs stand apart from traditional signage products in significant ways.
Unlike a quick transaction for a standard sign, EMCs require a consultative approach. Customers typically need guidance to understand how EMCs can transform their business. The salesperson’s role shifts from merely selling a product to becoming a trusted advisor, fostering trust and showcasing long-term value.
Understand the Consultative Nature of EMC Sales
EMCs are not impulse purchases, they are sold, not bought. Customers must perceive the value of EMCs before committing to the investment. This requires engaging the customer in meaningful dialogue to uncover their goals and motivations. Ask open ended questions like:
- “Why do you want an EMC?”
- “What challenges are you facing that this sign can address?”
- “How do you envision using the EMC to achieve your goals?”
Encouraging customers to articulate specific uses for the EMC helps them internalize its value and allows you to tailor your pitch to their needs.
Build Value by Connecting EMCs to Customer Goals
The key to selling EMCs is demonstrating how the product aligns with the customer’s objectives. Use their own words and motivations to paint a vivid picture of how an EMC can solve their problems or achieve their goals.
For instance:
- Car Wash: “Imagine displaying a video of a dirty car transforming into a pristine vehicle, with a $19.95 special offer. Your EMC can make that impact, drawing in more customers.”
- Restaurant: “What if your EMC promoted a ‘Super Wednesday Sizzler’ special to fill seats on traditionally slow days?”
- School: “Think about how your EMC could instantly update parents about events or emergencies, improving communication and community engagement.”
By aligning the EMC’s capabilities with specific customer goals, you position it as a solution rather than just another product.
Qualify the Customer and Establish Budgets Early
Many customers are unaware of the costs associated with EMCs, so it’s essential to set realistic expectations early in the process. Provide a typical price range—for example, $25,000 to $40,000 for a complete EMC system—to give them a clear understanding of the investment required.
Avoid starting with the lowest price, as this can set unrealistic expectations and lead to disappointment. If the customer’s budget is significantly lower than the typical range, qualify them for other, more affordable products that still meet their needs.
Set Expectations and Present Quotes in Person
At the conclusion of your first conversation, establish clear next steps. Explain that you will take the time to design a comprehensive proposal and schedule a follow-up meeting to present it. Emphasize the importance of discussing the quote in person rather than sending it via email.
An in-person presentation allows you to:
- Address any objections or concerns immediately.
- Reiterate the value of the EMC by connecting it to the customer’s goals.
- Maintain control of the conversation and guide the customer toward a decision.
This approach ensures the customer fully understands the proposal and its potential benefits.
Follow-Up and Closing the Sale
EMC sales often involve a long sales cycle, sometimes spanning months. The high cost and planning required mean customers need time to consider their decision. Consistent follow-ups are crucial to keeping the conversation alive and moving toward a close.
Keep detailed notes on the customer’s motivations and refer back to these during follow-ups:
- “You mentioned wanting this EMC to grow your business so you can retire in five years. How is that goal progressing?”
- “How are your Wednesdays going? Remember, the EMC could help drive more traffic to your restaurant.”
By framing follow-ups as opportunities to help the customer achieve their goals, you maintain momentum without coming across as pushy.
Approach the Sale with Confidence and Professionalism
Discussing EMC pricing can feel intimidating, but it’s important to frame the cost as a reflection of the product’s value. An EMC is an investment that can drive growth, improve communication, and solve specific challenges for the customer.
Position yourself as a trusted partner in the process. By focusing on collaboration and shared goals, you build credibility and make the EMC sale a joint effort rather than a one-sided transaction.
Selling EMCs Summary
Selling EMCs is not about pushing a product—it’s about understanding your customer’s needs and guiding them through a consultative process. By focusing on relationships, asking thoughtful questions, and demonstrating the value of EMCs in achieving their goals, you can turn a complex sales challenge into a rewarding opportunity. Ultimately, EMCs become more than just signs—they become solutions that drive success for your customers and growth for your business.
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