Tag Archives: business marketing

What is a CLIENT or CUSTOMER – and when is a ‘client’ neither a client nor a customer?

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Printed Sandblast Effect Vinyl

Impressive Printed Sandblast Entrance Sign

What is a CLIENT or CUSTOMER – and when is a ‘client’ neither a client nor a customer?

As one walks into a Stew Leonads physical stores (https://www.stewleonards.com/) there is a large rock at the entrance which states the store’s policy. It reads, RULE 1: The CUSTOMER is ALWAYS RIGHT. Rule 2. If the customer is ever wrong read RULE 1.

This is an amazing policy and a great focus on superb customer service, especially for the retail market. (For those of you who have never been to the store it an EXPERIENCE of note).

But is the saying true and valid for businesses that are not retail based? I suppose the truest answer is YES and NO. Yes, as it is a great target for customer service, and NO because since customers are also human, there are times when they too will NOT be right.

As a designer, manufacturer and installer of bespoke, customized signage, SignForce is NOT a retail distributor, and while we strive to follow the policy of Stew Leonards, there are times when we have to question if the policy that seems to work so well for the retail distributor can work equally well for a manufacturer that also falls into the category of service provider of signage.

A simple Google search (http://www.google.com) of the word CUSTOMER says the following:

customer, noun, a person who buys goods or services from a shop or business.

On the other hand Wikipedia (https://en.wikipedia.org/wiki/Customer) defines a customer as:

In sales, commerce and economics, a customer is the recipient of a good, service, product or an idea, obtained from a seller, vendor or supplier via a financial transaction or an exchange for money or some other valuable consideration.

In this writers opinion the Wikipedia is the better definition as it does not limit a customer to an INDIVIDUAL – the vast majority of customers, especially in SignForce’s business of supplying signage of all sorts, are businesses and corporates or institutions, NOT individuals.

What BOTH definition’s imply – or flat out explicitly state – is that a customer enters into a FINANCIAL TRANSACTION – meaning the customer receives something of value to said customer from the supplier who will receive FINANCIAL GAIN (read that as MONEY) for the goods supplied, so when a supposed customer does not pay for the goods, are they still a customer, or rather a liability and an expense?

I cannot speak for the world outside South Africa – but at the time of writing South Africa is a failed state (although many ill informed politicians and their cronies and ilk will argue otherwise) run by a poorly organized mafia (with no respect) known as the anc.

The once disciplined, moral and effective freedom fighters – or terrorists depending on one’s position (remember they are the two sides of the same coin) – did well to displace the apartheid government and have since failed dismally to show any morals or back bone or integrity or will or ability to build a nation – rant over.

The point being made is as a failed and further failing state – South Africa under the anc is doing all it can to follow the economic downfall of Zimbabwe and Venezuela, meaning doing business in South Africa is becoming increasingly difficult and costs of materials in South Africa, even when converted at US$ 1 to R20, are still prohibitive, making it extremely difficult for South African businesses to compete in the international market.

In 2023 many signage products can be acquired from China (no surprise) or America or Europe or the middle east (all big surprise) at lower cost than the can be made in South Africa .

As a South African based business this is scary as it makes a country, even with an atrocious exchange rate less competitive and will most likely only lead to greater job losses and more imports. A recipe for continued economic destruction.

When one is operating in such an environment – dare one say a war zone – this is sadly true as there are currently more violent deaths per day in South Africa (as a result of crime) than there are in most war zones in the world. This writer is not a statistician so please feel free to fact check my comments – one needs to ensure that ALL work time is compensated for, which once again comes back to wolves disguised as customers who are more than happy to prey on businesses that believe that turnover is more important than profit.

Part and parcel of the writers experience of of the signage industry over more than two decades is for people to ask for the world – based on an idea – and then over time refine the ideas until they come to a place where they are happy with what they see – both in vision and in associated cost.

As a signage supplier the typical South African attitude of I can do it myself, better and cheaper, comes at a huge cost in time (and often money). This includes prospects who are not yet customers requesting multiple ‘minor’ changes in design, revision in quote, etc., as even every ‘minor’ change requires a rework that can take hours. As such a quote that may take three to five changes can take longer to produce than the production of the signage, and this is all expected to be done at the signage suppliers cost.

So now assume there have been three changes to a quote and the graphic, and the client then decides that either they do not have the budget or they shop around using your intellectual property (IP) to get ‘competitive quotes’ – (remember they have not paid for your time that you are entitled to charge for) this is a topic of an entire book, not only a blog, and surprise surprise, they can get it CHEAPER.

When this occurs is the CUSTOMER or CLIENT still a customer or client as they are not paying for any of the sign suppliers input – both time and intellectual property (IP) – or are they an expense and liability that needs to be dropped for good – or in the thinking of this writer, charged for time if ever they approach the supplier again with the carrot (or promise) of potential future business?

Another question is at what point does the signage supplier disengage with ‘customers’ with all commitments of the supplier falling away. If a customer is with-holding final payment (we assume no business will be prepared to work without receiving an up front deposit) because some possible ‘snags’ are not being addressed, is it to be assumed that the signage supplier MUST make good and then fight on to get payment or should the client pay in full to fulfil their part of the financial transaction and then hope the supplier will make good?

Why is it that the often smallest cog in the value chain is expected to cover ALL the costs of prospect’s multiple mind changes and revisions, and is expected to not charge for their IP and time?

Sometime people we consider to be customers need to be fired so we can focus on PAYING customers who do not expect suppliers to work for free.

This writer is asking anyone WHO believes they may have answers to the various questions and issues to please contact the writer who will gladly take anyone who can give practical ideas for a cup of coffee in order to generate new ideas on how an industry which is seen so poorly so as to be on a par with second hand car sales, can educate clients sufficiently for them to get a grasp of value that they receive from their professionally made business signage.

SignForce is a full service signage supplier

If you are in the market for signage that will get feet into your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about the services SignForce offer by visiting http://www.signforce.co.za

What goes into making a 3D sign

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What goes into making a 3D sign

There are two basic models of 3D sign

FULL 3D

The first, and most common 3D sign, is referred to as a 3D fabricated sign or a pan fabricated sign or a revere pan fabricated sign or pan sign. The 3D sign is a sign that has a face with solid sides to give the sign depth (referred to as a RETURN in the trade). This makes the sign look almost like a BOX. This is great because the 3D elements can accommodate lighting or if there is no lighting it ban make the sign stand out and look powerful.

3D signs can be manufactured using a number of materials, with the most common being metal (Aluminum) or Acrylic.

3D signs have the advantage of being able to be illuminated THROUGH the face – in which case the face must be a material that allows for light to flow through it, as well as being able to be HALO illuminated – where the light will either shine out the sides (returns) or from behind.

The benefits of light coming through the face is that the sign can illuminate in COLOR and when the sign is being viewed at a distance, the illuminated text (sign) is more legible than when the sign is halo illuminated.

PARTIAL 3D

The second type of 3D sign is what we at SignForce refer to as PARTIAL 3D. In the case of partial 3D signs, the 3D element is not created by a return (solid side) but rather by ‘pins’ that hold the face of the sign away from the backing structure. The 3D element can be enhanced using lighting where shadows will add depth and character to the sign.

Partial 3D signs can be illuminated with HALO illumination where the light is BEHIND the sign and the light is reflected off the backing structure.

Disadvantages of halo illumination include the color of the face being lost (not always as it depends of the face color, the depth of the 3D, the color of the lighting and the distance from which the sign is being viewed.

If you or your business are looking for 3D signs SignForce is the partner you want

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

Seven Important Benefits of Non-uniform Signage

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non-uniform signs that work

Non uniform sign that catches attention and promotes your business

 

Seven Important Benefits of Non-Uniform Signage

Many – if not most – of us human animals tend to appreciate and enjoy visual stimulus being “uniform”.

I am not referring to people who are OCD and everything HAS to be PERFECT, but even for those of us that are quite chilled and un-phased, seeing a painting hanging skew, or a sign that just doesn’t ‘look’ and ‘feel’ right can be anything from a slight irritant to extremely off-putting and upsetting.

The thing is sometimes we as marketers can and SHOULD take full advantage of these predicatable and almost universal traits, as often, that feeling of discomfort helps a viewer look again and again and again – either in an attempt to see what is WRONG, or to find closure and not have to look again or to wonder what other ‘ERRORS’ can be found or to try and figure what FOOL could get the signage SO WRONG!

The reality is that there are a number of benefits to non-uniform signage. In fact any marketing material that can get the viewer to look again and again, especially when the medium is static, has definitely helped improve the client’s investment when measured by engagement for consistent views or time per view.

Seven of the most important, seldom considered benefits of non-uniform signage are:

  1. Increased visibility – Non-uniform signage can be more visible than uniform signage, especially in highly areas highly populated with signage. Non-uniform signage can thus help attract more customers to your business

  1. Cost-effective – Non-uniform signage can be a cost-effective form of marketing for businesses that have limited marketing funds because they can make their professional sign get more views simply because of it’s placement.

  2. Increased reach – Non-uniform signage can increase the reach of marketing campaigns due to increased visibility. Think of a television or social media advert. Chances are the one’s you remember the most either made you laugh or irritated you.

  3. Easily catches attention – A non-uniform sign can easily catch the attention of target customers and passerby. There is a saying that there is no such thing as negative publicity. While this si debatable – think of politicians worldwide – from a business perspective the higher one’s visibility, the greater the chance of being front of mind and hence the greater the chance the customer will remember, relate to and feel comfortable with your brand.

  4. Differentiates from competitors – Non-uniform signage can promote brand identity by using unique designs and colors that are not commonly found on other signs. This helps make your brand stand out from the competition AND is also a great step in brand identification and creating greater awareness of your brand.

  5. Customizable and Increases customer engagement – Non-uniform signs can be customized to your specific businesses brand or unique campaign which can and does increase customer engagement by providing a unique experience that is not found elsewhere.

  6. Promotes creativity – Non-uniform signage promotes creativity by allowing businesses to use unique designs and colors that are not found on other signs, and subconsciously lets your prospects and customers know you are available and open to different ideas.

SignForce is in the business of making custom signs. We design signs that WORK! Work can depend a lot on your specific requirements, which is why not all signs are the same and our customized sign designs do not have a one size fits all approach.

SignForce has been in the signage market for over three decades, and have built our reputation on giving the best possible signage advice and producing quality signs.

Contact SignForce now on info@signforce.co.za or WhatsaApp +27 (0)82 558 6413 or call +27 (0)11 440 7525

Find out more about SignForce by visiting http://www.signforce.co.za

Complex signage looking simple

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Printed Sandblast Effect Vinyl

Impressive Printed Sandblast Entrance Sign

 

Please let SignForce know your opinion on how this printed sandblast vinyl entrance looks.

In the very biased opinion of the writer this entrance vinyl for Lamna Financial (https://www.lamna.co.za/lamna-johannesburg/) looks phenomenal. All the colors came out well and the visual elements all line up.

The reality is this end product took multiple – 4 – yes FOUR  – iterations to get right, much to the very understandable frustration of the client and the team at SignForce.

You may rightly ask how or why such a simple looking vinyl entrance would take so many iterations to get right. While the answer is simple, it is also multi faceted.

The first iteration had the color of the dark blue coming out as green – this was because the yellow tiny of the sandblast effect vinyl did not get the message to look more like white. Grade 1 art teachers that mixing primary colors of yellow and blue makes green – hence the dark blue printed vinyl looked more green than blue.

The 2nd iteration was to correct the view from the rear – not the primary intended view of the sign but one in which the rear is visible (from the entrance foyer) and where any faults in the sign, the print and the vinyl, are highlighted because of the proximity of the viewer and light to dark ratio.

Unfortunately the vinyl also failed! Technically this is most likely as a result of the sandblast effect vinyl being too saturated with aggressive original Roland inks. The opinion of the writer (without any backup from the manufacturers of either the ink or the vinyl)  is that the edges began to curl because of the change in the physical compound of the vinyl which became much softer than normal once saturated with ink – (welcome to the chemistry of signage 001). The vinyl manufacturers were dismissive when approached with a failure claim because you would not guess, the vinyl is not made for printing!!

The 3rd iteration did not get the curves to line up correctly, making any errors scream out and making the entire logo and visual look WRONG.

At this point one could ask why the application of machine cut vinyl to a flat glass window would not line up 100%.

The answer is that life is not that simple! While the GLASS that the vinyl is being applied to is flat, the full windows – including frames (aka mullions) are not. In fact the aluminium ‘mullions’ between the glass panes are each approximately 80 mm wide and 50 mm deep. What this means is that when the vinyl is applied it would have to ‘climb’ the mullion, making it ‘short’ on the next window. This complication is fairly common in signage and is similar to the complication encountered when one has to make an ON PAPER 3D picture into a physical 3D sign.

The 4th iteration meant that each machine cut element needed to be modified so each printed vinyl element could be individually lined up and hand trimmed. This application required a two person team with one person doing the application work up close and the other being the ‘eyes’ behind the sign (from inside) in order to assess and instruct on the lining up in order to make the vinyl visually correct.

While the finished product looks amazing and, for the uninformed surely makes the job look simple, that simplicity could be the secret of a job well done. Going back to complete the work regardless of what is involved, making the client’s sign look great AND making it look simple.

If you are looking for a sign business that is capable of, and not scared to handle, simple and complex jobs, SignForce is the sign business for you.

Contact SignForce now on info@signforce.co.za or WhatsApp +27 (0)82 558 6413 or call +27(0)11 440 7525

Find out more about SignForce by visiting our website at http://www.signforce.co.za

The 4.5 Secrets of a Successful sign

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The 4.5 Secrets of a Successful sign

“Almost any sign is better than no sign – but not always.”

A successful sign needs to follow some basic rules, the most important being:

Legibility, Contrast, Size, Color and Competition.

1. Legibility:

Regardless of the color used, the size and the beauty of your sign, if your sign is not legible, it is not likely to achieve it’s objective of attracting viewers and potential customers. Legibility is determined by a combination of factors including the TEXT SIZE, FONT, TEXT COLOR and CONTRAST.

If the text is too small or too large, it can make the sign difficult or impossible to read. Either way people will most likely not take the time to read or try understand the message, and the sign will not attract the necessary attention, and will fail in it’s objective of attracting prospective customers.

The font you use can have a massive impact the legibility and understanding of your sign and it’s message. The writer remembers a sign that he always believed was for a beer company as the legible part of the sign read BREW. Turns out when the signage was replaced it was a design company. Their sign was almost totally illegible, had too much ‘noise‘ and the font was exceptionally difficult to read, especially in the short time one had to read the sign while driving.

The color of the text relates to both the text itself and the contrast between the text and it’s surrounds.

2. Contrast:

If your sign has little contrast it may look fantastic ion paper and also be classy on small items – badges, folders and the like. The lack of contrast tends to become more of an issue when the sign is large, the time to read is limited and the contrast is so limited that it is not easy to IMMEDIATELY differentiate between the text and the background.

Successful signs need CONTRAST. The greatest contrast is between BLACK and YELLOW. It may not always be practical or possible to use black and yellow – for example if your logo is green or blue or red or a combination – but if your logo is red and you use the same or a slightly different shade of red for the backing, the chances are that if you placed that sign on a billboard, your message would be lost.

3. Size:

In signage, the general rule is BIGGER IS BETTER! While BIGGER IS BETTER is true in the vast majority of cases, it is not always so. The larger the sign the further away the reader can be. That is simple. The larger the sign the larger the text, hence it is more legible from a larger distance. However, if the text is TOO LARGE for signs that need to be read from close up, then size of the sign can distract from the intended message, and at worst end up with the sign looking gaudy and unprofessional – something which could negatively reflect on your brand.

The question of SIZE also impacts the distance the sign may be spaced off a wall or backing board.

Free Floating signage is great in that it enhances a 3D look, makes the sign look modern and professional and helps attract attention while making the business look GOOD. This positive effect can be reversed when a sign is spaced too far off a backing board. If for example, your text is 100 mm high, and you have it spaced 100 mm off the backing board, not only are all the fixings visible – which can look very untidy and unprofessional – the fixings being the same size as the sign (in this example) often makes it look like the owner skimped on the signage, which could have a negative impact on the brand.

4. Color

As already stated color (colour) and contrast are essential for successful signs and signage. It is the writers view that the color you use in your signage should be as close as possible to the colour you use in your other promotional material. A little secret – most people will never see your letterhead close enough to your sign to do an accurate comparison. That said, our subconscious mind is an extremely powerful tool, and will pick up even slight variations that may look incorrect. If your subconscious sees or believes that a sign is incorrect, it is not uncommon for people to rather walk away and try an unknown brand than to use a brand that they know, they recognize and they trust, BUT not the fong kong LOOKING replica. This phenomena has been demonstrated to this writer on a number of occasions. (For more information on this phenomena you are welcome to contact the writer).

siBold colors work well in signs, especially when they contrast with the back ground. Because bold color works well with signage it is always recommended to remember that signs, like music, are not only about what one sees and hears, but about the SPACE around what one sees and the space between the musical notes.

4.5. Competition

Competition is not it’s own number as it may seem a little strange to think about when designing one’s signage, however, like most things in life, signage is SLEDOM seen in isolation.

If you are the only sign on a long road, with nothing else around for miles (kilometres for those on the metric measuring system), you can most likely get sway with almost ANY sign. A hand written board that is too small to generally get noticed could attract attention on a long open road as it is simply not the same as it’s surroundings, and could thus stand out enough to be seen. [Please remember that being seen does not necessarily equal being read or legible].

On the other hand, if you are looking to install a sign in an area that is almost overpopulated with a variety of signs that create sufficient visual pollution to give prospective viewers a head ache, if the sign does not have any ‘special features’ that make the sign stand out from the competition, the sign may not get seen at all.

Competition is a seldom considered factor in signage that has the potential to make a HUGE impact on the success of your sign.

For advise on signs that work contact SignForce now on info@signforce.co.za or call and ask for Arnold on +27 (0)11 440 7525 or WhatsApp Arnold on +27 (0)82 558 6413.

Find out more about SignForce by visiting http://www.signforce.co.za

Why sign when you can use social media

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Why SignForce!

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SignForce Pylon

Any Size pylon or billboard to suite YOUR needs

Why SignForce!

This ambiguous phrase could be a question just as well as an answer – as such, we will both ask and answer the question.

What makes SignForce unique?’

Obviously the people. No two people are alike, so the people make SignForce unique. However, that same argument is applicable to EVERY business. Not only businesses that design, manufacture and install signs.

SignForce’s USP – Unique Selling Proposition – is the experience we at SignForce strive to (and mostly achieve) create for our clients, as well as the fact that SignForce is a SOLUTIONS based SIGANGE business, meaning we seek solutions – whatever they may be – to your visual communication concerns, issues and questions.

SignForce has a fairly unique skill set in that we CAN and DO offer MARKETING advice, and we are fortunate hat said advice, while being largely logical, is also based on and backed by formal qualifications in the marketing and financial fields. It is for this reason that we firmly believe that ANY money spent on signs should be an INVESTMENT. If your sign does not bring in feet or catch people’s attention or achieve whatever it’s desired purpose is, then in our opinion, the expenditure on your sign is a failure.

Yes, we may offer some top left field  idea’s – but these tend to work. Talking to people much more experienced in international marketing than ourselves, it seems the more uncomfortable you feel when you see the proposed idea, the higher the probability that the sign will be noticed – and achieve it’s objective.

Part of SignForce striving to create a positive EXPERIENCE when dealing with us is to provide FAIRLY priced, intelligently made, value for money signs.

Part of creating value for money means that we need to stay ahead of our competitors when it comes to being informed about new materials on the market, and figuring out if and how the new products – or sometimes old products – can be repurposed to give our clients the best possible value.

Call SignForce today to see how we can help you get your name and message out there – our all time favorite activity, as when our client’s expand, it helps SignForce expand. We are definitely long term thinkers, in it for the long game.

Call SignForce today on +27 (0)11 440 7525 or email us on info@signforce.co.za

Find out more about SignForce by visiting http://www.signforce.co.za

How Can We HELP You?!

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Who represents you and your business

Would you trust this sales person with your future?

Do you understand sufficient about MARKETING SMALL BUSINESSES to help your business SURVIVE and THRIVE – or do you understand the difference between SUICIDE and KILLING ONESELF?

How Can We Help You?

This excellent line used by FNB to promote their bank is truly excellent on so many levels  and also tends to encompass the way SignForce feels about our customers, even though we are tiny in comparison to FNB. We also hope we listen better!

Much like most relationships in life, we at SignForce understand that it is sadly impossible for us to be everything to everyone. That is why in the past SignForce have only focused on providing the best quality signs we can at fair prices.

That said, we have been observing more and more small businesses struggling with their marketing, trying their best to succeed in these very trying times – especially in countries like South Africa where the government seems hell bent on implementing every half baked idea designed to kill enterprise while the politicians sell their stupid ideas as the holy grail to save the masses from said thieving government.

Maybe it is the lack of government that is leading to so many more businesses failing, or maybe it is the concern for families losing their livelihoods that has pushed the management at SignForce to try assist more small to medium size businesses to market and promote themselves using both  SIGNS and ONLINE MARKETING.

Since SignForce is also a small business we are acutely aware of the difficulty that small to medium businesses have juggling all the day to day activities, never mind the necessity to MARKET, MARKET and MARKET the business some more in order to keep a steady stream of business coming in.

SignForce are in the fortunate position to be able to assist small to medium businesses with both online and signage marketing in order to allow the business to focus on it’s core activity – whether that is providing a service or multiple products.

If you would like assistance with getting your business off the gound or to help your business grow, why not contact Arnold of SignForce to see exactly how We Can HELP You.

Contact SignForce now by emailing Arnold at arnold@signforce.co.za with the subject line SME MARKETING or call +27 (0)11 440 7525 and ask for Arnold or call Arnold directly on +27 (0)82 558 6413.

You can also find out more about SignForce by visiting http://www.signforce.co.za

What Value does your current sign supplier add to your business?

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This vehicle, decorated as per specifications for SUPA NOVA ELECTRICAL POWER & PLUMBING is a simple example of vinyl decorated vehicle branding creating a MOBILE advertisement for the business.

Vehicle branding is always a great idea if you want people to SEE you, to know that you are associated with specific clients and to create more awareness of your brand.

We at SignForce assume that this is general knowledge and that all our competitors do the same work. We may not all have the same inks (original inks last longer) and we may not all use the same printers (at SignForce we swear by Roland) but we effectively ALL print and apply vinyl branding to you, our client’s vehicle.

What makes SignForce, with over 20 years experience – almost 60 in combined experience – different is that we have the knowledge to ADVISE and make a positive impact on your marketing plan , and we also strive to promote our clients. This  promotion is irregular and generally online, as but we believe that every client of ours looks to SignForce to do MORE than simply provide good quality products at competitive prices.

If you are looking to spend money on signage and feel that you could benefit from some advise and additional promotion, contact SignForce so we can assist you.

Contact SignForce on +27 (0)11 440 7525 or info@signforce.co.za or visit our website on http://www.signforce.co.za

You can check out Supa Nova on https://www.supanova.co.za/

 

How does one calculate the value of the SignForce GUARANTEE?

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Illuminated signs

Candice Berman shop front sign

In the modern world of skeptics, especially in the city of Johannesburg, South Africa (where SignForce South Africa is headquartered) and where it currently seems that nothing is as it seems, buyers must be forgiven for believing that EVERYONE offers some guarantee.

Guarantees help sell because they give the buyer comfort and peace of mind, and, unfortunately, sometimes a false sense of security. This is because it feels fantastic knowing that one is “covered”, until, that is,  one reads the fine print, when, too often, it seems that unless one does a head stand under water for no less than 50 seconds on an even numbered day Tuesday in the second week of a month starting with F while a pink elephant ties one’s hand to a good mate’s foot …. you get the idea!

At SignForce we are proud to have been in the signage business for more than 20 years under the current management. We are also proud to have honored the SignForce guarantee 100% of the time there has been a LEGITIMATE claim. (Yes, we have also had claims that were not legitimate, such as the time a sign was damaged by thieves (as was evident by the photo’s the client provided) and the client demanded SignForce replace the sign. But sorry, I digress).

The reason SignForce are in any position to honor the SignForce guarantee is that (a) SignForce work with the best available material, which generally carry their own guarantees, (b) SignForce make a point of working with reputable suppliers, (c) SignForce have skilled staff and (d) SignForce use an automated quote system that has a built in factor for each sign in order to ensure there is sufficient margin on a job so that, in the event of their being an issue with the sign, SignForce can afford to go back and make good.

Unfortunately this ‘factor’ does increase the cost of the sign, and this may seem unnecessary to the potential buyer, especially if they are highly price sensitive. That is, price sensitive until there is an issue with the sign…

The photo on this blog happens to be one of the 4% of signs that SignForce produce that WENT WRONG. Yes, the odds are in the client’s favor that NOTHING will go wrong, but when it does, as with all insurance, is the cost of the risk not worth being covered.

In the case of this Candice Berman signage, what we do know is that something (we don’t know what) made contact with the sign resulting in the sign tearing and falling off the wall. Obviously this is not something any sign company likes to admit to or takes lightly. (In SignForce’s case we have fortunately only had 3 signs fall off walls in over 20 years, two of which were while installing and were the result of faulty fixings).

In this case the signage was replaced at no cost to the client, which, had the client not been with SignForce, could have cost the client the same as the original sign. Now if one thinks about the cost of the guarantee versus true peace of mind, how does a buyer calculate the value of the SignForce guarantee?

As a rule of thumb, when a price is ‘too’ low, it is often because short cuts are being taken or simple numbers such as guarantees are not factored into the cost. This may make the up-front cost more competitive, however, when something goes wrong, (and it will, even, as in SignForce’s case when it is under 4% of jobs) if the cost of errors has not been factored into the price of the sign, there is a better than average chance that the supplier simply cannot afford to go back to make good.

Working with SignForce provides peace of mind!

Contact SignForce on info@signforce.co.za or call us now on +27 (0)11 440 7524 / 5 to see how much we care for you and our clients.