Tag Archives: business sign

The value of Experience

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Site Plan for Signage

Site plans – for signage projects

At roughly 13H00 on the 4th of September 2015 after cycling down a rutted sand ‘road’ (think wide track) at 70km per hour and passing a cow so close I could have patted her without either of us (me or the cow) having to move more than a few centimeters (read that as inches if you are not on the Metric system) I told my I told my cycling partner that doing what we do either makes us ballsy or stupid or both – what we do being unaccompanied long distance cycling – as things that should logically ‘scare’ us, no longer do.

It is possible the same could be said about work.

When you have been doing a specific type of work for long enough – this writer has been in the signage industry for more than a quarter of a century – there are very few NEW challenges that have not yet been seen. More common are variances of challenges, some of which provide very interesting challenges.

An example of such a challenge was when SignForce manufactured a sample sign for Adago restaurants. The sample was 600 mm in diameter and was SPECTACULAR. So much so that the company decided that wanted the same type of sign as the main sign for that flagship store. It was quite simple. Double the diameter and off you go. Well that is the theory anyway!

In reality the 1,200 mm diameter sign is FOUR TIMES larger than a 600 mm diameter sign – who saw that coming? – and the simple elements that worked extremely well on the 600 mm sign were not as happy or attractive on the sign that was four times larger – the larger sign did not allow for simple expansion because among the issues the open spaces became too large to allow for the same wiring (did I mention this sign was internally illuminated) as the smaller sample as the wiring and lights became visible. This was a wonderful challenge to overcome.

The point of my writing is that experience counts. Especially when the experience has RELEVANCE TO WHAT ONE IS WORKING ON.

If for some reason you follow the SignForce blog you may have noticed that more than once I have referred to SIGNAGE being a SIMPLE INDUSTRY – that is until it IS NOT.

Most folk see signage as shop signs (simple) or billboards (large and not necessarily simple but only engineers and government workers give the structure or location any thought) or street signs (simple and the same as billboards, but signage often includes things we see that assist us to get where we want to be but we really do not pay attention to – such as door numbers, toilet signs, fire signs and other similar statutory or directional signs.

The plan shown with this blog is a sample of simple signage being less than simple, not because of the signs themselves, but more because of the allocated time and the necessary planning to get the approximately 2,000 meters of vinyl cut and applied correctly ON TIME. The modern name for this is PROJECT MANAGEMENT. Welcome to SignForce where we do this all with pleasure.

If you have a signage project that needs to be managed, SignForce is available to assist.

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

Semiotics – How do they affect your business?

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Semiotics

Oxford dictionary defines semiotics as “The the study of signs and symbols and their use or interpretation”

Semiotics can also be seen as the study of signs and symbols, in particular as they communicate things spoken and unspoken. Common signs that are understood globally include traffic signs, emojis, and corporate logos.

So how does semiotics impact YOUR business?

If signs – not only business signs, but SIGNS that we humans use to communicate – think facial expressions, physical showing of excitement, achievement, defeat and sorrow – can communicate simply because it is recognized, what does YOUR BUSINESS sign communicate about YOUR business?

At SignForce we believe your business gets judged long before a prospective client comes through your door. Your business is judged when a prospective client SEES your first sign. An old example we at SignForce use is a prospective client who decided to go with a competitor for his signs. When we asked why we were advised that the competitor had a ‘nicer’ sign outside his business premises. When asked how he found SignForce he was honest and told us he was at the competitor and followed our directional signs. But our directional signs and the (shared) sign in front of our premises were not as nice. We had to agree, as while our signs were appropriate for the location SignForce were in, the competitor’s sign was way more impressive. Our signs were practical and designed to do a job. The competitors sign was simply to make a statement. Sadly that competitor is no longer in the game.

If you are looking to get feet through your door, regardless of if you want practical, functional signs or signs that are WOW, SignForce are in the market to assist.

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

What is the cost of compliance

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The Cost of Compliance

Or maybe the title should be how does governance help or hinder economic growth and employment.

As someone who is involved with running a small business in the current South Africa, I often look on with amazement at the number of requirements (you could read that as hurdles) that the business has to jump – sometime crawl, sometimes squeeze – through in order to be compliant.

Around 2010 we completed a survey which asked how much of the management teams time was spent on compliance. At that stage it was around 10 – 15%. To honestly answer the same survey today would be in the region of 130 – 150% of the then management’s time, meaning that an entire team of people had to be employed for no additional benefit to our clients of the business, other than to remain compliant. This can be considered a pure stealth tax.

While we understand and agree with rules that DO make work safer, we also are of the opinion that you cannot legislate stupidity – or stupid away. We know that our team want to go home to their families on a daily basis, even when things are tough at home, so we don’t believe in treating them like immature idiots who are brain dead. If they are not up to the task they are encouraged to stay home or seek the necessary help, but in the opinion of this writer, creating rules that try make idiots into rocket scientists – or at least prevent them from putting their heads into a microwave oven that is on – is not going to prevent them from being stupid.

It was once said the principal difference between intelligence and stupidity is there is no limit to stupidity!

Compliance seems to be a world wide trend (although I do question how China still allow bamboo scaffolding or some African countries have not heard of a safety file – which, as an aside, may be more to do with political beliefs and control – as in communism – versus looking to create jobs and let the government do what they promise to do – look after the people of the cou

 

ntry and facilitate job creation. In South Africa the current ruling regime – also known as the anc – seem to believe that bums in seats, paid for by the tax paying citizens, is job creation. This writer believes this could not be further from the truth as when people are employed according to the Peter Principle and paid according to Ohm’s law, the result is low productivity, job reservation and artificial job security – the employed know they can never be fired or removed – and subsequent poor customer service, low motivation and an over burdened tax paying population.

At SignForce we believe in paying fairly for WORK DONE, we know the reason for meeting deadlines and working after our 16H30 closing time when the job requires it. This is one of the reasons our clients trust us to meet their deadlines – even when they are EXTREMELY TIGHT.

If you are looking for a sign supplier to team up with to make sure you and your business look GREAT, SignForce is the team to call.

Contact SignForce now on +27 (0)11 440 7525 or email info@signforce.co.za or WhatsApp +27 (0)82 558 6413 to get a fair, no obligation quote.

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

What should your sign specialists know – the value of signs only vs marketing value

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“ What should your sign specialists know – signs only vs marketing value “

SignForce’s USP: Merging Sign Craftsmanship and design with Marketing Brilliance”

At SignForce we recognize that the expertise required for exceptional sign design and creation overlaps far into the marketing sphere, showcasing signs as pivotal brand assets rather than mere informational displays.

The combination of formal marketing qualifications and decades of experience in the design and manufacture of signage places SignForce at the forefront of signage design and implementation of effective ‘investment’ signage. SignForce has a deep understanding that for a sign to be effective and considered as an investment, each crafted sign is a direct reflection of the brand it represents within the specific area or context* of the sign, serving as a dynamic marketing tool that enhances brand visibility and customer connection.

* Context and placement of a sign often make a massive impact on both the impact and effectiveness of a sign. The best way to demonstrate this is the VEGAS strip. Everyone knows that the VEGAS strip is synonymous with FLASHING and SCROLLING large neon signs. Imagine how your new sign on the strip would be seen and perceived if your new sign is ‘smaller’ and does not illuminate, never mind it being neon and scrolling. The chances are your sign would become invisible in that context, even though in almost any other context your sign would be considered as MASSIVE and highly visible. This is where the phrase ‘horses for courses’ is appropriate. Regardless of how recognized and how well known your brand, if your brand is not competing at any specific location, your branding (signs) may be a waste of money.

Elevating Signs with SignForce’s Insight

SignForce’s experienced professionals are adept at transforming signs into strategic marketing vehicles. At SignForce we ensure every project undertaken stands out visually while also aligning perfectly with the client’s marketing objectives. This dual focus on aesthetic appeal and marketing potency underscores the unique value SignForce brings to every signage project we participate in, especially when we are involved with the design and installation of your signs.

Brand Identity and SignForce’s Role

Understanding and reinforcing your brand’s identity through signage is the cornerstone of SignForce’s approach. Our SignForce team meticulously crafts signs that echo your brand’s core message and values with the intention of creating a cohesive and impactful brand experience. SignForce’s commitment to this principle elevates our signage solutions, making them an indispensable investment tool in our clients’ marketing arsenals.

Maximizing Impact with SignForce Strategies

SignForce’s expertise goes beyond the limit’s of design and craftsmanship; our expertise encompasses a thorough understanding of marketing dynamics, including customer behavior, color psychology, and also strategic sign placement. At SignForce we leverage this comprehensive knowledge to create signs that attract attention while actively engaging customers, driving brand loyalty and business growth for your business.

SignForce – Where Signage Meets Marketing

At SignForce, we believe in the powerful synergy between exceptional sign making and insightful marketing strategy. SignForce’s holistic approach ensures that every sign we produce is more than simply a testament to high-quality craftsmanship but also a key player in our clients’ marketing strategies.

Through this blend of creativity, innovation, and strategic insight, SignForce continually sets new standards in the signage industry, helping brands shine brighter in an ever more crowded marketplace.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413 to take advantage of SignForce’s experience and to get your brand out there so it benefits from SignForce’s input for greater visibility.

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

SignForce belief in the Value of Mentoring and Training

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A SignForce Insight into the Value of Mentoring in the Signage Industry

At SignForce, our belief in the transformative power of mentoring within the signage industry is unwavering. For SignForce, mentoring transcends mere knowledge transfer – it’s about nurturing growth, fostering innovation, and cultivating a supportive community with the ultimate objective being that is or when the current management leave or die, all team members have the necessary skill and training to take over the running of the business – in other words, sustainability – or for all team members to be in a position AT ANY TIME to go on their own and open their own signage business in order to compete with SignForce and take care of their respective families.

With a legacy spanning over two decades, SignForce has seamlessly integrated mentoring into the fabric of our operations, underpinning our sustained success and prominence in the market, and we believe is one of the reasons we have a loyal team with all of whom have been in long service with SignForce.

Empowering Innovation and Creativity at SignForce

Mentoring at SignForce extends far beyond the fundamentals of sign design and installation. Mentoring at SignForce represents a commitment to inspire our team members to exceed the conventional boundaries of creativity and technical prowess, instilling a sense of LETS TRY as this is the only way we could innovate and come up with possible method changing prospects. Leveraging SignForce’s rich reservoir of knowledge, we encourage industry novices to devise innovative solutions, ensuring every project not only mirrors our client’s aspirations but also showcases the abilities of our team members – past and current.

Cultivating a Cohesive Professional Network with SignForce

The essence of mentoring and training at SignForce is fundamental to our role of fostering a closely-knit network. At SignForce we champion the potency of caring and robust relationships – spanning all team members, both mentors and mentees, and our esteemed clients. These relationships are essential in bolstering collaboration, equipping SignForce to navigate complex projects with unparalleled confidence and dexterity – both essential to survive in the South African and signage market in general.

Upholding Excellence and Uniformity at SignForce

Excellence and consistency are the cornerstones of SignForce’s established reputation. SignForce’s dedication to mentoring and consistent training is at the foundation in cascading SignForce’s core values across generations of signage makers and users within our ranks. This unwavering dedication upholds SignForce’s high standards and also magnifies our commitment to delivering the most extraordinary customer experiences we can. Through mentoring and constant training SignForce ensures that every sign we create, from its initial concept to the final installation, serves as a testament to unmatched quality, embodying SignForce’s legacy of excellence. At SignForce we take pride of our work as there are very few experiences that in-still pride like the feeling that comes from driving past a sign that has withstood and successfully passed the test of time.

The Indelible Impact of Mentoring at SignForce

In essence, the significance of mentoring and training is core to SignForce’s ethos and values. Mentoring and training are a critical component of SignForce’s blueprint for success, nurturing a culture of growth, innovation, our unwavering sense of unity and our drive to ensure sustainability.

When you are looking to have your brand stand out, contact SignForce immediately on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

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

How simple is Signage and the Sign Industry?

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Halo illuminated 3D wall sign

halo illuminated 3D sign

It’s been said before in this SignForce space that signage is a REALLY simple industry, well until it IS NOT!!

This writer was reminded of this point this week when a client sent through a request for an urgent sign.

The brief was in fact more detailed than many as it included required materials, sizes and a sample picture showing the desired effect.

Where the challenge came is that the sample is all based in clear acrylic and is NOT illustrated. Our client wanted their sign to be halo illuminated.

What this means is that there will be a halo of light reflecting off the wall behind the sign.

For anyone reading this that is interested in the technical details, with halo effect lighting the face of the sign will often appear as black or dark as the lighting creates a shadow of the face.

This client wanted the face of the sign to appear in their corporate blue. On top of this challenge, in this writers opinion, when it comes to illuminated signs there is very little that is more off putting than being able to clearly see the strip of light or the LED modules themselves, especially if through the face of the sign. It is (once again in this writers opinion) extremely distracting and certainly detracts from the intended message of the sign.

This sign thus required a number of processes, with a fair amount of trial and test to ensure the client will be happy with a sign that reflects their professionalism and image, in their corporate colour while being halo illuminated.

When you are in the market for a STAND OUT sign that accurately reflects your brand and corporate image, SignForce are the sign business to call.

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

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

Why is My Sign So Expensive?

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Printed Sandblast Effect Vinyl

Impressive Printed Sandblast Entrance Sign

The Value Behind Your SignForce Investment

When evaluating the cost of a sign, it’s natural to wonder about the pricing, and even if a sign is an essential business assets. At SignForce, we’re committed to revealing the true value behind every sign we create. More than a mere sign, it represents your brand, serving as a long-term investment in your business’s visibility and reputation.

Quality Materials: The Foundation of Excellence

The durability and impact of a sign depend on the quality of materials used. At SignForce we pride ourselves on selecting materials not just for their appearance but for their longevity and resilience. From weather-resistant materials to vibrant, fade-resistant original Roland inks, and energy-efficient LED lighting, our choices ensure your sign withstands the elements, even in the extreme South African sun. This focus on high-quality materials often leads to a higher upfront cost but results in fewer replacements and repairs, saving money over time, making the up front investment a better, more cost effective long term investment.

Custom Design: Tailored to Your Unique Brand

Your business’s unique identity deserves to be reflected in your signage. Custom design is a significant factor in the cost of your sign. SignForce’s team collaborates with you to craft a sign that encapsulates your brand and also distinguishes your sign in the market. This process, involving meticulous planning, creative design, and precise execution, demands time and expertise, which we at SignForce believe we are worth being compensated for.

Skilled Craftsmanship: The Essence of Your Sign

Each SignForce sign is a product of skilled craftsmanship. Our artisans, experienced in their craft, blend traditional skills with modern techniques to create visually compelling and robust signs that make your BRAND stand out and draw potential clients to your business. This human touch in sign-making ensures each sign embodies quality and character, making it a symbol of your brand’s identity.

Long-Term Value: An Investment in Your Business

A sign from SignForce is an investment in your business’s future. Beyond the initial cost, a well-crafted sign draws customers, enhances your brand identity, and signals your commitment to style and quality. The long-term benefits in brand visibility and customer engagement far outweigh the cost, especially compared to standard signs that do not elevate your brand and are not likely to last long.

Conclusion: A Partnership in Your Brand’s Success

At SignForce, we view our role as your partner in success. We focus on delivering signs that add value both aesthetically and also as effective business growth tools as your brand becomes recognized. Choosing SignForce means investing in a quality, durable, custom sign that supports your business for years to come.

Your sign often creates the first impression of your business, and with SignForce, it’s an enduring one. SignForce ensure your sign investment enhances brand recognition and customer engagement, affirming the lasting impact of your choice.

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 by visiting http://www.signforce.co.za

Choosing a signage supplier

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Free Standing Signs that work

Choosing a signage supplier

How Can SignForce Help You With Signage?

Navigating the world of signage can be challenging, but at SignForce, we’re here to guide you through every step. Whether you’re a new business looking to make a bold first impression or an established brand aiming to refresh your image, understanding how signage can help is crucial. In this blog post, we’ll explore how SignForce assists you in creating impactful signage that aligns with your business goals and needs.

Understanding Your Vision

The first step in any signage journey is understanding your vision.

What message do you want to convey?

Who is your target audience?

How do you want your brand to be perceived?

What do you want YOUR sign to achieve?

At SignForce, we begin by listening.

Our team of experts will discuss your objectives, brand identity, and design preferences to ensure your signage aligns perfectly with your business ethos and your desired outcomes.

Design and Customization

At SignForce, we believe that every sign sign investment mus be a piece of art that reflects your brand’s unique identity. Our design process is collaborative and iterative. With state-of-the-art design tools and a keen eye for aesthetics, we create custom signage that makes your brand stand out. Whether it’s a vibrant storefront sign, an electronic billboard, an elegant office plaque, or dynamic vehicle branding, we tailor every aspect of your visual communication to your specific requirements.

Quality Materials and Craftsmanship

The longevity and impact of your sign heavily depend on craftsmanship and the materials used. At SignForce, we use only high-quality materials that ensure durability so your sign will have a long life together with visual appeal. Our skilled craftsmen combine traditional techniques with modern technology to produce signs that are not stunning and also withstand the test of time.

Compliance and Installation

Navigating the regulations around signage can be complex. SignForce takes the hassle out of this process. We ensure that all our signs comply with local zoning laws and regulations. Our installation team is highly experienced, ensuring that your sign is safely and strategically placed for maximum visibility and impact.

Ongoing Support and Maintenance

Our relationship with you doesn’t end once your sign is installed. SignForce offers ongoing support and maintenance to ensure your signage continues to shine brightly. Whether it’s a simple clean-up or more complex repairs, we are just a call away.

Why Choose SignForce?

Expertise and Experience: With over two decades in the business linked with a deep understanding of marketing, we understand the nuances of effective signage.

Custom Solutions: SignForce provide advice and tailored solutions that reflect your brand’s unique story.

Quality Assurance: High-quality materials and craftsmanship guarantee a lasting impression.

End-to-End Service: From conception to installation and maintenance, we handle it all making your experience hassle free.

Your sign is often the first point of contact with your physical audience, making your signage a crucial element of your marketing strategy. At SignForce, we do more than just create signs; we craft powerful communication tools that elevate your brand. Let SignForce help you make a statement that resonates with your audience and stands the test of time. Reach out to us today, and let’s bring your vision to life!


If you or your business are in the market for signage – regardless of the size of the sign and the size of the job – SignForce is available to assist.

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

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

Where does SIGNAGE fit into your business

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Where does SIGNAGE fit into your business

Today I was reminded that Sales, Marketing as Branding are NOT all the same tasks, and while they may all have the same objective – improved turnover – they are not necessarily achieved by performing the same or similar tasks.

According to Bing.com Branding, marketing and sales are different but related aspects of a business. Branding is all about creating an image or identity for a product or company. Branding and marketing both use strategies to reach their goals for the business, while marketing focuses on boosting sales branding focuses on increasing the organizations recognition and loyalty.

Marketing is about uncovering and connecting with audiences most likely to benefit from any long-term ‘promises’ that a business makes, especially by using branding..

Sales is the ultimate objective of all branding and marketing, culminating in an exchange of value between the buyer and the seller.

When assessing signage in relation to branding, marketing and sales, one should figure where signage should fit in and what the sign should deliver in order to be considered successful.

Signage such as store name, vehicle branding, isle markers and product identifiers can all be considered part of the BRANDING mix. This is because these type of signs can relay a specific message at the same time as creating consistent BRAND awareness while keeping the BRAND front of mind.

Signage can be used as part of the MARKETING mix by reminding the viewer of the promise that the branding is committing to.

Signage at point of sales can be in the form of visually impactful bobbers or standardizing the signage of the store, constantly reminding the person of where they are and how they got there.

If you or your business are in the market for signage, SignForce has decades of experience and is available to assist.

Contact SignForce not on info@signforce.co.za

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