• Overview of CCL program
• Advantages to selling CCL's and dimensional lettering
• What it takes to sell CCL's and dimensional letters
• Develop leads
• Once you sign a customer immediately expand the relationship
• Develop a routine so that you are confident and comfortable
• Important point to consider
• Your responsibilities on the sales call
• Closing notes

Overview of CCL program

• Over the years through our efforts to help our customers sell dimensional products we have compiled many of these ideas into a formal program to help you sell them.
• By incorporating these ideas into your methods we can help you sell and beat your competition by getting more than the average number of sales.
• Professionalism and taking control of the sales process will build confidence in your abilities to sell.
• Please read the following documentation, take advantage of a Fort Hill Sales Aid and our experience to build solid sales techniques.
• We certainly are available to help, just call us and ask us how we can.
• If you are in the New England Area we can send a representative to accompany you on sales calls or to personally present our products with you.

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Advantages to selling CCL's and dimensional lettering

• A vendor supplies the hardware and can devote your time to selling more.
• Your costs are clearly known.
• Your capabilities are enhanced so you can service a broader market.
• You have the ability to assess the customer and set the price
• The deposit covers the cost of the product.
• Excellent profit levels are possible with little risk.
• Installations are another opportunity for profits and to sell other items.

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What it takes to sell CCL's and dimensional letters

• Vendors who will help you sell.
• Knowledge of what material is available and where to get it.
• Having product samples to show, such as a Fort Hill Sales Aid.
• One small display case will do it all, organize your own.
• Low price is not the answer - vendor reliability and quality level count most.

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Develop Leads

• Always have cards with you every where you go.
• Your customer base is your best source, work it, they already know you.
• Broadcast fax is the most cost-effective method for prospecting. Send one or two a night and watch the results.
• If you are broadcast faxing, address one or two things about image, that may be a spark to some soul searching by your prospect.
  • Ask a question such as "Does your image need an update?" Maybe your sign does too.
  • In the fax suggest if their sign is tired people may think they are too! Offer Lobby Letters or Exterior Dimensional Letters as a solution.
• Chamber of Commerce/Civic organizations.
• Always sign your work if it is big enough.

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Once you sign a customer immediately expand the relationship

• When you are taking an order always ask if they need anything else and have a few ideas in mind.
• When you enter an office try to notice what they don't have. If there is a blank wall behind the receptionist you may suggest, that a dimensional representation of their logo would be perfect for that space. If you ask the question they will probably ask if you do that too.
• If the company has bought exterior signage suggest interior and visa-versa.
• If a company is in the process of moving and buying a lobby sign they may not even think about cubicle signage.
  • In fact everyone will need a roadmap for a few weeks.
  • Everyone needs an ego boost, as no one likes change.
  • Many times management will support this idea to help morale and they may have budget.
• Always ask some of the above questions, you will be rewarded when this technique fosters discussion about other work

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Develop a routine so that you are confident and comfortable

• Your comfort in presentations is perhaps the hardest part in the process.
• Things that give you confidence.
• Taking the first step.
• Having a script or a plan.
• Your sample kit
• Developing the first and then many more leads.
• Making the first sale.
• Completing the first and then many more installations.
• Build the customers' confidence in you at every step in the process.
• If the customer has contacted you.
• Ask them what they had in mind, and work from that.
• Ask them "have you considered dimensionality?"
• Show photos of other or similar installations.
• Ask for their letterhead, discuss whether they view it as being presented in color or in metals or a combination, thick or thin, would shadows help in its presentation, etc.
  • View the space and determine if the shape of the image fits the space.
  • Be creative in the presentation, and discuss the various material options available.
  • Remember if you sell inexpensive foam letters they save a lot of money but you do not make a lot of money.
  • The kind of company you want will spend $600 to $900 or more for their lobby, so that your 40% to 60% mark up will pay you well for your time.
  • If those percentages are not there, then that customer may not be worth your time. Walk away when you judge an account won't pay you to service it. Its hard to do but you have to.
  • Show your samples.
• Discuss the various available mounting options, usually stud or pin mounting is best for several reasons which are positive for you.
  • The letters go up easily and will not fall down.
  • You will make good money on the install. Quote it separately.
  • A good selling point for the customer is that when they paint, they can take them down and reinstall them themselves,
  • Tell them, they can also take them with them when they move (You can install them again or sell them new ones because the space is different).

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Important point to consider

• Many times your contact is not making the buy decision.
• You must educate them in the process and leave samples to help your contact sell to their management for you.
• They have no way of selling up to the real decision maker unless you help them.
• They must understand the sales process, explain it to them.

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Your responsibilities on a sales call

• During the sales call explain the process of sale to them.
• Between you both decide on a concept.
• Decide on materials.
• Explain that you will send a written quotation asking for a deposit.
• Explain that there will be a charge for sketches if they do not buy from you.
• Provide a plot after they sign your sketch and send a deposit.
  • Give them a full size pen plot for them to try in place. Let them choose the final size and don't adjust the price if they do, you should have enough in the deal to allow for this.
  • Don't even go there to drop it off, just send it in or have it dropped off, if you go back in now you will just kill another hour's time. They can do it.
• They must approve the size (adjust as needed)
• Install the job.
• See if they need anything else (to get them thinking).
• Realistically, if you have everything you need with you on the sales call, answer all the questions in the quote and send a plot the job is a done deal.
• You will only have to go once to sell the job and once to install it.
  • You have better things to do with your time then to go there three or four times.
• Never quote the job on site even if they insist.
• Tell them it would not be fair to them to guess at a price, as you would always have to guess high to protect yourself.
• This gives you a chance of getting the best price you can, as you will usually give a lower figure in person.
• By quoting in writing it is more professional, it lets you address terms and conditions and get the price you should.
• When selling the job discuss several options and let your customer decide between them, if they can't, quote both let the price decide.
• Develop form letter quotes with standard terms, etc., that way you will only have to edit the body of the quote.
• Always provide a scaled sketch with the quote (scanned art if necessary). All rights reserved, remember to protect yourself and your work. Have the customer sign off, before taking the next step.
• A firm professional looking quote cuts the risk for them and you. Having all the bases covered makes them look good and your competitors look inferior and it protects you both.
• Always look and act professionally.
• Nothing irks a busy customer more than someone who does not know when and how to leave, therefore wasting both yours and their time.
• Develop the knack of knowing when to go and end by saying I'll have that quote to you by Friday and then do it.
• Always build confidence by making your deadlines.

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Closing notes:

• After the job is done, leave six cards with the receptionist, people always ask who did the sign and they will take your card home to their spouses or give it to others.
• When you say it will be there it has to be there. Dependable vendors are key.
• Remember you are professional sales people with credentials (your portfolio of photos represent satisfied customers).
• You are selling a product with impact and your customers want it.
• They are proudest of their names and the image their name represents.

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