Digital Signage Need To Know: How an LED Sign Manufacturer's Approach to Support Can Affect Your Reputation

-Scott Hofheins

Other Topics in this Series

• Design, Engineering and Installations
• Business Growth

When you sell a product, you are linking your organization’s good name to the quality and operation of that product. As I mentioned in my post earlier this year, it takes a host of talented people to produce a quality product.  Likewise, supporting that product before, during, and after the delivery is extremely important to a successful long term LED sign program

Your reputation as an LED sign dealer depends on quality product, with quality support. End users depend on the same to ensure their public image is maintained on the LED display. There are different approaches manufacturers can take with regards to support.  Some work well, and others don’t.

That’s Not in My Job Description

This is a hands off approach that can be very frustrating for dealers and end users alike. Calls to the manufacturer are answered by technicians who are trained to operate in limited capacity, where the goal is to pass the responsibility to the dealer as quickly as possible.

Veering from the set script and job description is not allowed, and making exceptions or going the “extra mile” is rare. This makes both the dealers and end users feel undervalued as customers; being treated as if it’s a privilege to associate with the manufacturer at all.

A good manufacturer recognizes the value that every single customer brings to the table. They are not afraid, and more importantly well equipped, to go the extra mile for their dealers and end users. They can customize their support strategy according to your organizations needs. Issues with signs are not automatically assumed to be the fault of the dealer or end user, and they have a genuine interest in the successful operation of any sign, big or small.

We Don’t Live Here

Overseas manufacturers, or “manufacturers” who ship whole units directly from overseas suppliers often have a difficult time offering quality support.  In many cases, the design and engineering is also sourced overseas. This means any real issues with the product will take a lot longer to fix, simply because they are relying on engineers who are asleep when everyone in the USA is awake.

Replacement parts, and long term part caches also suffer for the same reasons. Until someone invents a transporter, or free jet fuel, it will take time and money to move hardware across the ocean. In the mean time, dealers and end users are stuck waiting for delayed parts and non-operational signs that reflect poorly on their respective organizations.

Manufacturers who design, engineer, develop and produce in the USA are much more capable to provide timely support and knowledgeable staff. When level 1 technicians run across an unfamiliar issue, or a possible production problem they can physically walk to the engineering dept to get a solution immediately. Parts are stocked locally, and inventory for legacy product is managed correctly. Technical staff have direct access to the RMA, engineering, production and  sales teams to provide the best service possible. It is extremely important that your support staff are trained, reside in, and operate from the USA.

The Mystery of Organization

A poorly organized support structure will result in poorly organized support. Support calls are tracked with outdated systems, and RMA parts are misplaced or shipped with the wrong parts. The manufacture is slow to respond to production wide issues, continually shipping product with the same problems over and over again.

The ability to offer quality proactive support, software trainings, updates and a well organized support structure will act as a tangible confirmation that the dealer, or end user’s trust was well placed. This will greatly enhance the reputation of both, as the sign operates consistently over the long haul, and any issues that arise are dealt with quickly and efficiently.

Cheap product, quick sales, large profit margins and low quality LED signs may temporarily  increase the bottom line, but your reputation will suffer and those gains will eventually be followed by significant losses. There are great US manufacturers out there in many shapes and sizes, so do your research and make sure you get one that’s willing to be a partner in building your reputation.

-SH

I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

LED Sign Tech & Spec: Front Access Design Considerations for Digital Signage and Hinged Faces

-Scott Hofheins

Last year I wrote about the different access options for LED signs, and my opinions based on direct experience with each method. Today, I would like to focus on the "Front Access Face" (Hinged Face) method specifically. There are many ways to do this wrong, and only a  few ways to do it right. Poorly designed systems will cause long term safety, service, and warranty issues for the lifetime of the sign.

At first thought this seems like a great idea. Why not make the entire face open up for service? You can open the sign faster, access the component layout on a large scale, and replace parts more quickly. All of these things can be true but there are definite trade offs to be aware of. Some of these are small, but there are many potentially large factors that must be taken into consideration.


Size
Full size hinged faces will ultimately have a size limitation. Doors that are too large will “bow” leaving the door seals away from the cabinet, allowing water entry and in some cases a skewed image. The exact size limit depends on the design, and what the manufacturer has found works best. The problem is that many manufacturers haven’t found the sweet spot, or do not care to. They are more focused on the short term sale, then the long term support of the sign. Be very careful of over-sized hinged face systems.

Water Entry
This is one of the most common failure points and a huge factor when designing and implementing a hinged face system. There are few designs in the market that address this issue fully, and most systems will have problems in the long run, if not immediately after installation. Manufacturers have found this out the hard way. The good ones have implemented solutions or moved away from hinged faces altogether. The bad ones continue to use cheaper outdated designs to hit a low price point. This has been a major issue with many of the hinge faced units designed and/or produced overseas.

Door Lifts
Something has to hold these massive doors up and it’s usually gas lifts, typically called “Gas Springs” (similar to the cylinders that hold up an SUV’s rear hatch). When the doors are too big, you have to supply a lot of "push" to safely lift them up. This means constant pressure on the door frames, pushing the faces downwards or outwards depending on the design. In some cases, the lifts have been so powerful that they can push a service tech off the ladder or bucket truck.

Hinge Strength and Design
This is another critical item in the design, and another failure point for a high number of systems. All the weight for the doors rests on these hinges, and as I mentioned earlier the gas lifts are putting a lot of pressure on the doors. When a hinge breaks, simple gravity and the power of the lifts combine to present a significant safety hazard for service crews. I've talked to service personnel in the industry who have experienced this first hand. The consequences can range from being stranded in the bucket for a couple of hours, to serious long term injuries. The quality of the hinge and the design cannot be sacrificed to save costs. Unfortunately this does happen, all too often. It’s not worth the risk in my opinion.

Bucket Access
Maneuvering a bucket underneath a large sign face is difficult, and sometimes impossible. If you have to reach components in the top portion of the sign the bucket has to be almost directly under the sign, or placed to the side to get the lift arm away from the open face. If you're working on multiple parts of the sign, this constant re-positioning can add quite a bit of time to the service call.

Internal Cables
Longer power and data cables are required to connect the internal components on the back of the sign, to the LED modules on the hinged face. Instead of running directly from the component, straight across to the LED module, they have to be run up to the top of the door, then back down on the inside. When this isn't accounted for, the wires can suffer voltage drop, and the data signal can be weak and susceptible to interference.

LED Module Replacement
While accessing the internal components might be a bit easier, replacing the LED modules can be more difficult depending on the design. In many cases you have to remove screws (or hopefully latches) from underneath the face, then awkwardly push the module out, then back through the hole. If the manufacturer has used screws to hold the modules in place, this becomes a fight against gravity and gathering dropped screws from below the sign.

In my opinion, the hinged face design has limited applications, and should be used for smaller signs and custom applications.  Although easy access to sign components is important, there is a balance to be drawn between functionality, and serviceability. When a sign is designed to function well on a consistent basis, it requires less service. I would rather have a sign that is simple to access that doesn't break down as often, than a super accessible sign that has the potential to break down more often.

I still believe that the front access design with a solid cabinet, and latched LED Modules is the ideal method for most applications. It draws the best balance between functionality, simplicity and serviceability that will support the greatest variety of applications.

-SH


I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I've missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

LED Sign Sales- Closing Technique Suggestions- Installment 2 of 3

- Mike Prongue

How do you close a sale? Healthy thinking about a sale is the first step.

Many people subconsciously fear a successful sale being consummated! I know it sounds ridiculous and you might have to give Dr. Phil a call to know why, but a lot of salespeople have this fear that they are somehow “getting into the customer’s pocket” or somehow "taking their money". Nothing could be further from the truth.

If you have a solid product, backed by technical competence, at least in the world of LED signs, you are trading a money-making, value-rich technology product for a fair amount of money. It is a win-win in reality. They need what you have.

No fear and no guilt.

In the world of early man, just like in today’s world of sales people, there are two types- the hunter and the farmer.

The hunter will take their spear and go bravely into the woods, not dismayed by cold, fear, darkness, danger or hunger.  They stalk, they track, they make their move and they bring the prize back to the tribe and are rewarded and valued for their skills. 

The farmer tends the soil, plants the seed, waters the seedling, pulls the weeds and nurtures the small plants into a thriving field and a bountiful harvest. Yet, each night their head hits the same pile of furs. They don’t wander the woods but what they do is important to the tribe as well.

Do you see this in your sales team? Some people develop and deepen relationships and nurture clients while others “hit the streets” and hunt aggressively for the next sale. It depends on your company and how your business operates to choose the right approach. Perhaps a mixture of the two would be best?

These thoughts may help you to look at your sales team or maybe yourself. Use what works for you.

Now, as promised, here are three more closing techniques for your review. Again, of the 9 total closing techniques that I will present across 3 blog entries, choose perhaps 2 or 3 to use. Not all will work for you. It depends on your style- hunter, farmer, techie, smiley person or whatever you are! Choose a couple and try them.

#4 Choices Close

Approach

Offer more than one alternative for the customer. This may be something you are already doing but keep the alternative choice small in number.

Many years ago while looking for a sports coat in a Men’s Warehouse in New Orleans, I tried on several different styles. A saleslady helped me and she said “I know you won’t buy because you tried on more than 3!”  She was right- reduce confusion.

This approach works well when you are seeking agreement.

Examples:

Do you think the full-color or the simple red grayscale LED sign is best for you?

Would you prefer the wireless option or do you want to trench your parking lot for a Cat5 cable?

#5 Technical Close 

Approach

Display, discuss and spotlight the engineering and technical aspects of the product being sold- in our case the LED sign. Remember to state not only the technical feature but the benefit it provides to the customer.

This works because you are providing the backdrop and the background, i.e.- the History, of the product and how it is a superior choice.

Example:

This LED sign has the most advanced software in the industry. It’s actually the 4^th generation of software and that means that it’s easy to use with all the bugs worked out!

Our LED sign has redundant power supply options to ensure the sign always stays on and your message is always seen.

Then ask for feedback to see what they think.

#6 Let Me Check

Approach

You’ve seen this at car dealerships. It’s the old “ask the boss” routine but it does work not only for discounts but delivery schedules, and other exceptions that you might be able to answer. But why should "lowly little you" answer them when you can appeal to some higher power on their behalf during a well-timed intermission?

You apparently “put yourself on the line” for the customer and a small sense of bonding occurs. 

I’m not a huge supporter of this approach but there are times when you need to ask the boss a legitimate question that is “above your pay grade” and doing so do demonstrate to the customer that you are willing to spend time and energy to answer questions.

Stay tuned for the final installment of this “closing technique” blog- next week!

These comments belong to me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com. 

Domestic Design and Engineering - Fundamental Concepts in LED Sign Manufacturing

One of the most fundamental concepts when building something is to have a good solid plan. A plan before you begin, a plan to adjust during the project, and a plan to support the finished product on a long term basis. Engineering and Design in both the product and factory operations are vital to this pre-production, adjustment, and support structure when producing quality LED signs. Unfortunately, if you buy a “value line” LED sign, you tend to get a “value line” plan to go along with it.

There are too many “manufacturers” these days who rely almost completely on overseas talent to design, engineer, and produce their product. This is done for a host of reasons, sometimes the company doesn't have the tooling, or money, or sometimes they just do it because it’s cheaper.  Whatever the reason, the end-user usually gets the short end of the stick, and has to suffer for years with a faulty product. This can be avoided by focusing on the guys with domestic design and engineering teams and who are doing as much production as possible here in the US. Here are some reasons why this is so important.

Incentive and Ownership
Engineers who work in-house at a US factory will have more incentive to create a better product. They live here, they eat here, they interact here. The end-users are closer and their voices stronger when things go bad and when they go well.

It is easier for designers and engineers (and the entire factory staff for that matter) to take ownership of a product that will have a direct impact on their career. Individualism is a key concept in this regard. We celebrate our individual achievements and benefit greatly from a culture that embraces this concept.

Culture and Language
Our world is diverse; people do things a little differently in their own country. Translating these differences across continents can be difficult in its own right. Doing it without the benefit of a translator is next to impossible. Having a domestic design and engineering team fills this role, and should be a minimum requirement when sourcing anything overseas.

Accountability
Even the most honest and upstanding individuals will feel more accountable to someone in the same office, than a company thousands of mile away in another country. When companies outsource too much of the work overseas, they find this out very quickly. Unfortunately the LED sign industry is not quite big enough for specific international trade regulations. Holding an overseas manufacturer successfully accountable for their product is largely dependent on that manufacturers good will.  American companies have found it very difficult to get significant leverage when solving issues with their overseas suppliers.

Effective Feedback, Reaction and Support
Local staff will see issues and implement improvements in a product design much faster and more efficiently than an overseas team. The coordination and collaboration are sped up by face to face interaction with the production team, and solutions can be implemented immediately. Feedback from local technicians is passed on directly to local engineers who make the adjustments needed to improve product in the local factory. This is very difficult to do with parties separated by distance, time, culture and language.

The bottom line; domestic design and engineering are fundamental to producing quality LED signs. In my opinion, this should be a minimum requirement for any manufacturer who claims a product “Made in the USA” and who actually builds a major portion of the product in the US. Avoid LED signs that are designed, engineered and produced overseas then shipped to a US distributor to be sold as a US made product. This is a losing situation for the LED sign industry in general, but the end-user ultimately feels the brunt of the effects with a poor street front image, and a very costly yet in-effective advertising tool.

- Scott Hofheins


I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.