Digital Signage, Need to Know: Qualities of a Good LED Sign Provider, and How to Choose One.

- Scott Hofheins

For many, the search for a good LED sign is a new experience often filled with confusion, ambiguous terminology, and uncertainty. Our industry is frequently compared to the car business, where consumers don’t buy directly from Ford or Chevy, but from a Dealer who is authorized to sell those brands. While our industry is similar, it doesn't take into account some important differences that significantly affect the consumer’s experience. Here are some tips on finding a good Dealer (sign provider) who will deliver product from a quality manufacturer.

Research

The auto industry has been regulated and standardized over the course of many years, unfortunately this is not the case for the LED sign industry. Although this situation is improving, we’re not there yet. The responsibility of vetting potential providers and understanding the terminology is still the main responsibility of you, the consumer. There are associations and organizations that help with this, but it’s never a guarantee that your chosen provider will be satisfactory.

Do your research, and take notes. This is a theme we push constantly, for good reason. Learn as much as you can about the product you are looking to purchase. What is pixel pitch, what is pixel matrix, and how do they affect a sign’s viewability? What is the difference between an embedded controller, and an IPC (PC Controller)? Research online and talk to existing LED sign owners. Get your information from multiple sources, and dig deep. You will start to see some common themes. Some of these may include:

• Avoid buying from direct overseas suppliers.
• Signs need a good long term warranty.
• Good content is important for a quality image.
• When used correctly, LED signs will increase business.
• Poorly manufactured LED signs may look good at first, but decline quickly over time.
• Broken LED signs make you look bad.
• Everyone does not use the same measuring standards.
• Some specifications are used purely for their marketing value, not because they are important.
• The sign control software should not be overlooked.
• LED signs are proprietary by nature, with virtually no “aftermarket” hardware providers.

This is just a brief list, but there are many more that you will find. Write these down, and apply the lessons learned from your own research and the experience of others.

Education and Truth

Quality providers are not afraid of the truth. They want you to be an educated customer because they know that the more you know, the higher the chance it you will purchase from them. They care about your specific installation, and want to provide you want you need, not just fill a sales quota. Good providers expect to be involved with you for the long term, after the sale. They choose manufacturers who will do the same.

Responsive

How responsive are they to your needs and questions during the sale? Do they answer questions clearly, and and in a timely manner? This can be a key indicator to how you will be taken care of long term. A well organized sales staff usually means a well organized support staff. This is not a guarantee, but something to take into account.

Referrals and Previous Work

Sign’s are by definition, a very visual and public product. Quality providers are proud of their work, and are happy to show it off. Ask for customer referrals, and/or recent examples of work they've done. Ask for pictures, or places you can drive by for a look.

Documentation and Support

Can the provider back up their product with documented information like white papers, drawings, spec sheets and brochures? Domestic manufacturers provide this documentation to their dealers, in a clear and concise manner, written in standard English. This makes it easier for them to provide the information to you directly, or through their own media and publishing. 

Providers who use overseas companies, or direct distributors for these companies often have documents that are outdated, disorganized and poorly translated from another language. Make sure your provider is using a domestically engineered, manufactured and supported LED sign product.

Take the Time

Don’t get rushed into a purchase. Stay calm, and make sure you’re getting the quality product you need, from the right provider. Give yourself enough time to do the research, ask the questions, and understand the product. Trust the facts, and go with the provider who will is willing to be your partner in the process.

The bottom line is, quality providers take care of their customers and partner with them to provide support in the following areas:

• Education on the LED sign industry and products.
• Guidance on the right product for you.
• Documentation to back it up. 
• Utilization of a nationally recognized, preferably domestic, high quality manufacturer.
• Warranty and Support after the sale for both Hardware and Software.

The internet has changed the way we do business. It’s bringing us closer together and gives us access to an impressive amount of information about products and companies. Utilize this medium, and learn as much as you can about your potential LED sign investment. It may seem overwhelming at first, but the truth has a funny way of cutting its way through the mess if you keep your mind and eyes open.

Support your research with direct contact with existing sign owners, and the providers themselves. Ask questions that focus on the areas above, and make sure the facts support your feelings and always remember, an LED sign is a long term investment, not short term purchase.

-TSH

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.

Digital Signage “Need To Know”: Professional Content is a Must!

Robert Smith III, was a young lawyer in his third year with a big law firm in Houston, Texas. Today had been on his calendar for months- a chance to play golf with the “old man”, the President of the company. Robert wanted to impress his boss and he had the time and the money to do so. His strategy was to buy the most expensive golf club set in the world- a Japanese brand HONMA “5-Star custom fitted set”.

Sure, they were made out of platinum and gold and Donald Trump and Jack Nicholson each owned a set. But Donald and Jack typically made their investment pay off by utilizing them with an ample amount of golfing skill!

Robert’s Honma clubs caught the attention of the President and so did his score of “65”. Unfortunately for Robert that “65” was on the front nine holes!

The moral of this totally fictional scenario is that sometimes people invest in a product, spend great amounts of money, buy the best and then sabotage and devalue the potential of their investment by failing to spend a just few more dollars to “put it to work”! In Robert's case, an extra $100 for a golf lesson might have helped.

In our world, not Tiger Woods' world, where do we see this? LED signs are sold by many sign companies by stating that “the investment will pay for itself by driving new business through the door”. Is this true?

It can be. But when they buy a $40,000, full-color, P-16 resolution (with virtual technology) LED sign and run content made at home using MS Paint they are doing a huge disservice to themselves!

On the other hand, when a business with a small LED sign uses professionally produced animation and content, they squeeze every nickel out of their investment. This is a perfect contrast- one business unaware just how important content is turns a $40,000 investment into a $10,000 “flashing reader board”; while an astute business transforms their smallish $10,000 LED sign into an attention-getting, brand-building, digital marketing center.

How many small LED signs in your community “pop” visually with correct color choices, animation, proper text size, short ads and proper slide timing? Perhaps you have many! Okay, now, how many larger LED signs look terrible? Wrong color choices, slide timing wrong, too bright at night… and you name it! Many LED sign owners will not make an additional investment in professionally produced content. 

What does a graphic designer worry about? I’m not a graphic designer. I thought it was one of my many self-proclaimed fortes’ before I met a real graphic designer. Then I immediately decided that my design skills were similar to the first caveman with the first chisel on the first rock. But here are a few compelling reasons that very few amateurs “get right”:

• Color- A dark blue background with a bright yellow foreground does not make the display “pop”.  Also, many amateur designers confuse light coloration with paint coloration. There is a difference as one uses an additive approach while the other employs a subtractive approach to achieving a color mixture. Here is a color theory link COLOR

• Rule of thirds: Many designers just do this. They don’t think about it, and it comes naturally. But the canvas (physical or electronic) is divided into 9 equal squares- 3 rows of 3 squares. Using this rule directs the eye to the center point of attention. Take a look at this link for an easy explanation THIRDS

• Technical design using popular software packages is a bottomless pit of learning, massaging and mastering the rules. I’ve used Adobe Photoshop for years, and still have not scratched the surface on the capability and complexity of this package. There are 4-year degrees offered on this software package and it truly has the capability of creating wonderful visual products. Just owning and using  the Adobe Photoshop software package does not guarantee an effective slide for the LED sign however. Using it as a tool, with learned skill, not unlike a paintbrush in the hands of a talented artist is the key here.

I’ve listed a few realities of producing your own content. At the end of the day, doing in-house content is expensive, time consuming and just not worth it to maximize the performance of an LED Sign for most small business owners.

Don’t let your customer run poor content on your watch! As a LED sign expert you can significantly influence the success of your customer’s LED sign marketing program. Discuss this early with the customer and let them know that even the best set of golf clubs won’t create a winning return on investment (ROI) scenario without being used correctly. For an LED sign, that means spending a proverbial extra nickel to harness the advertising power of their LED sign investment.

In an ever-expanding LED sign industry there are extremely cost-effective options available  for businesses to put their LED sign to work with professionally produced content. Put the "Googler" to work to learn more!

Consider attending the ISA  Sign Expo in Las Vegas next week, April 4^th, 5^th and 6^th to learn of exciting new content options coming to the LED sign industry. Here is the ISA link to learn more ISA EXPO 2013

I’ll see you there!

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. 

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. 

Digital Signage "Need To Know": Educate yourself and your clients, before the competition does it for you!

-Deacon Wardlow

One of the great things about childhood, nobody expects a child to know things. We accept a child is generally ignorant of the world and things which are contained within it. A child can walk around blissfully unaware of anything and everything and people (generally) take extra efforts to help children learn and overcome their ignorance of things. It’s harder being an adult. At some point, between childhood and adulthood, ignorance isn’t acceptable anymore and it’s quite embarrassing to be caught off-guard. Why? What happened along the way?

Richard Feynman (a great philosopher, physicist and human being) was entranced by the unknown. He saw it as a personal challenge to explore and discover things. Feynman was amongst the mental giants of our history and he openly admitted to ignorance and the joy discovery can bring. The difference between childhood and adulthood is choice and knowledge. People are often afraid to admit ignorance because they don’t want to appear “lesser” in other’s eyes. Unfortunately this means we sometimes won’t admit to ourselves when we need to knuckle-down and bear into a new subject to overcome a lack of knowledge and familiarity. As a child, we didn't have as great a fear of failure. 'Can't' wasn't part of the child's vocabulary until someone taught it to them. We have to step up and reclaim the fearlessness and rid ourselves of the worries associated with learning something new (and potentially difficult to take in).

When you take that step towards overcoming any fears about taking on a new subject, you’ll see loads of new opportunities. Digital Signage (DS) is a rapidly growing segment in the sign industry as well as advertising and general mass communication systems. The problem with DS is there’s both an astounding lack of simple, concise explanations to learn more about systems and an increasingly insane amount of advertorials masked as educational information which do nothing to educate and everything to muddy the waters further.

There’s hope. You’re taking the first few steps by reading the blog and searching for information. There are a growing number of resources out there available for you to take advantage of. Check out the past blogs (I’ve posted a quick summary blog for easy reference here). The ISA has great resources on EMCs and a DS overview. The USSC (United States Sign Council) has several publications available to learn more. There are several free resources and people willing to help out; write myself and/or the other bloggers (Scott/Mike) if there’s a topic you’d like to see covered (we appreciate feedback and are always open to topic suggestions). Especially take time to join sites like LinkedIn or The Sign Syndicate (a great group of sign pros who are quick to share their experiences) and other professional networking groups online or in your municipality. There are loads of professional groups and individuals happy to give a little of their time to help you along.

By reading this blog and others, exploring and finding trusted educators willing to share you’re taking a step out of the darkness and into the light. Clients will come to you as the expert and expect you to drive out the ignorance and educate them on the best solution and fit for their needs. A little time invested now in this education will pay off immensely when you’re able to easily explain concepts and systems to the client while the competition struggles to get beyond the basics. Knowledge is power, make sure you're fully charged!

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note 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.