October '20

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it's based on value, and producers should ensure they're educating their customers on why they're selling them the product. "If a client has opted for a more economi- cal solution on their signage, the provider is obligated to share the potential risks they are accepting by choosing a material that may not result in the desired look or hold up appropriately in the environment they intend to have it installed in," she explains. "To better guide your client to the optimal solution, it is always advised to take the time needed to communicate with your client and truly understand their expectations to avoid disappoint- ment." Harris suggests that along with these reasons for upselling, the tactic can simply help build awareness for the customer. It may be something they originally wanted and forgot, are unaware that there are oth- er options for, or simply are unaware that your business offers a particular substrate. With upselling, it's also essential to keep in mind that you can still quote the client on the original substrate they requested. "When we think we could sell the end- user a better product, we will quote both options," Kahmke says. "When quoting both options, we will express the value of choosing the higher-quality product and help them understand that we are simply looking out for the end-user's best inter- est. This helps them to gain the trust of their client." GOOD, BETTER, BEST If shops want to approach the substrate selection process by offering their client multiple choices, one of the best meth- ods they can use is the good, better, best approach. This helps them compare their options without feeling pressure to up- grade but also educates the client on what kinds of enhancements adding a few more dollars to their budget can do. Producers generally want to choose metal when the product will be installed for long-term purposes or will be exposed to extreme temperatures. (Image courtesy Gemini) SIGNAGE: METAL or PLASTIC? One of the most common sub- strate decisions for signage customers is to use either metal or plastic for the job. Using either of these products comes with a couple of considerations. Kurt Kahmke, Payler Wholesale Print Production, says going with metal over plastic typically hap- pens when a client is interested in long-term signage. "The most common reason (to recommend metal) would be if the sign will be displayed for five or more years or be in an area with high expo- sure," he explains. This generally means areas or conditions where temperatures spike extremely high or dip very low. "Metals have a tendency to expand and contract less, reducing the risk of breakage or material fatigue," explains Kerri Eady, Gemini. Stability, she adds, is another common reason for choosing metal over plastic. "In free-standing or rail-mounted signage where signage compo- nents may be cantilevered from a structure or building, metal provides the stability to wind conditions and structural integrity that plastics cannot always pro- vide if not properly supported," she says. And depending on the client's desired appearance of the final product, producers may want to use metal simply because even with certain finishes and printing techniques, they won't neces- sarily replicate the look of metals that customers are looking for. 1 6 G R A P H I C S P R O O C T O B E R 2 0 2 0 G R A P H I C S - P R O. C O M

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