April '22

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2 8 G R A P H I C S P R O A P R I L 2 0 2 2 G R A PH I C S - PR O.C O M a decent chunk of our sales. When large- format printers came on the market and customers started asking about full-color graphics and wraps, our business quickly narrowed in on that market. Last year, 49% of our sales were in ve- hicle lettering, wraps, and installation. 27% were signs and decals, 10% were banners, 5% engraving, and the other 9% were in window graphics, design, and dimensional letters. By knowing where our income is coming from, we can focus our eorts on protable areas and let go of less protable services that could be spreading us too thin. REPEAT BUSINESS Once you've dened the services you want to oer and determined the areas with the highest income and prot margins, you can start building your business around those areas. e best way to build your business is through repeat business. As I mentioned, repeat business streamlines your advertising eorts, simplies pro- duction, and is an overall more ecient way to do business. ere are ve general areas that you should focus on to keep customers coming back to you: con- venience, expertise, quality materials, workmanship, and pricing. CONVENIENCE Making it easy for your customers to do business with you is one of the most crit- ical areas of building up repeat clients. Answering the phone, returning emails, getting quotes out on time, and keeping good records of their jobs will build the customer's condence in your abilities. Getting to know the customer and taking an interest in their projects helps No matter what area of the sign industry you focus your efforts on, be sure your workmanship is as top- notch as your customer service.

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