“Word-of-mouth is the primary factor behind 20 to 50 percent of all purchasing decisions” (Source).
In last week’s blog, we briefly touched on the changing role of the marketer from production centered businesses to brand-based strategies and finally to today’s modern consumer-focused industry.
The current consumer is sharp, savvy, and even slightly suspicious of your company initially. There are many unfortunate instances of businesses making promises to their customers and failing to keep them. In the past, many were powerless to do anything about it because of limited choices or the lack of a platform to express their upsetting experience. But the tides have turned and now a customer not only has the place to vent their frustrations for all to see (Yelp-a business’s best friend or worst enemy ), they also have more options than ever before. Which also means that you have more competition than ever before.
Today, the customer is in charge. Gone are the days of the door-to-door salesman, the convincing catchy jingle (at least not the ones we wish were not stuck in our heads; most of them are worse than the small world song), and intrusive sales calls (why do they always come during dinner?). They decide if they want to learn about your business, try your business, and whether or not they will recommend it (or strongly advice against your services) to their friends and family.
Think about it? How often do we try a new company without a recommendation from someone that we trust?
So what does all of this have to do with your business signage? Well, according to the following statistic, 75% of your customers think it has a whole lot to do with signs.
Business Sign Statistics #3: “Three out of four consumers saying they have told someone about a store based simply on its signage” (Source).
Most businesses are already well aware of the fact that a customer will make a decision whether or not to continue working with you based on their overall experience. This is why we go above and beyond to make their time at our company the best we possibly can from the friendly greeting as soon as they enter our building to the follow-up calls after they have used our services to make sure we did everything for them we possibly could. For example, Trader Joe’s actually delivered food to an elderly man who was snowed in after his daughter called worried that he would not have food to endure the storm. Delivery is not a part of their service. Talk about amazing customer service! (Read more about other amazing customer services here).
With a quality, custom sign (see what a gold leaf sign can do for your business), you are adding to the customer’s experience from the very start. However, you will never have a chance to impress your customers with your stellar service if they do not give you a try. For many consumers, their first impression of you is you store front sign, monument sign, or pylon sign (more on that in next week’s blog). Before they even have the chance to speak with you, they may have already made a decision about your services based solely on your sign. A poorly-made sign (read more about that here) reflects on the quality of your service.
It is essential that we, as business owners, utilize every resource we have available to create the best customer experience possible, and that starts with our sign.
Copyright Landmark Signs Inc 2018