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Selling Strategies for Sign Shops

Selling Strategies for Sign Shops

Selling Strategies: Sign Shop – Episode Summary

In this high-impact episode of The Print University, Ryan McAbee and Pat McGrew explore the specialized sales strategies required in sign shops and wide-format printing environments. This segment is packed with real-world guidance for teams involved in printing industry training programs for new employees, or building outsourced training for print production staff focused on signage, display graphics, and wide-format production.

Selling in sign shops requires more than just quoting a size and substrate—it demands technical fluency and environmental awareness. The sales rep must act as part printer, part engineer, and part project manager. They must understand substrate durability, mounting requirements, coating options, installation logistics, and even safety regulations (OSHA) related to public display. Whether advising on vehicle wraps, building banners, or floor graphics, salespeople need to evaluate location, life expectancy, material choice, and risk exposure.

Pat and Ryan discuss the importance of pre-sale planning, including assessing access to venues, required licenses, and potential installation hurdles. Reps should guide buyers through checklists—whether the client is an agency veteran or a first-timer—ensuring the sign is fit for its environment, safe, and color-accurate. They also emphasize selling by bundling value-added services (like installation and removal) and preparing multiple offer tiers, from full-service to a la carte.

Visual selling aids (photos, renderings, shop-installed samples) and site-prep documentation are essential tools. Sign sales aren’t just transactions—they’re engineered solutions delivered with creative flair.

You Will Learn:

  • How to sell signage with installation, mounting, and durability in mind

  • Site-prep essentials: permitting, access, safety, and environmental conditions

  • The role of substrate choice, coating, UV resistance, and color fidelity

  • How to bundle services, craft custom offers, and avoid costly missteps

  • When and how to educate buyers—especially those unfamiliar with signage

Who This Course Is For:

Sales reps, project managers, account leads, and sign shop teams handling wide-format print, retail signage, vehicle wraps, or outdoor graphics—especially those integrating digital printing press training or lean manufacturing training printing industry

Time to Watch:

Approx. 15 minutes