Nobody buys signs— they buy solutions

Clients buy what they perceive will solve a problem or deliver a desired effect

By Richard McKinley

Posted on Tuesday, August 30th, 2016

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A buyer’s concept is the belief of what your service or products will be able to do for them—not what it will do for you. People will buy if they believe you can provide the desired results they need. Only then will they want to hear about your products or services.

People want signs for what they believe will give them comfort in additional sales, a fresh look, satisfaction or a solution to a problem. Most of the time their concept is preconceived.

The secret most salespeople ignore is the process of uncovering the customer’s concept before presenting a solution. Competition is easier to overcome if you understand the sale from the client’s point of view and what in their mind is their desired outcome.

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Richard McKinley is semi-retired from the sign business and the promotional products industry. He lives in Howard, Ohio. He can be reached at

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