Author Archives: Richard McKinley

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

Why should I buy from you?

This is a question some sign salespeople and shop owners have difficulty in providing a plausible answer to. After many years of working… Read More

Speak up! Speaking opportunities are great marketing tools

What should you talk about? There are many potential topics for presentations on signs that would be helpful to businesspeople in your community…. Read More

Try a solution-based approach to sales

Say you get sick and go to the doctor. Which one would you choose to heal your health problem: The one who tells… Read More

What happened? We were doing so well last month.

As a business owner one of your primary goals is for your business to grow and be profitable. When businesses suffer a temporary… Read More

I don’t have time right now…

Professional salespeople are given one task in life: Sell their company’s products or services. They apply all their skills, education, experience and research… Read More

Nobody buys signs— they buy solutions

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… Read More

Deliver on your promises

During every prospect or client sales opportunity, we make promises. It may be about a call back, future appointment, product delivery quality or… Read More

Those who listen close the sale

Good listening pays off Really listening can: • Persuade, motivate, guide • Control a prospect’s purchasing efforts • Inflate the prospect’s pride •… Read More

You lost me at “Hello”

Know what you’re going to say The first moments of a conversation with a prospective customer are your best opportunity to establish what… Read More

Engage the client as a person, not a prospect

You just got off the phone with a friend, who told you that they happened to see a competitor’s crew, installing a large… Read More

Closing the sale

No matter what you sell, be it cigars, signs, water hoses or whatever, successful salespeople ask for the order. Sign makers are no… Read More

7 steps to a successful sign sales presentation

Read this article and many more like it with a membership to SignCraft.Already a Member? Click here to log in.- or -Join… Read More