As a person on the business development side of our company, I spend my days on the phone, meeting with people, hosting demos and webinars, replying to emails and drafting proposals – the typical day of many salespeople. No matter what the sales approach, the ultimate goal is to sell, sell and sell some more. I have always enjoyed sales because of the rush I get from any sale, big or small. It is also like running your own little business without the risk. This isn’t to say that there is no risk; I mean what use am I to the company if I am not selling anything? Inherently, this lingering fact tends to stir up stress and frustration at times. As a result, I’ll find myself trying new techniques, overly digesting conversations and ending up in “paralysis by analysis” mode.
Now as I write this with a clear head I feel as though I have a pretty good handle on where this all stems from. It isn’t the fact that my income and my livelihood depend on selling because I have generally succeeded under that pressure (self-promotion / pat on back). What gets me going is when I can’t illustrate, explain, or make a compelling of enough case for someone to work with us. It is not because I think we are the best at what we do (although I think we’re pretty darn good) or that I develop a “why don’t they like me?” complex, it is actually because of the reasons I get from non-buyers on a day-to-day basis.
Some classic examples:
- I’m going to have my guy do it.
- I’m going to get it from someone locally.
- It’s too expensive.
- I am going to do it on my own.
- I am getting a free menu board from Coke/Pepsi/Boars Head.
- I am going to have a sign company make it.
In order to “get the sale” you have to create value around what you offer. However, at the same time you have to balance whether it is going to be the right solution for them. I often say, “I am a lot of things to a lot of people, but I’m not everything to everyone.” With this mentality as my base, I have no problem telling people that we are not a good fit for one another. It is those that we are a good, sometimes perfect fit for that drive me wild when they go in another direction. Because of this, I have put a list together. This list highlights the 5 main reasons why is makes sense to work with a menu board company for traditional menu boards, drive-thrus, and digital menu boards.
1. We share the same space – Although we work in different verticals, the area within those verticals is the same – food service. The level of expertise that is collected cannot be replaced by someone or some company that does similar work. You wouldn’t get your car fixed at a bike shop would you?
2. The science of menu board engineering – We have talked a lot about well-designed menu boards. Well-designed goes further than “looking good,” it has to have a positive impact on your sales. Coughing over your menu copy to a sign company and having it regurgitated on to a menu system with no display planning will yield marginal to no results.
3. The products are tried, tested and true in the industry – One of my favorites is “I am going to get my drive-thru made by a local fabricator.” Question, have they ever engineered a drive-thru? Is the system going to be UL listed? Is it going to be rated for hurricane winds? Now what happens when the sign falls over and smashes a car, or worse, a person? There are reasons why drive-thru systems cost what they do. Beyond the functionality from a graphics standpoint that they possess, there is a value wrapped around their durability and lack of liability. On the traditional menu board side, ideal font sizes, dimensions of panels, modular/scalable systems have all been established to eliminate the guess work. Digital systems have been developed with the owner/operator end-user type in mind, making it easy to manage.
4. Industry relationships – Depending on the size of the project, your signage can become a huge undertaking. Picking up a drive-thru system from me would be the easy part, but installing it, where is one to turn? Looking to have a digital system installed in different areas of your sprawling hotel lobby? You just might need some assistance with that. You don’t have the crew to hang menu boards in each concession of your stadium, who can you trust to do it right? Menu boards companies are professionals at what they do, but they also have cultivated a series of contacts in the space they share. Personally, if you asked me about drive-thru installation, communication training, POS systems, web design, online ordering and several other facets that make up your business, I’d be able to get you on the right path.
5. Custom design work – A good portion of any menu board company’s best practices should be centered on the development of one’s content. Sure Flo down at ABC Signs or your daughter, who is an aspiring graphic designer, could probably whip something up that will pass the eye test, but what other thought besides, “does it look good?” is it given? If you haven’t been asked questions other than, “what colors do you want?” run in the opposite direction. This is one of many ways you can tell if you are working with the right company.
As I read this back I am wondering if I was hugged enough as a child. This certainly isn’t as happy-go-lucky as some of my other posts, but I think it is very important. At the end of the day you have to do what you feel is right for your business. I would never want someone to work with me if they felt uncomfortable. The goal of this entry isn’t to convince you to work with me, or Origin, but to make you pause and consider the ripple effect of going the cheaper, easier, or less risky route in all walks of life.
Do you agree or disagree? Do you value expertise and knowledge or do you think it even matters when it comes to menu boards? Email us at info@origindisplays.com or give us a call today at 888-235-2579 and let us know!
