Real-Life Communication
The receptionist calls you from the workroom to talk to a customer. As you walk back to the office, the receptionist whispers, "I don't think they know what they want. Looks like you might have a bit of a tough time." You confidently reply, "That's OK. I've dealt with it before."
When you reach the office, you see a young man. He is looking at a photograph album showing some signs of which you are particularly proud. When he sees you he shuts the book and starts talking.
"Hi, I'm George White. I want a sign for my business. I guess you're the person I talk to?"
You reach out and take his hand. "Hello. I'm Josie. And, yes, I am the person you talk to."
You congratulate him on his new business. Then you ask him, "Do you know what you want?" He shakes his head, so you ask, "What is your business?"
"I am going to use my initials for my business name: GHW for George Harris White. And what I am going to do is help small consulting firms and businesses market their services -- something that they often don't have time for and don't know how to do. I'll develop a database for them, produce newsletters and e-mail or snail mail them to their clients, get their Christmas card mail-out organized. All those sorts of things."
Then White looks you straight in the eye and says, "Look, I don't really know what I want. But I want something that looks good and works. What do you suggest?"
Although you have many ideas you'd like to use, it's the customer's ideas that count. Even though he's not sure what he wants, you have to make sure that he knows what he's getting before you even start the sign. Write out a list of questions for White that will allow you to get a clear understanding of what he wants his sign to look like and what message he wants it to express.
If you want to see what real sign makers are talking about, check out:
Sign Business Magazine Online
Internet:http://www.nbm.com/signbusiness