end tool to a beginner who might not have the customer base to get his money back in a few weeks. Instead, he suggests starting small and upgrading as you go. “But we also advise sign-markers to stay curious and obey the progress. Don’t miss the point to get the better upgrade as soon as the jobs get bigger. Work smarter – not harder!”, he says. Continuous investment Meanwhile and William Smith is also well placed to supply sign-makers with quality tools for a range of applications. Established as a major supplier of materials, William Smith works with customers to help them identify the most effective tools for their work. “As with any business it is important to make continuous investment to ensure you can stay with the trend,” says Kyle Giles, marketing executive at William Smith, adding: “Investing properly in sign-making tools will allow you to manufacture products to the highest of quality and as the customers expect. “Underinvesting can impact a business from several different perspectives. For example, if you underinvest in equipment, you’re risking the chance that the quality of your product will drop.” Giles goes on to say that technologies are continuously advancing and therefore sign-makers may have the ability to carry out processes more efficiently. In addition to this, they are more likely to be able to manufacture products to a higher standard if they are to invest in the latest tools available. “If you don’t invest in the upkeep of equipment at some point equipment will fail, increasing downtime,” Giles says, adding: “This will then have a knock-on effect on your pipeline, lead times, and ultimately service levels. What is good for today isn’t necessarily good for tomorrow.” So, what should sign-makers be looking for when investing in a quality tool? Giles says that first and foremost, any investment in equipment should serve a benefit to the business, whether it be creating an efficiency or improving quality. “Reputable brands are always a good indicator at the quality of a product, and I think that’s a given and most people will be aware of this when they are looking at new tools and other solutions for sign-making applications,” Giles explains. As to how William Smith can help, within its dedicated fabrication department, Giles says that the company is able to offer all the standard state-of-the-art equipment that is required to produce quality sign products. Picking out some of these solutions, At Yellotools, we want our customers to get their invested money back within a few weeks at the latest But they are not designed to be used for work such as wrapping five cars a week. Here, you need brushless motors, rock solid plastic housing with rubber patches, ceramic heat sources, and really good electrical plugs and cables. Is this more expensive? Yes, but it's worth it.” Before committing to an investment, Althoff says sign-makers should first consider whether they actually need a tool to help with a certain job and, if so, what would be the return on investment? “At Yellotools, we want our customers to get their invested money back within a few weeks at the latest,” he says, adding: “So, it doesn’t really matter how much a tool actually costs; if you don’t have enough work to get it into full swing, you might need better marketing rather than a better tool. “I am aware that most competitors hate me for saying this out loud, but it’s really common sense. If we don’t help our customers grow, we can’t grow either. That’s why we always try to figure out what our customer really needs.” Althoff explains that because there are always different levels of tool categories, it’s important to remember it wouldn’t make sense to suggest an expensive high- ► Yellotools advises sign-makers to invest in tools that match their current business requirements 56 www.signlink.co.uk Issue 245 - April / May 2023 FOCUS ON / SIGN-MAKING TOOLS ◄ William Smith advises sign-makers to invest in quality and trusted brands
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