SL_OCT_NOV_2025

30 email: editor@signlink.co.uk Issue 261 - October / November 2025 INDUSTRY TIPS | THE ONLINE PRINT COACH Sales, Marketing, & Client Retention Strategies That Work Running a signage company has never been more rewarding, or more challenging. With competition around every corner and customers more demanding than ever. The companies that I see thrive are the ones that look beyond “just getting the next order.” They build reliable systems for sales, marketing, finance, and client retention. Having worked with countless signage and print companies across the UK and beyond, I’ve seen the same themes repeat time and again. Businesses that win do four things consistently: they manage their numbers, they avoid sales complacency, they embrace modern marketing approaches, and they focus relentlessly on client loyalty. Let’s break these down: 1. Measure It to Manage It It may not be glamorous, but the businesses that dominate in our industry are the ones that know their numbers inside out. Too many sign companies I come across are months behind on their financial reporting, which means they’re making today’s decisions on yesterday’s data. Cash flow is the killer here. If you don’t know what’s coming in and what’s going out, it’s easy to end up short when payroll or supplier bills hit. I’ve seen passionate, skilled owners struggle simply because they didn’t have the right visibility. The solution is real-time reporting. Modern accounting software or an outsourced bookkeeper can give you instant clarity. Beyond the financials, track the marketing and sales metrics that actually drive growth: • Leads generated each month • Conversion rates (quotes vs. orders) • Customer retention (how often clients return) • Average order value Even a 10% improvement in these numbers compounds into massive profit gains.I’ve seen small signage businesses add as much £16k plus to their bottom line through small tweaks to leads, conversion, and retention. As many signage businesses try their best to navigate marketing, sales, and winning new clients, Colin Sinclair McDermott gives his advice on how businesses can effectively structure themselves in order to keep orders coming through the door Having been in the print industry since the mid-late 90s, Colin Sinclair McDermott entered the world of self-employment in 2004 and over the years that followed, experienced a number of highs and lows running his own print company, learning what does and doesn’t work. In 2022, he trained with The Business Coaching Academy to become a fully certified corporate coach with the Worldwide Association of Business Coaches. Through The Online Print Coach, industry members can access an online training platform, Print Mastermind and private 1-to-1 coaching with Sinclair McDermott. www.theonlineprintcoach.com 2. Overcoming the Sales Slump Every signage business experiences the dreaded sales dip. The problem isn’t usually your workmanship or service; it’s the habits that creep in when times are good. When you’re flat out with installs, it’s tempting to ease off prospecting and pipeline-building. That’s when trouble starts. A healthy sales pipeline doesn’t maintain itself; it needs constant topping up. Ask yourself: • Are you generating enough leads at the top of the funnel? • Are you talking to the right decision-makers? • Is your conversion process tight, or do too many quotes go cold?

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