7 common mistakes using signs at your business

When we think of marketing programs our minds are quickly drawn to social, print and broadcast media. Although these programs can be quite glitzy and create media and consumer buzz, they overshadow an extremely impactful marketing program not often considered by managers and owners. It is the signage used at the brick-and-mortar store itself.

Signs in windows, on doors, over display racks or by the register are interpreted by the shopper to determine the quality of the merchandise or the management of the store. Sometimes only subliminally but always effective in relaying a message.

Whether your store is in a mall, strip center or stand alone, the same psychology of engaging a customer applies. Yet many stores fail to consider the image their signage conveys to the consumer.

Stop telling customers you sell crap

During the 1970s Detroit based Kmart had the tagline “Satisfaction Always”. At the time their biggest retailing rival was Chicago’s Sears who had a similar trademark, “Satisfaction Guaranteed”. Both mottoes created a consumer impression that they would be happy with their purchase or they could get their money back. Analysts believed this impression helped the two companies grow.

They were probably correct as both chains diverted from these promises in the 1980s and both would falter, eventually merging in 2003.

Many small businesses and managers within larger companies send an opposite message to potential customers. Instead of instilling confidence they send a subliminal message that says, “I sell crap.”

How?

They put a sign on the door or near the checkout declaring unequivocally there will be no refunds or exchanges. In other words, once they have your money they will keep it no matter what.

The signs are often worded “no refunds or exchanges”, “all sales final”, “refunds only with receipts in x days.”

The consumer sees this as a buyer beware message and they will definitely think twice before opening their wallet.

Instead of these signs consider signs that let the customer know you stand behind what you sell. Provide a way for them to get a refund should they so desire. Sure, some will take advantage of you but how many sales will you give up to prevent one unscrupulous customer?

Stop telling customers you have no employees 

It can be very difficult in a small business to hire enough staff to ensure two people are present at all times. In fact, for many having one person is the norm. It can be very tempting to post signs saying, “Please knock” or “Back in x minutes”. But these messages will send a high degree of concern to your potential customers.

“What will happen?” they will wonder, “If I need to make an exchange or need later support?” or they may feel you are on the brink of closing.

Surprisingly these signs are not difficult to find. One store offering a service to the residents of Rochester Hills, Mich., took this to the next level. Their sign not only said “please knock”, it added “loudly”. A Troy, Mich., retail business regularly displays a “Back in 15 minutes” sign on their door. Nothing indicating when the 15 minutes started or will end.

The person in the Rochester Hills store is apparently working near the back of the establishment. They could move their desk to the front and unlock the door. At the Troy business some advance planning needed to be done to make sure the store was continually covered.

Obviously if your business only has one employee it is logical, they will have to use the rest room eventually. This is understandable. But closing to run out for some takeout food for lunch is not.

Stop telling customers you are not a serious business

When was the last time you saw a handwritten sign at Nordstrom’s or Macy’s? Although it is true their customer might now be your customer the reason, they do not use handwritten signs has nothing to do with demographics. Instead, it is all about impression.

Handwritten signs or signs with tear-off sheets send a message to customers that you are not a serious business. 

Handwritten signs project an unnecessary sloppiness and unprofessionalism in these days of inexpensive computers and printers. Take the time to create a professional sign to show attention to detail in all aspects of your store or restaurant.

A restaurant on Square Lake Road in Troy, Mich., had five handwritten signs on their front window. Each could have been replaced by a computer-generated sign that would have had very low costs to produce.

Signs with tear-off slips are equally as bad. They typically are posted as a community outreach to show you are supporting the community. Maybe they are for another business that does lawn care or a customer trying to sell an old appliance or a church running a rummage sale. Regardless the reason these should not be the focal point of the front of your establishment. 

Instead offer the neighborhood a place to exchange information by creating a community bulletin board. It should be located in a spot that is not a main focal point for the arriving customers. Regular customers will quickly learn where it is and will appreciate the business’s willingness to facilitate the communication vehicle.

Use all available doors 

The winters of 1994 and 2014 were particularly cold in most northern states. Too many times a shivering customer could be seen running to a door only to find it locked with a sign declaring “Do not use this door” or “Use other door”.

What do you think was this potential customer’s first impression of the business? Were they cheerful when they got inside?

This type of sign is not just bad when it is cold outside. No business should ever close an obvious ingress to their business because there is no legitimate reason to do so. In fact, there should never be a barrier along a customer’s entrance path to your store or restaurant. You need as many customers as you can get so never deter one in any way.

At a gift store in Troy, Mich., there side-by-side two doors separated only by a brick support column. On the interior of the store there are two upright display racks holding merchandise. The racks could easily have been located elsewhere near the checkouts of the store providing the ability to have both doors unlocked for potential customers. Ironically the store’s products were time management and organizational effectiveness.

When designing a floor plan, it is important to take advantage of the total store envelope as an experience in ambience. Remember successful businesses offer their customers a full positive experience, which includes easy entrance and exit.

Getting someone inside your door

Getting customers through the front door has always been a tremendous challenge for business owners. Customer acquisition costs have increased during the days of the internet and social media. 

Knowing this makes it hard to understand why any business owner would post a large sign telling customer they have no rest room.

One of the most common deterrents to getting people in the door is a commonly used sign, “No public restroom”. The magnitude of this sign cannot be understood unless placed in context.

Customers do not expect restrooms in many businesses. For example, card stores, most dollar stores and small clothing stores are not anticipated to have a public restroom. The sign in these types of stores is just unnecessary yet many put one up. However larger stores of 25,000 or more square feet and restaurants of all sizes are expected to have public restrooms.

Many business owners and managers see the offering of public restrooms as a public service and look upon it as a marketing expense. With this mindset, seeing customers enter their facility and head straight to the restrooms is not annoying. Often, they will witness the same people make a purchase on their way out of the store.

At one combination convenience store/restaurant along the Paint Creek Recreational Trail in Rochester Hills, Mich., proudly proclaims they have no public restrooms. Hikers on hot summer days are probably looking for refreshment but they will not feel welcome here. Not only is there one sign up, but this store also has a second.

If you truly have no rest room, tell the customer once they are inside. If you want to reserve your restroom for paying customer try something like, “To service our customers at high levels, we reserve our restrooms for them.”

Let customers know you are professional 

Easel signs provide an added marketing venue for stores in strip malls or a free-standing location with street visibility. 

But just as the sign might be effective in presenting a professional image to potential customers, they could do harm if not used properly.

Far too often the slide-in lettering is in disarray. Letters have slide from one word to another, sometimes forming a different message. These sloppy signs are a tip-off that other details are not important to the proprietor or management team.

Sloppy signage can also be in the form of missing or burnt-out light bulbs in street and fa?ade signs or window signs. Handwritten signs also fall into the category of sloppy signs.

Given the number of professional sign-makers in the Detroit area there is no excuse for amateur and sloppy signs.

It just takes an entrepreneur with an eye to detail and the ability to look at the establishment from the eyes of a potential new customer.

About the author:

Rick Weaver has half a century’s experience in leadership development in retailing. He founded Max Impact Corporation, a leadership and business development consultancy company in 2002. His major accomplishments include working himself from stock clerk to director at a Fortune 50 retail chain and building a $40MM+ construction company in under 5 years. Today Max Impact offers staffing services as a franchisee of Patrice & Associates providing Executive Search, Management Recruiting, and Contract Staffing services.