Selling sign solutions requires listening skills. Even the best sign salesperson is going to fail at the task if he or she does not hear what the client is saying.

For starters ask questions and listen to the answers. Don’t try to sell before you know what’s needed. And, don’t try to sell what’s not needed. If you do, you risk losing this sale and any that might follow.

Most customers have not bought signs before. As you hear their concerns and requests, assess what they’re saying and offer the solutions then. One solution might even be to correct misconceptions they may have about just what a particular sign will or will not accomplish for them. On the other hand, if the customer is skilled at purchasing signs, listening may help you learn something yourself.

On a large project, and if time allows, suggest that the customer listen as well – to their employees and anyone else who might have to function inside or outside the building. They often have valuable insights -- about how a building is used or where the pitfalls are -- that will help you develop a more successful sign program.

Think of it as the Three L’s: Listen, learn and land the business.