Presentation counts. It's a fact. Customers will assume this and vote with their wallets if a business looks professional. With this in mind, Aftermarket recently spoke to Chris Wakelin, Managing Director at Purple Frog Signs, about why garages should pay attention to their signage. How important is it for a business to have a good sign? It's essential. We make decisions about a business based on signage. This is especially true in today's market, where companies use digital media platforms to obtain customers. While the online presence can get customers to your door, good professional signage will get them through the door. If a site is well maintained, it will reflect the type of service and products that a customer can expect from that business. This makes good external signage vital. It should also be noted that it is a legal requirement for all limited companies – that are not run from home – to display a sign incorporating its company name from the premises it is operating from. Failure to do so could result in a fine. https://www.gov.uk/running-alimited-company/signs-stationery -and-promotional-material What about specifically for garages? It is really important with regards to the garage industry; if people turn up to your premises and the signage looks unprofessional or unmaintained, then the customer could assume that's how the garage is going to treat their vehicle. It is vital for every business to have good signage to instil confidence in your business. Signs are not only used to enable your customers to locate your business but also are the visual indicator of the service level you provide. For example, if you have damaged or neglected signage, it could lead to your customers making assumptions about the standard of service or products your business supplies. Well-presented premises with good signage give customers a visual indication of a good standard of service, creating a sense of confidence and trust in your service. Do you think businesses in the garage sector are taking this on board? Garages such as those that enter Aftermarket's Top Garage competition definitely take on board the fact that the aesthetics of a business are just as important as the service they offer. People are very visual and make their minds up with their eyes before they do anything else. You could have the best technicians in the world but if you're operating out of unkempt or unprofessional looking premises 20 AFTERMARKET APRIL 2024 BUSINESS www.aftermarketonline.net A SIGN OF QUALITY Why a good sign is more important than ever for garages today
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