Signs of the Times - August 2013 - (Page 18)
By Sergio DeSoto
Sergio DeSoto developed The Bad Wrap vehicle-wrap template,
has served as a wrap-shop consultant, and currently owns
The Dezynery, a Phoenix-based, wholesale, vehicle-wrap provider.
Tame The Beast
Take a hard look; is your shop under control?
Many challenges that unique as
and wrap shops are as
the people that run and work in
them. However, many universal
problems occur in a shop’s daily
operation. Having consulted for
more than 100 sign and wrap shops
during the last six years, I’ve seen
virtually every imaginable scenario
in terms of company dynamics,
management issues, production
bottlenecks and cashflow problems.
Whether a shop deals with millions
of dollars in revenue, or is a twoperson operation, they likely encounter one common – and profitkilling – problem: disorganization.
I’ve been guilty of it, too. When
I opened my current shop, The
Dezynery, I vowed to take control
and create a high-efficiency
It’s human nature to get complacent
and keep doing things the same way.
However, as the owner or manager
of your business – or even if you’re
a key production employee – you
must establish new practices and
demand their usage. Like most
changes, it must come from the top.
I recently consulted for a friend
These wall wraps greet visitors at DeSoto’s shop in Phoenix. These types of graphics
provide a nice welcome for prospective customers. But no amount of shop aesthetics
will win back customers who are driven away by poor customer service. Take the time
to review your procedures, and make sure you’re being accurate and responsive.
who operates a successful West
Coast wrap business. Three hours
of observing his operation clearly
revealed the shop was out of control,
which greatly contributed to his
Too many employees talked more
than they worked; workstations and
common areas were pathetically
The vehicle-wrap market continues to show vibrant growth, with few signs of slowing down.
Better equipment, material and tools make doing the job easier, but success stems from
effective communication with customers. Make sure you understand what your customers
need before beginning design. Rework and waste are profit-killers for any shop.
18 SIGNS OF THE TIMES / AUGUST 2013 / www.signweb.com
disheveled, and lots of equipment
that could’ve helped him turn a
profit sat idle.
Only when I bluntly told him
how his shop’s lackadaisical state
was damaging every part of his
business did he honestly reflect.
Finally, he realized he was the
problem, not his staff.
Some areas of your business might
only need fine-tuning, whereas others
might require a complete overhaul.
In the coming months, we’ll examine
many different areas where discipline
and organization could improve
your shop. Here, we’ll discuss
effective customer service.
Look at yourself
You may believe, “I’m in control of
my customer service.” Well, that’s a
matter of perspective. Ask yourself
• Do you return every phone call
in a timely manner?
• Does your staff routinely communicate and discuss current or
• Are your quotes properly figured,
Table of Contents for the Digital Edition of Signs of the Times - August 2013
Signs of the Times - August 2013
Cloud-based signshop software
Technology Review - Esko Kongsberg XN finishing system
Technology Review - Gerber Edge seminars
Sign Museum News
Standing Their Ground
Commercial-Sign Company 1 on 1’s
Dynamic Displays at LAX
Signs of the Times - August 2013