“The errors you make in today’s good times create tomorrow’s bad times, while the wise choices you make during today’s bad times foster tomorrow’s good times.” Take a moment to reflect on this quote from “Peaks & Valleys” by Spencer Johnson, M.D.
We’ve all heard the phrase “mistakes are costly” in the sign industry and these mistakes can result in significant setbacks, depending on the project. However, not all errors stem from someone mishandling the sign, prolonged installation times or incorrect surveys. The reality is these mistakes often originate in our daily steps and planning processes.
Let’s examine some errors that can lead to adverse outcomes if they are not given proper attention:
– Onboarding mistakes
– Neglecting personal development
– Failing to adhere to company processes
– Ignoring time management routines
– Lacking a sales plan for business development team members
– Not “unplugging”
While I won’t delve into the details of each, a few deserve special focus. The focus will be on onboarding, time management and creating a sales plan. Positive outcomes in a business or team setting often accompany increased revenue, more free time, the ability to delegate responsibilities, proper staffing and other factors that can alleviate pressure.
Onboarding mistakes can occur when a team grows, signaling the need for a comprehensive plan to ensure success. Consider the following steps for effective onboarding:
- Prioritize onboarding
- Clearly define responsibilities
- Instill proper training
- Communicate your expectations
- Set specific goals for the week/month
- Lead by example
We’ve likely all experienced starting the feeling of starting a new role only to be left feeling forgotten or unsure of what to do. Prioritizing onboarding can facilitate a smooth and successful transition for new team members. Defining responsibilities and goals is crucial for measuring success.
For example, someone might see a piece of aluminum composite material (ACM) and mistakenly assume it can be used for lighting products. If your shop is UL-certified, that would be a grave error. Yet, to a new employee, a sheet of economy ACM may look the same as a premium one; they may not realize the critical differences, potentially leading to costly mistakes in the long run. Review and consider the other items to establish a seamless onboarding experience.
Focusing on time management for account and operations managers is a game changer. Emails, phone calls, to-do lists and even idle coffee bar chats can become endless distractions. When juggling quotes, following up on leads and checking installation statuses, it’s easy to become sidetracked by non-priority tasks. Salesforce has three essential tips for any sales professional or manager:
- Prioritize tasks
- Use time blocking
- Leverage technology
Prioritizing tasks is not about doing what you prefer first, it’s about focusing on what truly needs to be done. Also, paying attention to your energy levels throughout the day is crucial. If you’re more productive in the morning, tackle your high-priority list. Don’t avoid what’s important. Time blocking can help mitigate distractions during meetings.
You can manage your day more efficiently by reserving 2-3 hours for appointments without breaks (except for travel or a brief 15-minute prep time). Booking back-to-back meetings eliminates the temptation to fill gaps with non-essential tasks that may hinder your productivity. Lastly, leverage technology and the wealth of resources available. It may take some time to find what works best for you, but once you do, you’ll be able to focus better and close more deals.
When I meet business development team members in our “On the Frontline” training classes, I’m always curious to learn about their sales plan, including how they acquire, manage and close leads. Some team members are simply handed a list and told to “go sell,” while others rely on trusty Excel spreadsheets for cold calling and some are networkers who depend on referrals. The key to success, however, is consistency. Here are some vital considerations:
- Who will train the new hire and how will the training be conducted?
- What are the specific goals?
- How will you analyze the target market and identify gaps?
- What will the follow-up process look like?
- Completed job, now what?
Training is vital in our industry. With thousands of products, various building methods and our unique “sign language,” it takes time for new team members to become proficient. Why bring on new talent if there is no plan in place?
The business world is indeed fast paced, challenging and constantly evolving. In closing, I’d like to highlight an article by my friend Joe Arenella, host of the “Behind the Signs” podcast. It was featured in the March 2025 issue of Sign Builder Illustrated and titled “Becoming a Leader.”
I encourage you to take some time to read it. Toward the end, Joe shares some personal struggles he faced in his leadership role and the burnout that came with it. He mentioned, “I never clocked out. I answered client calls and emails on every vacation, worked six days a week and put in 10-12 hours a day.” I’m sure many of you can relate to this experience.
Whether you’re just starting out, facing challenges or striving to reach your next goal, it’s essential to understand the need for balance. I have been, and at times still am, a “Joe.” As much effort as it takes to grow your brand, increase your sales and meet your personal goals, it requires an equal effort to recognize when it’s time to “unplug” and relax after a productive day. The list of tasks will always be there, often growing longer.
Life and business will bring struggles, but we can establish a solid plan by paying attention to potential errors now. In good and bad times, commit to learning and adjusting. Choose one area to focus on, create actionable steps and share your insights with your team or manager. Regardless of your role, everyone contributes unique values and perspectives that can be beneficial.
Wendy Graves, partner with Make it Happen Signage Academy, offers training for the print & signage industry. She is also the owner of inSIGNia Platforms; consulting, product information and sign project support and established W.I.S.E (Women in Signs, etc.) across several social platforms for ladies in the signage industry looking to connect online and with in-person events. She also serves an SBI correspondent. Reach her at [email protected].
