SMC: What is the key to staying successful in this industry?
DS: I believe there are a few important things one needs to keep in mind to be successful in the sign business. We have found success by purposely positioning ourselves in a niche industry—this means there is no competition. Samples are critical. We have more than 150 elaborate samples on display. When a prospective customer comes to us, they have a preconceived idea (and price) in mind. That is not what we want to sell them. Instead, we want to sell something that works for our clients, stands out from the ordinary, and, most importantly, reflects our creative style. We want them to come to us because they like what they see.
Another key to staying successful in the sign industry is learning to say “no” to any project that does not complement our work or style. We typically turn down nine out of 10 customers who approach us, leaving room for only the best and most creative jobs.
SMC: What are the future plans for your business?
DS: Now with Peter and Hailey as majority owners of the business, our succession plan
is taken care of. As for me, I do not intend to retire or quit anytime soon; I thoroughly enjoy what I do. We will continue moving ahead and doing the kind of work we are so passionate about; there is certainly no dearth of projects. For more information, visit www.imaginationcorporation.com.
