President’s Post – February 2026

Happy New Year! I hope you all had a great break and that 2026 is off to a strong start with good, profitable work and a full pipeline.

There’s a lot happening at NZSDA – membership is growing, Master Sign Maker is gaining momentum, planning for the Expo and Sign Awards is well underway, and we’re launching the new Young Signmaker of the Year competition. Add in webinars, new resources, and regional meetings, and it’s shaping up to be a pretty big year. What a time to be in the sign game!

A quick but important milestone – Melissa just celebrated 10 years with NZSDA. Huge congrats, Melissa. You’re an absolute rock star and have made a massive contribution to the industry. Outstanding effort.

A Strategic Start

We wrapped up last year with our NZSDA Board Strategic Planning Meeting, which really set the tone for 2026. I loved the process – pulling ideas together, setting priorities, getting honest about challenges, and putting names and timelines to the big stuff. One of the best sessions I’ve been part of. Massive shout out to Scott for doing the heavy lifting on that.

It reminded me how easy it is to spend the whole year running on a treadmill, going flat out but heading nowhere. That session lit a fire under me to do things better in my own business this year too, especially following through on ideas that usually just rattle around in my head all year.

Would You Like Fries With That?

One of the big ones: How do we realistically increase revenue without pouring time and money into chasing new clients?

Let’s assume we love all our clients. They pay on time, they fit our niche, and the work is right in our lane (There is a lot to unpack in that sentence another time). Even then, we still miss opportunities – not because we’re lazy, but because we’re so often under the pump and struggle to think strategically day to day.

Like many of you, I am the sales engine in my business. Two problems with that:

1. I can’t be across every conversation with every client.
2. My energy on the day depends on how much is on my plate.

This year, I’m setting out to solve that. Here are three questions I’ve documented to help my team and I make the most of every potential sale that comes through the door.
Maybe they’ll help you too:

1. Are we looking at the whole picture?

It’s easy to quote what the client asked for, but what do they actually need?

Someone might ask for a fascia sign. But step back and you’ll spot gaps. Maybe they also need window graphics, an under-veranda lightbox, and a pavement sign to help pull foot traffic.

By thinking bigger than the one product, we can offer a more complete solution. It shows we’re not just ticking boxes, we’re thinking like partners. And the bonus? It often turns into a bigger job, a better result, and a happier client.
(And maybe even a great Shop Front entry for the Sign Awards!)

2. Are we offering something better than standard?

Everyone does standard. Standard is safe. Standard is forgettable.

If we want to grow revenue and create standout work, we need to show what “better” looks like:

• Folded ACM boxes instead of flat panels on buildings
• Fabric SEG lightboxes inside instead of a panel on an office wall
• Textured wallpaper over plain print vinyl in a retail space

There are hundreds of these little upgrades. But don’t just mention them, show them! Bring samples. Link to previous installs. If it’s a big job, buy the client a coffee and take them to visit similar projects. Help them feel the difference and not just see the price.

These upgrades usually mean better margins, longer-lasting installs, and work your clients will actually rave about.

3. Are we building value into the process?

This one’s about consistency. I read an article recently about upselling that resenated with me – Upselling shouldn’t be something you “remember to do” at the end of a conversation. It should be baked into your culture and processes.

Are you offering “Good, Better, Best” options in your quotes? Are you showing value visually (eg – photos, links to your social channels, short videos of case studies of similar jobs)? Are you making it easy for your client to really see, and to really want the upgrades?

One practical example I’m exploring is offering a cleaning or maintenance contract for shop front projects as an add-on. You could handle this in-house, or team up with a local window washer or water blasting company. It keeps signage looking sharp, builds in recurring income, and gives you regular contact with the client.

And when it’s time to refresh or rebrand in a few years? You’ll be top of the list.

Think Like a Consultant

At the end of the day, this isn’t just about squeezing extra dollars, it’s about solving problems for your customer.

We’re not just here to make signs, we’re here to help businesses show up in the world with clarity, confidence, and consistency. That often takes more than one sign panel. And if we can offer more, the right kind of more, then we should.

So here’s my challenge this month: Pick one job this month. Just one.
And instead of just quoting what they asked for, ask yourself:

• Am I looking at the whole picture?
• Am I offering something better than standard?
• Am I building value into the process?

Focus on value. Think like a consultant. The revenue will follow.

See you out there!