I am always surprised when a customer’s first question is “How much do your signs cost?.”  The only answer I have that is not a question is “It depends on what you want.” But this answer doesn’t get you anywhere with your customer.  On the other hand, it is essential to understand customer needs and requirements, including cost,  before translating that into a design concept that maximizes customer value within those constraints.
Once basic requirements, such as the type of sign, size, and useage are understood, it is in everyone’s best interest to address the difficult question of customer budget. For any given graphic design and size, the price can vary greatly depending upon the type and quality of materials, fabrication complexity and installation requirements. Without a common understanding of a budget, time can easily be wasted during the concept design and estimating processes.
In the end, the budgetary (cost) discussion is an essential element in establishing a working relationship that ensure a high value product is delivered and create the basis for a long-term business relationship.
