By Craig Brown, Chairman, BSGA

There is a pattern across sign-makers and signage businesses that has not changed for years. Work comes in, teams focus on delivering it, and then the pipeline suddenly runs dry. It is a stop-start cycle. And it is more common than many in the trade would like to admit.

When I first joined the industry, we used a simple analogy. You cannot treat work like a tap you turn on and off. You have to regulate the pressure so there is a steady flow. That is still true for sign-makers today.


Why process matters as much as production

Many sign businesses still operate with a strong production mindset. But winning work needs a process too. You would not forget to order materials or skip a production step. Sales activity should be treated in the same way.

Set time aside for it. Make calls part of the daily routine. Mid-morning often works well. If you know your conversion rate, you know how much activity is needed. It becomes simple and repeatable.

It is also important to balance new and existing customers. Too often, businesses focus on winning new work and overlook the clients they already have.

Small actions help. Dropping off samples, sending a card, or simply checking in keeps relationships active and builds a steady base of repeat work.


Being proactive, not reactive

One of the biggest shifts needed in the sign industry is moving from reactive to proactive. If a customer mentions a move or a refurbishment, note it and follow up early. Use a workflow diary to track future opportunities.

Too many sign businesses wait until the work has already gone elsewhere. A more proactive approach helps smooth out the peaks and troughs.


Using data to smooth the peaks and troughs

Data can make a real difference. Tracking jobs, consumables and workflow gives a clearer picture of how the business is performing. It helps with stock control and supports better conversations with suppliers.

It also strengthens the business. Whether you are looking to grow or invest, having data to back decisions shows you are running a professional operation.

Making better use of capacity

Capacity is not always fixed. Most sign businesses operate within standard working hours, but there is often more potential there. Running shifts during busy periods can help make better use of equipment and reduce bottlenecks.

Some parts of the industry already do this well, particularly where machinery is expensive and needs to be fully utilised.


Outsourcing as a strategic tool

Outsourcing should not be seen only as a way to handle overflow. It can be a strategic tool.

Working with partners such as Sign Trade Supplies allows sign businesses to take on more work without adding pressure to internal teams.

It also frees up time. Instead of being tied up in every stage of production, businesses can focus on sales, design and customer relationships.

For those without large-format print capability, trade suppliers help manage peaks in demand and avoid turning work away.

At Signs Express, for example, the model has long been based on combining a focused production setup with strong supplier relationships. That balance allows businesses to stay flexible while still growing.

Over time, data may show where it makes sense to bring production in-house. Until then, outsourcing provides a practical way to scale.

The key is to build long-term relationships. The strongest sign businesses work with a core group of trusted suppliers and have open, honest conversations.

Switching suppliers for small savings can damage that trust. Consistency and reliability matter more.

A more balanced way to grow

The sign industry remains busy, but that makes consistency even more important.

Balancing production with ongoing business development requires discipline. It also requires a shift in mindset.

But it leads to a more stable business. One where work flows steadily, rather than in bursts.

If there is one takeaway, it is this. Pick up the phone and make it part of your routine. Not because you are chasing work, but because that is how successful sign businesses operate.