How to Sell Digital Signage to Management

Management can sometimes be hesitant to adopt new technology, and rightfully so. It is management’s responsibility to make sure any investment made is worth the company’s time and effort and not a waste of resources.

To make a convincing digital signage pitch, the digital signage champion will need to understand management’s objections and address how the technology with relieve company pain points.

Below are a few strategies to employ when selling digital signage to management: 

Understand Your Audience

The first step in preparing your digital signage pitch is to understand management’s objections to implementing this technology. Instead of simply outlining the costs and benefits, you need to speak directly to your audience and their interests. Find out their specific concerns and address them directly in your pitch. Show them how digital signage will solve specific existing problems. 

Make it Personal

You will want to include plenty of examples of how digital signage is used in your specific industry and how it has become an asset to other companies. But why not go beyond more generic examples and speak directly to the personal interests of your boss? If the company has an affiliation with a specific sports team, show how digital signage can be used to keep the team updated on game scores and schedules. Speak about how the technology can be used to display Olympics/Soccer league content and medal standings. Speaking directly to your audience will appeal to them on an intellectual and emotional level.

Do Your Research

Before you get in front of your boss, make sure that you are an expert on digital signage. Remember that you are going to have to explain this technology to one or more people who may not be familiar with it at all. The better you understand the topic, the more effectively you will be able to explain it in terms that they can understand. You will also sound more natural and less rehearsed when you have a clear grasp of the topic .

Address the Fear of Change

As you formulate your digital signage pitch, it is important to realize what you are up against. People naturally fear and avoid change. 

The truth is markets are changing and digital signage is a part of how businesses are evolving. You can’t stay static in a dynamic world and expect to keep reaching the same levels of success. You want to try and alleviate their fear of change, but also make it clear that continuing to ignore the importance of digital signage can produce much scarier results.

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Talk about the Competition

While you will want to focus on how the solution will help your company, that doesn’t mean that you shouldn’t mention how the competition is using digital signage. Provide real examples of how your direct competitors are using this tool to improve their business. On that same note, also address competitors who are not be using digital signage to its full potential and outline how you would avoid those same pitfalls.

Discuss the User Experience

It is the job of management to worry about numbers. While you are making your digital signage pitch, they are probably thinking “What is this going to cost us?” That is why it is especially important to focus on the user experience. The main goal of digital signage will always be to improve the user experience, whether the audience is employees or customers. In fact, that same rule applies to all new technology. The true test of technology is whether it is streamlining the work environment and/or reinventing the user experience. This standard isn’t always something you can quantify.

Outline Customer Expectations

Consumers are computer and technology savvy. The level of convenience they expect can only be achieved by using technology. Not having a visual communication solution like digital signage creates the impression of a company where the user experience isn’t a top priority and that you are using outdated methods. Be sure to convey the point that the very fact that your company doesn’t have digital signage is hurting the brand.

Have a Clear Plan for Implementing Digital Signage

As you prepare your digital signage pitch, you may want to stop and ask yourself some key questions:

  1. What skills are required to implement and maintain digital signage in your company? Does an existing team member have these skills?
    Think about whether your company is ready to hit the ground running or whether there will be a learning curve. If you don’t have direct access to the necessary skill set, you will want to formulate a plan for addressing this gap.
  2. How long will it take to implement digital signage?
    Prepare a timeline that’ll give management a clear picture of exactly what is involved when implementing digital signage and the implications.
  3. How can we measure ROI?
    Again, digital signage will certainly produce clear and quantitative results, but numbers won’t necessarily paint the whole picture. Take the time to prepare a clear plan for measuring ROI so that you can support its success against clear standards.

The bulk of your digital signage pitch should focus on knowing your audience, catering your argument to them and addressing specific fears. Putting these three strategies in place will appeal to management and win you the approval to implement digital signage.

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