With ADA compliance laws on the minds of many sign manufacturers, it is important that compliant signs are both functional in terms of the letter of the law and still attractive in terms of getting people’s attention and drawing new business
根据ADA合规性法规，许多标识制造商都认为，合规标识在法律条款方面都具有实用性，并且在引起人们关注和新业务方面仍具有吸引力。
Now that the laws have been in existence for some time and the question of esthetics has been resolved, the industry faces new problems in ADA signage. There has been a strong trend of companies manufacturing their own signs, trying to meet the terms of compliance while saving money and time. This dilutes the market for sign makers and creates more competition. Now, competition is not just coming from within the industry itself, but with customers who have decided to move into manufacturing their own signs. Further, there are some manufacturers that are skipping out on their distributors, preferring instead to sell directly to the public. Certainly, these new competitive angles create more availability but they also create more problems. Costs and turnaround times must be kept low； better materials must be offered. And relationships are suffering as a result.
随着法律的出台和美学问题的解决，ADA标识行业面临着新的问题。公司制造自己的标识的趋势很强烈，试图在节省金钱和时间的同时满足合规条款。这削弱了标识制造商的市场，并创造了更多的竞争。现在，竞争不仅仅来自行业本身，而是来自决定转向制造自己标识的客户。此外，有些制造商拒绝使用经销商，而直接向公众销售。当然，这些新的竞争角度创造了更多的可用性，但它们也产生了更多的问题。成本和周转时间必须保持在较低水平，必须提供更好的材料。因此，收支平衡受到了影响。
Kathy Wilson, Sales and Marketing Manager of the Braille-Tac division for Minnesota-based Advance Corporation, sees this new area of competition as both troublesome and necessary. Clearly, there is industry demand for such arrangements but they can be problematic, especially in terms of previous business relationships between manufacturers and distributors. The sudden competition makes some manufacturers feel they are being treated in an unfair manner, making them hesitant to do business with some distributors. Alliances must be carefully tended, says Ms. Wilson.“Our company is continually sought out by sign distributors that rely on manufacturers to preserve the integrity of the bidding system and not directly sell to [the distributor’s] customers. A reputation for integrity can mean a great deal when distributors are searching for partnerships that will enhance rather than decrease their profit margins.”
总部位于明尼苏达州的阿德万斯公司盲文部门的销售和营销经理凯西·威尔逊（Kathy Wilson）认为，这个新的竞争领域既麻烦又有必要。显然，行业需要这样的安排，但它们可能会有问题，特别是在制造商和分销商之间的先前业务关系方面。突然的竞争使得一些制造商感到他们受到了不公平待遇，使他们对与一些经销商做生意犹豫不决。威尔逊女士表示，联盟必须谨慎对待， 威尔逊说：“我们的公司不断寻求标识分销商，他们依靠制造商来保持竞标系统的完整性，而不是直接向经销商的客户销售产品。当经销商寻求合作伙伴关系而不是降低利润率时，诚信声誉可能意味着很多。”
When it comes to self-manufacture, many customers do not realize they might be sacrificing their compliance. It is not easy to stay abreast of changes or additions to the laws； this is where dedicated sign manufacturers can regain customers. For example, a customer might be aware of the ADA regulations with regard to Braille and decide to manufacture their own Braille signs. But what that customer might not know is that proposed changes to the existing regulations are going to make “dome top” the only acceptable Braille signage. Ms. McDaniels explains. “Unless you are inserting a Braille sphere we call them Brailledots or raster Braille into the background, it is difficult to create a perfect dome.” Some states will let slight imperfections pass but others will be more stringent, which means additional time and materials to create perfect Braille, which means increased pricing, difficulty in the manufacturing process, and a decrease in the visual appeal of the sign. And that means customers could find themselves back where they started where compliance verses visual appeal is a concern, sacrificing one for the other.
在自我制造方面，许多客户并未意识到他们可能会牺牲自己的合规性。要及时了解法律的变化或补充是不容易的；这是专用标识制造商可以重新获得客户的地方。例如，客户可能会了解有关盲文的ADA规定，并决定制造自己的盲文标识。但客户可能不知道的是，对现有法规的拟议修改将使“圆顶”成为唯一可接受的盲文标识。麦克丹尼尔斯女士解释道：“除非你将盲文球体——我们称之为盲文点阵或点阵盲文——插入背景，否则很难创建一个完美的圆顶。”有些州会让轻微的瑕疵通过，但其他州会更加严格，这意味着额外的时间和材料创造完美的盲文，这意味着价格上涨，制造过程中的困难，以及标识的视觉吸引力下降。
Given these kinds of situations, knowledge with regard to regulations and any proposed changes is important in keeping good relationships with present customers and attracting new business. Make sure that your customers are aware of how the regulations can affect them； if they are considering self-manufacturing, it is important to inform them of how the additional costs that could come up can mean spending more money rather than saving any. Reliability is important； if customers know they can count on on-time delivery of quality products, they have no reason to shop elsewhere and little reason to bring manufacturing in-house, where there would be an impact on their time. Ms. Wilson breaks it into three key areas: “First, [companies] need to have current technical publications about the guidelines and standards that govern the type of signs they sell and how these laws are enforced. Second, they should be aware of the wide array of manufacturers in the industry and the different types of raw materials available.” ADA signage companies must stay on the ball, constantly reviewing new samples, going over proposals for accuracy and timeliness, and closely monitoring services and production times to ensure quality for their customers. Ms. Wilson’s third piece of advice seems obvious but remains vitally important: “Know your competition.”
鉴于这些情况，有关法规和任何拟议变更的知识对于保持与现有客户的良好关系和吸引新业务非常重要。确保您的客户了解法规如何影响他们；如果他们正在考虑自己制造，重要的是要告诉他们，可能出现的额外成本意味着花更多的钱。可靠性很重要；如果客户知道他们可以依靠按时交付优质产品，他们就没有理由在其他地方购物，没有理由将制造业带到内部，这会对他们的时间产生影响。威尔逊女士将其分为三个关键领域：首先，需要有关于其销售标识类型以及如何执行这些法律的指导方针和标准的当前技术出版物。其次，他们应该了解行业中的各种制造商和不同类型的原材料。ADA标识公司必须保持领先，不断审查新样品，审查准确性和及时性的建议，并密切监测服务和生产时间，以确保客户的质量。威尔逊女士的第三条建议似乎显而易见，但仍然非常重要。了解你的竞争对手。
It is also important to offer variety, in terms of products and services. Show customers where they might be missing opportunities with their ADA signs and offer to help them grasp those opportunities. Ms. McDaniel offers an example. “If you have a current customer that is purchasing ‘Grand Opening’ banners, [upsell] a logo for their front entrance or an ‘OPEN’ sign for the window. That same Grand Opening customer may need signs to go inside their office, including signs that require ADA compliance.” This tends to be easier with existing customers； there is already an established relationship and a professional trust. They expect you to know the industry better than they do, so prove that you do by explaining what opportunities they might be missing and how seizing those opportunities can enhance their business.
在产品和服务方面提供多样性也很重要。向客户展示他们可能缺少ADA标识的机会，并提供帮助他们抓住这些机会。麦克·丹尼尔女士举了一个例子。“如果你有一个正在购买'正式开业'横幅的顾客，可以追加销售正门的标识或窗户的'正在营业'标识。同样的该客户可能需要在办公室内使用标识，包括需要遵守ADA的标识。“现有客户往往更容易销售与沟通，已经建立了良好的关系和专业的信任。他们希望您比他们更了解行业，因此通过解释他们可能缺少哪些机会以及如何抓住这些机会来增强他们的业务来证明您这样做。
Attracting new business need not be a terrible task, though. Remember that old contacts often lead to new ones. Don’t be afraid to remind customers to recommend your services, especially if they are satisfied customers. That is a great way to make sure your name is out in the community and to keep that name attached to a strong, positive reputation. Recommendations mean a great deal； people trust each other and that trust can be extended to you.
但是，吸引新业务不一定是一项糟糕的任务。请记住，旧的客户通常会联系新的客户。不要害怕提醒客户推荐您的服务，特别是如果他们对您的产品特别满意的客户。这是一种很好的方法，可以确保您的公司在社区中出现，这样可以推动您的公司一步步走向强大。建议意味着很多，人们相互信任，信任可以成就你。
Look to technology； maintain an awareness of new developments and techniques. “Technology changes everything, even how we make signs and graphics,” Ms. McDaniels reminds us. “We [in the sign industry must] look to new solutions for existing products as well as trying to define what is needed in the market place.” Further, be aware of the target market and their current needs and use new technology information to sell target customers on new signage.
关注技术，保持对新发展和技术的认识。“技术改变了一切，甚至是我们如何制作标识和图形。”麦克丹尼尔斯女士提醒我们，“我们在标识行业必须寻找现有产品的新解决方案，并试图定义市场需求。”此外，要了解目标市场及其当前需求并使用新技术信息进行销售针对新标识的目标客户。
Many companies meet ADA compliance with engraved signs but that is not always the best way to go. Other materials, including photo polymer, zinc, and magnesium, result in signs that last longer, look better, and allow for more creative expression. But there are more costs involved in the manufacture of such signs, costs in labor, materials, equipment, and time, as well as an increase in what can go wrong. “Even shops that have [the right] type of equipment can sometimes go outside for the manufacturing and be more profitable,” says Ms. McDaniels.
许多公司符合ADA对雕刻标识的要求，但这并不总是最好的方式。其他材料，包括光聚合物，锌和镁，会产生持久，看起来更好，并且更具创造性表达的迹象。但是，这些标识的制造，劳动力，材料，设备和时间的成本，以及可能出现的问题的增加都涉及更多的成本。“即使拥有合适设备类型的商店，有时也可以到外面进行制造，并且更有利可图。”麦克丹尼尔斯女士说。
There are many ways to meet ADA guidelines and to keep and attract business in the process. ADA signage is needed by virtually every business out there, making ADA distributors, vendors, and manufacturers a vital part of the sign industry. Yes, it can seem confusing at first, admits Ms. Wilson but that does not negate its importance. “ADA products will continue to meet the changing needs of the ADA regulations and provide access to individuals with disabilities” and it is important for signage companies to do the same. After all, signs are everywhere, needed in myriad walks of life and kinds of business. McDaniels sums it up, “Signage plays such an important role in everyday life, getting people where they need to go and directing them on information they need in order to get through the day. It's fun to be a part of an industry that provides a product that people can't live without even though most may not think of it that way.”
有许多方法可以满足ADA指南，并在此过程中保持和吸引业务。几乎每个企业都需要ADA标识，这使得ADA分销商，供应商和制造商成为标识行业的重要组成部分。是的，一开始似乎令人困惑，威尔逊女士承认，但这并不能否定其重要性。“ADA产品将继续满足ADA法规不断变化的需求，并为残疾人提供服务”，标识公司也必须这样做。毕竟，无处不在的迹象，无数的生活和各种商业需要。麦克丹尼尔斯总结说：“标识在日常生活中发挥着如此重要的作用，让人们去它们需要去的地方，并指导他们获得所需的信息，以便度过这一天。成为一个提供人们无法生存的产品的行业的一部分很有趣，即使大多数人可能不会这样想。
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