As a digital signage reseller, one of the key roles you play is educating your customers about the products and services you offer. Since digital signage is a versatile and evolving technology, potential buyers often have questions regarding its capabilities, implementation, and return on investment. The ability to address these questions clearly and confidently is essential to closing deals and building lasting customer relationships.

In this blog, we’ll explore the most common customer questions about digital signage and how to handle them effectively. Whether you’re discussing the benefits of digital signage software or the hardware options available, these strategies will help you provide thorough, informed answers that instill confidence in your customers.

1. What is Digital Signage?

This is often the first question a potential customer will ask, especially if they are new to the technology. When explaining digital signage, it’s essential to keep the answer simple and relatable.

How to respond:

"Digital signage is a modern solution for displaying dynamic content like advertisements, menus, announcements, or promotions on screens in public places. These digital displays can be managed remotely using digital signage software, allowing businesses to update content quickly and efficiently from any location."

If the customer seems unfamiliar with the concept, you can further explain how digital signage differs from traditional signage, emphasizing its flexibility, remote management capabilities, and ability to display multimedia content like images, videos, and animations.

2. How Does Digital Signage Work?

Once customers understand what digital signage is, their next question may be about how it works. They’ll want to know how the system is structured and how it integrates into their existing operations.

How to respond:

"Digital signage consists of three main components: a screen, a media player, and digital signage software. The media player connects to the screen and receives content from the cloud or a local server, which is then displayed. Using digital signage software, you can control what appears on your screens in real time, no matter where they are located."

Be sure to highlight how easy the system is to use and the efficiency it brings to updating content without the need for manual changes.

3. What Are the Benefits of Digital Signage?

Customers want to understand how digital signage will benefit their business. They may be comparing it to traditional signage or other advertising methods and want reassurance that the investment is worth it.

How to respond:

"Digital signage offers a range of benefits, including the ability to display dynamic, engaging content that can be updated in real-time. You can schedule content to target specific audiences throughout the day, measure performance through analytics, and make changes on the fly. Additionally, digital signage often leads to higher engagement rates than traditional signs because it catches people’s attention with motion, color, and light."

To tailor your response to the customer, focus on the specific benefits that relate to their industry, whether it’s increased sales, better communication, or improved brand awareness.

4. How Much Does Digital Signage Cost?

Pricing is always a significant concern for customers, and you’ll likely encounter this question early in the conversation. It’s important to provide a clear answer while emphasizing the value and return on investment (ROI) digital signage can deliver.

How to respond:

"The cost of digital signage varies based on the size of the screens, the number of locations, and the type of digital signage software you choose. While there is an initial investment, many businesses see a quick return on their investment through increased sales, enhanced customer engagement, and reduced printing costs."

You can also break down the pricing into hardware, software, and installation costs, and provide examples of how digital signage can lead to long-term savings, particularly in industries like retail or hospitality.

5. Is Digital Signage Difficult to Manage?

Customers, especially those without a tech background, may be concerned that digital signage will be challenging to operate and maintain. Reassure them that managing digital signage is straightforward with the right tools.

How to respond:

"Digital signage is easy to manage with user-friendly digital signage software. You can update content remotely, schedule it to change automatically, and monitor performance through analytics dashboards. Once set up, most of the processes are automated, so there’s very little hands-on work required."

Offer to demonstrate the software to the customer, showing them how intuitive it is to upload new content, change displays, and track performance.

6. Can Digital Signage Be Customized for My Business?

Customers are often interested in how they can tailor digital signage to their specific needs. They may want to know if they can display their own branding, customize the layout, or target specific audiences.

How to respond:

"Yes, digital signage is highly customizable. You can create custom layouts, display your branding, and schedule content to appear at certain times of the day or in specific locations. With digital signage software, you can even tailor messages based on customer demographics or time of day, ensuring that your content is always relevant and engaging."

Encourage the customer to share their specific needs, and explain how digital signage can help them achieve their goals, whether it's showcasing promotions, improving internal communication, or delivering targeted advertising.

7. What Industries Use Digital Signage?

If a customer is unsure whether digital signage is appropriate for their industry, they may ask this question to gauge whether it’s a good fit for their business.

How to respond:

"Digital signage is used across a wide range of industries, including retail, hospitality, education, healthcare, and corporate offices. Whether you're looking to attract customers with promotions, communicate important information, or enhance the customer experience, digital signage is a versatile solution."

Be prepared to provide specific examples of how digital signage is used in the customer’s industry. For instance, in retail, it can be used to showcase products and promotions, while in education, it can display campus news and event schedules.

8. What Kind of Content Can I Display?

Customers may be curious about the types of content they can showcase using digital signage.

How to respond:

"With digital signage, you can display a wide variety of content, including videos, images, slideshows, social media feeds, news tickers, and live data such as weather and traffic updates. You can even integrate real-time data, ensuring your displays are always up-to-date and relevant."

Let the customer know that digital signage is limited only by their imagination and that the content can be as creative and dynamic as they want.