Putting yourself in your consumers’ shoes is never more important than when selecting a digital signage solution. You may assume your customers want the biggest, brightest, and best displays available, but is the most expensive solution really the right solution for every customer? I think we know the answer to that—there’s a lot more to choosing the most appropriate digital signage solution than simply opting for the best-in-class. It’s important to really make sure you understand your target customer, their needs, implementation goals, and budget restrictions they might be working with. Let’s explore.

Help Your Customers Learn the Basics of Digital Signage Screen Resolution

Put yourself in their shoes. When they’re in the market to make a purchase, they’re overloaded with choices. Projection or flat panel? LED or LCD? Resolution of 4K or 8K? They may be trying to make sense of many technical questions before investing in a digital signage display. To select the option that’s right for them—no more, no less—they should understand resolution.

First, teach them the difference between 8K and 4K screens. Explain that television manufacturers continually develop higher resolution screens, cramming more pixels into every square inch. Depending on your customers’ needs it may not be necessary—or wise—to spring for the higher res screen.

Next, help them determine if they want an LED or LCD display. Many of your customers don’t know the difference, so explain it to them. Once they learn that LED digital signage has a few advantages over LCD, such as consuming less power and enabling a better overall picture, it may help them make their decision. Once they understand that an LED display shuts off the lights it doesn’t need during a picture, making blacks darker and brights pop, it could help them actually see a difference in screen resolution.

It’s also wise to explain projection vs. flat panel because it’s a basic hardware question that can drastically change the potential of their digital signage. Explain that there are pros and cons to both methods, with no one way coming out ahead consistently. Once your customers learn that choosing TV screens over projections can eliminate issues relating to lighting, while the reverse can save space and create a larger image with less investment, they will feel empowered to make a purchasing decision that’s right for them.

Ask Your Customers These Six Questions

After you spend some time explaining the basics, it’s time to help your customers decide if a top priority is screen resolution. If they cater to a group of tech-savvy entrepreneurs, screen resolution is likely a priority. Likewise, if they need to project crystal-clear, high-definition images, the bigger investment will likely be worth the money. A 4K screen, however, may be all they need to get their message across. Aim to steer them in the right direction. Use your knowledge to empower them to make the right decision for their unique needs. To find out which resolution is right for them, ask these six questions:

    1. What is the main use of the digital signage?
    2. Where is it going to be located?
    3. Who are your target customers?
    4. How long is the display going to be used?
    5. Is it in the budget to get new screens every year?
    6. How big of a screen do you envision?

Remember that many of your customers come to you with little knowledge of screen resolutions. They may not have previously seen two very different screens set up side-by-side in order to witness the difference. It’s your job to educate them! Give them the information they need to see and understand the differences first hard. Once they’re armed with knowledge and you understand their needs, you can look at their budget and see how it aligns with their goals.

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