9. What is your gender?

LARGEST COHORT. More than 89% of the men surveyed are white, 39% are between 60-70 years old, 37% have an undergraduate degree, more than 31% are conservative, but 47% keep their political preference hidden.
10. What is your political preference?

ON THEIR SLEEVES. Very conservative respondents, only 11% of the total above, keep their political preference hidden from their customers the least, with nearly 28% of that number willing to let it be known.
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11. Do you keep your political preferences hidden from your customers?

12. What’s your race or ethnicity?
Asian |
2%
|
Black or African-American |
0%
|
Hispanic, Latino or Spanish origin |
1.5%
|
Native American or Alaska Native |
1%
|
Native Hawaiian or Pacific Islander |
0.5%
|
Middle Eastern or North African |
0%
|
Multiracial |
1%
|
White |
88%
|
Prefer to self describe (please specify) |
5%
|
Prefer not to answer |
1%
|
UNDER-REPRESENTED. Unfortunately, none of our respondents identified as Black or African-American or as Middle Eastern or North African.
13. How old are you?
Under 20 |
0%
|
20-29 |
2%
|
30-39 |
9%
|
40-49 |
16%
|
50-59 |
30%
|
60-70 |
36%
|
Over 70 |
7%
|
OLD SCHOOL? More than 72% of respondents are seasoned professionals at 50 or older.
13. What is the highest level of your education?
High school graduate |
10%
|
Trade school training/certification |
7%
|
Some college or community college |
30%
|
Undergraduate college degree |
35%
|
Graduate school degree |
15%
|
Other |
3%
|
NEW SCHOOL. Respondents answering “other” include a post-grad J.D., one with some graduate business courses, one CPA, one GED and one who didn’t graduate high school.
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14. On a scale of 1 to 10, where 1 is “very pessimistic” and 10 is “very optimistic,” how would you rate the outlook for the following?

15. Do you (still) …

WHAT?! Which is harder to believe — 11% still use faxes or anyone accepts cryptocurrencies?

16. What will be your No. 1 priority this year/for the next 12 months?
Growth |
26%
|
Boosting profitability |
38%
|
Bringing in new technology |
3%
|
Clearing old inventory |
1%
|
Cutting expenses |
2%
|
Surviving |
11%
|
Preparing to exit the business (succession, retirement, etc.)
|
14%
|
Other |
5%
|
TO-DO LIST. Mentioned within “other” are hiring, relocating, maintaining tech and growing sales, completing shop renovations and “only [taking] on jobs I enjoy.”

17. What was the most inspired thing you did to win a sale?

- Drove five hours through a snowstorm to keep a promised delivery date.
- Spent three hours on a tradeshow floor (pre-event setup) helping a non-client install their vinyl that was shipped to them. Have since earned several jobs from them.
- Once brought an entire pylon sign on a trailer to a ZBA meeting at night so they could come out to the parking lot to see how push through acrylic letters illuminate.
- Drank thousands of dollars worth of beer to get a local brewery account.
- Built a bridge graphic plan from design to installation over six lanes of busy traffic.
- Offered to make it free if it didn’t boost sales.
- Flew 615 miles to hand deliver the proposal myself.
- Threw in a couple of hunting rifles.
99% PERSPIRATION. Long trips, sometimes through bad weather are among our respondents’ most inspired efforts, though it’s worth noting that a fair number took exception — some rather indignantly — feeling they should not have to do anything inspired because they always produce excellent signwork.