🎙️ Sign Shop Sales Strategy with John Lewis of Lewis Signs
How one Texas shop doubled its revenue with relationships, structure, and serious sales grit.
John Lewis of Lewis Signs shares how he built a relationship-driven sales culture that helped his sign company hit $1.6M in revenue. Learn his strategies for team building, networking, and knowing when to say no.
From the Garage to $1.6M: How Lewis Signs Found Its Sales Groove
In this episode of Behind the Signs, I sat down with John Lewis of Lewis Signs in Buda, Texas. If you’re part of a family-run shop trying to grow without losing your identity, John’s story is a masterclass. His parents started the business in 1977. He took over at age 29 after his dad passed away, and had to figure it out fast.
Since then, he’s nearly doubled revenue, built a team of 24, and found a sweet spot between culture, leadership, and real sales strategy.
Relationships Come First (But Sales Still Matter)
John’s core belief is simple: you’re not just selling signs, you’re building trust. That shows up in everything from how his team communicates with clients to how he trains sales reps.
“Treat people the way they want to be treated. That’s the platinum rule. And if you do that consistently, you’ll stand out.” – John Lewis
He emphasized that their shop’s reputation wasn’t built by chance. Their clean trucks, recognizable signage across Austin, and consistent follow-through all reinforce one thing: integrity sells.
Networking Tips for People Who Hate Networking
Let’s be real. Not everyone’s built for cold calling or trade shows. Liz even admitted she dreads networking. But John broke it down in a way that makes it doable:
- Join a peer group. He’s part of Vistage, a CEO circle that gives him space to connect, vent, and learn.
- Find shared passions. For John, it’s golf and local causes. He even gained major clients through Habitat for Humanity builds.
- Get in the room. Whether it’s BNI, your local chamber, or a charity board, be where your customers already are.
“It’s not sales. It’s building trusting relationships.” – Liz Arenella
Guardrails Over Quotas: Building a Sales Team That Fits Your Brand
Lewis Signs now has three full-time outside sales reps, plus house accounts handled by John and his VP. But hiring hasn’t always been smooth.
“Sometimes you’re just hiring someone else’s problem.” – John Lewis
To improve onboarding, John invested in coaching and built out processes with Sage Fire, including assessments from The Table Group to ensure people are in the right roles.
Instead of rigid quotas, they give their team guardrails, clear guidance on the type of work that fits their capacity and brand.
“We’ve fired customers. If they take too much time or drain our team, we walk away.” – John Lewis
Consistency Builds Loyalty (Even in a One-Off Industry)
Not every customer is going to bring repeat business. Signs aren’t subscriptions. But John keeps relationships alive with consistency:
- Same point of contact every time
- Fast response (even if it’s bad news)
- Clear expectations and follow-through
He compares it to walking into a Chick-fil-A, you know what you’re going to get. That’s the standard he sets at Lewis Signs.
Final Takeaway: Sales Is Leadership
John doesn’t separate leadership from sales. It all comes down to character. His goal isn’t just hitting numbers. It’s building people.
“I want to build integrity in the people who work for me. That’s why I do this.” – John Lewis
Whether it’s developing a sales team or deciding which projects to turn down, John runs his business with heart. That’s what makes his shop stand out, and why this conversation matters.
🎧 Watch the full episode on YouTube
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