Consider this: A first impression may take less than 30 seconds
to form, but it has the longevity of concrete.
That image could wreak havoc on a business--or be the
cornerstone of its success. The first time we go into a business,
we develop a perception of the place. We may find ourselves
thinking "Hey, I like it here." Or, we may hear that
little voice inside our head say "I don't like this.
Something bothers me."
The problem with perceptions is that once they are formed, they
are extremely durable. That's great, as long as people are
forming a positive impression--but it's downright disastrous if
they come away with a negative feeling.
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So as this new year begins, why not take a little time to give
your business an image assessment? Make an appointment with
yourself (and maybe your partner, a key employee or someone whose
opinion you value) to do a walk-through of your turf. After all,
the health of your company is no different from your own health:
You need regular check-ups to keep things in good working order.
Here are five steps to take:
1. What's your sign? Your business's image brings
customers to your door--and keeps them coming back again and again.
If the first introduction a potential customer has to your business
is a sign that looks unappealing, then chances are their first
impression of you is going to be less than stellar.
Step outside your place of business and take a hard, critical
look at your company's signage. Does it grab your attention in
an appropriate way? Does it say "Quality lies behind these
doors"? If your sign doesn't project a sense of optimism,
stability and quality, then you'd better rethink how to make
your sign say "Hello and welcome" to your customers.
Ask yourself these questions:
*Am I trying to say too much on my sign?
*Am I doing something to make my sign stand out from the
competition? If there are lots of other businesses nearby, is there
something I can do to make my sign more noticeable? What about a
brighter color, larger print, or even hanging the sign a bit higher
than the rest?
*Is my sign made from quality materials, well-maintained and
professional-looking?
If the sign is easy to read, looks sharp and is distinctive,
chances are it's giving a favorable impression.
2. The welcome mat. A customer's eyes usually dart
from the sign outside your place of business to the entrance or
front door. This area includes the parking lot, landscaping,
windows, sidewalks, exterior lighting, the outside of the building
and even the door itself.
A great deal can be learned about a business simply by looking
at how well-maintained it is. And things don't necessarily have
to be expensive or elaborate to project an industrious,
professional image. I just returned from a trip to Bangkok, where
literally millions of shopkeepers and vendors display their wares
in the humblest of settings. Even with the elements against them
and very little room in which to work, the merchants took pride in
presentation, with every scarf folded perfectly and each item
neatly arranged. Their work areas were clean and free of trash, and
it was obvious they took a daily survey of how their bit of the
street appeared.
Take note of your own storefront. Weeds, trash, broken
sidewalks, tattered or faded awnings, ugly carpeting, dirty windows
and door handles, worn-out or overstuffed garbage containers, and
planters with uncared-for plants all send the message "We
don't really care."
3. The white-glove test. Remember back in fifth grade
when your teacher reminded you neatness counts? It still does.
Don't let your concern for the visual end once your customers
are through the front door. That endless journey toward a superior
image starts with the broom closet.
Think about what you do when you know company is coming to your
home. You want it to look its best for the people you care about,
right? The same philosophy should apply to your place of business.
If a visitor were to drop by your office today or a customer stop
in at any time, what kind of impression would he or she get from
looking at your lobby, display areas, service vehicles or storage
facilities? Would you be proud and confident that things look
great? Or would you scurry to hide shabby or unkempt areas like a
teenager shielding a messy room from a disapproving parent?
A well-maintained place of business is critical to generating a
favorable image. No matter what your product, specialty or nature
of service, an organized, inviting space is seen not only as a sign
of productivity but also as a symbol of the business itself.
Projecting an image of controlled efficiency, professionalism and
hospitality is particularly important to assuring the first-time
visitor that your business is the best.
Scan the horizon and see what stands out as an eyesore:
*Are your shelves crowded and dusty?
*Is your merchandise properly displayed and sorted? Can people
easily see what you have to offer? Are items correctly marked?
*Are posters, price lists and bulletin boards accurate and
up-to-date?
*Do plants look healthy and cared for?
*Is the area around your cash registers or terminals clean and
orderly?
*Can you find the forms, packaging and related materials you need
quickly?
*Are light fixtures clean, bright and working properly?
*Is there plenty of room between counters or shelves so that aisles
are wide and free of barriers? Is there simply too much merchandise
crammed onto shelves, racks and display counters?
*Are glass surfaces clean, and are floors swept, vacuumed or
scrubbed regularly?
*Are brochures and relevant literature neatly displayed and
up-to-date, or are there still half a dozen tattered magazines from
1991 strewn about the end tables?
*Are your restrooms spotless, odorless and neat? A dirty restroom
says your business tends only to the surface stuff and down deep
doesn't follow through with attention to detail. The same
advice goes for employee lounges or hospitality areas. Newspapers,
used coffee cups, dirty counters and food not properly stored means
quality is only skin deep.
If you don't have time to clean, maintain and enhance your
place of business, then find a service that will do it for you.
After all, if you don't care about your own assets, how on
earth can you convey the idea that you care about your clients or
customers?
4. Attractive advertising. In his book Moments of
Truth (HarperBusiness), former Scandinavian Airlines CEO Jan
Carlzon coined the term "moments of truth" in business
situations. Those "moments" are any time a person has an
opportunity to formulate an impression or opinion of a company.
Every time your customers or clients receive a piece of mail, an
invoice or any correspondence from you, it's a moment of truth.
The piece must look professionally done and be easy to understand.
Large, clear printing; high-quality paper; and a crisp appearance
all contribute to a first-rate business image.
The same applies to your packaging, sacks or bags, envelopes,
storage containers, business cards, brochures, labels and so on.
Dog-eared, dirty, out-of-date or cheap generic paper goods do
nothing for repeat business and referrals.
Your ads in the Yellow Pages, trade journals, newspapers or any
other print media should also have a tight, crisp professional look
to them. Unless you run a printing or graphics business, get some
help with design elements. This is one area where looking like an
amateur can really be costly.
And don't overlook the importance of high-caliber electronic
communications. Your phone system, voice messaging and fax
capabilities, and even your Web page must be researched and
fine-tuned so they, too, appear professional.
5. Power to the people. Finally, take a good look in the
mirror. How you and your employees look and act is every bit as
important as how beautiful your office, store or showroom might
be.
From the moment people arrive at your place of business, they
need to be made to feel welcome, informed and listened to. The
atmosphere should echo your personal philosophy of serving people
professionally, graciously and promptly. Try to anticipate your
customers' needs. Ask yourself (or someone who has never set
foot in your business before), "What do I need to do so I will
be easy to do business with?"
*Consider how confused a newcomer might be upon entering your store
or office. Is there signage giving clear directions to various
departments?
*Is someone readily (and obviously) available to answer questions
and greet customers?
*Are all your employees trained and well-informed on products and
services? Do they know how important it is to smile, be friendly
and helpful?
*Have you demonstrated your commitment to a strong work ethic,
honesty and fairness?
*Do you show through word and deed how valuable a clean, neat and
professional appearance is?
If you haven't spelled out what you want from your employees
in terms of a professional image, don't expect them to be
mind-readers. Getting a clear picture of how you want your business
and your staff to look--and sharing that vision--is required
behavior if you really want to set your company apart from all the
rest.
Schedule an appointment with yourself to do an annual image
checkup within the next 30 days. Write it down and follow through.
You won't regret it.
Leann Anderson is the owner of Anderson Business Resources, a
Greeley, Colorado, company specializing in customer service,
marketing and high-tech etiquette. E-mail her at landerson@ctos.com.