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Business image...why you need a good one |
Presentation is nine tenths of success. Why, because people invariably take other people on face value and assume that what they see is what they'll get.
Most people take the time to “scrub up” for important social occasions or when meeting new people because they want to make a good impression. It is equally important to “scrub up” when meeting a new or potential client for the first time so as to project a favourable image, one that attracts potential customers and clients, rather than repulses them.
However, a business image is more than just your personal appearance. A business image incorporates all aspects of your business from your business card to your website through to staff uniforms. They all need to be consistent, professional and to reflex the correct image you are wanting to project.
Recently I heard of a consultant who always doing things on the cheap despite the fact that he was trying to bid for large business but wondered why he often didn’t get serious responses.
He “knocked together” his logo, business cards and letterhead himself and sought the cheapest price to have his business cards printed. He printed his brochures, letterhead and tender documents himself using his inkjet printer with ordinary photocopy paper. His website looked like the kid next door had done it as a school project (No offence to kids or school projects, there are some really talented kids!). He thought he was being thrifty by saving money in these areas but in fact he was loosing money because new clients weren’t taking him seriously and therefore not winning contracts.
While his manner was professional and his bids were in line with other consultants, people weren’t taking him or his business seriously because his business image didn't inspire any confidence in his abilities. Whether true or not, his business image gave the impression that he lacked experience and wouldn’t have the skills or resources to fulfil the consultancy.
Details matter when it comes to your business image. Your potential customers will see and observe not just you, but your entire business image. If you are tradesperson, along with normal business image aspects, they will also observe your appearance, your vehicle, your equipment and note their condition.
So, what is detracting from your business image and repelling your potential customers? Is it those business cards you designed and printed on the office inkjet printer using perforated card, the brochures one of the staff threw together, or your sales and tender documents are inconsistent with no consistent use of fonts, colours etc?
If you haven't seriously reviewed your business image lately, inspect them and make sure that they are projecting the correct image for you business as well as a successful image that will inspire trust and confidence in your customers and clients.
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