Have you ever wondered what your customer’s think of your business the first time they encounter your office or staff? The first impression made is often critical as it can mean potentially new, consistent business or it can mean a possible headache*, if you’re lucky, or an unsatisfied customer (who will probably tell several people of the disappointment).
Be mindful, first impressions go beyond human contact, it’s a reflection of you, your business in general, your business priorities and activities as well as your marketing efforts.
*I referred to a customer giving you a potential headache because I consider that a fairly good sign and an exceptional learning experience. The best thing a customer can do is take the time to tell you how you can improve. As long as the customer is talking they are not walking away from you in that moment. A customer who experiences an untenable situation and does not tell you about it is probably a customer who will have nothing else to do with your business.
Loving spas, I make a point of visiting high-end spas regularly as a way to completely relax and pamper myself. I have definite favorites but always try at least one new location each year. Reading several reviews I found one that sounded amazing so I promptly booked their most delicious service which was scheduled for more than 3 hours.
I was eager and envisioned a lovely, serene hideaway in the middle of the city. When the day finally arrived it was…interesting. The place looked like an older home in the middle of the city. The grounds were not well kept, leaves littered the parking area, entrance and doorway. Upon opening the door there was a distinctive unclean smell. It turned my stomach but I quickly dismissed it. The receptionist was less than delightful focusing more on her telephone call, I waited for the receptionist to finish whispering into the telephone to avoid anyone walking through the door from hearing what seemed to be a personal conversation. When it was advised this was my first time, it was as if I hadn’t said anything as the tour consisted of a finger being pointed in various directions. Without boring you further, the services were equally bad.
Now, the place ‘believed’ or attempted to position itself against the best local spas. The reality, had any member of management ever visited other spas, they would know how far from the truth that was. It was such a poor experience, while I don’t normally waste time conversing after the fact, I decided to contact the owner to give her the rundown of the day and find out if what I experienced was customary. I was really quite curious. Within about an hour of the first service it was decided I would not EVER return. That had been a waste of time and money.
The owner was surprised by what I experienced and offered to send me a gift certificate for another deluxe day. Although I appreciated the gesture, I declined the offer. The thought of enduring that initial smell again absolutely turned my stomach. I still smell it to this day. The owner did end up sending the gift certificate. Unfortunately for her, however, not only did I not use it, I wouldn’t even give it to anyone else fearing they would ultimately experience that initial whiff of nastiness.
My first impression was my first and last.
Quick Exercise:
Take a minute to do an inventory of the following and rate these categories between 1 and 3, 3 being the highest and best. Only 3 points per question maximum.
Have an employee take the time to do the same.
Have a family member or friend do the same thing.
Compare the results and determine if you need to make some modifications to your branding efforts.
Remember, you are the visionary for your branding. You set the standard and make the image of your brand/company a priority. It becomes a key differentiation as you build your business.
Here’s the list:
1. How is the visual appearance when a customer walks into your office or visits your website?
2. Does your company vehicle have the name of your company along with a company logo? Is it clean, presentable and to your standard?
3. Is your signage visible, clean and without defect?
4. Do your marketing materials reflect your brand or the brand of someone else?
5. How are your product displays? Are they clean, fresh-looking and reflective of your branding style?
6. Do you offer packaged items? Is the imagery and branding consistent, prominent and interesting?
7.If you have a delivery service, who is handing the purchased product to the customer? Does the service reflect your brand?
8. If you advertise, are your advertising materials reflective of your brand?
9. Take a good, honest look at your staff. Do they reflect your brand? Do you require uniforms? If so, do they all wear it? How does it fit? Does it look good on each of them? Is it clean? Do they smile when greeting customers? Do they send positive, professional email messages? Do they seem happy to work with you?
Conducting this exercise can be eye-opening. Hopefully, it helps give you an idea what the customer encounters when attempting to conduct business with you.
Any surprises?
Keep in touch.
