Impressionists

How do your customers view you?

Literally. How? As in, what do they use to view your business?
Do they use a computer, walking by and seeing you with their eyes, in your ads, in their minds when they call you or is it as they wander through your store?

Today we deal with the headlines and highlight reels of modern society and yet we work so hard on the substance of our offers. Is anyone making it to your substance?

Your first impression, whether phone etiquette, billboard ad or Internet presence, is probably more important today than it was ten years ago. Come on, are we kidding ourselves? I don't care if we are all used to the idea that automated phone services are a part of our lives, we still hate them and we are more than happy to just hang up. Are we just so arrogant that as business owners we don't know this? Or are we just that lazy?

What a great way to be better than your competition, without spending a dime. Answer the phone. Answer it well and actually help people get a full, complete answer to their questions.

Does your website help people when they come to it? If you don't have one, please get into the 90's and start now. It is absolutely embarrassing that you don't see the Internet as a market place or a place to meet new customers. Those of us that have a website, we need to treat our customers, that arrive at our virtual door, like they walked into our store or we called upon them. Treat them with respect and don't make them feel stupid because THEY can't find what WE are trying to sell them. Make navigation simple, even if all you can put on your website is contact information for your store. Less is more if you can't manage a large website. Just make it easy and nice.

How about a hello in a brick and mortar store. Are we surprised when our customers complain about us. Rarely is a hello a must. Or a smile. People love people that smile. Cost = zero! Cost of not having this = more than you would ever care to know.

First impressions are all we have. The book is being judged by the cover. Get over it and expect it...and then work on your first impressions so your customer can make it to your substance and actually buy from you.

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