What image are you projecting when you visit your clients? How do you look when dealing with your clients? What type of car do you drive?
I reflect back to my military days when dress and deportment was one of the most important aspects of your day. Many of us took great pride in ensuring that our dress was immaculate and one step ahead of others who were not interested in this important part of their career.
Like the military, the business world also judges others by their dress and deportment, along with a number of other factors. Business owners should be aware that there is wisdom in the saying that “you never get a second chance to make a first impression.” First impressions include the services you provide and the products that you sell, however before you even get to this phase the way you look and present yourself to your clients will determine if you get a chance to pitch those services or product.
It is also important that business owners pass down the importance of appearance, dress and deportment to their entire staff. Many companies today have adopted uniforms for their staff to ensure that all employees look the same when visiting their clients. This is a way for your company to be well represented when in the public eye. Uniforms also are a great way to advertise your company while your team members are out on the streets visiting with clients, having coffee at the local coffee shop and other tasks around your city or town.
If you are an independent consultant or business owner that has no staff or minimal amounts of employees, your image is even more important. Just as important as dress, your company image is critical to your success. If you project an image that you are a small company you may run the risk of not getting your foot in the door at bigger firms. Small companies today must present an image that they are bigger than what they actually are. This starts at your office address, do you have an office in a business section of town or do you work out of your house? If you work out of your home, invest in a Post Office box or virtual office.
As well as your mailing address, it also critically important for your business to have a great web presence that your potential clients and your regular clients can get great information on your firm. Along with a web presence, you must consider your email address. For only a small investment, you can register a domain name and have mail hosting. Free accounts on well known services such as Hotmail or Yahoo send a message of someone who is struggling and may not be reliable for services or product in the future. Your business cards must be professionally designed and printed-- not done from your home computer on perforated cards from an office supply store.
Many firms also portray a great image by having vehicles advertising their business. No company has done this better than Nerds Onsite. This group has captured the market by having a great dynamic image. All of their consultants have the signature red VW bug along with and the distinctive red uniforms when visiting their clients. This is a great image that immediately identifies their company.
I have seen many consultants who are wondering why they are not making inroads that can grow their business. When I have the opportunity, I meet with them in person to discuss their business and see how we can assist them gain the best clients. The first step is usually an overhaul of their personal appearance. Sometimes that means a trip to a higher end clothing store to force them to lose the jeans and t-shirt casual approach to business. It is vital that you are professional and well turned out every time you are visiting with clients or attending a public event.
Image isn't everything. Your service and product eventually have to rise to the occasion. However, you absolutely must have a great image in order to get a chance to open the door.
About the Author:
Stuart Crawford is a business consultant with Calgary's You Factor Inc. Stuart specializes in working with Information Technology companies to make them competitive in the Canadian marketplace. He can be reached at
stuartc@youfactor.ca.
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440
Date Published :
Oct 6 2009