I was born and bred in Cumbria, so I know these are isolated incidents and there are plenty of businesses who do offer great service.  I also know the rest of the country has examples equal to these but why, as a nation, have we come to expect poor service?

As customers, it’s usually the person you first meet in a business that creates your impression of that company.  For example, in a hotel the reception staff are crucial.  In a restaurant, the waiters and waitresses are critical, and for companies who speak to customers by phone rather than face-to-face, the telephone staff are the most important.

Unfortunately, these positions are generally low-paid and held in low regard by the public.  (This is quite the opposite in the United States, who lead the world in customer service.)  So, should we be paying more attention to that first impression?

It’s been shown that businesses with good customer service grow twice as fast as those with poor service, so should you be leaving anything to chance?

Customer Service can be the most cost effective form of marketing your company – it’s one area we look at first when we begin working with a consultancy customer, for two reasons:

1. If you could improve your customer retention by just 5%, the effect on your bottom line is between 25% and 125%
2. And, if your customer service is poor, why attract more customers in, just to upset them?  It’s better to solve the problem first

Remember – manners cost nothing.  We should all be grateful that our customers choose us – and thank them for it.

Check back tomorrow for more ideas on cost-effective marketing strategies to work into your plan for 2010.

Top Tips for Making the Most of your Corporate Signage:

1. Tell people who you are
2. Tell people what you do
3. Tell people why you’re good
4. Give them a way to contact you
5. Give them a call to action
6. Locate it where it can be seen by the most people
7. Illuminate it, so people can see it at night
8. Use your corporate colours to great effect
9. Ensure it matches your other branding
10. Use a professional

Your sign may be the first point of contact between you and a new prospect.  It’s a perfect opportunity to create an impression of your business, so don’t leave it to chance.  Have your signage professionally designed – by someone who understands both design and signmaking, so they can advise you on the best brand design as well as the best materials to achieve the look you’re aiming for.

• 55% of your first impression in created non-verbally

This is usually how you look, how you stand, your body language, whether you smile and make eye contact.  It includes your clothing, haircut, accessories, shoes…  And it makes up over half of the first impression someone makes about you – perhaps it’s time to invest in that full-length mirror?

• 38% is translated in the tone of your voice

It’s not what you say, it’s how you say it – and it makes up a huge part of the impression people have of you.  This picks up any excitement, enthusiasm and passion in your voice, and equally boredom, disinterest and monotony.

• 7% is the words you use

Just 7% of people’s first impression is in your choice of words.  So you could have the best elevator pitch ever, but if you’re dressed inappropriately or deliver it without any passion, your marketing message is likely to be lost.

So, if you were stuck in a lift with Richard Branson and had seven seconds to tell him what you do, what would you say?

This is “your one moment to impress or depress, depending on what you say and how you deliver.”   Rob Brown, How to Build Your Reputation.

Our top tips for a great elevator pitch are:

1. Tell people about you – not your job description (are you an accountant, or do you save people tax? Which introduction do you think has people wanting to know more?)
2. Make great eye contact when you’re speaking
3. Smile
4. Deliver your elevator pitch with passion and enthusiasm
5. Prepare – know what you are going to say
6. Have 7-second, 5-minute and 10-minute pitches prepared
7. Don’t forget to ask the other person about them (listen to their answer, so you can ask another intelligent question)
   
8. Be specific about who you are, what you do and what makes you different
9. Create a picture and tell a story if you can – give people your message in technicolour and put them in the picture
10. Be careful of invading people’s personal space

Someone probably asks you every day what you do for a living, but do you take full advantage?  Having elevator pitches prepared will mean you never have to miss that golden marketing opportunity.

• Who Are You?
• What Do You Do?
• One Benefit of Finding Out More

If you can’t cover those three things within seven seconds, chances are your prospect has already ‘left the building’.

Your literature needs to achieve the same goals, as your brochures / business cards etc. may be passed to a prospect when you aren’t there.  What do they say about you and your business?  How can you be sure to answer the three key questions listed above?  (For some top tips on your business card design, see yesterday’s post.)

Tomorrow’s post will cover more on elevator pitches, so you can create the right first impression when you meet face-to-face, but in the meantime, have a think about whether your shop window, website, or company literature are doing the best sales job they can.

For starters, it’s worth asking a graphic designer to look at your card if you’re trying to create anything more than a door-to-door business.  They have an eye for what will work and, more importantly, what won’t.  They can also ensure you avoid the dreaded ‘Publisher’ templates or Vista Print pre-defined designs, which most people have seen a million times before.

If you really want to stand out, here are our tips for the things to consider:

• Thickness of the card – we are tactile beings and the thickness of your business card speaks volumes about the financial status of your company
• Size of card – if you want people to keep your card, stick to the standard size (so it fits in a business card holder).  Anything non-standard often ends up in the bin
• Lamination - If your card is heavily coloured, have it laminated to stop the colour coming off on people’s hands.  This also adds to the thickness of your card
• Consider die-cutting - making your cards a different shape (so they still fit in a business card holder) can really help you stand out from the crowd – and it doesn’t have to cost much money
• Tell people what you do – if someone passes your card on, will it do a ‘sales’ job for you and tell people who you are and what you do?

The best advice we can give is not to leave your business cards to chance.  If you aren’t a designer, get a professional involved – it will be worth every penny!

Definitely Do:

• Find something to compliment
• Listen to what the person is saying and ask questions
• Nod while listening and smile
• Find out the person’s status early in the conversation (In networking, this might be their job title or company)
• If it seems the person is interested, introduce the idea of a future meeting

It sounds like common sense to me, but how many of us honestly stick to these rules?

Definitely Don’t:

1. Under no circumstances touch the person
2. Do not invade their personal space
3. Do not lie
4. Watch your language
5. Don’t advertise something that you have no intention of delivering

You’d think just from the bullet points that I’d been reading the top ten networking rules, as they apply just as well.  And, just as some people break the rules in flirting, some break the rules in networking – to their detriment.  You’re only as good as your reputation, and once you’ve lost it you’re in trouble.

They say you never get a second chance to make a first impression – sticking to these simple rules will make sure you don’t fall at the first hurdle.

It sounds unfair, and we probably all know people who deliberately dress in a way that they will be pre-judged.  They don’t want to be judged by their clothing – yet that’s how they subconsciously judge others.

If you want to sell to higher-income customers, you need to look at your appearance and make sure it fits.

The following may be read as a series of sweeping generalisations – they won’t be true in every case, but they’re widely regarded as accurate in most instances…

• Bright colours impress low-income customers, whereas higher income business owners generally prefer conservative colours and dress.
• Navy blue and dark grey are the most popular colours for top salesmen
• Navy blue and dark green are fab for women
• Brown should be avoided, as it’s seen as weak
• If you accessorise, choose well and select expensive accessories that match and don’t overshadow the outfit

I once heard that women who wear make-up outsell those who don’t.  I don’t think it’s the actual make-up that does it, I think it’s the additional care that’s obviously taken before you leave the house.  If you care how you look, you’re likely to care about your customers and your products.

Another tip I heard as a teenager was always to dress like the person in the role above you.  That was reiterated to me recently when someone told me, if you’re trying to sell business-to-business, to always dress as the business owner’s advisers do.  At least, if you want to be taken seriously.

Love it, or loath it, our clothes make a statement about us.  What are yours saying about you?

As this can have such an impact on your sales (and profits), what can you do to ensure your first impression counts?

Showing Off’s Top Tips:

• Dress appropriately for your business
• Check your appearance before you enter a room (teeth, breath, buttons etc.)
• Make eye contact
• Smile
• Give a firm handshake

Unless first impressions of you are spot on, this can massively affect your profitability.  As a result, it’s worth practicing your handshake and asking friends and colleagues for an honest assessment of your appearance – are you creating the right image for your company?

We’ll cover different elements of first impreessions in more detail over the next few days, beginning with top tips for clothing that makes you more money!  Check back tomorrow…