image_important.htm

Whenever I went out on a date as a teenager, my father’s parting words were, “Remember who you are and what you represent.” I hate to admit that I repeated this mantra with my own teenagers. As a business woman, I find that the truth behind this tradition applies far beyond its original intent: no matter where I go, I need to remember that I represent not only myself and my family, but my business as well. Since I am a sole proprietor, I AM my business, whether I’m interacting with a client in my office or a clerk at the grocery store, a caller on my business line or the mailman who brings a package to my door. Everyone I encounter is in a position to form an opinion of me and my business and--perhaps even more important--to tell someone else about that opinion.

Your business image is what people think of when your business name is mentioned: it could be a visual image, but more likely than not, it is an emotional impression or opinion they have formed for a variety of reasons. These reasons might range from their thoughts about you as a person, your reputation in the community, your employees, your products or services, and your prices to your advertising style and appearance. You can dismiss the old saying, “You only have one chance to make a good first impression,” but there is a great deal of truth in it.

Perception is Reality When it Comes to Image.

Perhaps others shouldn’t judge a book by its cover, but they do, and to think otherwise is ignoring the reality of the way business images are formed. Your job as a business owner (don’t forget, you’re the marketing and promotional manager too) is to do everything you can to ensure that you and your business make a favorable first impression on others. Susan Ward warns, “If you want to improve your sales figures, or get more clients, or keep the customers you have coming back, you have to actively work at business promotion all the time.” She advises business owners to always concentrate on being PAK--Pleasant, Attractive, and Knowledgeable--so that they can establish and maintain a positive personal and business image that will be repeated to others by those they meet.

Invest some time in thinking…think about those businesses you frequent that have, in your opinion, a good image. What is it about them that helps to create this image? Is it their name, their facilities, their personnel, their advertising, their service? Is it the way you feel when you visit their store, or is it something about their product or service?

Think, too, about those businesses you feel have a more negative image and ask yourself why. Is it because their owners and staff don’t present themselves professionally? Is it because they don’t always deliver the quality product or service they should? Is it because their prices are too high for the value of the product or service received? Is it because they seem to be more focused on making a profit than in helping their customers?

Now comes the hard part—the realistic look at yourself and your business as though you were an outsider or prospect or customer. Ask yourself the tough questions to determine if you are conveying an image of trust, knowledge, and professionalism:

What impression would you have of yourself if you met yourself on the street or in your place of business? Are you dressed appropriately? Are you friendly and genuinely interested in the other person, or do you complain and talk about your own problems to others when you meet them?

What feeling will people get from you or your employees when they call on the telephone? Will they feel that their call is welcome? Will they hear distracting noises in the background? Will they feel you are really listening?

What do your letterhead, envelope, and business card convey to someone who’s never seen them before? Are they professional or homespun? Do they provide all the information necessary for you to be contacted? Are they easy to read?

When a customer enters your place of business (the area of your home where you receive customers), will they feel comfortable? Will they feel they are being treated in a business-like way? The neatness of your work area will give them an impression of how carefully you will handle what you do for them.

Does your advertising reflect well on your business? Does it convey a strong message? Are you consistent in using identifiable things such as logos? Are you building a unique identity and is it appropriate for your line of business? A pink advertising postcard may be very visible in someone’s mail, but it may not convey the right image if you are a marriage counselor or investment advisor.

Do you do what you say you’re going to do in the time frame you have promised?

Are you knowledgeable in your field?

Is your product attractively packaged?

What do you think others say about you and your business when you’re not around?

Building a Positive Image Offline

Some ways to build a positive image are obvious; others are more subtle. All are important to consider so that you can decide for yourself those that are the most crucial to your own positive business image.

Pay attention to your personal grooming and appearance and insist that any employees do the same.
Be courteous, friendly, and attentive to everyone you meet.
Take an active part in professional organizations without being pushy or bossy.
Do what you say you’ll do in all areas of your life.
Regularly poll your customers for constructive criticism on your business, advertising, products, and services.
Unless you are a graphic artist, invest in some professional help with your business logo, stationery, and marketing materials. No one wants to do business with an amateur.
Be a problem solver and think regularly about ways to make your customer’s life easier.
Respect other people’s time--deliver your product or service on time and be on time for meetings and appointments.

Building a Positive Image Online

In today's business environment, having a Website is almost as important as having a telephone, and your online image is as important as your offline image. Internet usage research reveals that those who visit your Website will form an impression within seconds, and this impression will determine whether they stay and look at your site or go on to something else.

Therefore, it is critical that your Website be attractive, professional looking, easy to use and understand, and informative. Sadly, many small business owners feel that they can cut corners on their Website--design it themselves, pay someone who only charges $100, or use free Web design tools. If your business is very informal, you might get away with this, but if you are competing with "the big guys" for your customers, you must pay close attention to creating a professional online image. It is not the purpose of this report to tell you HOW to do this--only that you need to do it. That said, the following items should be considered:

Whenever possible, use your own domain name instead of a free hosting service
Consider the user-friendliness of your site--make sure it is easy to understand, navigate, and find important things.
Minimize unnecessary graphics so that your site will load quickly.
Be sure that the design is clear, consistent, and pleasing to the eye.
Have someone proofread your site carefully for mistakes and lack of clarity.
Keep your site fresh and update it regularly. Some experts advise that not having an updated Website is one of the main reasons for an unsuccessful Website.

Improving a Negative Image

The exercise of taking a good hard look at all aspects of your business will help you identify some specific things that might need addressing in your own business. Always think about what you would want if you were the customer or prospect.

Many businesses report that some of their most loyal customers were those who had a problem with the business but then had their problem handled swiftly, efficiently, and to their complete satisfaction. Thus, it is clear that whenever you have someone who is unhappy with you or your business, your best approach is to deal with the situation as courteously, honestly, and effectively as you can, bending over backwards to determine exactly what the customer wants and to make it right for them.

Joe Sugarman believes that being up front about any obvious problems with your product is actually a psychological trigger for building trust. This could be applied to image as well. By bringing something negative up right at the beginning of a discussion with the prospect, you can quickly move on to other benefits and you establish your credibility quickly. It is not only disarming, but it diminishes the negative impact of the issue and shows that you are honest rather than deceptive. Here are some examples:

Before you buy this house, I want to tell you that there is an apple tree on the neighbor’s property that hangs over your fence and drops apples in your yard. They make delicious apple pies, however.

I’ll admit that these widgets come in ugly colors, but we got such a great batch price that the low price more than offsets the color choices.

The Big Picture

Image IS important--all the time. Be aware of your impressions of other businesses and you will get good ideas of what to do--and what NOT to do--to enhance your own business image.

SOURCES

Allen, Debbie. “25 Ways to Boost Your Business Image.“ Allen and Associates Website: www.debbieallen.com/international_business_image.htm. Scroll down this page to find the article and other marketing resources.

Cooper, Frank. “Turn Complainers Into Loyal Customers.” The Costco Connection magazine. March, 2003, page 9.

Levine, Jeffrey, and Andrew Sherman. “ Image Control 101 .” FORTUNE SMALL BUSINESS - Monday, December 16, 2002: www.fortune.com/fortune/smallbusiness/articles/0,15114,400165,00.html

Madonna, Andrea. “Your Business Image.” SBA Online Women’s Business Center Website, 1999: http://www.onlinewbc.gov/docs/market/bus_image.html. This article is available in English, Spanish, Chinese, Japanese, Russian, Icelandic, and Arabic.

Matthews, Jenean. “First Impressions - What Your Site Is Saying About You,” HerPlanet.com Website: www.herassistant.com/1articles/2Khomebusiness.shtml

Nieves, Hazel. "Why You Need An Internet Marketing Specialist to Steer Your Web Site and Online Marketing Success." Sierra Technology Solutions Website: www.sierratechnologysolutions.com/internet_marketing.htm

Sugarman, Joseph. Triggers. 2001. E-book available by instant download for $27 U.S. from: www.psychologicaltriggers.com/

Ward, Susan. “It Pays to PAK Your Business Image - Part 1: You Are The Best Promotion For Your Small Business.” Small Business: Canada Website: sbinfocanada.about.com/library/weekly/aa080900a.htm

RESOURCES

Fortune Magazine, www.fortune.com/fortune/. Market and business news and advice updated throughout the day with detailed information on companies, CEOs, investing and business trends, and all FORTUNE lists, including the FORTUNE 500. Small business advice from seasoned professionals. Click the Small Business tab.

HerPlanet Inc., www.herplanet.com/. HerPlanet Inc. is a network of sites all owned by HerPlanet that are geared towards women's issues and women's lives. They came on the Web in 1998 as the first and original women's network that uniquely utilized the concept of a "her"-based network, using mainly "her"-named sites. They have established individual communities, each different and robust.

Promoting Trust and Confidence on the Internet, www.bbbonline.org/. BBBOnLine is a subsidiary of the Council of Better Business Bureaus. The Privacy program help you identify companies that stand behind their privacy. The Reliability program help you find reliable, trustworthy businesses online.

Retail Success Speaks, Free Electronic Newsletter, www.debbieallen.com/newlette.htm. Debbie is an international professional speaker and has presented to thousands of people in numerous countries around the world. Her large client base includes some of the world's largest tradeshows, business conventions, franchises, corporate seminars, International workshops, non-profit, and business women's conference keynotes. Subscribe to Debbie's FREE Retail and Self-Promotion E-zines.

Vista Print Four Color Business Cards, www.vistaprint.com/vp/ns/default.asp. You need business cards and this company does a good job. Four-color business cards, marketing postcards, invitations, and letterhead custom printed at amazingly low prices. You can even get FREE business cards! Easily personalize and order your products online in no time.

Article by Elizabeth H. Cottrell, IAHBE staff editor and writer. Elizabeth is a home-based entrepreneur, freelance technical writer, and owner of Riverwood Technologies, a desktop publishing company in Maurertown, Virginia.