Volume 37, Issue 12, December 2002

BusinessBasics

Do You Need a Face Lift?
Rate Your Business Image
By John Baker

Recently, a glass shop owner and I were walking toward the front door of his shop when I stopped to ask him an important question: “What do you see? What catches your eye and gets your 
attention?”

Appearance is Paramount
He started to apologize for the 30-plus-year-old door and frame that needed cleaning and major adjustments, the yellowed window stickers from 1986 and the pull handle on the door that needed to be tightened up or replaced.

Then we stepped into the maze of shower doors, peach mirrors and window samples that were popular when President Nixon was in office. This is when I asked him a second question: “What do first-time customers think of your shop?”

Enhance Your Image
There are eight positive steps you can take to enhance your image: 

1. Curb Appeal. Real estate agents often talk of how a home or business looks from the street (for example, good signage, clean parking lot, sharp front entry door, etc.);

2. Nice Lobby. An uncluttered office with a few well-placed displays, plants and pictures are excellent choices;

3. Clean Counter and Pick-Up Area. For example, large labels with clear, large fonts make it easy for shop workers and customers to know where to go. Always help customers carry purchases out. This gives you a chance to talk and ask questions;

4. Organized Office. Offices and shop areas visible to prospects or customers should be organized and well kept;

5. Outstanding Service. Every member of your staff must understand that the customer funds his paycheck. Anything less than outstanding customer service is unacceptable.

6. Personal Appearance. This is important for all employees. Logo T-shirts are OK, but collared golf shirts are much better;

7. Attractive Vehicles. Why do roofers and glaziers generally have the worst trucks? I have seen trucks that are so dirty you can’t see the logo or read the phone number;

8. Informative Materials. Business cards and brochures should be bold, colorful and informative.
Are you concerned about how new prospects and customers view your glass company? I’d love to hear from you. E-mail me at johnbaker@glass.com

 

BAKER John Baker is an instructor for the Sandler Sales Institute in Irvine, Calif. Baker has been involved in sales training for more than 15 years and has several years of experience working with companies in the glass industry.


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