As we go along in our business day to day, do we ever stop and wonder how our clients or customers really view or perceive what our business is about – and are we telling the right story?
Customers view our business through more than words and pictures. When we’re telling our story we need to engage more than their eyes and ears. We need to consider the rest of the 5 senses: smell, touch and taste. And when they are not ready to buy from us yet they are in observing mode, and building their own perception of us more subconsciously.
So how did you set up your business to appear to customers and have you achieved that image?
- High end, high value
- Low end, low cost
- You look like you don’t care
- A jewel in the district
They will view your business using their own perception of you. Appearance, organisation, smell, feel, visual cues, staff – all play a vital role.
All these factors are important in positioning your business the way you want it to be perceived.
There are many aspects to controlling the perception of your business. This can be improved by focusing on how you offer convenience, value and inspiration. Attention to this type of detail will bring rewards.
Rather than thinking about what you want to tell customers, look through your customer’s eyes and think what do they want from you, and this will help you find areas for improvement. This is called being customer centric.
Look at these things in more detail now:
- Appearance: First impressions count, online, in advertising and in the flesh when they turn up.
- Organisation: Appearing well organised and laid out gives a positive perception.
- Smell: Can be alluring, scene setting or odours can be a real put off – check yours!
- Feel: Sounds; music; colour; tidy well-presented staff; inspiring displays all create a good feel.
- Visual cues – Show customers you care and want to inform them. Be creative with the way you share ideas for how your products improve their lives.
- Staff: Clean; tidy; friendly; knowledgeable sales staff who are keen to help can make a major difference.
Review your business using all these senses. Think, do you eat lunch in the office and does it smell in reception? Is your signage clean, tidy and up to date? Are staff well trained in customer care and appearance? Does your business look organised?
Walk through your business like a customer would and look carefully at what messages you are sending out – do they fit your idea of how you want your business to be perceived?
(Edited by Chris Norris from a session between members of the Independent Board facilitated by Steve Myatt – Horizon Business Solutions)