Regardless of the business you are in, you need clients or customers.
The key question is how and where do you find customers? The answer largely depends on your business as it varies drastically from one business to the next. That being said there is one important factor in attracting customers that is consistent throughout every type of business: presentation is everything.
The appearance of your entire business is vital to the success of your business. And I mean everything from the marketing to product packaging to voicemail/answering machine recordings to the appearance of your employees and everything in between.
Before someone writes to me and complains, notice I said appearance and not looks. For example most butchers and doctors wear a similar white coat over their clothes. Would you think twice if the butcher has blood on his coat? Usually not, because his job is cutting meat. How would you react if your doctor walked into your appointment with blood on his coat? Even though he also handles blood, you would probably be a bit concerned by his appearance. A simple example of what I mean by your and your employees’ appearance.
Your appearance must meet the expectations of those you are doing business with. You are not buying your product. You are not sending yourself referrals. You are not loaning yourself money. When you meet with someone in a business setting, someone is asking for something. If you are the one asking, then you must meet the expectations of the person you are asking something from.
Whether or not you agree with this, you must live your business life by it.
Did I mention Presentation is Everything?
There is an old saying that goes “You only get one chance to make a first impression.” When you meet people in your business life, you must present yourself in a business manner. When I say business manner, I do not mean what you think is an appropriate business manner. You must present yourself in an appropriate business manner by the standards of the person or group you are meeting.
Whether or not you agree with this, you must live your business life by it.
Did I mention PRESENTATION IS EVERYTHING?
During the course of rehabbing a house, a painter stopped by several times to inquire about work. The gentleman was very nice, and he had a very friendly demeanor. He could have been the next Picasso, but the problem was he did not have a business card. He wanted me to take him seriously as a painter, but he did not have the simplest business tool there is.
A simple item such as a business card can speak volumes about you as a business person. Some people think I am crazy on this topic, but I will not budge. As I said before, the business card is the simplest business tool. If the painter cannot use the simplest tool in the business world, I do not have any reasonable expectations he can do what he says he will do in the timeframe he says he will do it or on the budget he says he can do it for.
I know some of you are sitting there thinking I am crazy and a business card not all that important. My response is simple – we will not be doing business unless you have a business card. I am not here to convince you whether I am right or wrong; I am here to tell you how the business world works.
That is my minimum expectation, and he did not meet it. Even if my expectation is unreasonable to some, it still must be met, because I am making a decision.
When you meet with a potential client, they are making a decision, so you must meet their expectations.
Whether or not you agree with this, you must live your business life by it.
Did I mention PRESENTATION IS EVERYTHING?
At a previous job, employees would turn in reports to me for approval. I would start reviewing a report and usually give the report back after only reading a page or two. If the report did not flow smoothly or make sense, I simply stopped reviewing it. Most of my employees thought I was an overbearing (insert your own word) and not a nice guy.
All of my employees had the same opportunity; they knew what was required of them, and they had the opportunity to bring a draft report to me for review before the final report was due.
The odd thing is all of my employees knew the standards and expectations and when I was available for assistance; however, many of the final reports came to my desk incorrect and incoherent. In looking back, my biggest concern is how would those employees interact when the expectations are not already laid out in front of them, such as when meeting new business associates?
The point of the story is they had several opportunities to practice the first impression of the final report, but many of the reports failed. You rarely know the preconceived expectations of a new business associate you meet, so you must prepare and ensure all of your t’s are crossed and i’s are dotted. It is imperative you present yourself in such a manner to meet those expectations.
Whether or not you agree with this, you must live your business life by it.
If you live your business life in this manner, you will be far ahead of your competition.
Always remember, PRESENTATION IS EVERYTHING!! That also goes the same for people you do business with. You should demand the same professionalism in return that you give them.
Do not take my word for the importance of presentation, take Donald Trump’s opinion. When he built Trump Tower, he did not spare any detail. Once it was completed, his instructions were simple – keep all public areas immaculately clean. Many other investors and real estate entrepreneurs told him he was wasting money both in the attention to building detail and the level of cleaning. Trump Tower is now a tourist attraction in New York City, and Donald can charge premium rent for the stores on the lower floors and the apartments were sold for more than was estimated by people in the business world (except Donald of course).
Did I mention PRESENTATION IS EVERYTHING? Do not take my word for it – take the word, actions and results of one of the most successful Real Estate Investors in the world.
