You Never Get A Second Chance

I met a wonderful business professional a few weeks ago. In true networking fashion, we exchanged business cards at the conclusion of our conversation. The business card I received contained some very interesting graphic design work. The physical address, email address, and phone number were scratched out in ballpoint pen. Yes, scratched. This was not just a single line drawn through the information. It was scratched like a preschooler’s early attempts at coloring. I wanted to throw a yellow flag and call out, “Penalty, un-businesslike conduct…fifteen yards! We will repeat the first ‘impression’ down!”

We are all very busy doing the busy work of our businesses. However, there are a few things we must be sure to update on a regular basis to avoid compromising our first impressions:

1. Website – Each page on the website should reflect the most current information about your business. Remember to update information such as services offered, contact information, and testimonials. Regularly check your website to ensure all links are functional, and that the website is operational.
2. Blogs – If your website links to blogs, be sure to have current postings listed. Avoid huge gaps of time between postings.
3. Stationery – Letterhead, envelopes, and business cards should carry the same graphic images for consistency in branding and include current contact information.
4. Marketing Materials – Flyers, brochures, and mailers should have your most updated service offerings, event information, and dates. If you reuse the same template for a reoccurring event, be sure to change the date of the event, and/or any other new information.
5. Pricing Information – Pricing quoted verbally should always coincide with written pricing. New pricing should be reflected on all written materials before implementing.
6. List of Employees – Title changes should be communicated when it is important for customers to understand roles and responsibilities. Extended conversation about the reasons that staff have left either voluntarily or involuntarily should be avoided. Employee signage should be changed the first full day of an employee's vacancy or assignment to a new role.
7. Voice Mail Messages – Have you ever called someone on Thursday and heard, “Hello, today is Monday and I will not be in the office….” Be sure that both primary messages and busy messages contain your availability, current hours, and after hours contact information.
8. Signage – Everything that is hung, posted, or displayed should reflect your most updated information. Avoid having to tell patrons, “I’m sorry, that information is out of date.”
9. Reception Area Materials – Magazines that are dated outside the most recent quarter should be recycled.
10. Your Look – If everything about your business is updated, but you still look like your high school yearbook picture it may be time to make a change!

Right or wrong, people will draw conclusions about the quality of your services even before they utilize them based on their first impressions. What happens in the first five to ten seconds of encountering your business directly impacts future consumer decisions. Do not miss the opportunity to make the most professional first impression.

Your Pursuit is My Passion,


Tonya
www.tonyadorsey.com