Image Makes the Difference

Posted by: Rod Kurtz on August 15, 2008

I believe the saying "a picture is worth a thousand words" is true. The image or mental picture your customers have of you, your employees, and your business can dramatically affect the way they feel about your ability to meet their product or service needs.

The appearance of your business can have a significant impact on your customers’ confidence in your ability to solve their problems in a timely manner. If the work area appears disorganized, dirty, and out of control, your customers are likely to think that your service or product delivery will be similarly haphazard.

You need to take these image-defining moments seriously: How easy is it for your customers to arrive at your business and find someone with whom they can discuss their product or service needs? Can your customers easily determine where to enter your business and where to park? If you haven’t made these moments pleasant for your customers, they are likely to form a negative impression of your business before you even meet.

You are always operating in a competitive environment and it is important to know many customers continuously compare you with other providers. You might have the most competent staff in town, but if the customer’s perception of the facility is negative, you will not get the opportunity to prove your competency.

Remember, perception is reality in the mind of the customer.

Charlie Fewell
President
Charlie Fewell & Associates
Memphis, Tenn.

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