At Bob Shepherd Associates we realise that
branding is not just a new logo but that any aspect of contact with the outside
world needs servicing properly and successfully. With this comes the first
impression!
We all have first impressions. We are taught this from the
moment we open our eyes. In Business it matters because there is less likely to
be a long term relationship before the customer commits to buy.
In a retail setting the impressions are created within the
shop or market stall set up. In other small businesses the first impressions
are created solely by the owner's approach. This can be helped by careful
branding and consistent dealings.
It is vital for business therefore that you remember it is
the customer's first approach that day, even if it is your fifty first!
Tone of voice, accommodating language are important
alongside appearance and manners. These are not the same all over. You would
expect a funeral director to appear and speak differently from say, a plumber
when they come to your home.
The first impression needs to be backed by what subsequently
happens of course. Authoritative handling of the situation together with
responsible follow up where required is welcome. So too is a casual knowledge
of what work has been done before.
I was astonished to meet the designer of a new kitchen some
15 years later and find that he remembered the design, the layout and the names
of his customers from all that time ago. All that was out of context as well!
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