Article featured in the December 2008 edition of the Australian Business Solutions magazine.
Author: Nicola Barnard
There are many benefits to being a small business. However, the downside can be the perception that there is less trust, respect and security for the customer. As a small business owner you will have to work harder to gain and maintain these things than large business. The loss of business due to a few unhappy customers can be absorbed in large business. In a small business it can irreparably damage your reputation. For a small business to flourish you can’t leave anything to chance. You need to manage EVERY aspect of your image. A positively perceived image will mean the customer will trust you, respect you and feel secure in dealing with you and referring you. It follows the scale of ‘the more money that changes hands or the longer the sales process is, the more you need to develop and maintain a consistently positive image’. This means not projecting the image that your business is a hobby, a part-time project, or a one person operation that can only service a small number of clients before the wheels fall off.
Here are a few ways to foster trust, respect and a sense of security in your clients (while still being authentic, if you are a sole operator):
Have a land line phone number. Not just a mobile phone number. Even if it’s a 1300 or 1800 number, there is a perception of stability with a land line number. If no one is there to answer it, create a great professional sounding answering machine message, and return calls at least once a day. You can divert it to a mobile but you have to be sure that you answer the mobile professionally day or night with the business name. A better option is to get the phone answered by someone other than you. Technology nowadays allows for a service to answer your designated number with your business name and take the caller’s details. That way, you don’t miss calls (professional), you can concentrate on the customer you are with uninterrupted (respect), your business appears larger than just you (stability), you demonstrate that your time is valuable and that you will return calls when convenience (success=trust).
Have a street address listed, not just a post office box. It helps to project stability and foster trust. If you want to preserve your domestic anonymity, if working from home, get a virtual office address or develop a relationship with a larger business that is happy to hold your mail for you.
Develop a policy and instructions for every operation. This includes a telephone answering script, the information sent/given to inquiries, your time frame for returning calls and completing work, your dress code, hours of operation etc.
Only use professionally designed and created stationary, websites etc. Anything DIY will damage the image of your business. An investment in your tools shows commitment and professionalism.
Maintain a clean and tidy business space. Whether you do the cleaning yourself or use a hired cleaner, make sure it’s thorough and regular. Cleanliness and uncluttered aesthetics demonstrate that you respect and value your business, and have the resources to take care of the details. (This includes the toilets!)
Wear the smartest and best quality clothing for the environment. In a suit environment, wear a good quality, well fitting suit. In a casual environment, wear good quality business smart casual attire. Make an effort to look successful and that’s what people will perceive you to be. What you wear communicates your personal values and business objectives without you opening your mouth. Have your clothes support you, not sabotage you.
