How to – See What Customers See Whether you have a service or a product to sell, you know that without customers you have no business. You spend a great deal of your time either trying to attract new customers or keep existing ones. Getting a customer’s attention and keeping it is critical to everything else that follows: sales, service, repeat business, and referral business.

It doesn’t matter what your organization does or what size it may be, first impressions count. Do you know what kind of initial impression your firm makes?

Do a Reality Check:

• Call your firm. What happens? Are your greeted promptly? Is there energy and a smile in the voice at the other end of the phone? Are you put on hold? Are you shifted over to "menu hell" with no chance to escape?

• Walk through the front door. Is there a reception area with comfortable chairs and a person eager to help you out? Is the area clean, well lit, and welcoming?

• Look at your promotional materials. Are they of high quality? Do they look dated? Does your firm’s product or service look like something customers would pay for?

• Visit your website. Is the site easy to navigate? Is the information dated or timely? Does it look professional and polished? Does it convey clearly the products and services you want to promote? Does it invite visitors to take the next step and contact you?

• Google your firm and the CEO. Do articles come up that promote your product and service in a favorable light? Are there photos to view? Do you appear like a dynamic firm?

• Look in the mirror. Do you look like you are ready to do business? Do you appear as a professional or as someone who is about to run errands on the weekend?

Take some time to do a little detective work; or better yet, have an objective colleague check these things out and report back to you about what he or she learned. You need to make sure that current and prospective clients have a positive and professional first impression of you and your organization. You may only get one chance.  9:12 AM •