After recently attending an Australian Army marching out parade at Kapooka in NSW, I was left with the feeling that NOBODY does ceremony like the military. Precision was everything, and every turn, salute and movement had some meaning behind it. Besides being an impressive sight it reinforced to me some key messages that applied equally in business.
If those young soldiers strolled out onto the parade ground chatting amongst themselves or checking Facebook, I doubt the crowd would have been so interested in watching every move and command. If their uniforms appeared disheveled and not perfectly presented, we would have started to question their professionalism and commitment. I also suspect the Regimental Sergeant Major would have popped a vein in his neck in anger, but that’s another story.
So, why don’t all small business owners apply the same level of precision to presenting their own business? Customers not only judge a business on the quality of the product they select off the shelf, but also on the presentation of the staff, store, and showroom. The experience a customer receives from the second they engage with the business to the moment they leave, will frame their thoughts on whether to become a repeat customer or not. Any misstep in the process could end the relationship instantly, irrespective that 90% of the experience was good.
I’ve said it before, but when it comes to small business, customers often view the owner and the business as one in the same. Professional presentation of a business from the appearance of staff to their friendliness and professionalism will impact the customer relationship. Presenting a clean and tidy store with everything in its place adds another layer of value in the customer’s eyes to the product they intend purchasing.
At this point our discussion has focused on staff and premises, but the online presentation of a business is equally important, and some might say more important. A well-presented website and social media presence with content that jumps off the page is likely to engage the customer, and lead them to making an enquiry or initiating a purchase. Poor websites make it harder for the customer to engage with a business. Since they aren’t standing in the store looking at product on the shelf, it is too easy for them to click off the page and move on. Your digital presence needs to engage people and make them want to do business with you, just as much as great staff and an impressive store should. After all, that’s what being in business is all about!
Present Professionally helps time poor small business owners engage effectively with their customers through professional and engaging content and advice in presenting their business to maximise opportunities. You won’t be disappointed.
Present Professionally serves customers across the Darling Downs and South East Queensland. You can follow Anthony at https://au.linkedin.com/in/anthonyferro1 or view details at www.presentprofessionally.com.au and LIKE us on Facebook @ https://www.facebook.com/PresentProfessionallyAustralia/
Written and Published by www.presentprofessionally.com.au