You communicate your brand from the first moment a prospect views your website, walks into your store, or hears a phone greeting.
So what are you communicating? Is it positive? Is it professional? If it’s not, you will chase away your customers and this will cost you!
What can you do to attract rather than repel customers?
Here’s some ideas you might consider. Some of it might seem obvious, but believe me there are business owners who have no clue about this!
1) Have a separate business line. On that business line, record a greeting stating your name, company name, and ask to leave a message.
Can’t afford a separate business line yet? Sign up for Google Voice and get your own phone number. You can forward this to any phone, even your cell. Or get Magic Jack. This Internet-based phone will cost around $70 for equipment plus about $21 per year. All the bells and whistles are included, except call forwarding.
Why is this important? If you hand out your business card and a prospective client tries to call and they get an unprofessional greeting or one that is clearly a home, it will confuse them. You will lose credibility and trust. Your prospect will throw away your business card and never try to reach you again. This reflects poorly on your brand and you will chase them away. This will cost you money!
2) On your Facebook profile page, in the About section and near the cover photo, include as much relevant information as possible. Let people know who you are. Include a link to your Facebook page or website so prospects can easily find you. Include this both on the About page and on the Timeline cover. On your Facebook pages, make sure you have a link to your website near your profile picture.
3) Be consistent in your imagery. The artwork and photos should be similar on your business cards, on your website, Facebook pages, ezines, etc. This gives your prospect a sense that you are credible and trustworthy and makes them feel comfortable that you are who they are looking for.
4) These days, with spam, there is much debate about displaying your telephone and email address prominently on your website. Personally, I think it’s worth the risk. I want my customers to know that I am easily reachable if they have a question. I want it to be convenient for them. This lets them know I am a real person, not a scam.
Additionally, I like to use a widget from vCita.com that encourages prospects to reach me if they wish to. It’s a popup that makes it very easy for them to reach me.
5) In your store or at a show, you want to be friendly and helpful. Don’t ignore customers. Of course, you don’t want to be breathing down their necks, but remember that excellent customer service speaks well of your brand. It puts your brand in a positive light. Especially at a vendor fair, it is amazing to me how many business owners act completely disinterested when a prospect walks by their booth.
6) Additionally, if you have a brick and mortar store, good signage is absolutely essential. If you don’t have your store clearly marked with signage consistent with your brand, you will confuse your prospects. And they will walk away!
Remember the purpose of your brand is to show your business in the best positive light. This is more than an image or a logo. It’s showing up to serve your customer. It’s creating a pleasant experience for your prospect that helps them to trust you and proves to them you are credible.
Do this and your brand will sizzle and your future will dazzle!
Talk time © Garry Wolsey | Dreamstime Stock Photos