Image is everything
by Kelly Schwedland
What we know to be true is that the image you present has everything to do with the selling opportunities you get. If it weren’t so companies wouldn’t spend Billions each year enhancing their image. We also know that the consistency of that message throughout your business will determine the ability of your business to attract, convert, satisfy and maintain your customers.
Every business has a “Most Probable Customer” or Central Demographic Model. That model consists of a whole series of characteristics by which you define your customer. Those items are; age, gender, occupation, education, income, etc.. This customer buys for very particular reasons, none of which are at all rational and most times defy explanation. This motivation to buy or not, however irrational, is your Central Psychographic Model.
These Psychographics are the science of perceived market place reality. This tells you why your customers buy. These are the underlying elements from which your customer finds gratification. Once you understand what it is that truly makes your customers buy (not just how they rationalized what they bought) then this should shape every bit of your business.
The image that we present is basically made up of three main elements; what is said, how it is said and what it looks like. Each of these elements make up the communication message. So ask your self these questions. What is it that your image is saying about your business? Is it inconsistent? Is it sloppy? Is it old and worn out? What kind of service can a customer expect if it is? What is that net impression you are creating? In other words, what the customer believes to be true about your company, your product or your employees is true for that customer.
To tie this all together, once you understand what the Psychographics of your market is then that should shape the words you use in conversations. The image you have in print. The clothes that your people wear. All of it should be orchestrated to provide a marketing result. Once you know the words, colors and shapes that are going to make your customers jump up and down, wouldn’t it make sense to use that everywhere that your company comes in contact with the world around you?
Image Checkup
So look at each of these areas and ask yourself. What kind of message are you sending in your: advertising, sales presentation, sales presenter, receptionist, phone answering, phone call handling, client handling, product presentation, product/service delivery, billing, collections, client complaints, employee frustrations, customer service, signs, vehicles, etc., etc.. Remember every aspect of your business is sending your customer a message. Once you know what the best message is, then you should make sure that is the message that is being sent by every one every time. If you are leaving it up to the discretion of your employees then you aren’t necessarily sending the right message, are you? So what do you think would be the effect on your most probable customer if you tied together their visual preference their verbal preference their emotional preference their functional preference and their financial preference. Do you think that it might just excite them so much that they would run, not walk, to their friends and tell them about what a wonderful place that you have? Do you think it might impact your employees? …your business? Now, go make it happen. Do it now!
Kelly Schwedland is president of American Business Dynamics, a small business consulting firm focused on issues related to growing companies.