You Never Get a Second Chance to Make a First Impression

By Sandra Collins

This blog is about creating your image.

 

In a prior post, I wrote about why the image your company conveys is important during the sales process. Here are some best practices for defining or redefining the image you want to convey, to ensure you’re making a great first impression.

  • Usually, a company’s image is based on its target markets. For example, if you were in the travel industry, you might be expected to convey an image of reliability – people want to feel their travel arrangements are in reliable hands. However, if your company organizes trips centered around extreme sports, you would want to consider an image that appeals to that particular target market; that is, the type of people who engage in extreme sports. A dynamic, distinctive, and cutting-edge image would attract their attention much more than a relaxed image. (Or more effectively, appeal to the image people wish to have of themselves.)
  • In some industries, there might be general expectations; for example, prospects would expect an accountant to be precise and informed. A company providing the latest market data would be undermined by an old and dowdy image. Providing a contrary image to what’s expected may cause your prospects to rule you out quickly; you should build upon any primary expectations as you create an image for your business.
  • Is your value proposition directed at a particular demographic or industry? Consider this when crafting your image. For example, if you were in the travel industry and you design trips for senior citizens, your image should appeal to that demographic. It’s very important you understand your customers’ needs. Start with the basics of what they expect to see from you, and build upon that with what makes you better or different. In this case, the image most definitely would be different than the extreme-sports image.
  • Choosing an image that corresponds with your value proposition works well. For example, if you’re providing design services, you would be well served to ensure your image is creative and fresh. You would bring this into your own creative design and branding. You also might choose unconventional ways to communicate or get noticed.
  • Perhaps your image is a differentiator for you (something that distinguishes your company from others). For example, maybe your competitors provide only complex and vague product information, so you choose to be the company that shares straightforward, accessible information that makes it easy to choose products and do business with you.
  • A key piece of defining your image is knowing why your customers do business with you. Talk to them and be sure you understand your strong points. How are you different from other companies? Ask them to describe you in one word. Ask them how they would describe you to a friend. Do they refer you to others? Why or why not?
  • Talk to your prospects as well; understand what they consider when they’re in the buying cycle.
  • If you can get it, information on why you were not chosen as a supplier is vital to your self-improvement.
  • While building your image, you can consider how you’ll provide “personality” to your business. You might be a marketer who loves dogs. 🙂
  • Think about the image you would want to see if you were going to do business with a company like yours. How are you doing that well? What can you improve?

Once you define your image, you’ll want to extend it to your branding, messaging, and marketing communications.

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