Your Business’ Appearance
People make decisions based on their emotions, and not so much on straight facts. This is especially true when it comes to making purchases. They may do extensive research on the products and companies they plan to buy from, but how those companies present themselves greatly affects buyers unconsciously. For example, food presentation in restaurants can significantly affect customers’ perceived quality of the food, taste of the food and value of the food. Think back to the last time you visited an upscale restaurant; how was the food arranged?
Appearance doesn’t only apply to food. It applies to all purchases people make! The appearance you portray in your business has a definite effect on the perceived value and quality of your products or services by your customers. Have a positive, attractive appearance and customers will be less likely to doubt the value or quality of your products and services. How can you improve your business’ appearance? I’ll share three quick ways!
#1. Physical Organization of Your Space
If you have a retail store, appearance is everything; product placement, cleanliness, organization. Large superstores spend thousands of dollars researching the most effective ways to entice people to buy, based on the layout and appearance of their space. The next time you enter Target or Walmart, take a moment to realize how much you’re being subconsciously influenced to buy more!
If you don’t have a retail space but rather an office or warehouse that customers come to meet you, physical organization of your space is just as important. Have a cluttered desk or unorganized products in your warehouse, and clients can unconsciously get the perception that you offer second-class products or services.
Organize your physical surroundings to give a positive impression to customers who visit your workspace.
#2. Dress Appropriately
There’s no better way to give off a negative first impression than by not dressing appropriately. You don’t need to wear a suit and tie every day by any means (unless it’s customary for your profession), but having a professional appearance absolutely affects the way your customers perceive your products and services. Proper hygiene paired with appropriate, unwrinkled clothing, will increase the customer’s buying confidence, the perceived value of your products and services, and your perceived trustworthiness.
#3. Level of Excitement
Have you ever gone into a store, asked about a product, and got the feeling that the person helping you would rather be on the golf course than answering your questions? I’m not even talking about employees: I’ve seen business owners act this way! If you aren’t excited about your products or services, how do you expect customers to be?
Bringing a high level of excitement when interacting with customers lets them know that you are confident in your products and services, and they will be too. Once you elevate your level of excitement and learn to transfer that excitement to your customers, you will have no problems growing your business.