Signmaking Course 1 -- C102
An Image that Builds Customer Confidence
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1.1 ~ An Image that Builds Customer Confidence
What's a great way to build customer confidence? Project a professional image right from the very beginning. Why? Well, since the majority of individuals you will be dealing with are businesspeople, every aspect of your image needs definite attention. These include your office location and shop appearance, business name and logo, stationery forms and cards, and even your telephone etiquette!
1.2 ~ Office Location and Shop Appearance
If you are operating on a tight budget, a home office can be an ideal solution. But, city zoning ordinances and laws may restrict this option especially if you maintain an inventory on premises, employ on-site workers, and have customers coming and going in a never-ending stream. You must check with the community zoning department and even neighbors to avoid future misunderstandings.
For a truly professional image, though, a sign office or fabrication shop is generally located in an office, industrial or retail area. This avoids countless problems. Usually, adequate parking and a display area is available to show customers the different kinds of signs obtainable in a variety of colors, typestyles, materials, etc. You also have space to store some inventory, an area to set up your production, and room for the employees to work. Things can thus be better organized and instill a feeling of confidence the moment someone steps in the door. Not to be forgotten, too, is the FREE advertising your company receives when individuals just drive or walk by.
The appearance of your shop is an image maker or image breaker. Always show your potential customers you know what you are doing by being as organized and as tidy as possible. A sloppy and unclean office will only turn your business ship back to port. This often overlooked aspect is one that sends a loud signal as to how customers perceive you will handle THEIR order.
1.3 ~ Your Business Name and Logo
Another way your image can build customer confidence is through the selection of a professional business name and logo. After all, the customer usually sees that FIRST before they even meet you or walk through your door.
Therefore, your business name and logo should be unique to you. Always make sure you are not mistaken with anyone else by checking with your local telephone book and county clerk's office for 'fictitious name statements'. The business name and logo should also project a definite picture in the customer's mind as to what you specifically do. For instance, what denotes a more exact association? Joe's Products or Joe's Quality Signs?
Make an effort to be simple and direct in the choice of your name and logo. Wordy names are hard to remember and overly fancy logos can be confusing to the eye.
1.4 ~ The Stationery and Business Card
Your stationery and business card can do a respectable job in representing you when you aren't available in person. These may be professionally printed for the best appearance with your company name, logo, address, telephone number, email address and web site.
Operating on a budget? There are many options available such as rubber stamps. These can be used to individually mark or stamp each envelope, letterhead or card. Just make sure you do it neatly! Or, try some of the latest custom-looking stationery available at office supply stores. These can work with many computer printers. So, try your hand at customizing your own look right from your own computer.
Business invoices and order forms used by you can also be handled this way. Local or mail order companies offer many options to personalize these within a price range you can afford. But, be aware that a sign sales order form must spell out detailed and specific information. Make sure you the order form you choose has the ability to add whatever information you need.
1.5 ~ The Telephone Image
The business telephone is an incredible sales and image-making tool that's already at your fingertips. Take time to consider a professional backdrop by assessing where, when and how your telephone will be used and answered.
Where will you place your business telephone? If you are in a home office setting, consider whether you will use your own personal line or install a separate business line. The advantage of the latter is that you will know which calls are personal and which ones are for business purposes. Then you'll be able to answer confidently, "Joe's Quality Signs.." instead of just, "Hello".
If you are already in an office or shop setting, be sure to place your telephone away from unnecessary noise created by machinery. This way, each customer's call can be given the dignity and priority it deserves.
How should you answer the telephone? Answer each call clearly by identifying the name of your business and by supplying YOUR name as well. Write down each customer's name, telephone number and nature of the call. By writing their name down, not only will you have a record of it later, but you can project a confident image through the use of their name in the ensuing conversation. Using the customer's name in your conversation projects a professional yet warm impression.
When should you answer the telephone? You MUST answer or provide a means by which a customer can contact you during the hours you are open. On the occasions that you will be away from the office, use an answering machine or service. An alternative would be to redirect your calls to a mobile phone. Always return calls left on your answering machine the same day, if not as soon as possible. A customer wishing to make a sign purchase can easily change their mind and call another company with their order if you delay. Also, a quick return instills customer confidence.
What could your answering machine 'say?' An example of an effective answering machine message may be:
"Thank you for calling Joe's Quality Signs. I am away from my desk at this time but would be happy to return your call as soon as possible. Please leave your name and telephone number at the tone." (BEEP)
Notice that the message did not begin with, "Hello." The alternative form of greeting ("Thank you for calling Joe's Quality Signs") is used so that the calling customer does not begin leaving their message and then realize they were talking to a "machine". Think also of the connotation that your message can give. Will a customer be able to digest the fact that you are away from your desk better than that you are away from the office?
The answering machine can also be used to insert a very, very brief statement about your business or service such as, "Let us make your sign one of distinction." Again, any additional messages should be very BRIEF. Otherwise, they can be irritating, ineffective and turn away a potential customer.
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