By All Appearances...
 By Lee S. Shaffer

It may not seem fair, but customers judge your small business – and you – by appearances.

If your brick-and-mortar storefront looks shabby, potential customers will assume your merchandise looks bad too.

If your delivery van is caked with mud, clients will wonder whether their precious packages might also suffer from inattention.

And if you show up at the local chamber of commerce luncheon dressed in the cutoffs and T-shirt you normally wear in your home office, well, you might not be taken as seriously as your competitor who arrives in neatly pressed casual wear.

Fair or not, appearances count. Here’s how you can spiff up your image.

Curb Appeal
You might own your office building or storefront. Or you might rent. Either way, you need to keep the outside looking good.

If you own, take care of maintenance issues as they arise. A little attention will keep your business property in tip-top shape. And it’s easier on the budget to spend a few dollars each month, rather than waiting until it could cost thousands of dollars to repair your building.

If you rent, contact the landlord or management company immediately when you see maintenance issues that need to be addressed.

Outdoor checklist:

• Wash the windows

• Clean and update window displays or signage

• Keep grass mowed

• Remove weeds

• Trim trees

• Replace or remove dead and dying landscape plants

• Repaint faded or peeling exteriors

• Provide nighttime lighting around buildings and in parking lots

• Replace outdoor signage if outdated or in disrepair

• Keep litter and trash from accumulating on sidewalks and in parking lot

• Repair or replace shaky handrails or crumbling steps

• Lubricate hinges so your front door is easy to open

Inside Appeal
When customers enter your place of business, you want to make a positive impression.

Simple cleanliness and organization can help. Try to see your office, your showroom or your retail store through the eyes of your customers. How does it look? To spruce it up, try a few of the ideas from these checklists.

Office checklist:

• Clean carpets and replace any worn or frayed areas

• Mop and wax tile or wood floors

• Clean restrooms daily and keep stocked with necessities

• Empty trash cans daily

• Paint walls to keep them looking clean

• Dust artwork, plants and other decor

Retail checklist. Perform all of the actions listed above, plus:

• Keep merchandise dusted and clean

• Dust and clean shelving and displays

• Make sure signs clearly display the prices of products

• Provide bright lighting to show off merchandise

• Clear countertops to reduce clutter

• Keep shelves well stocked and organized

• Keep aisles clear for the safety and convenience of customers

The Home Office
If you occasionally meet with clients or suppliers in your home office, tidy up. No one wants to do business while sitting in the middle of a mess.

Checklist:

• Learn to file your papers instead of piling them

• If you must pile, at least keep the stacks small and neat

• Keep electrical and electronic cords tucked away for safety and appearances

• Maintain clean, dust-free surfaces

• Eliminate as much clutter as possible

On The Road
Real estate agents taxi clients from house to house. Plumbers drive trucks to a customer’s home. Florists use vans to make deliveries to clients.

All of these vehicles reflect the pride owners take in their businesses. No matter what type of vehicle you use in your business, keep it clean.

Checklist:

• Repair and repaint dents and dings

• Wash frequently to keep the exterior sparkling

• Maintain a clutter-free interior

• Dust interior surfaces

• Clean the windows, inside and out

• Touch up faded or scratched signs painted on vehicle

First Impressions
People who work from home can toil all day in shorts and a tank top if they choose.

But when it’s time to face the outside world, it’s also time for a change of clothes. Whether you’re meeting clients or attending a business function, dress to impress.

Checklist:

• Choose clothes appropriate for the occasion; casual is fine for a chamber lunch, but probably inappropriate if you’re pitching your services to a Fortune 500 company

• Shine your shoes

• Don’t look rumpled; press your clothes if necessary

(Posted November 2006)

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