In this week’s Small Business Development Center newsletter, distributed through our local college, there is a link to a great article at Lawn and Landscape, about how to survive the first five years of your business. As we all know, the first five years of a business are most crucial, as most do not survive that long. And if you can make it past the five year anniversary, your chances of success increase significantly.
The article suggests focusing on four crucial elements, to ensure your business survives and is successful, many of which we discussed at length, in previous posts:
- Systems, protocols and processes. – Develop written plans and processes
- Know your numbers. Know your business. – Watch your financials
- The tricky art of marketing. – Everything is marketing
- Communicate. – Effectively, with vendors, customers, employees…everyone!
“The purpose of marketing is to let people know your doors are open. You have something that they need.” Janice Janssen, business consultant
Regarding the article’s suggestion about making a good first impression, the writer discusses viewing your storefront from the eyes of the potential customer. Everything about your business communicates with your clients…and unfortunately, many of those impressions are before your client ever meets you or walks through your door. So, the importance of first impressions begins before the first “hello.”
So, what if you do not have a storefront? How you you communicate your professionalism and make a great first impression?
In today’s virtual business world, your website is, of course, a crucial element. Every business should have one, even if it is just a informational site. Gone are the days of using a phone book to research businesses, or even look up phone numbers. Nowadays, everyone just “Googles” the information they need. However, if your website is dated and difficult to navigate, it will make a poor first impression. As such, we recommend that you do not skim on your website’s development, and you hire a professional.
Your printed materials are also an area where you should spend a little extra, and make a great first impression. We all have received a business card or brochure that was obviously printed on a home-office printer or by using a an inexpensive online printing service. We understand the importance of saving money in the beginning stages of your business, and agree that maintaining good cash flow is important. However, if your printed materials meet your client before you do, you need to make sure they help you to “put your best foot forward.”
We recommend starting with one nicely printed piece, such as a business card, to distribute to potential clients. Then, you should slowly add additional coordinating marketing items, such as brochures and presentation folders, until you have an amazing, professional portfolio packet, to make that great first impression. Contact us to get started!
Until next issue…Best wishes in your endeavors!