Appearance Matters: Just Ask the Auto Industry Execs
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People will judge you and your small business by how you look, how your office looks, how your products look and how your employees look -- and maybe by a few other things too.
That reality was lost on the auto industry execs when they flew their private jets to Washington DC this week to ask for a handout from us, the small business owners who are the backbone of the country. They still didn't get it when it was brought to their attention. Excuses like, "I had other meetings in Detroit this morning" and "I have to for security reasons" clearly show that the entitlement mentality is strongly ingrained in the auto industry culture -- especially at the top of the pack. Sadly, this mentality will thrive unless drastic changes are made. It's time for Detroit to get back to it's core business and quit "putting on airs" like they are some successful giant. But I digress.
You must remember that people will make judgments about you and your business so you might as well make the best of it.
I'll never forget the story a small business owner told me years ago. He remodeled upscale houses into fabulous show pieces and was very good at it. But when he was first starting out, he went to prospect meetings in his work clothes driving his beat up old work truck and he couldn't figure out why he was only closing about 20% of his sales. Then one day he arrived at a prospect's door and she told him that if he hadn't been preceded by a glowing referral, she would have quickly run the other way because he looked like such a ragamuffin and so did his truck. He "got it" that day and began to arrive at prospect sites dressed in professional clothing, driving a respectable vehicle. It made a difference. From that point on, he closed 90% of his sales.
It can make a difference for you too. Take a look at your target market, yourself, and your product / or service offerings. Does what you offer and how you present yourself and your product match what your target market expects?
Tell me what you think by leaving a comment.
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Latest Comments in Appearance Matters: Just Ask the Auto Industry Execs posts
However, now the pendulum has swung the opposite direction and we are judged on our car, our clothes, even our hair cuts. I have a friend of mine that is in the sales business and she drives a Mercedes. Her business is way down this year and she is struggling to make it and is falling farther in a hole every month that passes. I, too, am hoping that the economy will turn around as it has hurt my business as well, but the point here is she refuses to let go of some of the "appearance" things. Her car is way too expensive for her now and the upkeep is killing her, but she said just the other day that she has to keep up the appearance that she is doing well.
I totally understand that but just think it's sad that this is where we are, keeping up with the Jones'. Now, I am not saying that she should get rid of her car and buy an old clunker, but she could clearly get a nice car much cheaper than the Mercedes.
There are so many people that are judged by what they drive, how big their house is, etc. that they have lost sight of the people inside. Some of the smartest people I have met in my life do not have the appearance of the Princeton group. As for your business owner in the example, yes, he unfortunately has to play the game to be successful now, but for me personally, I would have been one of the 20% that he closed.
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What I learned from 15 years of building companies is that appearances matter, especially for a small company. Since you do not have big company brand to back you up, you have to dress-up (more formal than those who you are meeting), drive a clean car and make your office look like a million dollars. You can do some great things with IKEA furniture, VistaPrint and a decent WebSite.
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