Appearance Matters: Just Ask the Auto Industry Execs

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.