The ability to focus on the small, but important things seems to be slipping away from companies and organizations. Let me give you a quick example – Front of Store. This phrase refers to the first contact between a provider and a client. What impact does your initial engagement have? It can be architectural. This deals with your “curb appeal.” During a recent walk through of a clients office I had them enter the building and stop to look around. There were old announcements taped to the entry doors. The front desk was cluttered with marketing material to the point that you could barely see the receptionist. Bad “front of store“. It can be how you answer your phone – “Good morning, Johnson and Son’s, where service is our first priority. This is Terri. How may I direct your call?” By now I’ve forgotten why I have called. Do you realize the number of clients and POTENTIAL clients that make their very first contact via the phone? According to USA Today it’s over 72%! It can be face to face. I recently rented a car in Salt Lake City and the counter person NEVER ONCE made eye contact with me. It was like I was invisible. Laura and I were in Colorado and ate at the same restaurant three times. Sure the food was good but EVERYONE that helped us was so friendly they literally drew us back time and time again. Front of Store can be EVERYTHING that touches your clients. When one piece falls out of whack, the potential for first impression disasters is magnified.
You all love doing business with certain companies, because they make you feel welcomed. Guess what, GREAT FRONT OF STORE!
Bottom line – provide strategic focus on the critical nature of “Front of Store.” Spend resources and concentrated attention on every aspect and potential aspect of client contact. Review everything. Invite someone unfamiliar with your business to make first contact. Have them call, stop by and email the company. See what they think. Do a critical walk-thru of your offices.
Hey, I promise, it’s time and money well spent!
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