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Is
Your Reception Area Making You Money?
May 22, 2006
As
you'll hear me say countless times, everything
is marketing and that includes your reception
area, too.
This
space is far more important than people realize.
It can make or break deals and relationships,
and it sets a heavy tone of what people think
of you and whether or not they want to explore
deeper into your company.
Of course you need to pay attention to the obvious—keep
the area clean, attractive, and professional looking.
Make sure that your receptionist presents well
in appearance, attitude, and attention. Contrary
to how most companies treat this position, your
receptionist is one of your most important salespersons,
both on the telephone and in person. It's important
that that person embody the values of your company
and the impressions you want to make with everyone
who stops by.
Those
are the basics, but the marketing impact of
your reception—or the potential marketing
impact of it— goes
much deeper. |
When
you send a beautiful brochure to a prospect, you've
told a story about who you are, what you do, and
what you're like. You've created an image and
an identity in the mind of the prospect that will
then be reinforced or rebutted by every subsequent
experience they have with you. If a prospect arrives
and the first thing he/she sees is an unkempt
reception area, the perception you created with
that attractive brochure is shattered, and that's
not easily forgotten.
Your
reception area is a significant first step in
your marketing. Clients, associates, prospects,
and vendors spend a good deal of time in this
area while they wait for you. You have a captive
audience, so make the most of it.
Most
people fill their reception area with TIME magazine
or the local newspaper. Reading material is good,
but take advantage of the opportunity and fill
your space with material about YOU. Instead, place
your brochures on the side tables. Have interesting
and creative wall hangings developed that communicate
something about YOU. Feature a display of sample
products or successful jobs you've accomplished.
Use this built-in, valuable marketing time and
space to teach visitors about your business and
your company. Give them good conversation pieces
to make the next conversation even easier. Make
them curious. Make them glad they found you.
Also
be mindful of negatives visitors may be exposed
to while they're hanging out in the lobby. Have
strict policies that the reception area is "sacret policies that the reception area is "sacred
space" and not a place for gossip, tempers, or
other unprofessional banter between co-workers.
It's also not a place for messy stacks of papers
or sensitive information.
And
don't forget to concentrate on all of the senses.
Offer visitors a beverage, even snacks. Feature
good colors and interesting textures in your furnishings.
Have appropriate music playing in the background.
Give them something interesting to do. Don't look
like everyone else, and make sure the style of
your reception area reinforces the color scheme
of the company's identity. If your logo is blue,
you need a color palette that is centered around
blue or heavily accented with blue, not peach
and green.
If
you have succeeded in getting a prospect or customer
to physically visit your facility, you have made
great marketing strides already. Make them extra
glad they took the time to find you.
This
Week: Pay attention to spaces you visit. What
do you see, smell, hear, touch, and even taste?
What impacts you positively? Negatively? Assess
what you need to do to make your own reception
area not just pretty, but a true marketing asset.
SUPERCHARGE
ARCHIVES:
What
Every Business Can Learn From Painter Joe
Never
Underestimate the Power of a Contact
Whatever
You Sell, You're Selling Both Products AND
Services
"People
Don't Read Newsletters." WRONG! People Don't
Read Bad Newsletters
What's
Your Wish List?
Give
Them Something to Talk About
Say
Thank You "Just Because"
Are Your Marketing
People Talking to Your Sales People?
Who's
Your Ideal Customer?
Never Underestimate
the Power of a Contact
New Customer? Time
to Celebrate!
Are You Putting
the Success of Your Company Solely in the Hands
of Your Sales Team?
What's Your Marketing
Plan for 2006?
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