While walking through the store last week, I stopped at a couple that were looking at office supplies. Young couple, probably in their mid-twenties or late twenties. Jake, I will call him, was wondering where the computers were. Now Jake was quite a site. Well worn jeans, plenty of ventilation, and I don’t think they had ever been introduced to Tide detergent. The holey t-shirt that Jake was wearing had a beer logo on it, and Jake not only needed a shave but a shower. Now I don’t consider myself a prude ( I don’t even like to use the word “prude”) but I have seen auto mechanics come home at the end of the day looking cleaner than Jake. Don’t get me started on the young lady.
Jake asked me about the computers in general and I began my discovery questions so I could best find the computer that would fit his needs. Through my questioning, I discovered that this man, looking like he just came out of a coal mine, was going to open up his new computer repair business. Now through my questioning, I discovered that this idea of his was something he wanted to do for a while, but I got the feeling that he was not as qualified as he thought he was. That is beside the point.
You are your business. As soon as Jake told me he was opening his own computer repair business I had decided that I was never going to take my computer to him. Not because of his knowledge or lack of, not because of his location, not because of his political views. Not because my computer was not in need of repair. Jake looked like a person that I would not want to even touch my computer, much less work on it.
You never get a second chance to make a first impression.
How do you project yourself? The way you project yourself projects your business. I wrote a few months back about a convenience store that I was in and the male employees were dressed in cargo shorts, non- matching t-shirts and ball caps turned backwards. How does this project your business? If you have a store or provide a service that is catered to the young, maybe this is the way to be. It depends on who your shoppers are. Who is Jake catering to?
You are your business, even when you are not at your business. When people associate you with your business, make sure it’s a positive association.