Making the right impression at every point of contact

Every contact you make with a customer - whether that's because they visit your website, speak to you (or somebody representing your company) on the phone, or simply pick up one or your brochures - comes under the heading of marketing.

Each aspect of that contact represents you and your company, and will have a positive, negative or neutral impact on your prospective and existing customers, whether consciously or not. Prospective customers especially are likely to scrutinise the smallest of aspects even more closely. This means it's critical that you get every single point of contact right to avoid losing potential sales.

Think about each and every potential point of contact a current or future customer could have with you or your company. Does the impression they give really match the impression you want to portray to your customers? Be brutally honest.

Here are some key points of contact you might want to look at:

• Phone, fax and voicemail
• Website and all emails
• Company location
• Appearance of company premises and signage
• Reception/waiting room
• You and your staff
• Attitude (enthusiasm, passion, helpfulness, friendliness?)
• Interpersonal skills (greetings, professionalism, friendliness, smiles)
• Images and photos
• Stationery, literature and documentation

And if you're not sure about the impression you and your company are giving out for any of these, ask someone from outside to 'spy' on your company to find out for definite!