What does the outside of your business say about you?

“We are bland, boring, and just like everyone else on the block. Nothing here to see, so don’t even bother coming in.”

or

“Hey! You there! Look at this cool place! This is the kind of place that’s just right for someone like you. That’s right, it’s your place. Come on in, look around, see if you like it. I made it for you, after all.”

Get the picture?

Your outside needs to look as good as your inside (more on the inside next time). How do you do that?

Leave the store. That’s right, go outside and pretend you’re a customer. Do you know that most business owners almost never see their store from the front? Why not? Two reasons:

  1. They usually enter their business through the back door, or
  2. They usually enter their business while it’s dark, in early morning or at night.

Go outside, across the street, prefereably. Look at your business through your customer’s eyes. If you don’t like what you see, good. You’ve found changes to be made that will make your business a more inviting place your future customers will want to enter.

If you like what you see, ask somebody else. Like our children, it’s hard for us to see the defects in our own progeny. You need someone who will be honest with you, someone who will tell you the truth. A colleague, trusted friend, or, perhaps, a consultant.

The next step? Listen.

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About Robert B. Wallis - Marketing Outsider

Robert B. Wallis is The Marketing Outsider ™, a speaker and consultant who helps business owners increase sales by looking at their business through the eyes of their customers. He is the author of "Seven Ways to Run Your Business (Into the Ground)," which is available from his website, www.thewallisgroup.com. Reach Robert at outsider@thewallisgroup.com
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