We all have a ‘local’ when it comes to coffee. But what is it about your ‘local’ that keeps you coming back?
People
Let’s start with one of the most obvious, staff.
Imagine, as you desperately seek your morning caffeine fix, you’re greeted with a warm smile and a personal welcome. By a wide smile and body language that’s open and engaging. What if that welcome then asks you how you’re feeling today, and then wishes you a good day once your coffee is delivered?
Consider the alternative, where you might have to line up to be served by someone you’ve never seen before and who doesn’t show any interest in you, except when you’re paying. When your coffee is ready, it’s not called out by name, but by coffee type. And there’s no thank you.
Which would you gravitate toward next time you feel like a coffee? Or take your friends to?
Place
Let’s now think about the environment your favourite coffee shop is in.
Perhaps it’s in a little laneway, away from the noisy traffic and near your favourite store so you can window shop while you wait. Or perhaps it’s in a busy thoroughfare, warm and welcoming as you walk inside, with stylish furniture that reminds you of your own home and the latest magazines and today’s newspapers to peruse while you wait.
Undoubtedly it’s clean and tidy, with the coffee smelling wonderful and fresh to help you start your day. The food that’s cooking also smells wonderful, making you wish in a way you hadn’t had breakfast at home but could eat here.
Once again, consider the alternative. What if the coffee shop you’re in is dark or dirty? Has a plant that has quietly passed away after years of suffering in the corner? Or has boxes stacked in the corners rather than packed away where you can’t see them? That smells of stale food or burnt coffee or toast?
You are probably getting the picture about how this could relate to your business…
First impressions count!
Location Location Location
Where your office is located, including availability of parking and the nature and type of surrounding premises, is critical. Does your office location represent your business and the type of client you would like to attract?
Your team
Assuming clients are encouraged by your offices’ location, how are they greeted when they enter your premises? Is reception friendly and welcoming, greeting clients by their first name and offering them a refreshment while they wait?
The office environment
Make sure your office environment is neat and tidy, with modern fixtures, fittings and furnishings. If your office environment looks cluttered or disorganised, chances are that is the impression you risk making on your clients by association.
The location of your office, its light and ambience, your staff and the office internal environment are all critical to your business’ success. All of these factors go not only to client satisfaction, but whether your clients refer.
Next time you’re having a coffee at your local coffee shop, think about it. How does your office ‘stack up’, and would you visit your office if you were a client?
Rod Bristow is the managing director of Infocus Wealth Management. He has 18 years’ experience in the financial services, consulting and agribusiness fields, including over eight years’ experience as a director of public and private enterprises.
For more insights from Rod, tune into the Transformation Series or sign up to the 30 Day Business Challenge.
