Let's face it, when you're running like mad in many directions, you may not
think you have time to deal with a bad hair day or consider the image your
outfit projects. Before you do anything else today, though, stop, find a
full-length mirror and take a good hard look at who your clients and prospects
see. Be brutally honest with yourself. Is your hairstyle the same as it was when
you were in high school? Are you wearing anything more than three years old?
While you're at it, take some time to consider the condition of your office,
your briefcase, your writing instrument and the kind of style you project to
your clients and prospects. If you don't like what you see, you may be losing
clients and sales to your competitors. The good news is, you can polish up your
image, your space, your equipment and your performance.
"In my opinion, most people get the big things right, but it's the little
things that make the difference," says Christine Hollinden, 46, principal of
Hollinden Professional Services Marketing, a 14-year-old professional
services marketing firm in Houston. "Is the end of your pen chewed? What kind of
coffee cups are you using?" According to Hollinden, if you're talking about a
multimillion-dollar M&A deal while sitting in a conference room with outdated
fabric, handing your clients paper cups, it's not going to cut it.
Hollinden's office carefully reflects her philosophy on style and image, and
she believes it dramatically affects the perception of her firm's expertise and
wins her more clients in the process. In addition to choosing interesting
artwork, furniture and accessories, which all reflect the type of image and
brand she wants to convey--current with a bit of flair and funkiness--Hollinden
had her offices looked over by a feng shui expert. "It's amazing how many times
people comment about our capability based on how they feel in the office," she
says.
Make a Bold Statement
Laurel Touby, founder and CEO of
Mediabistro.com Inc., a New York City-based career advancement community for
media professionals, believes internet culture has completely changed the way
people behave and dress at work. The trick is to figure out how to be taken
seriously while not dressing too seriously.
"I strive to strike a balance between professional and a little bit quirky so
people don't look past me; they have to look at me," says the 44-year-old
cyberhostess. Touby, who started her company 10 years ago by hosting a mixer for
media types in New York City, will wear a "gorgeous beige suit and bright orange
suede boots" to a conference to make her look like someone you want to talk to.
When Touby isn't sporting her signature boas at Mediabistro's frequent
cocktail parties, now held in 22 cities across the country as well as London and
Sydney, she gets the spotlight on herself and her company by wearing one of her
"really cool orange or yellow leather jackets," which she pairs with neutral
colors. Touby also outshines her competition by mixing and matching an
assortment of accessories, including a ring that looks like a typewriter key.
This savvy businesswoman, who now employs 30 people, carefully considered her
office space not only to engage her clients and members, but also with her
employees in mind. "I purposefully chose an office that was informal with wide spaces to give it a lofty feeling," she says. "Because I like to work in
teams, [the space was set up] like a bullpen. It says 'internet company'; it
doesn't say 'accounting firm.'" Touby feels that's important because she has to
attract good talent. "The more you can do to make [your working environment]
seem appealing, attractive and warm, the better it is when you're hiring great
people," she says.
Soft Signatures Work as Well
Your signature style can be subtle and still make a mark. In the case of Gale
Barton, owner of Sweetferns
Floral Design, a home based floral studio in Plymouth, Massachusetts, it's
all about the past. Nestled among the modern flower coolers in her converted
garage, Barton intentionally sets her business apart with the mood she fashioned
in her creative workspace with historic furniture and accessories.
"It's a comfortable place for women to come," says Barton, who tries to
include some kind of antique element--jewelry embellishments, vintage purses and
salvaged barn planks--into her unusual boutonnières, arrangements and wedding
florals. According to Barton, everything echoes her brand.
For some wily women business owners, it's a snap to show off their products.
They literally wear them every day and watch the dollars flow in. Rachel Savané,
42, the sole creative designer behind Savané Silver, located in the heart of
downtown Lexington, Kentucky, is a walking billboard for her company. She won't
be seen in public without wearing a one-of-a-kind asymmetrical pendant on a
solid silver heavy neck wire and a pair of earrings in the same stone. She also
never forgets to wear one of her rings--a large splash of swirls and stone--on
her index or middle finger for added drama.
Besides the usual forums to get the word out to locals and tourists--Savané
advertises in a publication distributed in local and regional hotel rooms--her
studio and gallery reflects her signature style, including eclectic world music.
"When it comes to fun in the gallery, I often demonstrate my techniques for
customers and their children, which is always a hit," says Savané.
So if your sales are lagging, and you feel like you just can't get a break,
perhaps it's time to refresh your image and style so your clients and prospects
see that you don't just talk the talk, but walk the walk.