CUSTOMER APPEAL: Time to take a look at your shop with 'fresh eyes'

That "customer appeal" (realtors call it curb appeal) and first impression can go a long way to making your sales job easier. And conversely, not taking a fresh look at your facility from time to time could potentially be costing you some business.

Here's a checklist of some of the things I decided to review to make sure our shop has the "look and feel" that I think will help give passers-by and those who come in more comfort in entrusting their vehicle to us.

• I started at the front of our building, where years ago the city-required setback from the curb for our building left us with about 500 square feet of space for landscaping. We'd had that landscaping redone just a few years ago, and it's something that we actually get a fair number of positive comments on from customers. And I've heard from other shop owners also that well-maintained flower boxes or "natural color" help attract the eye and project a professional (or homey) image. Overall, our "front yard" was in good shape, but it definitely needed some weeding, raking and trimming.
• For decades our front yard has included a flagpole we often mention when giving phone directions to our shop to help customers spot our building. Making sure that pole is regularly painted and that the flag is replaced when needed are the sorts of things that are easy to overlook if you don't look at things with "fresh eyes" from time to time. We've also thought that pole would be an ideal place for a banner we can change on a regular basis to help attract attention from drivers passing by.

Again, I know from talking to other shops that regularly-changed "reader boards" can be an effective way to attract drivers' attention to your shop. A shop up the street from us regularly has a severely wrecked vehicle out front as a reminder to not drink and drive. Other shops try to park examples of their finished work out front. Anything that catches the eye and changes from time to time is a good idea.

• Speaking of signage, ask a friend who perhaps has never been to your shop to stop by some time. Does your signage make it clear where customers should pull in and park for an estimate? Is it clear which door they are to use to come into the office? These aren't things a customer wants to have to guess about.
• Take a fresh look at all the signage on your building: Does it clearly indicate your shop name and the services you offer? Is it visible from all sides of the building someone is apt to see? Is it adequately lit to be seen at night? We recently redid the exterior of our building, and it was only later I realized that while our signage was clearly visible to those approaching our building from the east or west (which, given our location is most common), we no longer had a sign facing across the street. That signage likely would be seen only by those in the businesses directly across the street, but one of those businesses is a health club with windows that face our building for those working out. We need to have our name visible to them.
• As I mentioned, we redid the outside of our building recently, but we probably went too long before we did so. Don't make that same mistake. Make sure the exterior of your building is painted regularly, that windows are kept clean and that the sidewalk and lot are kept litter-free. Consider creating a comfortable place for customers to sit outside if they wish.
• Use fresh eyes to take a look at your front office and customer waiting area, too. Is the furniture still clean and comfortable – or does it need some attention or need replaced? Are the magazines current? If you offer coffee or water, is the beverage area clean and adequately stocked? Do you have books or toys for kids, and again, are they in need of cleaning or replacement? Has your book of before-and-after photos or testimonials from customers been updated recently?
• Take a look at the desks in your front office. Are they covered with automotive parts? Dust? Fast food packaging? Again, think about how that looks to vehicle-owners coming in for the first time. Does it communicate that you are professional and organized and will pay attention to the details in getting their vehicle repaired?

These things aren't going to make or break your business. But they can have a big impact on how many people notice your business and how comfortable and confident they feel coming in and leaving their vehicle in your custody and care.