In the world of business, what you say and how you say it matter. When
starting my business, I quickly saw the impact of casual statements I made to my
business contacts. In one case, I called a vendor and matter-of-factly mentioned
that I was homebased. The supplier abruptly cut off our conversation, saying he
only dealt with legitimate businesses. That was in 1992. Running an enterprise
from your basement is now more acceptable, but you should still proceed with
caution.
After several negative encounters, I understood that presenting my business
in a new light was critical to my survival. I changed my language; I started
saying that my business is primarily phone order. That salvaged my credibility.
As I grew the business, I learned more about language and communicating
positively to reflect success. But there were more semantic pitfalls. One of the
costliest incidents occurred when I hired one of my employees' relatives to make
deliveries. This proved disastrous when a high-end client called to inquire
about a large delivery worth more than $4,000. My receptionist responded by
saying, "Oh yes, I am familiar with your order. My dad is dropping it off in an
hour." My business reputation suffered a big hit and we lost a valuable client
because that response made my business look unprofessional.
Beyond my own experience, I have seen other women entrepreneurs fluctuate
between failure and near success. For example, a consulting client of mine likes
to meet with me on Wednesday mornings. She recently canceled our meeting,
explaining that her kids had play dates, her husband was undergoing a root
canal, the cat needed declawing and her niece had ringworm. In business, too
much information can be dangerous.
To avoid self-generated setbacks, carefully consider your answer even to a
simple question, such as, How's business? Replying "slow," "horrible" or "I’m
headed to bankruptcy" will certainly shatter any consumer confidence you've
built. Give the impression that business is fine, no matter what your status. If
you're not enthused about your business or your product, how can you expect your
clients to be enthused about you?
Success, or its lack, can be conveyed as well in printed communications.
Don't use cheap business cards or marketing materials. Watch how you portray
yourself in your marketing materials. "Owner" doesn't sound as impressive as CEO
or managing partner. A letterhead with butterflies and kitties won’t represent
you well when marketing to bigger players. Choose colors, fonts and logos that
will appeal to both male and female buyers.
Nonverbal Cues Can Trip You Up
Vehicles can also convey a positive image. I recently consulted with a
client seeking advice about her bakery business. She had a great idea, a
fabulous product and a schedule that worked well with her business. She was
surprised when I suggested signage for her car, and she received no calls after
taking that advice.
What I didn’t know was that her license plate read "Socrmom," and she had
bumper stickers advertising her children's sports affiliations and their status
as honor students. Stickers touted everything from Carlsbad Caverns to The Miami
Alligator Farm. In essence, she told people she was an accomplished mom and
traveler. However, her ability to advertise her bakery was lost in the jungle of
other advertisements. In addition, she often made deliveries with her dog
salivating out the car window.
That scenario wasn't conducive to success in business. The vehicle sent a
mixed message, and the pampered pooch spelled a health department violation.
Dressing for success is also paramount. A printer who recently dropped off
her first order to my company showed up in bedroom slippers and a pajama top
that said "Cowgirl." I personally love the idea of wearing pajamas to work--but
until that catches on, leave the too-casual attire at home.
Verbal and nonverbal image building is hard work and takes a lot of attention
to detail. Saying the right thing at the right time in various media gives
customers the assurance their dollars will be well spent on you and your
business.