Dan Kennedy, the marketing guru talks about how he was helping a chiropractor in his business. He was very good at setting up new appointments with clients, but the problem was that his no show rate was incredulous. He would book appointments, but too many people no-showed. Kennedy found out that this chiropractor had his business located in a relatively new but his business was located in a far out of the way wing and thus rarely had much cars in the parking lot. Plus, he would get his staff to park in the back of the business. What was wrong? You see, people like the impression that you are successful and busy, whether it is conscious or not. When they approached his business and saw a carless lot, they simply drove away. To remedy this situation, Kennedy simply recommended that he moved his car and his staffs car in front of the lot and then rented a Cadillac to sit in the front. His no-show rate declined dramatically.
Likewise, we can all show the appearance of success in your business. Things like cleanliness, orderliness, consistency, and changing simple things can all have a dramatic impact in your business. How consistent and presented is your website? How about the appearance and attitude of your frontline staff? Can you make the small changes and increase you appearance of success?