Anyone who says, “Looks don’t matter,” is a liar

Lately, I’ve been having a series of mini-epiphanies. I think I’ve finally heard the same sage advice enough times from enough people for it to really sink in. Or perhaps I needed to experience it from the client/customer perspective to really “get it.”

Look the part.

Over the weekend, I treated my mom and myself to a spa day, courtesy of a Groupon I purchased awhile back. We spent over three hours getting a manicure/pedicure, a one-hour massage and a mini facial. The services were fantastic – but the staff were sloppily dressed and there was an avalanche of dirty towels piled in the massage room. The glass was smudged with dirty fingerprints. There were scuff marks on the wall. These details made me question whether I would return and pay full price for the services. The salon just didn’t “feel” high end.

I was reminded that it is more than just the quality of work that matters to your clients/customers. It is a multi-dimensional brand experience— what you wear, your hair/makeup, how clean your workplace is, etc. — all of it is a reflection of you and your business. It all factors into the customer’s perception of your brand.

Perhaps the salon owner was running late that morning, and didn’t have much time to put herself together. But the black stretch pants, baggy black t-shirt and Ugg boots basically said, “I don’t care.” At least, that’s what it said to me. The pile of dirty towels? Ditto. A neglected website or blog says the same thing, just in a virtual “workplace.” Your inaction sends a powerful message — “I don’t care.” And, if you don’t care about your business, why should anyone else?