Two situations that came up one week last month required me to change my normal route to work. The new path brought me passed a large local car dealership. Since it was before 7:00 AM each day I did not expect to see any activity as it was before working hours. What I saw really got my attention...and stay tuned for what it caused me to do.
In the lot were three different two-man teams, each with buckets and sprayers attached to garden hoses, washing off the 100 or so cars parked in neat rows across the expansive parking lot. Despite the absence of any trees and falling leaves or any new snow, ice or any other kind of precipitation, I noticed how meticulously each and every car was being cleaned so that when the prospective customers came to the lot that day, each vehicle would look its’ absolute best.
It reminded me again that everything that every organization does is marketing. Either you are making yourself look more attractive, or less attractive, to your customers and prospects. You might have the best marketing communication strategies possible, but if your execution leaves the product unattractive or less ‘shiny’ than it could be, you are creating a disadvantage for yourself and your salespeople - not the marketing and sales support you are looking for.
Marketers and business owners, make sure; the lobby is neat, the rugs are clean, the bathrooms smell good, the light bulbs all work, the marketing messages are clear and they are delivered in a timely fashion. Salespeople, make sure your shoes are shined, your teeth are brushed, your attitude is good, your sales literature is organized and you leave whoever you visit feeling better when you walk out then when you walked in.
Ps. What did the “car washing” cause me to do? Despite having another vehicle all picked out – I gave that dealership a shot and bought one of their ‘shiny’ cars instead.