I'm not sure what I was thinking, but I recently showed up wearing shorts at the office of a potential client.
In my world, that of technology start-ups, the dress code tends to be pretty informal. And this is exacerbated by the fact I work from home.
Still, I knew from the moment I arrived that wearing shorts for the meeting was definitely a bad idea.
It was a wake-up call about how important first impressions are when you're a small business trying to establish your credibility and reputation. Even though your products or services may be the best around, it's not a good idea to give potential clients any reason to doubt your ability to deliver the goods.
So, how do you create that all important first impression?
For one, dress the part. Before meeting a client, try to get some insight into the dress code so both sides are comfortable. While I learned the hard way that you can under-dress, it is also possible to over-dress.
I'm reminded of an episode of the sit-com WKRP in Cincinnati in which the radio station's salesman, Herb Tarlek, is given a make-over by a secretary, Jennifer Marlowe. While Herb looks great, he is dressed so well that his clients feel they can't relate to the new Herb. As a result, Herb goes back to his old suits.
Another tool to make a good first impression are business cards. While they may be old school, they still demonstrate that you are a professional.
Be sure that your cards look good by keeping them in a card case as opposed to jammed in your purse or wallet. If you don't have a corporate business card, an investment in a well-designed card is worth it.
A good Web site can also show your credibility. Even if it only displays basic information, a site with a nice design can do an effective job of showcasing who you are and what you do.
I'm always surprised to discover entrepreneurs or small business owners who don't have a Web site, or have a site that looks outdated or poorly designed.
First impressions matter because they can help you get a foot in the door, and a bad first impression can be an immediate deal-breaker.
Special to the Globe and Mail
Mark Evans is a principal with ME Consulting, a content and social media strategic and tactical consultancy that creates and delivers 'stories' for companies looking to capture the attention of customers, bloggers, the media, business partners, employees and investors. Mark has worked with three start-ups – Blanketware, b5Media and PlanetEye – so he understands how they operate and what they need to do to be successful. He was a technology reporter for more than a decade with The Globe and Mail, Bloomberg News and the Financial Post. Mark is also one of the co-organizers of the mesh, meshUniversity and meshmarketing conferences.