So often, when I walk into a firm, it appears that the client is unimportant.
Magazines that are old. Chairs that are uncomfortable. Lights that flicker.
Tomorrow walk into your office – and ask yourself – “If I was a client is this a place, would I want to do business with them?”
Is the quality of your work in alignment with the quality of the experience?
Some Top Ten ideas:
That critical first impression
What impression does your lobby give clients when they first walk through the door? Is the furniture shabby? Does it say “tidy and professional” or does it scream “cheap and unappealing”? The look and feel of your reception area offers the perfect opportunity to make a good first impression on clients. After all, you’ve got a captive audience as soon as they walk through the door and before they’re greeted. The right image can sell your firm to prospective clients—or turn them away. Make sure the furniture is comfortable and presentable and that the atmosphere is pleasant.
~ Canadian Bar Association
Greet them with a smile
As soon as your clients arrive in the office, there should be someone to welcome them. Do not let them wait for a long time at the door wondering who they can call to look for you. Make sure that once they step inside the reception area, a staff member is there to greet them with a smile. This person can also offer your clients some refreshments such as water, tea, juice or coffee while they prepare for their meeting with you.
~ Integrity Office Australia
Let them be productive if they have to wait
While clients are waiting to see you, are they flipping through outdated magazines or using that time to do something productive, like educating themselves about their finances? Research shows that one in five clients use their smartphone to search for appointment-related information in a waiting room before an appointment.
You can help them by providing free Wi-Fi and directing them towards high-quality materials of your own, either on your website or social media pages, or on a TV or tablet in your waiting room.
~ Rendia Health
Who is your perfect client? Do you serve a specific niche market? What does your office do to relate to those people? If you serve rockstars, do you have guitars or collectible concert posters on your walls? If you serve commercial real estate developers, do you have great architectural photos or design journals on the table? Your environment should not alienate your main customer base. They should feel comfortable and confident that “you get them” when they are in your office.
Clients might have trouble understanding the quality of the work – but they will understand the quality of the experience.
Your lobby and your conference room are places that the firm makes money. Invest in it!