Winning more customers is the main problem for the vast majority of companies. They have a good service they want to offer, they just can’t find people willing to buy it.
One way to attack this problem is to simply improve the business facade. The best way to win customers is often through a “quality shock.” When they get something they don’t expect, they are much more likely to tell their friends and advertise your business through word of mouth.
But what is it about a perfect business facade that is so valuable? Let’s take a look:
Boosts Foot Traffic Via Superior Signage
One of the reasons a better facade is so worthwhile is that it boosts foot traffic via superior signage. Many studies show that it can actually increase the number of people wanting to go to your store or use your brand by between 30% and 50% under the right conditions. When people know what you sell and they can see that you’ve gone to the effort of maintaining your signage, they are much more likely to use you.
Cuts Decision Time
Another benefit of a perfect business facade is that it reduces decision time significantly. Customers are better able to come to an emotional conclusion about your brand, and that they should trust you.
That’s why things like window cleaning and commercial concrete repair are so valuable. These communicate little signals to customers that they can then run with to provide them with more psychological certainty about you.
Triggers Trust
You can also trigger trust with color psychology. Again, when your facade is communicating the right energy and emotions, it makes consumers more likely to buy.
For example, a lot of businesses now use the 60-30-10 rule. The idea here is to signal the right emotions upfront so that people feel naturally drawn on the basis of instinct.
You see this tactic being used all the time by restaurants, sports clubs, and technology stores. The brands that are best able to use visuals to draw people are usually those that win in the marketplace.
Increases Dwell Time
Other avenues of evidence suggest that when a business’s facade makes sense to customers, it increases their swell time substantially. A lot of firms do this by introducing scents to the experience, like the smell of freshly-baked bread in supermarkets and bakeries. These scents are primarily artificial or deliberately added, but they can be highly effective at getting customers to spend more and become more excited about the products and services they’re buying.
Increases Perceived Premium Value
Finally, when the business facade is perfect, it increases the perceived premium value that the business offers. When things like menus are made from heavy cardboard or an even more superior material, it instantly creates a different image of the company in the customers’ mind.
So there you have it: some of the ways a perfect business facade can really help you to win. If you haven’t considered it before, think of all the customer touchpoints that matter to your audience and improve them over time.
