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Guest post by: Helen Dowling Become an Author

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I almost called this article P is for People because I really do believe that people buy people and the more your potential customers get to know you, the more likely they are to buy from you. But then, after giving this a bit more thought, I realised that it goes far deeper than this. People buy not just from getting to know you, but also how they feel about your business.

The brand or the personality behind your business goes a long, long way to reassuring potential customers that you're the right company to do with and to confirming with existing customers that they've made the right decision.

Consider this scenario - your customers love working with you and think you're great, but everytime they ring and you're not there, the call minding company you've hired is rude to them?

What about if they generally enjoy working with you but you're slow to complete the work or return their calls?

If your customers like one aspect of your business, but don't like others, it can only carry you so far for so long. I can give you countless examples from small business owners of companies that they've worked with where this situation has happened.

One company for instance promised a client that they'd call him every Friday afternoon at 2pm for an update. Unfortunately this only happened once! Another company promised a client that they'd have their website finished in 2 weeks. Three months later we're still waiting!

It doesn't look good, does it?

So what can you do to make sure that the personality or brand of your business is first-rate?

Well, start by deciding how you want people to view your company. If they were discussing your business in a meeting right now, what would you like them to be saying about you?

Once you know what you would like your brand to be, then start making sure that everything in your business reflects this. From how you answer the phone to how you deal with clients to how you complete the work - everything that the ‘public' can see needs to reflect how you want your business to be thought of.

Remember, we only get a small amount of chances to create that impression so make sure your business personality lives up to that!

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