38 DEC 2022/JAN 2023 It’s also one of Australia’s top tourism destinations, and considering its remoteness and small-town amenities; it amazes me with its continued and growing popularity. But, it faces the same challenges as all businesses: staff shortages, a complex supply chain (exacerbated by its location) and the town’s heritage. We went out for dinner on our final night and tried Matso’s, a well-known watering hole and brewery. It was nicely presented but with a very limited menu, so we moved to the “Roe”, the Roebuck Bay Hotel. Rough and ready and very unappealing with a similarly limited menu. We decided on takeaway and tried first the Lebanese and then the local fish and chips. Neither store filled us with confidence as both were grubby, poorly presented and empty. Empty at dinner time in a town bulging with visitors? We gave up in frustration and headed back to our apartment in Cable Beach when we drove past the Divers Tavern. I expected another disappointment, but low and behold, it was your typical outback pub catering to locals and tourists alike, and it was filled to the rafters. The meals looked great, and the punters were happy, with large screens showing different sports telecasts. Less than 10 minutes later, I was served a platter of fish taco’s and my long- suffering wife enjoyed her perfectly cooked steak. A nice glass of house white went perfectly with my spicy tacos. I’m sure many of you will be amused at my change of direction to a tourism and dining critic, but there is always a method to my madness. We tried four destinations, several well- regarded, but they didn’t present well, and two of which we didn’t even get in the door. This brings me, at last, to the point of this article. How well do you present your business? You’re just a sign and print shop. Right? So, it doesn’t matter. You aren’t selling stock off the wall, and everything is custom-made. Wrong. Every customer on earth likes to think they are dealing with someone of great integrity, the best at their game, and they’re getting great value for money. They want to feel confident in you, their supplier. From the very first point of call, be it a visit to your website or by phone, you get one chance to make a great first impression. Make sure it’s a bloody good one. Website: Make sure your site is up-to-date and relevant and rates as high as possible. SEO is vital. If you don’t think it is, how often do you do a web search and go past page one or two? How often do you even get to page three? I would venture that very few people ever get beyond page three. Phone Calls: Smaller shops mean staff often pick up the phone, so it is essential to ensure every person is well versed in how to answer the phone in a welcoming, professional and polite manner. It doesn’t take much effort to develop a polite and friendly opening. Reception/Entry: Your reception area should be as professional as it can be. Please don’t make it a pick-up destination for couriers. Nothing is worse when clients have to step around parcels or finished jobs awaiting collection. From the moment a customer pulls up outside your building, it should fill them with confidence that you are the best at what you do. You know the adage; a plumber’s home has leaking taps and a painter’s home always has flaking paint. Well, that adage is the worst possible outcome for a business to “laugh it off” because you are always too busy to make any effort on your professional presentation. Don’t be the sign shop that has terrible signage. Too busy to make an effort on how you look to your customers? Think about that. VERNON KINGMAN First impressions count First impressions count I spent the last week in Broome, a remote paradise in the Kimberley region of Western Australia with the burning red ochres of the cliffs, the quintessential turquoise waters of the ocean and the vivid greens of the mangroves left me in awe.
