The entrance to a business can make or break it. If your business isn't visually inviting, your customers have a hurdle to overcome before they even think about making a purchase. The following are some of the most common problems associated with entries to businesses.
CLUTTERED PREMISES - Do your customers literally have to climb over stock or displays to get into your business?
POOR SIGNAGE - Generally, signage becomes cluttered over time. The name of the business should stand out above all other signage. Trading hours need to be clearly marked, and other signage should follow a pattern or a plan of some sort. Suppliers love to have their product name splattered over the front of businesses, and while this can be a selling feature for some businesses, it's important to ensure that it doesn't make the business appear confusing and messy.
THE ENTRANCE IS TOO SMALL - Some businesses, especially ones with large numbers of customers coming and going, seem to have thrown all commonsense planning out of the window by making the front door tiny - to the point where only one person can enter or leave at a time. To the customer this can almost feel like walking into a trap. Our instincts take over and the fight-or-flight response can kick in, where you decide not to enter the business simply because it looks like it will be too hard to get out.
YOU'RE BEING WATCHED - If the sales counter is facing the door, it can be intimidating to walk inside, especially if the person behind the counter watches every step you take. It's best if the counter isn't in a direct line with the front door; however, if it is and it can't be changed easily, staff should be trained not to watch people as they approach the door. Once the customer has come inside, a big smile and a friendly welcome will help to put them at ease. Instruct your staff not to stand around in groups talking and watching customers approach. This can be very intimidating, especially if the staff start laughing.
IS THE FRONT OF THE BUSINESS CLEAN? - A dirty entrance will deter a lot of people from entering the business, particularly if it is a food business. Cigarette butts, rubbish on the ground, overgrown gardens and overflowing rubbish bins can all impact on a customer's opinion of a business and on their decision to enter the business or go elsewhere.
BAD LIGHTING - This is particularly relevant if customers visit the business at night, but some storefronts look dark even in the day. The entrance to a business needs to be well lit, both for legal reasons (in case someone falls over) and to increase the appeal of the business. Lighting around the outside of the building is also a factor, especially for safety. If the car park is poorly lit, customers may decide to go somewhere else that appears safer. Bad lighting bulb blows here and there, and before you know it the business is in darkness.
Do whatever is necessary to ensure that your business looks inviting from the outside. I have seen a lot of businesses that are quite amazing inside, but they struggle to get customers in the front door because the business looks so bad from the outside.