With the New Year well on its way we might still find ourselves a tad overwhelmed, frayed and a little tired looking from the previous grueling years. But I’m not actually talking about a personal self help program here. I’m actually referring to the image of your company, specifically how you are being perceived by your clients and prospective clients – and even your competition as they enter your business.
In my line of work it is just about impossible to turn off the “interior space” button in my brain. I can’t help it actually and people that know me well are used to me heading off into my design zone while they are with me. Even my kids came to identify it when they were little. “Hey mom, dad’s doing it again,” they would say as I would drift off and mentally redesign the fast food restaurant we were eating in. It was a great day in my life when I realized I could actually use this ability to make a decent living.
Making a good living is exactly what I’m talking about – since this is a business publication. Part of being in business, good business anyway, is about making a strong and professional first impression. Clients today are being more scrupulous than ever about where they are willing to spend their money. What does your business image say about you when they first walk in? Does your company look credible, established and successful? Or do those tired looking lobby sofas and left over Christmas decorations really convey the message of who you are?
The first thing I notice when I visit a new company is the condition of their lobby. And let me tell you, there are a lot of very tired looking lobbies out there right now. With the belt tightening and budget cuts that have happened the last few years, sadly this is one area that should have remained pristine. It speaks volumes to your clients about who you are and whether or not your business is here to stay.
Mind you I’m not talking about opulence here – that would send an equally wrong message that your company is being frivolous during a time in history that requires restraint and caution. No prospective client or especially a shareholder wants to walk into a Bernie Madoff type atmosphere. The days of priceless artwork and $25,000 commodes are over.
Your lobby should be inviting, current, CLEAN, and approachable. How is the seating? Comfortable commercial seating is vastly different from what you would typically put in your residence. It is by design more durable, typically with a firmer seat and stronger commercial fabric – appropriate for high use applications. Those sofas you picked up at the big box store might be fine for a “man cave” – but they scream cheap, inappropriate and unprofessional to your clients.
The next big culprit is bad lighting. I visited a relatively handsome lobby of a medical company recently. All their perimeter lighting was either turned off or burned out. Sharp looking tailored glass pendent lights over the reception desk were also off. When I inquired why, the receptionist told me they made her “hot”. Guests in your waiting area should be able to SEE where they are and have a clear image of what you do. A dimly lit lobby creates a feeling of uneasiness and can give the impression your business might be going under.
I always admire clients that are not afraid to use color in their lobby spaces. Remember, it doesn’t cost anymore to paint a wall red than it does off-white. This is a great way to create instant impact on a budget. The right color choices can denote confidence, success and even credibility. Your lobby is the perfect place to get bang for your buck with color. If you are shy about using color, hire a professional to help you make thoughtful choices with color.
Everyone looks at the floor. Is the carpet fresh, CLEAN and appropriate? If you have hard surface flooring like stone, marble or tile does it shine? Even if you cannot currently afford to replace flooring in other areas of your building – the lobby floors must be perfect. Have you ever eaten in a questionable restaurant that makes you nervous? Suddenly halfway through your meal you stop and ask yourself, “If this is the part of the restaurant I can actually see – what must the kitchen be like?” The same holds true for your lobby. Clients might never make it much past the front desk – but its good business to make sure that their initial experience is as great as it can be.
I like a company that has a lobby with a strong corporate character. Is your company progressive, conservative or traditional? Do you want to set yourself apart from the competition? Is your signage appropriate? Is your company logo present? All of these things serve to create a pleasant informative experience for your guests, associates and potential future clients.
Working with a design professional can help bring your space together in ways that you might not have previously thought of. Interior Design professionals are trained to look at all aspects of a space and take into account many of the areas I have mentioned above. Through the use of effective space planning, color application, lighting design and corporate identity – your lobby could very quickly become one your company’s strongest assets. As we all scramble to bring in new business in this coming year it is essential to let your clients know you are “ready for business” the minute they arrive. A terrific lobby is a good place to start.
