Sheet Metal Buying Influences

I've just come from a meeting with a guy who has a sheet metal business in Brisbane. Now sheet metal is, simply, the forming of sheets of metal into thin and flat pieces.

Foil is an example of really thin metal, pieces of metal thicker than 1/4 inch are plates.

Anyway, this fellow has his successful metal business in Brisbane and was telling me the impact of some of his branding strategies.

Branding Strategies

• His business has a new purpose built sheet metal factory just outside Brisbane (replaced a relaly old dilaptidated building)
• His reception area is beautiful - he's spent a lot of time and effort having it look very welcoming and very professional
• His entire team wear professionally design shirts with his business branding insitu

Impact on Customers

He told me that the impact these changes have had on his customers has been significant.

He sees the main aspect being the new building. With the old building his customers would look and he'd get the feeling they assessed his sheet metal business as being a little backyard operation.

Now, with the exact same machinery in the new building his customers seem a lot more comfortable. It's as if the new building gives his customers confidence.

Reception Area

The new building's reception area is beautifuuly presented - lovely signage, a top quality reception desk, mats....they even have 3 umbrellas for customers by the front door should it be raining. It's those little touches that tells the customer you're thinking of them. Simple, but very effective stuff.

And then there is the business shirts. They look very slick and very professional. Just another simple touch to help brand the business.

It's The Same Sheet Metal Business

Of course it's the same sheet metal business as before. Just a nicer building, reception and new shirts. The service and products are still the same great quality.

But there is one major difference in the customer's eyes.

Reduction of Perceived Risk

There is a big reduction in perceived risk in dealing with this company in the eyes of the customer - everything about the sheet metal business screams "Professional", so the customer makes a lot of assumptions based on that initial perception.

Everytime someone makes a purchase the buyer assessing the perceived risk in dealing with the seller.

It's this very reason why all businesses should use guarantees, testimonials from satisfied customers and case studies of other customer's experiences.

Because when you reduce the perception of risk in buying from you, your sales will go up.

I'll finish off with one very simple way we'll help this Brisbane sheet metal business increase their credibility on their web site - on the home page we'll have a picture of their beautiful purpose built sheet metal bsuiness. Easy!

Brendon Sinclair