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Winter is a-coming and it’s time to get some work done on your house before the worst of the weather sets in. You’re not quite sure who to call on to do the work, but thankfully your friends have recommended a couple of tradesmen.

Tradesman A turns up on time; asks what you need; listens; gives his advice; and says he’ll formalise what he said in an estimate.

Before he leaves, he gives you a brochure on the solution he suggested, and his business card.

Tradesman B has a similar process. He too turns up on time; asks what you need; listens; gives his advice; and says he’ll formalise what he said in an estimate.

Except Tradesman B doesn’t offer his business card; and doesn’t have any brochures with him when you ask.

So far, which tradesman has made the best impression?

One tradesman has given you a means of contacting him, plus some reading material (if you’re into that kind of thing).

Whereas the other tradesman hasn’t even given you his cell phone number and email address.

Which tradesman seems to be the most interested in doing the job?

And which tradesman doesn’t seem too fussed about doing the job?

Isn’t it interesting, the assumptions we make, based on something quite minor?

But your prospects will probably be making similar judgements about your business.

You only have one chance to make a first impression.

Therefore it’s worth having a review of your company’s processes around marketing collateral.

Marketing collateral includes everything from business cards, product brochures, flyers, information sheets, folders, corporate brochures and so on.

Marketing collateral checklist:

• Do you have any marketing collateral that you hand to prospects?

• Is this collateral up-to-date?

• Is the marketing collateral handed out consistently?

• Do all of your team members hand it out consistently?

• Is your marketing collateral fit for its purpose – or could it be improved on?

Once your collateral is sorted, it’s important to ensure that the processes around the use of the collateral are sorted too. In particular, that everyone in the team is handing out the materials consistently.

Assuming that your business delivers a great product or service, your sales conversion rates (as well as your word-of-mouth referrals) are likely to increase if you take these steps towards creating a great first impression.