I recently met with a prospective marketing client who’d seen a dramatic drop in business at his shore-based motel. His competitors, meanwhile, were thriving. He and his co-owner wife – let’s call them Tim and Tina – were desperate for some marketing help.

After a lengthy questioning and brainstorming process, I noted some key opportunities they were missing out on. But I also left with one major impression: These people need an extreme image makeover!

The minute I opened the door to the motel office, I encountered a cloud of cigarette smoke. Posted in the cramped space was an entire wall of signs blasting assorted warnings: “Lost-key charge $50″; “Lost beach-badge fee $65″; “Late checkout fee $20/hour”; “No Jacuzzi after 11PM”; “No more than 4 people to a room”; “No pets”; and on and on with no-nos, admonishments, and potential fees.

Tim gruffly answered the phone, “Motel.” Meanwhile, there were two dogs panting from behind a fenced-in area, we sat in dilapidated chairs, and the place looked like it could use a good dose of Mr. Clean.

Tim and Tina are as nice as can be. They’re hardworking people who pride themselves on running a sparkling-clean, family-oriented motel. But the image they project – from the smoke-infused air to the intrusive posters to the lack of phone finesse – could be turning customers off.

Your image – and specifically your business image – is part of your marketing strategy and must not be overlooked.

What comprises your image? For starters:

Your office – Is it clean, organized, comfortable, and welcoming? Are restrooms shipshape? Is the lighting too dim or too harsh?

Your phone-side manner – Do you and your staff have a pleasant phone demeanor? Do you sound rushed or impatient when you answer? Do you clearly state the name of your company? Do you return calls promptly?

Dress code – Do you require a particular dress or uniform code?

In-office behavior – Is your staff cracking gum or blowing bubbles? Are they gossiping where others can hear? Are they courteous-even when clients push their buttons?

Music or TV – Is it tuned to a channel that’s appropriate for all ages? Is the volume too loud?

Now, give some serious thought to these questions:

What image do you want your business to project?

Are you doing everything you can to project that image?

What improvements could you make to:

• Your office?
• Your phone demeanor?
• Your dress code?
• In-office behavior?
• Other areas?

So, what’s the verdict? Are you giving good vibe – or do you need an extreme image makeover?