FIRST IMPRESSIONS

A company's image is like an orchestra. No single instrument is responsible for an orchestra's success or failure. Likewise, the image that a company projects is not based on a single business card, glossy brochure or fashionable display, but on the total impression created by all of these things and more. There are many intangibles that can be critical, like the reputation you have, your principles and professionalism, your creativity, and even the warmth of an initial welcome.

For a company to come across well internationally, it also needs to consider the culture of its client or customer. A Finn might take an instant dislike to extravagance, a German might prefer innovation to tradition, a French might put personal rapport before anything else.

Images can create a negative impression or a positive feeling in a few seconds. If you get it right, that favourable first impression will help in building a successful business relationship.

1. Why is a company’s image like an orchestra?

2. What are the 'instruments' that the text mentions? What others could you add?

3. What is the meaning of 'intangibles' in a business context?

4. How important do you think it is to consider the culture of your client / customer? Can you think of any examples?

5. Discuss an experience you have had of a positive or negative first impression of a company. What factors contributed to this?

Task I. Work with a partner. Look at the things which can create a good or bad first impression of a company and answer the questions below. Use the conversational formulas from File Useful Language.

· Uniform

· Office / business premises

· Telephone answering system

· Reception area

· Meeting / conference rooms

· Quality of product / service

· Warm greeting

· Dress code

· Website

· Advertisement in the media

· Brochures / printed materials

· Price

· Speaking customer’s language

· Reputation

1. Can you add any more?

2. Which three are the most important, do you think, and why?

3. Name five factors that create a good impression of your company (University).

4. Name five factors that are less successful at creating a good impression of your company (University).

TEXT 2

Read this extract from Corporate Cultures, a book by Terrence Deal and Allen Kennedy, and discuss the questions that follow.

Marvin Bower, for years managing director of McKinsey & Company and author of The Will to Manage, described the informal cultural elements of a business as 'the way we do things round here.' Every business - in fact every organization - has a culture. Sometimes it is fragmented and difficult to read from the outside - some people are loyal to their bosses, others are loyal to the union, still others care only about their colleagues. If you ask employees why they work, they will answer 'because we need the money.' On the other hand, sometimes the culture of an organization is very strong and cohesive; everyone knows the goals of the corporation, and they are working for them. Whether weak or strong, culture has a powerful influence throughout an organization. It affects practically everything - from who gets promoted and what decisions are made, to how employees dress and what sports they play. Because of this impact, we think that culture also has a major effect on the success of a business.

At the heart of corporate culture - and critical to a company's success - are the 'shared values' which, says Corporate Cultures, 'provide a sense of common direction for all employees and guidelines for their day-to-day behavior'.

1. What is 'corporate culture’?

2. What is meant by 'strong' corporate culture?

3. What is the relationship between corporate culture and success?

4. How would you define the word ‘value’?

5. How important is it for a company to have values?

6. Would a company’s values influence your decision to be an employee or a customer of that company?

TEXT 3

The text gives an example of a company’s values. After reading the text, be ready to comment on them and do the task that follows the text.

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