Bad rep - saving a business with a bad reputation; includes a related article on positive office layout

Entrepreneur, Sept, 1996 by Jacquelyn Lynn

When you were a teenager, your reputation was one of your most valuable assets. But how long has it been since you've thought about your company's reputation?

You probably know of a number of businesses that slowly declined before finally giving up. I he whispers here and there of poor quality or service escalated until "everyone knew" not to patronize a company, and eventually the doors closed. Could those companies have been saved? The answer is an emphatic yes, says Brent Gooden, CEO of I he Gooden Group Inc., a marketing service and public relations firm in Oklahoma City.

"Most bad reputations are caused by neglect," says Gooden. "A lot of business owners are expert at seeing the big picture, but they don't manage the details, and that leaves a very poor impression on their customers. "

To prevent a bad reputation from sounding the death knell for your business, Gooden says you first have to find out if you have a problem. Start by surveying existing and, if possible, former customers. For existing customers, ask specifically if they are dissatisfied in any way and how you can improve; for former customers, find out why they left and what it would take to bring them back. Also ask your colleagues to tell you candidly what they hear about you on the street.

Once you have identified the problems, take the necessary steps to correct them. Then--and only then--should you attempt to recapture your lost market.

"People are forgiving and willing to give you another chance, but you have to do it right this time, or you will lose them forever," Gooden says. "A business only gets two chances. If you ask for a second chance and don't deliver, customers will feel they've been lied to, and they won't be forgiving again."

Getting that second chance requires more than simply admitting your mistakes and asking for another opportunity. "You have to do something bold to prove that you have changed," says Gooden.

Not sure what to do? Simple: Ask your customers what it will take to win them back--then do it. It may cost a considerable amount of money, but calculate the potential rewards.

The bottom line: Recovering from a bad reputation can be painful and lengthy, but the process will strengthen your company and may even take you to levels of prosperity you never before imagined.

RELATED ARTICLE: Success By Design

IF BUSINESS isn't going as well as it might, consider taking a second look at your physical environment. An increasing number of Westerners are discovering feng shui (pronounced fung schway), the ancient art of arranging your personal space to create balance and harmony with the forces of nature. It's a technique Asians have been practicing for centuries.

"Over the last decade, Pacific Rim companies have had an increasing impact on the global marketplace," says William Spear, a consultant and author of Fen Shui Made Easy: Designing Your Life With the Ancient Art of Placement (Harper Collins). "When you investigate the way in which Asian corporations conduct business, it begins with their traditional philosophy of their relationship to their immediate environment."

In other words, how your desk is positioned,the orientation of the door and the type of art you have can have a significant impact on your business. The idea is to keep positive energy flowing and deflect the negative energy. Clearing clutter, rearranging furniture, and adding or removing specific elements can have a dramatic impact on your creativity and success. Some of Spear's tips:

* Position your desk to face the door so you can see who is coming in. But don't let it block the door; that creates an energy barrier.

* Sit with a solid wall behind you to increase the feeling of being supported.

* Avoid putting pictures and art behind your desk--they distract visitors' attention away from you.

* Consider the symbolism of the posters, pictures and other artwork in your surroundings. What messages are they sending?

* Clutter inhibits the free flow of energy. Keep your desk clear, and keep files off the floor.

* Use live plants to counter the negative effects of modern machinery, but avoid cacti and other spilky specimens.