Answering the phone. (Entrepreneur's Notebook).

Let's start with your "director of first impressions," as your receptionist or employee who answers the phone is so aptly called. If voice mail plays receptionist, the questions you should ask yourself are the same: How many rings before the phone is answered? Is the voice welcoming? How long is the party on hold before being transferred, and can you use that time to market?

Not many service firms are using a message-on-hold yet, so having one now can give you an edge. If done professionally with the right voice and messages, it can be a terrific marketing tool.

Take a look at the client areas of your office. Many firms overlook the reception area as an opportunity to merchandise themselves. You only get one chance to make a first impression on a prospective client, so make the most of it.

What does your reception area say about the firm? It doesn't need to look hip, slick and cool, but it should tell the buyer what they will be buying. Instead of back issues of magazines unrelated to your business, display current professional publications, copies of the firm's newsletter and reprints of your articles or anything written about you or your firm. Surprisingly, putting reprints in your reception area is often overlooked.

What about your corporate image package? Your logo, letterhead, business card and related materials are part of your merchandising package and speak volumes about you. Make sure their look reflects who and what the firm is. If your business card is plain vanilla, for instance, consider revamping it as part of your overall marketing program. Even "solid and traditional" can be said with a flair that makes you stand out.

If you're using poor quality paper and think it makes no difference or your markets don't care, think again. The quality of all your marketing materials tells the world whether or not you think you are worth investing in. If you don't think you are, why should anybody else?

Sharon Berman is principal of Berbay Corp., a marketing consultancy specializing in working with service firms. She can be reached at [e-mail].