How do clients see you?

I've just returned from a trip to Toronto, where I stayed at the famous Royal York hotel. It was our wedding anniversary, so my wife and I decided to splash out on some well-earned luxury. We stayed in one of the Fairmont Gold suites, which is kind of like a separate hotel within a hotel. It has its own dedicated reception area and concierges. Naturally, we expected and received personal and attentive service from the staff, especially Pedro, the concierge who explained the facilities in our suite. Not being used to enjoying such luxury, his manner and voice made us receptive to what he was telling us. He spoke slowly and clearly without being in the least bit patronising, making it clear that our stay was important to him.

How do you show your clients that they are important to your business?

Another designer I know exemplifies how to exhibit this. Like me, he is a sole trader, working mostly from home but also from clients' offices. Every time that I bump into him on the street - whether or not he is on his way to or from a meeting - he is immaculately presented in a snazzy suit and tie. Even if the client is a small business owner or prefers to dress casually, this designer demonstrates by his own dress sense that a client's business is important to his own firm.

Everything about how the world sees you and your business - whether your stationery, personal grooming or how you speak - will define how you are perceived.