Yet you probably do. And you've probably seen others do it. People will buff up an apple, rub it on a shirtsleeve before taking that first bite. It's an impulse seemingly programmed into us, a ritualistic final act of quality inspection, preparation and delivery.
It doesn't make the apple much more sanitary.
No, but what it does do is reassure you that you've got a quality apple in your hand – as you polish the apple you confirm there are no bruises, no ugly blemishes, no worm holes. And what it does inside your brain, when you see the apple's shine, is trigger a feeling of assurance and readiness, if not eagerness to buy – or bite – into that apple.
Buy or bite, these are actions that have very similar meanings. Before customers will buy your product or service, they will judge your offer based on the quality of your communications, your ability to put a shine on what you promise them. Whether it's an apple, a brochure, a web site, or your company's brand identity, customer's have a very deep need to feel you are a professional.
All successful sales people are professional communicators. Their communication materials come across as equally professional. Crafting a professional image is hard to do, when your company's marketing communications are blemished, when value articulation is weak, design is faulty and execution is spotty.
Such miscommunication taints the professional image of everyone in the company; not to mention, it diminishes your prospective customer's appetite.
jb
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