Perception Matters When Building a Business

In order to make her small real-estate and property management firm look larger than it actually was, Angela Ford invested in an answering service. Instead of reaching Ms. Ford, her customers would first speak to a live operator, who would only direct their calls if she was available. Her company's revenue has more than doubled every year since it began.

According to The New York Times article, "Making a Little Company Look Big" part of building a successful company includes creating the image that you are more successful than you initially are. Besides paying for an answering service, entrepreneurs can also rent office space and design a sophisticated Web site.

Evan Carmichael, a chief executive of small business, had his friends dress in suits and work diligently in a borrowed office space when a local television studio asked to interview him. After the segment was broadcast his Web site went from 150 visitors a day to almost 1700 a day.

People who build a stronger business realize that perception matters and take advantage of technology tools and marketing techniques to put their best foot forward.