I have always felt that the first impression that you make on a client or customer is far and away the most important one.
A classic example of this is dining out. If I try a new restaurant and like the food, the atmosphere and the way I was treated by the staff I will definitely return. Conversely, if I don’t come away from my first meal with a positive impression of the restaurant I most likely will not return. In today’s world there are simply too many other quality options available to me.
These days companies are realizing the importance of the first impression and are spending millions training their employees to give a better first impression. Yet I still constantly see examples on social media where companies are having to reach out to customers who are complaining about a bad experience with the company or their product and ask for a second chance to make things right. It’s smart of them to reach out and try to satisfy the unsatisfied customers, but why not get it right the first time?
One of my clients said recently that his attitude is that everyone in his company is in sales regardless of their actual position – from the receptionist all the way to president. Every single employee that the client interacts with, however briefly, contributes to the overall impression the client will have of the company. This group’s client-centered focus ensures the client will be treated with the same respect and attention to their needs regardless of who they interact with.
I use a similar approach in my own business, because every piece of my first interaction with a client contributes to their all-important first impression of me and what I have to offer. How I dress, for example, is huge in these initial meetings. I always try to err on the side of formal in this regard (see my post “Everybody’s Crazy ‘Bout a Sharp-Dressed Man (or Woman)” for more on this topic). I’m frequently chided for wearing a suit and tie nearly every day, but my response is, “You never know when you’re going to get that call.” Once I get the call and go to meet with the client, the ways in which I listen to their needs and the quality of the questions I ask go a long way towards creating a positive first impression.
The last part of making a good first impression on a client is how I communicate with them in writing when following up on the initial meeting. I take the time to write a quality follow up in which I try to offer them concrete solution to their needs and concerns. This goes a long way towards establishing trust between myself and the client, because it shows them a) that I listened to them during our meeting and took note of their concerns and b) that I know enough about my business to have already come up with ideas for solutions to address their needs after just one meeting.
Why do I go to all this trouble? Back to the restaurant example: a satisfied customer will come back repeatedly, but one who’s not happy will simply move onto one of the many other options. Even worse, in today’s connected world they might also post a negative review of the restaurant online, further damaging the company’s brand.
Ultimately making a good first impression comes down to a simple rule that we are all familiar with: “Treat others how you would like to be treated.” Think about the characteristics and behaviors that you would want to see if you were in the client’s shoes, and then try to model them when working with the client. Giving a good first impression may well be the most important thing you will do on your way to closing that deal. It might also open up the door for an extended collaboration with that client.
What have we got to lose?
Have a great weekend,
Ro