First Impressions Make
The Difference
June, 2009
We all know in this very tight market, customers are no longer like
buses, with another one coming along every 10 minutes. That is why when
a customer does approach a business, they get more attention than a porn
star visiting the troops in Baghdad. Yeah, right!
I recently mystery shopped four small businesses. In every case I was
the only customer on the premises at the time.
At one business, I walked up to what looked like the front entrance
only to see a sign on the door telling me to use the front entrance. Unfortunately,
it did not tell me where the front entrance was. I finally found it around
the side of the building. When I walked in, I found myself in the same
room I would have been in had I gone through what I thought was the front
door. Moreover, I could see no reason why that door could not have been
used.
At another business, I was greeted by a front door with cracked glass
and two handwritten signs, with very poor hand writing I might add, instructing
me to door various things like shut the door behind me. It was like being
back home with Mum! Then I had to walk through a show room that looked
like a building site, climb some narrow stairs that led to the administration
office, which unfortunately for me was empty and stand around until someone
emerged from an adjoining room.
Another business, a small manufacturer, was located on a very busy road
with fast moving traffic and due to poor signage was very hard to find.
If I had not been determined to go there, I would have given up and gone
somewhere else. Once I found the place, it was difficult to find a park.
When I entered the business, a very shy receptionist appeared reluctant
to talk to me and showed none of the enthusiasm, warmth and friendliness
I would think a customer would get I these tough times. Eventually she
fetched someone who turned out to be the factory manager. In the previous
two businesses, nobody tries to sell their company to me. I had to explain
my needs without being prompted and then ask questions about what they
could do for me. Often they did not listen to what I was saying. His man
at least did try to sell his company but his conversation all about the
equipment they have in the factory.
At the fourth business, I walked into a bright, upmarket showroom and
stood around for a few minutes while the receptionist had a personal conversation
on the telephone. Finally, a chap, who turned out to be the managing director,
came out of his office to talk to me. I gave my name and introduced myself
to him but he did not feel the need to do the same. He was, however, the
only person I visited who invited me to sit down. Not surprisingly, I
spent four times longer in that business than in the others, which gave
me a chance to tell him more about my needs and to learn more about what
the company had to offer. It felt like a relaxed conversation rather than
a business enquiry. Had I been serious about buying and not just mystery
shopping, I would have spent at least twice as much with this company
as a result.
But here is the really scary bit. In three of the four businesses I
visited, I was not asked for my name and contact details before I left!
In a market where customer enquiries are as rare as sightings of Kiwi
birds at noon on Main Street, how could anyone possibly allow a prospect
to escape without getting the information they need to be able to follow
up?
This mystery shopping experience reminded me just how important first
impressions are. Here are five steps to creating a great first impression.
1. Make it easy for your customers to get to you.
Your signage needs to stand out and if you are in a complex of buildings,
it needs to be very clear which is yours. Make sure there is adequate
parking set aside for customers which is also clearly marked. Finally,
make the entrance easy to find!
2. Look sharp
According to one study, 92% of people said the appearance of the building
and the staff influenced their perception of the experience they were
about to get. If you want people to think you are professional, upmarket
or just plain competent, make sure the look of your building, vehicles
and staff sends that message.
3. Be welcoming
Teach your staff that when customers come in it is like having a guest
walk in their home. That means taking the first step, reaching out to
the customer, with a warm, friendly smile, introducing yourself by name,
where appropriate shaking hands and having enthusiasm in your voice.
After all, this could be someone who helps pays their wages and contributes
to your profits.
4. Sell yourself
The customer has come to your business for one reason only and that is
to be sold something. Do not make them do all the work by having to ask
a lot of questions. Learn to ask open-ended questions and to listen to
what they have to say. Then identify the critical factors for them and
demonstrate that you can deliver on those. Tell stories, cite examples
of work done and show pictures. Even better would be to have testimonials
from happy customers and former customers happy to give you a reference.
Remember to sell benefits not features. Features are what you do. Benefits
are what they get that matters to them because you do what you do.
5. Follow up
Finally, and most importantly, follow up the visit. You cannot do this
unless you have the customers name and contact details. Do not be afraid
to call because you might be rejected. The call shows you care and are
professional. It might just tip the balance in your favour. Even if it
does not, there is always
a next time, or something might go wrong and the customer needs to shop
around again, or they may just pass your name on to someone else.
First impressions are so important and we all know that you have only
one opportunity to make a first impression. It is worth working hard to
get it right. Especially these days.
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