First impressions are the lifeblood of any business and relationship. The initial engagement is the main foundation and the most crucial relationship focal point for new or potential customers. Can you think back to a poor first engagement you had somewhere like at a restaurant, hotel, convenience store, retail store, or coffee shop. Was it the noncaring look of the hostess or front desk employee? Was it the trash left piled up overflowing in a trash can outside the entrance door? Was it the person on the phone taking your order?
Now think about a time when you had the best first impression of a business. Was it the energetic and smiling waiter, who delivered a warm and sincere welcome greeting when you arrived? Did you notice how clean and fresh smelling the business was when you walked in.
The truth is that we all form first impressions in the first seven seconds of an interaction. We are often evaluated by others and our customers in a few moments based on our appearance, body language, tome of voice, hair style, enthusiastic attitude, facial expressions, shyness, confidence, personality, as well as the physical appearance of our parking lots, entrance doors, lobby, vehicles, signage, landscaping and the list goes on. These first impressions occur in the first few seconds of meeting someone or visiting a business.
What we do, how we do it, how we act, what we say and do all leave a positive or negative impact on everyone with whom we come in contact with. Research will tell us that 80 percent of the customer’s interaction with you or your staff is based on their first impression. As overused as the saying goes: “You never have a second chance to make a good first impression” is, it is so true.
When your business and staff truly understand what is at stake here, you will learn to treat the first impression as if is the only opportunity you have to set the tone for the customer experience that you wish to create. You and your staff must envision that the only contact that your customer or visitor will ever have is that one short moment and interaction with you, your people and business. It is now or never, you or no one. Execute the first impression the right way and you are able to capture the emotions of your customer and experience. Execute it poorly and you’ll leave a bad impression with almost no opportunity to recover.
One of the most important actions any business can take initially is to make your customers feel welcome. This is the first opportunity to show that you are different than other businesses and that you care. It may seem obvious, but we often forget that your objective is to create an experience that your customers love and worthy of sharing to others.
Making your customers feel genuinely welcome doesn’t just mean how and when you greet a customer at the door, but also the entire surroundings of your business too! What does the parking lot look like? Are the entrance doors cluttered with paper tapped to it? Is there weeds in the flower beds? Is the carpet stained as you walk into the lobby? What do your restrooms look like? Every attention to detail is a direct reflection and first impression of your business. It demonstrates that you and your staff care.
MANAGE BY WALKING AROUND
Constantly walk around your business and observe what your first impression look like. I use to include my staff in these walks and encourage them to see if for themselves. I’s ask then what they thought the “good show vs bad show looks like. Do it often throughout the day to make sure your are always ready. Look for ways to improve your first impressions if needed. And remember you only get one shot at it so make it “MAGICAL!
KNOWLEDGE IS NOT POWER. TAKING ACTION IS.
You know what your staff should do to create the unique and memorable customer experience to beat out your competition. You know the difference between what is average and what is exceptional. Everyone already knows they should be training their employees and leaders better. Everyone knows the customer experience matters. And yet, the average business still fumbles and wonders why they are losing customers, why positive reviews aren’t coming and why your business isn’t growing. Knowing this won’t save your business. Taking action will.
Need help? If you are struggling with your customer experience, are frustrated that you are always having to babysit your employees, hiring the wrong people, wish your managers were more accountable and are afraid you might be losing too many customers, then contact me to schedule a quick FREE STRATEGY CALL and I will provide you the help you need to fix those challenges right away. You shouldn’t have to worry about that. Just CLICK HERE or email me at info@johnformica.com
John Formica is America’s Customer Experience Coach, team culture expert, keynote speaker, and Top 10 Global Thought Leader and Influencer on Customer Loyalty and Customer Experience. For information on customer experience evaluations and programs, leadership training, how to find and hire great people, affordable tailored training programs or to book John to speak at your next event, contact 704-965-4090 or visit our website at JohnFormica.com.