MAKING A GREAT FIRST IMPRESSION IN BUSINESS

You’ve heard the saying, “You only have one chance to make a first impression.” Usually, when people talk about first impressions they’re referring to the importance of a person making a great first impression. This could be a salesperson, a job applicant, just about anybody. People are quick to judge based on what they first observe or encounter. Just like people as individuals should be concerned about the first impressions they make, business owners and managers need to be aware of the first impressions THEIR BUSINESSES make.

Does you business make a good impression? Let’s break it down into three categories: On the Phone; In-Person; and Online.

On the Phone:

Knowledgeable and personable employees should answer the phone.

A customer’s time is valuable; don’t waste it!

Have you ever called a business and the person answering the phone appears to know nothing or isn’t very professional? Nothing bothers me more than when a company has their newest, most inexperienced person answering the phone OR when the person answering the phone is rude or unprofessional. I’m sure you’ve called a business to ask a question only to be told by the person on the phone “I’m not really sure. Hold on and I’ll try to find out” or something similar. A customer’s time is valuable; don’t waste it by having newer employees without broad knowledge about your business OR unpersonable employees answer the phone!

Employees should SMILE before answering the phone.

Callers will notice the difference! You don’t have your professional, neat appearance, your body language, or your facial expressions to help you communicate and make a great first impression. Therefore, smiling before answering will help set a positive tone for your conversation.

Everyone should use a standard greeting when answering the phone.

Answer the phone by identifying the name of the business and the person answering the phone. For example, “Good morning, Retail Experts, Michael speaking.“

Warn your staff not to talk too fast.

Callers will have a difficult time understanding fast talkers; they don’t have facial expressions or body language to “read” when on the phone. Plus, if someone talks too fast the customer may feel rushed or unimportant.

In Person:

Your business should be clean, neat and organized.

Details matter: Complete a self-evaluation on your cleanliness, tidiness, smells, sounds and interactions.

. . . your building, parking lot, sidewalk, windows, entryway, floor, counters, shelves, signage. This includes your staff as well. Each employee’s hair and clothing should be neat and clean. Clothing should not be offensive.

Odor, Music, and Lighting matter.

Ever walked into a place that smells bad or stuffy? It doesn’t make you want to stay for very long, does it? Notice how your business smells when you walk in every morning. You may need to open a door or window to air it out or use some type of air freshener. Possibly you need a better ventilation system, depending on the type of business you have. Similarly, loud or annoying music can also be big turn-offs just like a business that is so quiet that it makes a shopper feel uncomfortable. When background music is playing at a store, customers tend to look longer and spend more. Well-lit displays also aid in making a great first impression. Customers need to see to be able to purchase your products or services!

Greet and communicate with customers.

Customers should be greeted right away upon entering. Don’t be too eager, however – let them get in the door! Customers don’t want to feel attacked or pressured so start with a “warm up” greeting like, “Good morning, welcome to Retail Experts.” Let them respond with a simple “hi” or “good morning.” Then, ask an open-ended question such as “What brings you in today?” or “What can I help you find?” Avoid questions that will result in a “yes” or “no” answer; that will make it hard to continue the conversation. Focus on the customer, their needs, their questions, etc. Be helpful without being pushy. (This is honestly a topic for a later post; it deserves more detail but you get the idea!)

Online:

Your website should be easy to navigate and up-to-date.

Your website and social media accounts should be up-to-date.

Have you ever gone on a business’ website to discover that it looks like it was created 10 years ago and not updated since? Don’t be that business. Your contact information, hours of operation, and location should be easy to find. If you host events, seminars, classes, etc ensure your listing is up-to-date. If you still have old events listed, what kind of impression will that leave? People may think that you’re no longer be in business! Also, most consumers are accessing websites on smartphones and tablets so ensure your website is mobile-friendly. (In other words, make sure it looks good when accessed on a smartphone or tablet.)

Your social media sites should have recent activity.

Have you ever checked out a business’ Facebook account and they haven’t posted anything in months? That’s simply bad business. Just like your website, your social media sites should clearly list your contact information, hours of operation, and location. You should post regularly. Don’t try to be on every social media platform available. But, ensure that if you’re on a platform that your active. (This, again, is a topic for a later post!)

Your business is important to you. You spend time networking, marketing, and doing everything possible to get people to call, stop by, or visit you online. Take the time to ensure you’re making the best first impression you possibly can!

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Sondra Kirtley

Sondra Kirtley, MBA, is an entrepreneur who owns and operates a retail and service business in Eureka, California. Known for her helpful nature and small business expertise, Sondra founded SmallBizpathway.com to share tips and experiences with other small business owners.