4 Reasons Why You Should Make Your First Impressions Count
You’ve heard it before – you only get one chance to make a first impression.
However, that adage doesn’t really explain why it’s so important to make the right first impression.
Well, in a nutshell, the wrong first impression could mean that you never get a chance to change the conversation. Why is this so very important?
It’s Often Accurate
First impressions are often accurate.
If your customer walks into your store and sees that the place hasn’t been cleaned, that there’s clutter all around, their first impression will be that you and/or your team is sloppy or even lazy.
That can carry over to other areas of your business, ranging from product quality to customer service.
In almost all instances, a customer forming a negative opinion about a company based on a first impression is right.
It Forms The Basis For All Other Interactions
If a customer walks into your retail operation for the first time and has a negative experience, that experience will form the basis for all other interactions with them.
Perhaps they came in looking for a specific product and found it, but then your staff member/salesperson was unable to explain the benefits to them.
Their takeaway will be that you staff “warm bodies” rather than product experts, and will be more likely to go to a competitor.
Even if they return to your store, chances are good that they’ll be leery of asking questions or seeking information from your team because they’ve already formed a negative opinion based on a previous interaction.
First Impressions Become A Judgement of Your Business
Whether that first impression is accurate or not, it will usually become the customer’s opinion of your business.
If they were treated well, and served properly by a knowledgeable product expert, they’ll form a positive opinion of both the salesperson and your business.
If they weren’t served well, or your staff member wasn’t knowledgeable, that will reflect on your business, as well.
First impressions, while not always accurate, become the de facto opinion of your business in almost every instance.
You rarely have a chance to change the paradigm and redeem your business in the customer’s eyes.
How To Make A Positive First Impression
Really, there’s reams of advice out there about making the right first impression on your customer, and it’s actually a pretty vast topic.
However, we can narrow down a great deal of that information.
Your store should be neat, clean and well laid out for flow.
Products should be easily accessible and highly visible.
Your team should be comprised of product experts who are passionate about your business’ area of focus, and should deliver outstanding customer service each and every time.
Remember – not only do you never get a second chance to make a first impression, but that impression will color a customer’s opinion of your business permanently.
If you want to succeed, you’ll need to ensure that you’re putting your best foot forward every single time.
The Retail Sales Academy Team